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

What Is Keyword Research?

A keyword is a word or phrase that people type into search engines to find information. In SEO, choosing the right keywords helps drive targeted traffic to your website by aligning your content with what your audience is searching for.

Why Is Keyword Research Important?

Attract the Right Audience
Targeting relevant keywords brings in visitors who are more likely to be interested in your products or services.
Increase Search Visibility
Optimized content helps your site appear higher in search engine results, driving more organic traffic.
Understand Market Trends
Keyword data reveals what your audience is searching for, helping you stay ahead of trends.
Content Planning
Keywords guide your content strategy so you create what your audience is actually looking for.

Types of Keywords

Short-Tail Keywords
Broad terms like “shoes” or “bicycle”. High volume but very competitive.
Long-Tail Keywords
More specific phrases like “best running shoes for women”. Lower competition, higher conversion.
LSI Keywords (Latent Semantic Indexing)
Related terms that provide context (e.g., “hiking shoes,” “casual shoes”).
Branded Keywords
Include a brand name, like “Nike shoes” or “Apple laptops”.

Steps for Conducting Keyword Research

Brainstorm Seed Keywords

Begin your keyword research by listing basic terms closely related to your niche, products, or services. These are called seed keywords—they form the foundation for finding more specific, long-tail keywords. Think about what your potential customers might type into Google when looking for what you offer. For example, if you sell handmade candles, your seed keywords might be: handmade candles, scented candles, or soy wax candles.

Use Keyword Research Tools

After identifying your seed keywords, use keyword tools to expand your list and gather useful data like search volume, competition, and keyword difficulty. Some helpful tools include:

Google Keyword Planner (Free) – Great for discovering new keyword ideas and seeing average monthly search volumes.
Ubersuggest (Freemium) – Offers keyword suggestions, competition scores, and content ideas.
Ahrefs or SEMrush (Paid) – Powerful tools for advanced keyword analysis, including competitor research, keyword trends, and SERP features.

These tools help you find the best keywords to target based on real data, not just guesses.

Analyze Search Intent

Understanding search intent means knowing why someone is searching for a particular keyword. This helps you create content that matches what users are actually looking for.

The three main types of search intent are:

Informational – The user wants to learn something.
Example: “How to start a blog”
Navigational – The user is looking for a specific website or brand.
Example: “Facebook login”
Transactional – The user is ready to take action, like making a purchase.
Example: “Buy Nike shoes online”

Matching your content to the right intent improves user satisfaction and boosts your SEO rankings.

Evaluate Keyword Metrics

Before choosing keywords, review key metrics to understand their value and ranking potential:

Search Volume – Shows how many people search for the keyword each month. Higher volume means more traffic potential.
Keyword Difficulty – Indicates how hard it is to rank for that keyword. A high difficulty score means more competition.
CPC (Cost Per Click) – Reflects how much advertisers are willing to pay for that keyword in ads. A higher CPC often signals strong commercial intent.
Search Trends – Tells you if the keyword is growing in popularity, seasonal, or declining. Use tools like Google Trends to spot patterns.

Analyzing these metrics helps you focus on keywords that offer the best balance of traffic, competition, and conversion potential.

Analyze the SERPs (Search Engine Results Pages)

Before targeting a keyword, look at the current search results to understand what you’re up against. Check for:

Ads – If many paid ads appear, it may indicate high competition.
Featured Snippets – These are special answer boxes that show above regular results. Ranking here can drive extra visibility.
Top-ranking content – Analyze the type, quality, and format of the content on the first page. Are they blog posts, product pages, or guides?
Competitor strength – Look at the domain authority and content quality of competing sites.

This analysis helps you understand content expectations, estimate competition, and decide how to structure your page to rank effectively.

Check Competitor Keywords

Analyzing your competitors can reveal keyword opportunities you might have missed. Use tools like SEMrush or Ahrefs to:

See which keywords your competitors rank for
Identify content gaps on your own site
Discover long-tail or low-competition keywords they’re targeting

This helps you build a smarter keyword strategy by learning from what’s already working in your niche.

How to Choose the Right Keywords

Selecting the right keywords is about more than just search volume. Keep these key points in mind:

Relevance First – Choose keywords that are closely related to your content, products, or services. Irrelevant keywords may bring traffic, but not results.
Balance Volume and Competition – Aim for keywords with decent search volume but manageable competition. It’s better to rank on page one for a mid-volume keyword than page five for a high-volume one.
Use Long-Tail Keywords – These specific phrases are easier to rank for and attract visitors who are more likely to convert.
Target Local Searches – If you run a local business, include location-specific keywords like “plumber in Miami” or “best pizza in Chicago.”

Choosing the right keywords improves your chances of ranking and attracting the right audience.

Keyword Research Tips for Beginners

If you’re just getting started with keyword research, here are a few tips to help you build a solid foundation:

Start Small – Begin with 5-10 well-chosen keywords that are low in competition and closely related to your business. This makes it easier to rank while you build up your authority.
Write Naturally – Once you’ve chosen your keywords, incorporate them naturally into headings, meta descriptions, and throughout your content. Avoid keyword stuffing—focus on creating content that’s valuable to your readers.
Keep Updating – Keyword trends change over time, so it’s important to track how your keywords are performing. Use tools like Google Analytics and Google Search Console to make data-driven updates to your strategy.
Focus on Value – While keywords are important, always prioritize creating content that solves your audience’s problems. Keywords should guide your content creation, not dictate it.

Keyword research is the foundation of successful SEO. It helps you understand what your audience wants, attract the right visitors, and create content that ranks. Start by brainstorming seed ideas, expand using tools, study your competitors, and focus on long-tail keywords. With consistency and a focus on value, you’ll build a keyword strategy that boosts your visibility and results.