Keyword research isn’t just a box to check. It’s the foundation of every successful SEO strategy. Understanding the exact words and phrases your audience searches for allows you to create content that ranks higher, attracts the right visitors, and drives meaningful results.
Whether you’re handling SEO yourself or looking for expert SEO services to streamline the process, knowing how to find and target the right keywords is essential.
What You’ll Learn in This Guide
In this step-by-step guide, you’ll discover:
- What keyword research is and why it’s essential for SEO
- How to align keywords with searcher intent to boost rankings
- Practical methods to uncover high-value keywords using free and premium tools
- How to analyze competition and identify gaps in search results
- Techniques for clustering keywords and building a content strategy
- How to prioritize keywords for maximum SEO impact
- The different types of keywords and how they influence your strategy
- Actionable keyword research tips tailored for specific industries like healthcare, law, real estate, and home services
From finding untapped opportunities to turning research into real results, this guide will equip you with everything you need to strengthen your search visibility and outperform the competition.
What is Keyword Research?
Keyword research is the critical first step in an effective SEO strategy. It involves identifying and analyzing the words and phrases your ideal customers use when searching for content related to your business in search engines like Google.
The goal is to uncover the exact keywords and questions your audience is asking online so you can create optimized content that answers those questions and meets their needs.
Finding keywords with strong search volume and low competition is the foundation for driving qualified traffic and increasing visibility organically.
What Makes Keyword Research So Effective
What sets keyword research apart is that it aligns your content strategy directly with what people are already searching for. Instead of guessing or creating content at random, you are building pages and campaigns around verified demand.
It also fuels every major SEO initiative, from on-page optimization to link building. Plus, it supports competitor keyword analysis, helping you uncover ranking gaps and missed opportunities.
Best of all, strong keyword research enables you to plan content around the exact language your audience uses, boosting your chances of ranking, engaging, and converting.
If you are building a broader SEO strategy around this foundation, be sure to reference our step-by-step SEO strategy guide to tie it all together.
What Does the Keyword Research Process Involve
A solid keyword research process typically includes the following steps:
- Brainstorming seed keywords
- Expanding your list using keyword research tools
- Analyzing the competitive landscape
- Clustering keywords into relevant topics
- Prioritizing phrases by volume, difficulty, and intent
- Updating your research monthly to stay ahead of trends
When done consistently, keyword research becomes the compass that directs your content strategy, improves your rankings, and ultimately brings in the right traffic to grow your business.
Why is Keyword Research Important for SEO?
Keyword research is perhaps the most critical component of an effective SEO strategy.
Without proper keyword research, it is very difficult to rank highly or earn featured snippets, because at the end of the day, you’re playing a guessing game.
Here are 5 key reasons why keyword research is essential:
1. It Aligns Your Content with Searcher Intent
Google wants to display pages that closely match what searchers are looking for. Keyword research reveals the precise words, questions, and phrases users type into search bars.
2. It Informs Your Content Strategy and Topics
The keywords you identify through research should dictate the topics, titles, headlines, and themes you create content around. This ensures your content targets words and phrases with substantial search volume that align with your business goals.
3. It Helps You Rank for Valuable Search Queries
Not all keywords are created equal. Some drive lots of traffic but little revenue. Others are too competitive to rank for. Keyword research reveals which phrases bring in qualified visitors, have less competition, and offer the highest ROI potential.
4. It Helps You Promote Your Products/Services More Effectively
When you use keyword research to learn about your audience’s intent and the things they care about, you learn how to better promote your product or service.
5. It Keeps You Ahead of Trends
Regular monthly keyword research helps you stay on top of new trends, questions, and opportunities. You can adapt your content strategy based on the latest data to maintain and improve your rankings. Ongoing research is key.
Types of Keywords to Know
Understanding the different types of keywords is essential to crafting a well-rounded SEO strategy. Each keyword type plays a unique role in attracting the right audience, matching search intent, and guiding users through the funnel. The most successful content strategies incorporate a mix of these keyword types for maximum reach and conversion potential.
