How an SEO company performs keyword research

UNDERSTANDING WHAT PEOPLE ARE SEARCHING FOR

WHAT EXACTLY IS KEYWORD RESEARCH?

So, what's the deal with keyword research? Basically, it's like being a detective for the internet. You're trying to figure out the exact words and phrases people type into search engines when they're looking for something. Think about it – when you need to find out how to fix a leaky faucet or where to get the best pizza, you don't just randomly type stuff in, right? You use specific terms. Keyword research is all about identifying those terms so you can make sure your website or content shows up when people are looking for what you offer.

WHY SHOULD WE EVEN BOTHER WITH KEYWORD RESEARCH?

Why bother? Well, imagine you've got a fantastic bakery, but you're only advertising with a sign that says "Good Food Here." People looking for "chocolate chip cookies" or "custom birthday cakes" might just walk right by. Keyword research helps you put up the right signs. It's the bridge connecting what you offer with what people are actively searching for. Without it, you're essentially shouting into the void, hoping someone hears you. Knowing what people search for means you can create content that actually gets seen by the right eyes, leading to more visitors, more engagement, and ultimately, more business.

HOW HAS KEYWORD RESEARCH CHANGED RECENTLY?

Things online move fast, and keyword research is no exception. It used to be all about stuffing as many keywords as possible onto a page. Thankfully, those days are long gone. Search engines have gotten way smarter. Now, it's less about the exact words and more about understanding why someone is searching. This is called search intent. Are they looking to buy something? Learn something? Or just browse? Plus, with AI becoming a bigger player, how people search is also shifting. Some folks, especially younger demographics, might be starting their searches on video platforms like TikTok or YouTube instead of just Google. So, we have to keep our eyes open and adapt to these changes to stay effective.

GETTING STARTED WITH YOUR KEYWORD EXPLORATION

Alright, so you've got a general idea of what people are looking for. Now it's time to actually start digging. This is where the fun (and the data) begins. Think of this as your initial treasure hunt for the words and phrases that will help people find you.

WHAT'S YOUR SEED KEYWORD?

Every keyword exploration starts with a seed. This is basically your best guess, or your most obvious topic, related to your business or what you offer. If you sell handmade dog sweaters, your seed keyword might be "dog sweaters." If you're a local bakery, it could be "bakery near me" or "custom cakes." It’s the starting point from which you’ll branch out.

Don't overthink this part. Just pick a few terms that really represent the core of what you do or what you're writing about. These seeds will be plugged into tools to help you discover a whole universe of related terms you might not have thought of.

HOW TO USE KEYWORD TOOLS TO FIND MORE TERMS

This is where the magic happens. You take your seed keywords and feed them into specialized tools. There are a bunch of them out there, some free, some paid. For getting started, free tools are totally fine.

• Google Keyword Planner: This is a classic. It's part of the Google Ads platform, but you don't need to run ads to use it. It's great for seeing search volume and getting ideas for related terms.

• Google Search Console: If your website is already live, this is a goldmine. It shows you what terms people are already using to find your site, even if you weren't intentionally targeting them. It's like finding out what's already working.

• Other Tools: There are also tools like Ubersuggest, Ahrefs Free Keyword Generator, or SEMrush's Keyword Magic Tool (some have free versions or trials) that can give you tons of related keywords, questions people are asking, and more.

When you put your seed keyword into these tools, they'll spit out lists of related searches. You'll see variations, longer phrases (long-tail keywords), and questions. It's like opening a door to a whole new vocabulary your audience is using.

WHAT ARE THE KEY METRICS TO LOOK AT?

Just getting a list of keywords isn't enough. You need to understand what that data means. Each keyword comes with a few important numbers that tell you if it's worth chasing.

Here are the main ones you'll see:

• Search Volume: This is the average number of times a keyword is searched for each month. Higher volume means more people are looking for it, which sounds good, right? But it often means more competition too.

• Keyword Difficulty (KD): This metric, usually on a scale (like 0-100), tells you how hard it's likely to be to rank on the first page of Google for that keyword. A low KD means it's easier to rank, especially if your site is new.

