Keyword Research: What It Is and How to Do It

As you may already know, Search Engine Optimization (SEO) is the path to online visibility. And in an increasingly competitive digital landscape, SEO has become essential for businesses and content creators alike. 

One of the fundamentals of any SEO strategy—especially content SEO—is keyword research, which identifies the terms and phrases users are actively searching for. And, without thorough keyword research, even the most engaging content may go unnoticed. Still, when done right, it ensures your digital efforts attract the right eye, boosting both traffic and engagement.

In this article, we will give you a closer look at keyword research and the tools that SEO specialists use to shine.

What Is Keyword Research?

Before discussing keyword research, we must first understand what a keyword is. 

A keyword is a term or group of terms that encapsulate the main idea of a search query. These words act as a bridge, connecting search engine users to the most relevant content on the web. They represents the terms people type or speak into search engines when looking for information, products, services, or answers. 

Keyword research, on the other hand, is the process of identifying, analyzing, and prioritizing these keywords to understand how your target audience searches online for information, products, or services online. This practice helps content creators, marketers, and businesses discover the specific terms their audience uses, the intent behind those searches, and the level of competition associated with them. 

Why Is Keyword Research Important?

By strategically incorporating these keywords into content, websites can improve their visibility in search engine results, attract relevant traffic, and provide value to users. Keyword research is a cornerstone of effective Search Engine Optimization (SEO), allowing businesses to align their content with audience demand and achieve measurable success online. Keyword research is essential because it provides valuable insights into what your target audience is searching for online, allowing you to align your content with their needs and intent. Moreover, keyword research helps you identify and prioritize ranking opportunities by revealing the competitiveness and search volume of each keyword. This ensures that your SEO efforts focus on the most impactful terms, maximizing visibility and driving quality traffic to your site. By strategically incorporating these keywords into your content, you not only improve your chances of ranking higher in search results but also ensure your content remains relevant, engaging, and valuable to your audience. In short, keyword research is the foundation for effective content creation and SEO success.

How to Do Keyword Research? 

You have now realized how important it is to look for the right keywords; let’s simplify the process for all the first-timers out there. Here are the steps for a successful keyword research strategy: 

1-  Make a List of Broad Topics Relevant to Your Topic

Start your keyword research journey by brainstorming a list of broad topics that are directly related to your niche, product, or service. These keywords should reflect the main areas your business or content covers and open unlimited new revenues and new ideas related to your initial keyword, hence the name “seed keyword.” Consider this as your foundation—these broad categories will guide the next steps and ensure your research focuses on what matters most to your audience.

2- Expand Each Topic With a List of Phrases You Think Your Customers Use

Now that you have your topics, it’s time to dive deeper. For each broad topic, brainstorm specific phrases or questions your audience might search for. Put yourself in their shoes: What would they type into Google? Don’t overthink it—this step is about capturing everything that feels relevant, even if it’s rough.

3- Find Related Search Terms

Here’s where things get fun. Take your initial list and use tools like Google’s autocomplete or “People Also Ask” sections to uncover related search terms. These are often goldmines for understanding how people phrase their queries. This step ensures your keyword pool is comprehensive and aligned with real-world searches.

4- Look at Keyword Search Volumes

Not all keywords are created equal—some are searched thousands of times a month, while others barely register. That’s why it’s essential to check the search volume for each keyword using tools like Google Keyword Planner or Ahrefs, which we will explain further later on in the article. High-volume keywords can bring more traffic, but they’re often competitive. Low-volume keywords, on the other hand, might set you apart from your competitors and target a more niche audience, which could work better depending on your goals. But it is about the balance; don’t go too high or too low.

5- Analyze the Strength of Your Keywords

Now, let’s talk competition. Some keywords are heavily dominated by big players, making it tough for smaller websites to rank. Use keyword analysis tools to assess the competitiveness of each keyword. Look for opportunities where the search volume is decent, but the competition is manageable. These are often your best bets for gaining visibility without exhausting resources. Remember, it’s not just about quantity—it’s about finding the right balance for your goals.

6- Determine How You Rank in Your Industry

The final step is all about self-awareness. Check where your website currently stands for the keywords you want to target. Are you already ranking for some terms? Great! Focus on strengthening those rankings. For the ones where you’re not visible, determine what’s holding you back. This step helps you understand your competitive landscape and refine your strategy. Keyword research isn’t just about choosing words—it’s about understanding your position in the game and planning your next move.

Best Tools for Keyword Research

Luckily, there are multiple tools to help you plan your keywords well. SEO specialists and content writers use these tools to gain insight into the keywords that are used by search engine users, the search volumes, the trends taking the world by storm, and many other features that make this task manageable and fun! 

Some of the most prominent tools are: 

1- Google Keyword Planner

Google Keyword Planner is an official, free tool provided by Google that’s indispensable for keyword research. It suggests related keywords based on your input and provides insights into their search volume within a specific country or region. Whether you’re targeting a local audience or crafting a global campaign, this tool ensures you’re focusing on the right terms. It’s user-friendly and provides reliable data straight from Google, making it a must-have for anyone serious about SEO or online advertising.

2- Google Trends

Google Trends is another fantastic free tool from Google, but it focuses on measuring search interest over time. It allows you to explore how a particular topic is trending, where it’s most popular, and when search interest peaks. This tool is ideal for spotting seasonal trends or comparing the popularity of multiple topics in specific locations. Whether you’re crafting timely content or targeting a hot trend, Google Trends provides the insights needed to stay ahead. 

3- Ahrefs

Ahrefs is a powerful keyword research tool that offers much more than just search volume insights. It helps you analyze keywords and phrases, showing how often they are searched and how difficult it would be to rank for them. Ahrefs is particularly valuable for its detailed breakdown of keyword difficulty, backlinks, and competitive analysis, which can give you a strategic advantage in selecting high-impact keywords. It’s a favorite among professionals for its comprehensive data and actionable recommendations.

4- Semrush

Semrush is another leading tool for keyword research, renowned for its detailed analysis of search volume, keyword difficulty, and related phrases. It helps you identify keywords that align with your strategy while providing insights into your competitors’ performance. Semrush goes beyond keyword research to offer tools for content optimization, advertising, and SEO audits, making it an all-in-one platform for digital marketing. Whether you’re building a blog or running a PPC campaign, Semrush has you covered.

5- Rank Tracker

Rank Tracker is a tool designed to help you monitor how your website or specific web pages are ranking on search engine results pages (SERPs) for selected keywords. It provides updates on your ranking positions, enabling you to track progress and spot opportunities for improvement. Rank Tracker is particularly useful for keeping an eye on your competitor’s rankings as well, helping you stay ahead in your niche. It’s an essential tool for maintaining a winning SEO strategy and ensuring your efforts are paying off.

In Summary

Keyword research is more than just a step in the SEO process—it’s your secret weapon to understanding and reaching your audience. With the right approach and tools, you can transform your content into something that doesn’t just rank but resonates. So, take the plunge, stay curious, and let your keywords guide you to online success. After all, every great journey starts with the right map!