Short-Tail Keywords
Also known as “head” keywords, short-tail keywords are usually one to two words in length and have very high search volume. Examples include terms like “shoes”, “lawyer”, or “SEO.” These keywords are broad, competitive, and often lack clear intent, making them harder to rank for, especially for newer websites.
Use them to guide high-level content themes, but avoid relying on them alone for conversions.
Long-Tail Keywords
Long-tail keywords are longer, more specific search phrases that typically include three or more words, such as “best running shoes for flat feet” or “divorce lawyer in Austin free consultation.” They often have lower search volume, but much higher intent and conversion rates.
These keywords are ideal for blog content, service pages, and landing pages that solve specific problems. They’re also easier to rank for and help you reach users who are closer to taking action.
Branded and Non-Branded Keywords
- Branded keywords include your business name or products, such as “Nike running shoes” or “Direction SEO services.” These keywords indicate strong brand awareness and are often used by users already familiar with your company.
- Non-branded keywords exclude brand names and help you reach new audiences searching by category or solution, like “affordable SEO packages” or “email marketing software.”
Your SEO strategy should target both-branded keywords for loyalty and trust, and non-branded keywords for growth.
Search Intent Categories
Matching content to search intent is one of the most critical parts of keyword strategy. There are four main types of search intent keywords:
- Informational: Users are looking for answers.
- Example: “how to do keyword research”
- Navigational: Users want a specific brand or page.
- Example: “Ahrefs login”
- Transactional: Users are ready to make a purchase.
- Example: “buy SEO audit tool”
- Commercial Investigation: Users are comparing options before buying.
- Example: “best keyword tools for small businesses”
Great SEO content aligns with these intent types across the buyer’s journey-from awareness to conversion.
How to do Keyword Research in 5 Steps
1. Identify Seed Keywords to Kickstart Your Research
When conducting keyword research, you need to start somewhere. That’s where seed keywords come in – these initial keywords are the foundation on which you’ll uncover a wealth of other relevant terms and keyword opportunities.
As an SEO pro, you want to be strategic in selecting seed keywords that are relevant to your content and provide the highest ROI. Here are some tips for finding those all-important seeds:
- Analyze existing content and pull out main topics and keywords that are performing well. These proven terms should inform your research.
- Look at Google Trends and keyword planners to spot rising trends and search volumes for terms related to your content. High-potential keywords make fertile seed keywords.
- Brainstorm primary topics and categories that align with your goals. Include industry-specific jargon and lingo as seeds.
- Research competitors’ content and identify their top ranking keywords. Consider adding these to your seed list.
- Use semantic keyword grouping to populate initial seeds. For example, product name, brand names, product descriptors.
The seed keywords you start with will sprout an expansive list of keyword opportunities.
2. Consider Using Premium Keyword Research Tools for Enhanced Data
As an SEO expert, there will come times when you need more insightful data than free keyword tools can provide. Investing in paid platforms like Ahrefs, SEMrush, and Moz unlocks powerful capabilities for comprehensive analysis.
How to do Keyword Research with Ahrefs
- Sign up for an Ahrefs account to access their powerful keyword tools. The paid plans are worth the investment for the depth of data you’ll get.
- Once logged in, head over to the Keywords Explorer. Start by entering a seed keyword relevant to your content focus. Ahrefs will show monthly search volume, CPC, and keyword difficulty.
- Click into individual keywords to see the top ranking domains and pages. This reveals who your primary competitors are for that term. You can also see keyword ideas related to that seed keyword.
- Check out the Questions report to uncover popular questions people are searching. These present prime opportunities to rank with detailed, helpful content.
- Save keywords to custom lists as you go so you can export and organize later. Group keywords into topics and categories.
Now here’s a pro SEO tip – drill down on those initial results by filtering and sorting. For example, you can filter by keyword difficulty to find hidden gems with low competition. Sort by volume to prioritize high traffic keywords.
How to do Keyword Research with SEMRush
- Start by entering a target keyword or phrase into the SEMrush keyword tool. Like Ahrefs, you’ll see detailed metrics like search volume, CPC, and keyword difficulty for that term.