• Search Intent: This is super important. It's about why someone is searching for that term. Are they trying to learn something (informational), find a specific website (navigational), compare products (commercial), or ready to buy something (transactional)? Matching your content to their intent is key.

You're not just looking for popular words; you're looking for the right words that match what people want and what you can realistically rank for. It's a balancing act.

Think of it like this: a keyword with a decent search volume, low-to-medium difficulty, and clear intent that matches what you offer is often a sweet spot. You want to find those terms where you have a good chance of showing up and actually helping someone.

DECODING THE KEYWORD METRICS

So, you've got a list of potential keywords. Awesome! But not all keywords are created equal, right? That's where understanding the numbers comes in. Think of these metrics as your guide to figuring out which keywords are actually worth chasing.

SEARCH VOLUME: HOW MANY PEOPLE ARE LOOKING?

This one's pretty straightforward. Search volume tells you, on average, how many times a specific keyword gets searched for each month. It's basically a measure of demand. A higher search volume could mean more people will see your content, but it's not the whole story. You don't want to waste time on terms nobody's actually searching for, but you also don't want to chase keywords with astronomical numbers if you can't possibly rank for them.

Here's a rough idea of what those numbers might mean:

• 10-100: Low volume, but often super specific and can lead to good sales.

• 100-1,000: This is often a sweet spot for many businesses, especially when you're just starting out.

• 1,000-10,000: These are competitive, but can be really good for sites that already have some authority.

• 10,000+: These are the big leagues. Expect a lot of competition and you'll need a strong website to even think about ranking.

KEYWORD DIFFICULTY: CAN WE ACTUALLY RANK?

This metric, often called Keyword Difficulty (KD), is a score that estimates how tough it'll be to get your page to show up on the first page of search results for that keyword. Most SEO tools figure this out by looking at the authority of the websites that are already ranking for that term. It's usually a score out of 100.

Don't just look at search volume. A keyword with a million searches might be impossible to rank for if all the top spots are held by huge, established websites. You need to find that sweet spot where there's enough interest, but the competition isn't completely out of reach.

Think of it like this:

• 0-30: Great for brand new websites. You can probably compete here.

• 31-60: You'll need some decent content and a bit of website authority.

• 61-80: This requires a stronger website with good backlinks.

• 81-100: These are usually dominated by major brands and super authoritative sites. It's tough to break in.

SEARCH INTENT: WHAT DO THEY REALLY WANT?

This is super important. Search intent is all about why someone is typing a particular phrase into Google. Are they trying to learn something? Buy something? Find a specific website? If you get the intent wrong, your content might be great, but it won't connect with what the searcher actually needs. Understanding this helps you create content that truly answers their questions or solves their problems. For example, if someone searches for "best running shoes," they're probably looking to compare options before buying, not just learn how shoes are made. This is a key part of building a solid e-commerce business.

There are generally four main types of search intent:

1. Informational: The person wants to learn something. Think "how to tie a tie" or "what is SEO?".

2. Navigational: They're looking for a specific website or brand. Like "Facebook login" or "Amazon homepage".

3. Commercial: They're comparing products or services before making a decision. Examples include "best laptops 2026" or "iPhone vs Samsung".

4. Transactional: They're ready to buy. Keywords like "buy cheap flights" or "order pizza online" fall into this category. As SEO evolves, understanding intent becomes even more critical for ranking.

ANALYZING THE COMPETITION

So, you've got a list of keywords that seem promising. That's great! But before you start writing, it's a really good idea to see who else is playing in this space. Looking at your competitors can give you a ton of insight into what's working and what might be missing.

WHO ELSE IS RANKING FOR THESE TERMS?

This is where you figure out who's already showing up when people search for the terms you're interested in. You can use tools like Semrush or Ahrefs for this. Just pop in a keyword, and these tools will show you the websites that are ranking on the first page of Google. It's like getting a peek at the scoreboard.

Think about it: if a bunch of big, established sites are all ranking for a keyword, it's probably going to be tough for a new site to break in. But if you see smaller blogs or newer businesses doing well, that's a good sign that there's room for you.

