What is Keyword Research?

Why is Keyword Research Important?

• Insight into Trends and Audience Interests: Keyword data can provide insights into current marketing trends, helping you understand what topics and questions are popular in your industry. By centering your content on relevant topics that your audience is actively looking for, you stay aligned with their interests and needs. This ensures your content remains timely and valuable, rather than based purely on assumptions.


• Increased Search Traffic: Targeting the right keywords can lead to higher rankings on search engine results pages (SERPs). The higher you rank, the more clicks and traffic you’ll attract. In fact, when you identify keywords that fit your content well and optimize for them, “the higher you’ll rank in search engine results — and the more traffic you’ll attract to your website.” Simply put, keyword research helps drive more organic visitors to your site by boosting your visibility for terms people are searching.


• Better Audience Targeting & Conversions: By matching your content to the actual terms people use, you’ll attract visitors who are genuinely interested in your offerings. If your content successfully answers their queries, you build trust and keep them engaged. Those visitors are more likely to take the next steps—whether that’s subscribing, contacting you, or making a purchase. As one guide notes, if your content meets users’ needs, you can then lead them further “into the buyer journey from the awareness stage to conversion.” In other words, keyword research not only brings in traffic but also helps you reach the right audience and guide them toward becoming customers or loyal readers.

Key Elements of Effective Keyword Research

• Relevance & Search Intent: A keyword is only valuable to you if it’s relevant to your website’s content and matches what the searcher is looking for. Search engines like Google will rank your content higher if it is highly relevant to the query and satisfies the user’s intent (the reason behind their search) (Hubspot ). For example, if someone searches for “easy vegetarian recipes,” a relevant piece of content might be a blog post with simple vegetarian meal ideas. If your page is about something unrelated (even if it uses the same words), it won’t rank well. Always ask, “Does my content fully answer what the searcher is trying to find?” Modern keyword research prioritizes understanding the search intent behind terms. In SEO, search intent is typically categorized as informational, navigational, commercial, or transactional – meaning the user might be looking for information, a specific website, to compare/options, or to make a purchase (Keyword research - Wikipedia). Make sure the keywords you target align with the intent your content can satisfy. A non-relevant keyword is unlikely to rank well for your site (Wikipedia), so focus on terms closely related to your subject area.


• Search Volume: This metric tells you approximately how many people search for a given keyword (usually measured in average monthly searches). Search volume matters because ranking #1 for a term has little benefit if virtually nobody ever searches for it. “You might rank on the first page for a specific keyword, but if no one ever searches for it, you won’t see any traffic. It’s like setting up a shop in a ghost town.” (Hubspot) Generally, keywords with higher monthly search volume can bring more visitors — but they often come with more competition. As a rule of thumb, aim for keywords that enough people are searching, but keep in mind the next factor, competition. Extremely high-volume keywords can be very broad; sometimes a more specific term with moderate volume may actually yield better results for your particular niche (especially if it indicates a user closer to making a decision).


• Competition (Difficulty): Keyword difficulty refers to how hard it might be to rank well for a given term. This is often influenced by how many other websites are targeting that keyword and how authoritative those websites are. If the entire first page of Google for a keyword is filled with large, well-established sites (think Wikipedia or major brands), that keyword will be highly competitive and tough to crack. As a result, “good keywords that are highly competitive are less likely to rank at the top.” (Wikipedia) Many SEO tools provide a “difficulty” score (often on a scale from 0 to 100) to estimate competition. Smaller or newer websites will find it challenging to rank for keywords with very high difficulty, because those typically require more backlinks, content depth, and authority than you might yet have. It’s usually smarter to target lower-competition keywords at first. Also consider your own site’s authority: if you’re not seen as an authoritative source in your topic (or if you’re up against powerhouse competitors), your chances of ranking for competitive head terms are slim (Hubspot). Look for keywords where at least some of the top results are sites similar in size/authority to yours – that’s a good sign you could compete there.


• Long-Tail vs. Short-Tail Keywords: Keywords can be broadly categorized by length (and specificity). Short-tail keywords are very short, general search queries, usually one or two words (for example, just “shoes” or “buy shoes”). These tend to have high search volume but also broad intent and extreme competition. In contrast, long-tail keywords are longer, more specific phrases (for example, “buy breathable running shoes online”). Individual long-tail terms often have lower search volume, but they usually reflect a more focused intent and often convert better. According to Wikipedia, short-tail keywords “get high search traffic but have a lower conversion rate,” whereas long-tail keywords “get less search traffic but have a higher conversion rate.” (Wikipedia) In practice, a solid keyword strategy will include a mix of both types, but leaning into relevant long-tail keywords can be very beneficial for beginners – they are easier to rank for and often indicate a searcher who’s closer to taking action (e.g. looking for a specific solution or product). For example, targeting “how to start organic vegetable garden” (long-tail) may attract a more engaged audience than just “gardening” (short-tail).