- Utilize filters to drill down on the best opportunities — to start, we’re looking for high search volume, low competition phrases. Look for high commercial intent keywords as well.
- Use the related keywords report to expand your list. SEMrush surfaces useful long-tail variations of your core term with this feature.
- Use the SEO Content Template tool to organize your research. You can see the topics and questions people search around a main keyword. This helps cluster related keywords and create content.
- Enter the landing page you want to rank for that keyword in the keyword difficulty tool to see how your page stacks up against the top-ranking page to gauge competitiveness.
How to do Keyword Research with Moz
Moz provides top-notch tools for outsmarting the competition. For astute keyword analysis, their Keyword Explorer is a powerhouse.
- Start by entering a target seed keyword.
- Drill into keyword suggestions by clicking “Show Related Keywords.” Moz algorithmically generates closely related long-tail variations. Digging into these is key for comprehensive research.
- Use the Comparison Graph to compare metrics for multiple keywords at once. Visualizing opportunities in one place makes it easier to identify winners.
- Save keyword lists within Keyword Explorer to organize your ongoing research. Group terms by category or priority to inform your content strategy.
NOTE: While paid tools are ideal for keyword discovery, you can also leverage free tools like Google Keyword Planner for additional signals around location and ad pricing data.
3. Expose Gaps in SERPS with Competitive Analysis
Doing diligent keyword research means going beyond your own site to analyze competitors. Auditing what terms ranking sites are targeting reveals prime gaps you can fill yourself.
Start by making a list of main competitors in your space. Now let’s get tactical – plug your rival’s domains into Ahrefs one by one.
The Organic Keywords report shows all keywords that site ranks for along with its position, traffic, and opportunity score. Scan this list for standout opportunities – terms with high search volume where that site barely ranks on page 1.
You can also filter and sort keywords by opportunity score. This surfaces keywords the domain doesn’t fully dominate yet – clear areas to make your mark.
Drill into individual keywords to see the full first-page ranking sites. These are the sites you need to out-optimize to snag that term for yourself.
With this intelligence, you can swoop in and outrank competitors for their own keywords. Tactical content gap analysis sets you up to win prime SERP real estate.
4. Organize Keywords into Strategic Topic Clusters
At this point you likely have a massive list of keywords. Make sense of them all by clustering related terms into topics and themes. This forms the content buckets you’ll optimize pages around.
Some paid tools like SEMrush have handy clustering features that automatically group keywords. Try inputting a seed keyword and opening the SEO Content Template to see the topic clusters.
If doing this manually, scan your keyword list for common themes. Group closely related keywords under relevant headings like “keyword research tips”, “SEO tools” and “keyword strategy”.
Longer keyword strings containing multiple keywords may fit under several buckets. That’s OK – some terms serve as connectors between topics.
With your keywords organized into groups, you can start mapping out content around those themes. A clustered list transforms keyword research into an actionable content production plan.
Keep a master keyword list, but also break out keywords into topic-specific lists for easy access when creating content. Clustering brings order to the keyword chaos.
5. Focus on the Most Valuable Keyword Opportunities First
With your robust clustered keyword list, now prioritize which terms should be targeted first in content production. Assess keywords based on projected ROI.
- Search Volume – Prioritize keywords with higher monthly search volume for greater traffic potential.
- Difficulty – Easier keywords are faster wins. Check difficulty scores in tools like Ahrefs.
- Click-Through-Rates – Keywords with higher CTR tend to better match searcher intent.
Conversion Potential – Which keywords align closest to your business goals?
Also consider relevance to your products/services and how competitive each keyword is.
With these factors in mind, sort your master list into:
- High Priority – The “A List” keywords with the highest potential value. Focus content efforts here.
- Medium Priority – “B List” keywords worth targeting next. Still solid opportunities.
- Low Priority – “C List” long-tail keywords that can supplement your content.
Regularly re-evaluate this prioritization as you track keyword performance over time. Double down on what drives results.