Here’s a quick look at what you might see:

• Direct Competitors: These are the businesses offering pretty much the same stuff you are. They're your most obvious rivals.

• Indirect Competitors: These guys might sell different things, but they're still showing up for the same keywords because their content is relevant to what people are looking for.

It's also helpful to check out the general health of these competitor sites. Tools can give you an idea of their:

• Authority Score: How strong and trustworthy their website is overall.

• Organic Traffic: An estimate of how many visitors they get each month from search engines.

• Organic Keywords: The total number of keywords they rank for.

This info helps you gauge the challenge ahead.

FINDING THOSE HIDDEN KEYWORD GAPS

Now, this is where things get really interesting. While you're looking at what your competitors are doing, keep an eye out for keywords they aren't targeting, or keywords they're ranking for but maybe not doing a great job with. These are your opportunities – your keyword gaps.

Sometimes, competitors focus heavily on certain types of keywords and completely miss others that could be a goldmine for you. Maybe they're all chasing the big, competitive terms and ignoring the slightly more niche ones that still have decent search volume.

Don't just copy what everyone else is doing. Look for the spaces they've left open. These overlooked keywords can be a fantastic way to get noticed and capture traffic that your competitors are missing out on.

For example, if everyone is writing about "best running shoes" but nobody is really digging into "best running shoes for flat feet," that second one could be a great keyword gap for you to fill. It's specific, and people searching for it likely have a clear need.

By analyzing who ranks and what they're missing, you can build a much smarter keyword strategy that gives you a real edge.

ORGANIZING YOUR KEYWORD TREASURE TROVE

So, you've been digging around and found a bunch of potential keywords. That's awesome! But now you've got this big, messy list, and it probably looks a bit overwhelming. Don't worry, that's totally normal. The next step is to sort through all those terms and get them into a shape that actually makes sense for your website and your goals.

GROUPING KEYWORDS BY TOPIC AND INTENT

Think of your keywords like different types of customers walking into your store. Some are just browsing, some are looking for something specific, and some are ready to buy. You wouldn't treat them all the same, right? The same goes for keywords. Grouping them helps you understand what people are really looking for when they type something into Google.

First, let's talk about topics. If you sell running shoes, you'll have keywords about "trail running shoes," "marathon running shoes," and maybe "best running shoes for beginners." These are all related to running shoes, but they're distinct topics. You'll want to group them together.

Then there's search intent. This is super important. It's about why someone is searching for a particular term.

• Informational: People want to learn something. Think "how to tie running shoes" or "benefits of running." They're not ready to buy yet, but they're interested.

• Commercial: People are comparing options or looking for recommendations. Examples include "best trail running shoes 2026" or "Nike vs. Adidas running shoes.

• Transactional: People are ready to make a purchase. These are keywords like "buy Nike Pegasus 40" or "running shoe sale online."

By grouping keywords by both topic and intent, you start to see patterns. This makes it way easier to figure out what kind of content you need to create.

MAPPING KEYWORDS TO YOUR CONTENT STRATEGY

Now that you've got your keywords sorted, it's time to connect them to actual pages on your website. This is where the magic happens, turning a list of words into a plan for creating content that people will actually find and engage with.

Here's a simple way to think about it:

1. Identify your core pages: These are usually your main service or product pages. They often target more commercial or transactional keywords.

2. Find keywords for supporting content: These are your blog posts, guides, or FAQs. They're perfect for informational keywords and can help attract people earlier in their journey.

3. Match keywords to existing content: See if any of your current pages already cover a keyword group. If they do, great! You might just need to tweak the page a bit to make it even better for that keyword. If not, you know you've got a gap to fill.

The goal is to have a clear plan for each keyword or group of keywords: which page will target it, and what kind of content will be on that page. This prevents you from creating content that's too similar or missing out on important search terms altogether. It's like making sure every piece of your content has a job to do.

