Struggling to get traffic despite writing great content? You might be ignoring the foundation of SEO – keyword research.
If you’re a small business owner, SaaS marketer, or blogger, understanding keyword research can transform your website’s organic performance. This guide breaks down exactly what keyword research is, why it matters, and how to do it step by step to rank higher and drive targeted traffic.
What is Keyword Research?
Keyword research is the process of finding and analysing the words and phrases your audience types into search engines. It allows you to create content that ranks and solves your customers’ problems.
Example: If you sell organic hair oil, your customers might search for:
- Best organic hair oil for hair growth
- How to use hair oil for dandruff
- Organic vs chemical hair oils
By targeting these keywords, your content becomes discoverable to people actively looking for your solutions.
Why is Keyword Research Important for SEO?
Here’s why keyword research is non-negotiable for SEO success:
- Increases organic traffic by targeting what people search for
- Helps you understand customer language and intent
- Guides your content strategy for relevant, conversion-focused topics
- Supports PPC campaigns with data-backed keyword targeting
Did you know? 70% of marketers say SEO is more effective than PPC for driving sales (Databox).
Without keyword research, you risk creating content that no one searches for, wasting time and resources.
Understanding Search Intent
Search intent reveals why someone searches a term on Google. Identifying intent ensures your content matches what users want.
Types of Search Intent
- Informational – user seeks information
Example: “how to do keyword research” - Navigational – user wants a specific website
Example: “LinkedIn login” - Transactional – user intends to buy
Example: “buy protein powder online” - Commercial Investigation – user compares before buying
Example: “best laptops under 50,000 INR”
💡 Tip: Always check the SERP for your keyword to identify dominant intent and content format.
Types of Keywords
Short-tail vs Long-tail Keywords
- Short-tail keywords: 1-2 words, high volume, broad, competitive
Example: “SEO tools” - Long-tail keywords: 3+ words, specific, lower volume, high intent, easier to rank
Example: “best free SEO tools for bloggers”
LSI/Semantic Keywords
LSI (Latent Semantic Indexing) or semantic keywords are related terms that help Google understand your content context.
Example: For “keyword research,” semantic keywords include search volume, SEO tools, keyword difficulty.
Branded vs Non-branded Keywords
- Branded keywords: include brand names
Example: “Ahrefs pricing” - Non-branded keywords: generic, broader terms
- Example: “best keyword research tool”
Buyer Intent Keywords
These indicate a user’s purchase readiness, making them valuable for conversions.
Example: “buy vegan sunscreen online”
How to Do Keyword Research Step by Step
Keyword research is more than just finding random keywords. It’s about building a structured content strategy that drives targeted traffic and conversions. Here is your comprehensive, actionable process:
Brainstorm Seed Topics
Begin with broad topics related to your business, products, or services. These are the core areas your ideal customers care about.
Example: If you run a vegan skincare brand:
- Vegan face wash – for users searching cruelty-free cleansers
- Cruelty-free serum – targeting ingredient-conscious skincare buyers
- Natural sunscreen – for eco-friendly sun protection queries
💡 Tip: Think like your customer. What would they type into Google to find your offerings?
These seed topics will serve as starting points to uncover specific, long-tail keywords that your audience is actively searching for.
Use Keyword Research Tools
Leverage a mix of free and paid tools to extract data-driven keyword opportunities.
Free Tools
- Google Suggest: Type your seed keyword into Google and note the auto-suggested phrases. These are real searches with user intent.
Example: Typing “vegan skincare” suggests “vegan skincare routine for acne-prone skin” – an excellent blog topic. - AnswerThePublic: Visualises common questions, comparisons, and prepositions related to your topic, ideal for content ideation.
- Ubersuggest: Provides keyword ideas with basic SEO metrics like search volume and keyword difficulty.
Paid Tools
- Ahrefs: Industry-leading tool for competitor analysis, backlink audits, keyword difficulty, and traffic potential estimations.
- SEMrush: Comprehensive SEO suite covering keyword research, technical SEO, PPC data, and competitive analysis in one platform.
- Moz Keyword Explorer: User-friendly interface with clear metrics, ideal for beginners refining their SEO strategy.
Pro Tip: Combine free tools for brainstorming and paid tools for data validation before creating content. This ensures effort goes into keywords with potential.
Analyse Competitor Keywords
Understanding what your competitors rank for gives you an edge in building a strategic content plan.
Example Process:
- Use Ahrefs’ Site Explorer or SEMrush Domain Overview
- Enter your competitor’s domain (e.g., another vegan skincare brand)
- Navigate to “Top Organic Keywords”
- Filter keywords by:
- Search volume: Choose keywords with viable traffic potential
- Keyword difficulty: Identify quick-win opportunities with low competition
💡 Tip: Look for content gaps – keywords your competitors rank for that you don’t – and create superior, optimised content to outrank them.
Check Keyword Metrics
Evaluate keywords based on core SEO metrics to prioritise them effectively:
- Search Volume: Average monthly searches. Indicates potential traffic.
Example: “vegan face wash” = 9,000 searches/month. - Keyword Difficulty (KD): How competitive it is to rank. Scores above 70 are tough for new sites. Focus on <40 for easier wins initially.
- CPC (Cost Per Click): Useful if you run PPC campaigns, indicating the commercial value of a keyword.
- Traffic Potential: Some keywords have multiple variations contributing to higher combined traffic. Ahrefs displays this insight clearly.
Example: A keyword with 10,000 searches, KD 20, and clear buying intent is a prime target to drive revenue.