Keyword Research Tips by Industry
While the fundamentals of keyword research stay consistent, the strategy changes based on your industry. Different businesses have different customer intents, service areas, and content styles, so your keyword approach should reflect that. Below are actionable tips for four key industries, each with unique search behaviors and opportunities.
Healthcare and Dental Practices
In the healthcare industry, trust, urgency, and local relevance are key drivers of search behavior. Patients often look for immediate answers, nearby providers, or specific treatments. This means healthcare SEO should prioritize location-based long-tail keywords, service-specific terms, and informational content that speaks directly to patient concerns.
For example, instead of just targeting “dermatologist,” a better approach would be “same day dermatologist appointment in Austin” or “treatment for adult acne without insurance.” These terms better match patient needs and convert more effectively.
Dentists follow a similar model, with high-value terms like “emergency dentist near me,” “affordable Invisalign in [city],” or “pediatric dentist with sedation.” Patients want convenience, availability, and reassurance, and your keywords should reflect that.
Learn how to develop a high-performing list of keywords with our guide to healthcare SEO keyword research, or see targeted examples in our post on SEO keywords for dentists.
Real Estate Professionals
Real estate is a competitive, hyperlocal industry where searchers often include locations, property types, and intent-specific terms in their queries. Keywords like “homes for sale in [neighborhood],” “first-time homebuyer tips,” or “best real estate agent in [city]” reflect both commercial and informational search intent.
To win in this space, your keyword research should blend listing-based terms, buyer or seller guides, and local community content. Also, make room for niche targeting and think “condos near downtown”, “investment properties with rental income,” or “pet-friendly homes for sale.”
For a deeper breakdown and curated keyword ideas, check out our real estate keyword research guide.
Law Firms
Legal searchers are often in high-stress, decision-making moments-so your keywords should reflect urgency, specificity, and trustworthiness. Instead of general terms like “divorce lawyer,” aim for “top-rated divorce lawyer in Toronto,” “free consultation family lawyer,” or “affordable criminal defense attorney near me.”
Use keyword research to understand:
- What services clients search for
- How they describe their legal needs
- What language builds trust and credibility
Also, consider location-based modifiers and content tailored to legal FAQs. Educational blog posts like “what to expect during a custody hearing” can bring in high-intent users early in their decision process.
HVAC Companies
For HVAC businesses, the most valuable keywords revolve around services, locations, and seasonal urgency. Think “emergency AC repair in [city],” “furnace installation cost,” or “best HVAC maintenance plan.”
The key is to identify terms that capture both immediate service needs (like repairs) and preventative searches (like tune-ups or energy-efficient upgrades). Keyword research should include variations across systems (heating, cooling, ventilation) and incorporate FAQ-style content like “how often should I replace my air filter?”
If you serve multiple service areas, be sure to build out location-specific keyword clusters for each city or neighborhood you target.
Understanding Search Volume and Competition for a Keyword
Not all keywords are created equal. While some phrases attract thousands of searches per month, they are not always the best fit for your content strategy. To choose keywords that will actually drive results, it is essential to understand the relationship between search volume and competition, and how to balance both when targeting opportunities.
How Search Volume Works and Why It Can Be Misleading
Search volume refers to the number of times a specific word or phrase is entered into search engines each month. At first glance, it might seem like targeting high-volume keywords is the best way to increase traffic. But in reality, those keywords are often the most competitive, and ranking for them may take months or even years, especially if you are going up against established brands with massive authority.
Another pitfall is that high-volume terms are usually broad and lack clear intent. For example, a keyword like “marketing” may get thousands of searches, but what exactly are users looking for? An agency, a definition, a strategy guide? It is too vague to reliably align with user expectations or convert into meaningful traffic.
If your site is new or operating in a niche market, pouring resources into broad, high-volume terms may deliver little return. Instead, it is often smarter to go after lower-volume, high-intent keywords that offer a better shot at ranking and engaging the right audience.
Why Long Tail Keywords Give You a Competitive Edge
Long tail keywords are longer, more specific search phrases that typically have lower search volume but much higher intent. These keywords are powerful for businesses that want to attract qualified leads without competing head-to-head with major players.