• User Engagement and CTR: Another element to consider is how the keyword plays out on the search results page. Some keywords, even if they have decent volume, might have a lot of SERP features (like answer boxes, maps, ads, etc.) that draw clicks away from the organic results. The organic click-through rate (CTR) for a keyword indicates how likely searchers are to click an organic result. If a query shows many ads or instant answers, the organic CTR might be low (What is Keyword Research & How Do I Get Started? - Moz). While this is a more advanced consideration, it’s worth noting: all else equal, you prefer keywords where searchers are likely to click through to results like yours. Additionally, consider seasonality and trends – some keywords surge in popularity at certain times of year (for example, “tax filing deadline” spikes every spring). Keyword research tools or Google Trends can show you these patterns.

How to Do Keyword Research (Step-by-Step)

1. Brainstorm Core Topics and Seed Keywords: Start by making a list of broad topics that are relevant to your business or website. Think about the main categories or themes that you want your site to be known for. Within each of these topics, brainstorm specific terms and phrases that a potential visitor might search for. Put yourself in your target audience’s shoes – what would you search if you were looking for the products, services, or information your site offers? Jot down as many ideas as possible without worrying about their quality just yet. This is sometimes called creating “seed” keywords (primary ideas that will sprout more keywords). For example, if you run a bakery, your core topics might be “wedding cakes,” “pastries,” “bread baking,” etc., and seed keywords under “wedding cakes” could include “custom wedding cake designs”, “wedding cake prices”, “best wedding cake flavors,” and so on. At this stage, quantity is helpful – you want a broad pool of relevant terms to investigate. (Many SEO guides note that brainstorming from what you know about your business is a crucial first step (Hubspot) (The Basics of Keyword Research | CALS/LAS Web Team).)


2. Expand Your List with Related Keywords: Once you have your initial list of ideas, it’s time to expand and refine it. There are a few ways to discover related keywords you might have missed:
   
   
   
   • Use Google and Other Search Engines: Type your seed terms into Google and see the autocomplete suggestions that drop down — these suggest common searches related to your keyword. Also scroll to the bottom of the results page for the “Searches related to…” section. These are valuable hints at what people commonly search. For instance, if your seed was “pastries,” Google might suggest related searches like “French pastry recipes” or “pastry vs cake difference,” which could be keywords to consider.
   
   
   • Look at Competitor Content: Check websites or blogs in your niche (especially those ranking highly for your topic) and see what keywords they seem to target. Their headings or the topics of their popular posts can reveal keyword ideas. If they have a “topics” or “tags” section, even better.
   
   
   • Use Keyword Research Tools: Tools are extremely helpful at this stage. Free tools like Google Keyword Planner, Ubersuggest, or AnswerThePublic, as well as paid tools like Moz’s Keyword Explorer, Semrush, or Ahrefs, can generate a large list of related keyword suggestions based on your seed terms. These tools will show variations, longer phrases, and questions people ask. For example, a tool might tell you that people also search for “how to store fresh bread” or “gluten-free pastry recipe” – terms you might not have thought of. Don’t worry about metrics yet; the goal is to cast a wide net and gather a comprehensive list of potential keywords.
   
   
   
   


3. Research Search Intent for Your Keywords: For each keyword on your growing list, consider what the searcher is likely looking for when they use that query. This is the search intent we discussed earlier. Figuring out intent might involve doing a quick search for the keyword yourself and examining the results. Ask: Are the top results mostly informational (blog articles, how-to guides)? Are they product pages or category pages (indicating a shopping intent)? Or maybe a mix of both? Understanding the intent helps you determine if the keyword is a good fit for you. For example, if you see that a keyword like “best bakery in Phoenix” returns mostly maps and local listings, the intent is local – if you are that local bakery, great, but if not, that keyword may not be useful to target with content. On the other hand, a query phrased as a question (“how to bake croissants at home”) shows an informational intent – a perfect opportunity for a how-to article if you have a baking blog. Make note of the intent (informational, commercial, etc.) for your keywords. This will help you later to match your content type to the keyword (e.g., don’t target a transactional keyword with an informational blog post, and vice versa). Remember, “search intent is an important criterion because it lets you know whether or not your content is a match to answer the searcher's intent.” (CALS/LAS Web Team) If you find a keyword’s intent doesn’t align with what you can offer, you might drop that keyword from your list.