You want to make sure that the content you create directly answers the question or fulfills the need behind the search term. If someone searches for "how to choose running shoes," your blog post should explain the factors involved, not try to sell them a specific pair immediately. This alignment builds trust and keeps people on your site longer.

PRIORITIZING YOUR TARGETS

Okay, so you've got this massive list of keywords from your research. That's awesome! But now comes the part where you have to actually pick which ones to go after. It's not just about finding the most popular terms; it's about being smart with your time and resources. Think of it like picking the best spots to fish – you don't just cast your line anywhere, right?

BALANCING VOLUME AND DIFFICULTY

This is a big one. You've probably seen keywords with huge search volumes, meaning tons of people are looking for them. That sounds great, but often, these super popular terms are also super hard to rank for. Competitors have probably been at it for ages, building up their authority. So, what's the sweet spot? You want to find keywords that have a decent number of searches but aren't so difficult that you'll never show up on the first page of Google. It's a bit of a balancing act.

Here's a simple way to think about it:

• High Volume, High Difficulty: These are the big leagues. Maybe aim for these later when your site is stronger.

• High Volume, Low Difficulty: Jackpot! These are rare but amazing opportunities.

• Low Volume, High Difficulty: Probably not worth the effort unless it's super specific to your niche.

• Low Volume, Low Difficulty: These can be great for getting quick wins and building momentum, especially if they're highly relevant.

ALIGNING KEYWORDS WITH BUSINESS GOALS

This is where you connect your keyword research back to what actually matters for your business. Are you trying to sell more products? Get more people to sign up for a service? Build brand awareness? Your keywords should help you achieve those specific objectives.

For example, if you're trying to sell a specific product, you'll want to prioritize keywords that show someone is ready to buy. Think terms like "buy [product name]" or "best [product name] reviews." If you're just trying to get people to know about your brand, more informational keywords might be a better starting point.

It's easy to get lost in the numbers, but always remember why you're doing this. The keywords you choose should directly support what your business needs to accomplish.

FOCUSING ON THE LOW-HANGING FRUIT FIRST

Sometimes, the best strategy is to start with the easiest wins. These are often keywords that are highly relevant to your business, have a reasonable search volume, and aren't too competitive. They're like the "low-hanging fruit" – easy to grab and give you a quick boost.

Getting some quick wins can be really motivating. It shows you that your SEO efforts are working and can help build the authority and confidence needed to tackle those tougher keywords later on. So, don't be afraid to start with the simpler targets before you go after the really challenging ones.

When you're trying to reach your goals, it's smart to figure out what's most important first. Think about what will make the biggest difference for your business. Focusing on the right things helps you use your time and money wisely. Want to learn how to pick your top priorities? Visit our website to find out more!

Frequently Asked Questions

What's the main goal of keyword research?

The main goal is to figure out what words and phrases people type into search engines like Google when they're looking for something. By knowing this, businesses can create content that matches what people are searching for, helping more people find them online.

Why is keyword research so important for a website?

It's super important because it helps you understand your potential customers better. When you know what they're searching for, you can create content that answers their questions or solves their problems. This makes your website more helpful and likely to show up higher in search results, bringing more visitors.

How has keyword research changed recently?

Things have changed a bit! People are now searching on social media and even asking AI chatbots. While Google is still huge, search is more spread out. Also, AI is starting to answer questions directly in search results, so it's important to create content that still gets noticed and clicked.

What's a 'seed keyword'?

A seed keyword is basically your starting point. It's a general word or phrase that describes what your business or website is all about. Think of it as the first idea you plug into a keyword tool to begin discovering more specific search terms.

What are the most important things to look at when choosing keywords?

You'll want to check a few things. First, 'Search Volume' tells you how many people are looking for that term. Second, 'Keyword Difficulty' shows how hard it might be to rank for it. Finally, 'Search Intent' helps you understand why someone is searching for that term – are they looking to buy something, learn something, or find a specific website?

Should I go after keywords that lots of people search for?

It's a balance! While high search volume sounds great, it often means lots of competition, making it really hard to rank. It's usually better to find keywords that have a decent number of searches but aren't too difficult to compete for, especially when you're just starting out.