Keyword research means finding the most relevant, high-traffic keywords that people use to solve problems online. A successful SEO strategy focuses on user intent and long-tail keywords, not just high search volume.
In this blog, we provide a step-by-step guide on how to do keyword research to attract the right audience. We also cover the different types of keywords, why they are important, the best tools to use, and how often you should update your research.
Table of Contents:
What is Keyword Research in SEO?
Keyword research is the process of finding the exact words and phrases people type into search engines like Google when looking for information and products.
It provides insights into how your target audience thinks and speaks. Knowing these terms helps you align your content with user intent and answer the actual questions your customers ask. It serves as a core foundation for both Search Engine Optimization (SEO) and pay-per-click (PPC) advertising.
The main purpose is to find relevant keywords with a balance of high search volume and manageable competition. This also means using topic clusters and long-tail keywords to build real authority in your niche.
Why is Keyword Research Important?
Keyword research is the foundation of every successful digital marketing strategy. It helps you understand your audience and ensures your content is visible to the right people. Here are the 5 main reasons why it matters:
1. Understanding User Intent
Keywords reveal the reason behind a search. By analyzing these terms, you understand your audience’s needs, requirements, and aspirations. This allows you to align your content and products with what exactly consumers are looking for, which helps turn visitors into customers.
2. Competitive Advantage
Today, the digital world is more competitive than before. Keyword research helps you find content gaps and topics with high interest but low competition. This lets smaller websites compete with larger brands.
3. Targeted Advertising (PPC)
For paid search campaigns, keyword research is essential. It helps you target high-value terms so your ads appear to the right audience at the right time. It also helps you identify negative keywords to avoid wasting money on irrelevant clicks and maximizes your Return on Investment (ROI).
4. Continuous Adaptation
Search patterns, user behavior, and industry dynamics change constantly. What people searched two years back might not be what they search today. Regular keyword research helps you track new trends, respond to changing demands, and stay ahead of the market.
5. Content Optimization
High-quality content is only effective when people can find it. Keyword research helps you see the specific questions your audience is asking, so you can place the right terms naturally. By doing this, you improve your chances of ranking higher on Search Engine Result Pages (SERPs).
This image shows how SurferSEO highlights keyword usage and readability issues. Green indicators show well-optimized sections. The red highlights indicate areas that need improvement, typically related to readability or clarity. Addressing these suggestions helps improve on-page SEO best practices.
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Types of Keywords You Should Know
Not all keywords work the same way. To build a successful SEO strategy, you need to understand the different ways people search. Keywords in SEO are grouped into two main categories: length and user intent. Here is a simple breakdown of the main keyword types you should know:
1. Keywords by Length
- Short-Tail Keywords: These are broad terms with only one or two words (for example, jeans). They attract a high search volume but face intense competition, which makes them hard to rank for.
- Long-Tail Keywords: These are longer, specific phrases or questions (for example, how to do keyword research). These are easier to rank for and usually lead to more sales because the search intent is clear.
2. Keywords by User Intent
Search intent explains why someone is searching for a term. Today, understanding intent is the most important part of keyword research.
- Informational Intent: The user wants to learn something. For example, how to become an SEO Manager.
- Commercial Intent: The user compares products before buying. For example, Best Digital Marketing Tools in 2026
- Navigational Intent: The user wants to find a specific website. For example, Intellipaat login.
- Transactional Intent: The user is ready to buy now. For example, buy Intellipaat’s CMO course.
3. Specialized Keywords
- Local Keywords: Use local keywords if you have a physical store or serve a specific area. These include a location name, such as an SEO agency in Mumbai. They help your business appear in “near me” searches.
- Related (Semantic) Keywords: These are words closely related to your main topic. For example, if your main keyword is SEO, related terms include content marketing and search engine optimization. Using these helps search engines understand that your content is high-quality.
How to Do Keyword Research Step by Step
Keyword research is more about understanding how people search and how AI engines like Google’s AI Overviews work. Here is a simple, step-by-step guide that will help you find the best keywords to grow your website traffic:
Step 1: Brainstorm Seed Keywords
Start by listing the main topics related to your business. These are the seed keywords, which are the starting point of your research. Think like your customer: what would they type in Google? For example, if you sell shoes, your seed keywords might be “best shoes in India” or “black shoes without laces.”
Step 2: Use Keyword Research Tools
Now, put your seed keywords into tools like Google Keyword Planner, SEMrush, or Ahrefs to get more ideas. These tools also show you how many people search for a word and how difficult it is to rank for it. You can also use AI tools like ChatGPT or SurferSEO to find relevant keyword groups.
Step 3: Check Search Intent
Before you select a keyword, check the search results. Do this because Google cares more about why someone is searching for it. You need to know whether the user is trying to learn (Informational) or is ready to buy (Transactional). Only target keywords that match your content.
Step 4: Check Volume and Difficulty
Look at these numbers for each keyword:
- Keyword Difficulty (KD): This is a tool-based score usually between 0 and 100 that estimates how hard it is to rank. If your website is new, look for keywords with a KD under 30, as these are easier to rank.