Let’s say you run an online store that sells shampoo. You might be tempted to rank for the keyword “shampoo,” but that search results page is dominated by global brands and retail giants. Instead, targeting a long tail phrase like “all natural shampoo no sulfates” or “best shampoo for curly hair without parabens” connects you with buyers who know exactly what they want and are closer to making a purchase.
These keywords not only help you rank faster, they also convert better because the content matches the user’s needs more precisely. Long tail strategies also support better content clustering, internal linking, and featured snippet potential.
More Free and Paid Tools for Keyword Research
With an understanding of keyword volume and competition and how to target the right keywords, you can begin your research. Several tools exist to help you choose and analyze keywords and phrases. Here are some of the best free and paid tools for keyword research:
Google Keyword Planner
Google’s Keyword Planner is the place where many start their keyword research. This free tool gives you estimates for volume and traffic for any keywords you are thinking about targeting and you can use the planner to get keyword ideas. The major drawback of the Google Keyword Planner is that they categorize their search volume data by combining keywords into different ranges of search volume.
Google Trends
You can use Google Trends two ways to help with your keyword research. First, you can enter a specific keyword you are thinking about and review the percentage volume. Second, you can see the long-term growth in the popularity of a specific keyword. Google Trends is a must-have if you want to provide evergreen content on your website and it also helps you monitor seasonal changes in keyword popularity.
Soovle
This free keyword research tool is quick, easy to use, and it gives you loads of keyword ideas on one page. Soovle is a scraper that provides keywords from Google, YouTube, Wikipedia, Amazon, Bing, Yahoo, and more.
Keyword Snatcher
If you aren’t yet ready to explore data about your keywords, but you need ideas, you must use Keyword Snatcher. Typically you get about 2,000 ideas for one search. You can also narrow results by the number of words, making it really simple to focus on long-tail keywords for your topic.
Keywords Everywhere
This free keyword research tool is a browser add-on for Chrome or Firefox. Keywords Everywhere provide users with monthly search volume, cost per click, and competitive data for keywords from more than 15 different sites. It’s a great extension to use with other keyword research tools such as Moz, Ubersuggest, Soolve, and more.
Turn Keyword Research Into Real SEO Results
Effective keyword research isn’t about guessing. It’s about understanding your audience, tracking search trends, and making strategic decisions based on data. By consistently refining your keyword list and aligning your content with searcher intent, you can drive targeted traffic and improve your website’s visibility over time.
The companies that dominate search results do so because they take keyword research seriously. Now, with the process outlined in this guide, you can do the same. But if you’d rather leave the heavy lifting to experts, our team is here to help. Get in touch with us today for a customized SEO strategy that puts your business ahead of the competition.
Frequently Asked Questions About Keyword Research
What is keyword research in SEO?
Keyword research is the process of identifying and analyzing the words and phrases people use when searching online. In SEO, it helps you align your content with what your target audience is actively looking for, so you can improve visibility and drive qualified traffic to your site.
How do I find the best keywords for my website?
Start by identifying seed keywords related to your industry or services. Then, use keyword research tools like Ahrefs, SEMrush, or Google Keyword Planner to discover related terms, search volume, and competition. Focus on keywords with high intent and a good balance of volume and difficulty. Also, consider clustering them into topics for a more strategic content structure.
Should I target high-volume keywords or long tail keywords?
While high-volume keywords can bring more traffic, they are often very competitive and broad. Long tail keywords are typically easier to rank for and attract users with specific intent, making them more likely to convert. A strong SEO strategy includes a mix of both.
What are some common types of keywords?
Common keyword types include short tail, long tail, branded, non-branded, and those based on search intent are informational, navigational, transactional, and commercial. Understanding these categories helps you build a well-rounded keyword strategy that matches every stage of the buyer’s journey.
How often should I do keyword research?
Keyword research is not a one-time task. You should revisit it regularly (ideally monthly or quarterly) to uncover new opportunities, track performance, and respond to shifts in search behavior and trends. Ongoing keyword analysis keeps your content relevant and competitive over time.
