How to Do Keyword Research for SEO: From Start to Finish

A successful SEO strategy starts with keyword research. It assists you in figuring out what your audience is looking for and how to match your content to meet their requirements.

In this guide, we'll walk you through the process of keyword research, step by step, from understanding what it is to choosing the right keywords to improve your search engine rankings.

Keyword research is the process of identifying the words and phrases people use to search for information online. It helps in content optimization, user intent analysis, and improving your site's search engine ranking on sites like Google.

• Drives Targeted Traffic: 75% of users never scroll past the first page of search results (HubSpot). Targeting the right keywords ensures you attract visitors who are interested in your content.
• Improves Content Strategy: Knowing what your audience is searching for helps you create relevant, high-value content.
• Boosts Conversions: Optimized content aligned with search intent leads to better engagement and sales.

Knowing what kinds of keywords you can target is essential when it comes to keyword research. Here are the most common types:

Short-tail keywords are broad and general search terms, typically consisting of one or two words. Examples would be "digital marketing" or "SEO." These types of keywords will generally have high volume but are highly competitive.

Long-tail keywords are longer, more specific phrases of three or more words. As an example, "Website Optimization for Better Conversion Rates." While these keywords receive lower search volume, they are less competitive and can generate more qualified traffic.

LSI keywords are your targeted keywords that help to identify your content's context. For instance, if your targeted keyword is "keyword research," some of your LSI keywords can be "keyword tool"

• Who are they? What problems do they have?
• Use tools like Google Analytics and buyer personas to refine your approach.

• Start with broad terms related to your niche.
• Example: If you’re in fitness, seed keywords could be “weight loss,” “home workouts,” or “nutrition tips.”

We’ll dive deeper into tools later, but some popular options include:

• Google Keyword Planner
• Ahrefs
• SEMrush
• Ubersuggest

Google ranks content based on user intent

Search intent refers to the reason behind a user's search. There are four main types of search intent:

• Informational: Users are looking for information (e.g., "how to do keyword research").
• Navigational: Users are looking for a specific website (e.g., "Facebook login").
• Commercial Investigation: Users are researching before making a purchase (e.g., "Best personalization strategies in digital campaigns").
• Transactional: Users are looking to make a purchase (e.g., " SEO consultancy services​").

Focusing on search intent will help you target keywords that align with your audience's needs.

• Google Keyword Planner – is a great starting point for finding keywords. It shows search volume, competition level, and keyword trends.
• Google Trends – Identifies rising keyword trends.
• AnswerThePublic – Finds question-based keywords.

• Ahrefs – is a comprehensive SEO toolset that provides keyword suggestions, search volume data, and competitive analysis. It also helps you understand the ranking difficulty for specific keywords.
• SEMrush – is another excellent keyword research tool. It offers keyword ideas, search volume data, keyword difficulty, and trends over time.
• Moz Keyword Explorer – provides keyword suggestions, SERP analysis, and search volume data. It also offers keyword difficulty scores to help you prioritize.

Pro Tip: 

For deeper insights, combine several tools. For instance, use Ahrefs for competition analysis and Google Keyword Planner for volume data.

Once you’ve generated a list of potential keywords, it’s time to evaluate and select the best ones for your website. Here’s how to do it:

1. Prioritize Relevance

• Keywords must align with your business goals.
• Example: A SaaS company should target “best CRM software” rather than “how to write a blog post.”

2. Balance Search Volume & Competition 

• High-volume keywords (10K+ searches/month) are competitive.
• Long-tail keywords (500-2K searches/month) often convert better.

3. Check Competitor Keywords

• Use Ahrefs or SEMrush to spy on competitors’ top-ranking pages.
• Example: If a competitor ranks for “best email marketing tools,” consider creating a better-optimized piece.

4. Consider Click-Through Rate (CTR) Potential

• Keywords with high commercial intent (e.g., “buy,” “discount”) often have better CTRs.

1. Group Keywords by Topic Clusters 

• Improves SEO structure (e.g., “SEO tips,” “on-page SEO,” “technical SEO”).

2. Use a Mix of Short and Long-Tail Keywords 

• A balanced strategy that incorporates both short-tail and long-tail keywords can help you target a broad audience while also capturing more specific, qualified traffic.

3. Optimize for User Experience

• Make sure your content is optimized not only for search engines but also for the user experience. High-quality content that addresses user intent will improve your chances of ranking.

4. Update Old Content with New Keywords 

• Google favors fresh, updated content.

5. Track & Adjust Your Strategy

• Use Google Search Console to monitor rankings.
• Drop underperforming keywords and focus on high-potential ones.

6. Voice Search Optimization 

• 50% of searches will be voice-based (Comscore). Target conversational phrases like “what is the best…?”

Keyword research isn’t a one-time task—it’s an ongoing process. By understanding search intent, leveraging the right tools, and continuously optimizing, you can drive consistent organic traffic to your site.

Need help with your SEO strategy? 

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