4. Evaluate Keyword Volume and Difficulty: Next, narrow down your list by looking at the metrics for each keyword – primarily search volume and competition (or difficulty). This is where keyword research tools become especially useful, as they provide these data points. For each term, check the average monthly search volume: how many searches does it get? Eliminate or deprioritize keywords with extremely low volume (e.g. a few dozen searches a month) unless they are hyper-niche and crucial to your strategy, because they won’t contribute much to traffic (Wikipedia). Then, examine how competitive the keyword is. Many tools will give a difficulty score or at least show you the top results so you can gauge the competition. If a keyword has high search volume but also very high difficulty, it might not be the best target for now – it could be dominated by big players. Often, a sweet spot is finding keywords with good volume and relatively lower competition. For instance, a term getting 1,000 searches a month with moderate competition might be more valuable to pursue than a term with 10,000 searches but ultra-high competition. To assess difficulty without a tool, simply see who ranks on page one: if you recognize all the names as major brands or authoritative sites, difficulty is high. If you see some smaller or less optimized sites, that’s a sign you could have a chance. Keep in mind your site’s own strength; as one source advises, *if a keyword’s SERPs are loaded with heavy hitters (like Wikipedia, Amazon, etc.), a new site *“has a lower chance of ranking.” (Hubspot) You may want to focus on terms where the competition is more on par with your level. At this stage, you’ll likely trim down your list significantly – dropping keywords that are too competitive, too vague, or not worth the effort. You might also group similar keywords together if they essentially address the same user need (this helps avoid targeting duplicate ideas).


5. Prioritize and Select Your Best Keywords: By now you should have a refined list of candidate keywords along with data on each. The final step is to prioritize which keywords to actually target in your SEO strategy. Consider the combination of relevance, intent, volume, and difficulty for each term. The ideal targets are keywords highly relevant to your content, that have a decent number of searches, and that you have a realistic chance to rank for. It’s often useful to sort your list and pick a mix of “low-hanging fruit” (easy wins with lower competition) and a few stretch targets (higher volume or slightly more competitive terms that you can work toward as your site grows). You might also map each chosen keyword to a specific piece of content or page on your site – this practice is known as creating a keyword map. For example, you decide which keyword will be the focus for your homepage, which keywords correspond to each blog post or product page, etc. Mapping prevents overlap and ensures each page has a clear keyword focus. (Avoid assigning the same keyword to multiple pages, as this can cause your own pages to compete against each other – a problem called keyword cannibalization (Hubspot).) Once you’ve selected the best keywords, you can start planning or optimizing content around them.

Keyword Research Tips and Best Practices

• Do prioritize quality over quantity: Focus on keywords that truly match your content and business goals. It’s better to rank for 5 highly relevant keywords than try to target 50 keywords that are only loosely related to what you do. Good keywords are closely related to your website’s subject and serve the needs of your audience (Wikipedia).


• Do create content that satisfies the searcher: Once you choose a keyword to target, make sure the page targeting it provides valuable, comprehensive information on that topic. If gaps exist in your site’s content (topics your audience is searching for but you haven’t covered), fill them with high-quality content. The goal is to be seen as the best answer for the query. Additionally, consider having subject matter experts review your content for accuracy and depth if possible – this can make your content more authoritative and useful.


• Do monitor and refine: Keyword research isn’t “set it and forget it.” Track how your pages are ranking for their target keywords over time. Use Google Search Console or other SEO tools to see which search queries are bringing traffic. This data can reveal new keyword variations or indicate if you need to adjust your strategy. Monitoring your progress helps you learn what works and what doesn’t for your target audience, allowing you to continually refine your keyword list and SEO tactics (CALS/LAS Web Team).


• Don’t overstuff keywords into your page: Avoid the outdated tactic of cramming your keyword into every other sentence or adding a ton of barely-visible keywords on the page. “Don’t try to rank for keywords by adding them to your content in as many places as possible. This doesn’t work, and Google will catch on.” (CALS/LAS Web Team) Modern search engines are very good at understanding context, and they penalize keyword stuffing (Wikipedia). Instead, use your keyword naturally in the title, headings, and body, alongside variations and related terms. The writing should read naturally to humans.


• Don’t target the same keyword on multiple pages: As mentioned, targeting one keyword with multiple pages can cause internal competition and confusion for search engines about which page to rank. Each page on your site should ideally have a distinct primary keyword or theme. If you find you have overlap, consider consolidating those pages or differentiating their focus. This way, each page can concentrate its SEO power on a unique term (and related subtopics), and you avoid cannibalizing your own rankings ( CALS/LAS Web Team).


• Don’t chase overly broad or impossible keywords: Be realistic and strategic. It’s usually not worthwhile for a small new website to try to rank for one-word generic terms (like “shoes” or “travel”) – the competition is just too fierce and the intent too broad. You’ll get better results targeting more specific keywords where you can actually offer something unique. For instance, a local travel blog might skip trying to rank for “travel” and focus on “best travel tips for families” or “Phoenix travel itinerary 3 days” – terms that are more attainable and relevant. It’s all about finding that balance between search volume and competition that fits your site’s current authority (The Basics of Keyword Research | CALS/LAS Web Team). As your site grows in credibility, you can gradually take on more competitive keywords.