Verify Search Intent
Search intent determines what type of content Google ranks for a keyword. Misalignment here leads to wasted efforts.
Example Process:
- Search your target keyword in Google.
- Analyse the top-ranking pages:
- Are they blog posts, product pages, videos, or service pages?
- What is their format and angle (guides, lists, reviews, tutorials)?
- Ensure your content matches the format and intent.
Example: If results for “SEO checklist” are in-depth guides with downloadable templates, publishing a short listicle won’t compete effectively.
Prioritise Your Keywords
Not all keywords are worth targeting immediately. Prioritise based on:
- High search volume with low competition: The SEO sweet spot for ranking quickly.
- Commercial or transactional intent: Keywords indicating buying readiness convert better.
- Alignment with business goals: Focus on keywords directly related to your products or services to drive qualified leads.
Example: Instead of targeting “skincare,” choose “best vegan skincare routine for acne” – lower volume but higher buyer intent.
Avoid: Keywords with massive volume but low relevance, as they often bring unqualified traffic that doesn’t convert.
Organise Keywords into Clusters
Grouping keywords into topic clusters builds topical authority, strengthens internal linking, and signals relevance to search engines.
Example Content Cluster Strategy:
- Pillar Page: “Keyword Research Guide” (comprehensive, ranks for main keyword)
- Cluster Pages:
- “Best keyword research tools for bloggers”
- “How to analyse keyword difficulty”
- “Understanding search intent for SEO success”
- “Long-tail vs short-tail keywords: which to target?”
Tip: Internally link cluster pages to the pillar page and vice versa to distribute authority and improve rankings sitewide.
Best Keyword Research Tools for SEO
Here are 5 powerful tools with quick pros and cons:
| Tool | Pros | Cons |
| Google Keyword Planner | Free, Google data | Limited insights without ads |
| SEMrush | Best for competitive analysis | Expensive for small businesses |
| Ahrefs | Comprehensive database | Learning curve for beginners |
| Moz Keyword Explorer | User-friendly | Smaller database |
| Ubersuggest | Affordable, easy for beginners | Less accurate KD data |
Keyword Research for SEO vs PPC
SEO Keyword Research
Focuses on keywords that drive long-term organic traffic by matching search intent with valuable content.
PPC Keyword Research
Focuses on paid ad performance:
- Analyse CPC to estimate costs
- Use negative keywords to avoid irrelevant clicks
- Prioritise commercial intent keywords to maximise ROI
Example: For PPC, targeting “buy running shoes online” yields better conversions than “best running shoes.”
Common Keyword Research Mistakes to Avoid
Avoid these critical pitfalls that can waste your time and budget while sabotaging your SEO efforts:
1. Targeting Only High-Volume Keywords
Many marketers chase keywords with thousands of monthly searches, thinking they will guarantee traffic. However, these keywords are:
- Extremely competitive, dominated by high-authority sites
- Often broad, lacking buyer intent
- Less likely to convert into leads or sales
Example: Ranking for “shoes” is nearly impossible for a small ecommerce brand and won’t bring targeted buyers. Instead, targeting “best running shoes for flat feet women” may have lower volume but brings high-intent traffic ready to purchase.
2. Ignoring Search Intent
If your content doesn’t match why the user searched the keyword, Google won’t rank you well even if you use the keyword correctly.
Example:
- Searching “SEO checklist” shows guides and downloadable templates.
- If you publish a generic SEO service sales page targeting this keyword, it won’t match intent, thus failing to rank.
💡 Always analyse the top-ranking pages to understand what users expect when they search your target keyword.
3. Not Updating Keyword Research Regularly
Many businesses do keyword research once and forget it. However:
- Trends change: New questions, technologies, and products emerge.
- Competitor content grows: What you ranked for last year may now be outranked.
- User behaviour evolves: Especially with seasonal or event-based keywords.
Tip: Revisit and update your keyword strategy every 3-6 months to capture new opportunities and maintain rankings.
4. Focusing Only on Short-Tail Keywords
Short-tail keywords (1-2 words) may have high volume but are:
- Too broad, attracting unqualified traffic
- Highly competitive, requiring massive authority to rank
Example:
Instead of targeting “SEO tools,” focus on long-tail variations like “best free SEO tools for small businesses”. These:
- Have lower competition
- Attract visitors with specific intent, increasing conversion potential
5. Ignoring SERP Competition
Not analysing the competitiveness of the SERP (Search Engine Results Page) can waste your efforts. For some keywords:
- The top results are dominated by giant authority sites like Wikipedia, Amazon, or government pages.
- Breaking into these results requires years of backlink building and brand trust.
Tip: If the first page is filled with top global brands, consider targeting alternative long-tail or niche keywords to drive traffic faster.
6. Neglecting Keyword Difficulty Analysis
Some keywords look attractive because of high search volume, but their Keyword Difficulty (KD) score indicates intense competition. Publishing a page targeting such keywords without domain authority, backlinks, or supporting content clusters will rarely rank.
Example: If “digital marketing” has KD 90, and your website is new, prioritise “digital marketing strategies for SaaS startups” with KD 30 to gain traction and build authority step by step.
Conclusion
Keyword research is the cornerstone of SEO success. It ensures your content reaches the right audience, drives relevant traffic, and converts visitors into customers. Working with an experienced SEO Expert ensures your keyword strategy is targeted and effective for maximum results.
Ready to build a strategic content plan that ranks and converts?
Explore our SEO Services for expert guidance, or check out our specialised Keyword Research Services to unlock profitable growth opportunities for your business.