- Search Volume (SV): How many people search for it every month? High volume is good, but it usually means more competition.
The main aim is to choose keywords that have good volume but low enough difficulty that your website can rank.
Step 5: Find Long-Tail Keywords
Instead of just targeting short, broad words, target longer, specific phrases, like “best picnic spots in Bangalore.” These keywords are easier to rank for and attract people who are much closer to making a purchase.
Step 6: Check Your Competitors
Use SEO tools to see which keywords your competitors are already ranking for. Look for content gaps, i.e., the topics they have missed that you can cover to win their traffic.
Step 7: Group Keywords into Clusters
You can combine similar and related keywords into a single page or guide. This is called a Topic Cluster. For example, if you have keywords like “how to bake a cake,” “best oven,” and “microwave vs oven,” put them all into a single guide about cake baking.
Step 8: Finalize Your List
Select one Primary Keyword and 3-5 related Secondary Keywords for your page. Make sure the keywords you have selected relate to the same topic. Now you can start writing content.
There are many keyword research tools available to help you find the right keywords. Here are the top tools with their key features:
1. Google Keyword Planner
A free keyword research tool that helps beginners and advertisers find new keywords and check monthly volume. Since the data comes directly from Google, it is highly accurate for search trends.
The Google keyword planner is best for showing the Cost Per Click (CPC), which helps you understand a keyword’s value.
2. SEMrush
It is a comprehensive marketing tool excellent for competitor analysis and tracking daily rankings. It shows you exactly what your competitors are doing, which words they rank for, so you can try to outperform them.
One of the key features of SEMrush is its Keyword Magic Tool, with over 20 billion keyword suggestions and easy-to-use filters.
3. Ahrefs
This SEO tool has one of the largest databases of keywords and backlinks. Ahrefs helps you see a keyword’s search volume, keyword difficulty score, and also how much traffic a page actually gets.
It is best for deep SEO research and finding content gaps (the topics that competitors have missed).
4. Moz Keyword Explorer
Moz is a user-friendly tool that provides high-quality, easy-to-understand data. This allows you to prioritize keywords based on their potential for your site.
Moz Keyword Explorer has additional features like organic CTR (click-through rate) calculation, which predicts how many actual clicks you will get from a search result.
5. Keyword Tool
The Keyword Tool is a great alternative to Google Keyword Planner and is perfect for finding long-tail keywords. It uses Google’s “Autocomplete” feature to find the specific questions and phrases people type.
It works without creating an account and helps you find the exact questions people are asking online. You can use it to find long-tail keywords for Google, Instagram, and YouTube.
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How to Use Keywords in SEO Content
To rank on the first page, place them naturally so that both Google and readers can easily find them.
1. Place Keywords in Primary Locations
You can place your primary keyword in these four places:
- H1 Title: This is your main heading.
- First Paragraph: Try to mention your main keyword within the first 50-100 words.
- URL: Keep your web address short and include the keyword.
- Meta Description: This is the summary people see on the search engines. Add the keyword here to improve click-throughs.
2. Use Subheadings (H2 and H3)
Split your content into clear sections using subheadings. Use secondary keywords here to help readers and Google scan and understand the different parts of your topic.
3. Optimize Images
Search engines cannot see images, but they can read the text behind them.
- Alt Text: Describe the image with a relevant keyword.
- File Name: Save your images with clear names, like how-to-do-keyword-research.jpg.
4. Write for Audience First
Today, how frequently a keyword appears in content is not that important. Avoid overusing keywords, as this can make your content difficult to read and negatively impact your rankings. If a sentence sounds weird when you read it out loud, cut it down.
5. Use Related (Semantic) Keywords
Avoid repeating the same word, add related terms and synonyms. For example, if your main keyword is “SEO,” also use “search engines” and “Google search.” This proves to search engines that you have covered the full topic.
Also Read: What is SEO Content Writing?
Common Keyword Research Mistakes to Avoid
To get the best results in your keyword research process, avoid these common mistakes that can hurt your rankings:
1. Targeting Only High-Volume Keywords
Many people only pick high-volume keywords that thousands of people search for. But these keywords face heavy competition and are hard to rank for. To fix this, focus on long-tail keywords that have less traffic but are easier to rank and attract ready buyers.
2. Ignoring User Intent
If your content does not answer the user’s questions, it will not rank on search engines. To fix it, always check the top search results first and match their content type.
3. Keyword Stuffing
Repeating your keyword too many times often hurts readability and rankings. Use your keywords naturally. If a sentence sounds forced when you read it, remove the extra words.
4. Ignoring Zero-Volume Keywords
Many people ignore zero-volume keywords because they think no one searches them. But they are often highly specific questions that lead to actual sales. So, do not rely on any tool entirely. If you know your customers are asking a specific question, write about it even if the tools show low volume.
5. Skipping Competitor Gaps
Ignoring competitors means missing proven opportunities. Use tools like Ahrefs or SEMrush to find content gaps and target those. These are keywords your competitors rank for, but you do not.
How Often Should You Update Keyword Research?
Keyword research is a continuous task. Search trends, technology, and competitor strategies keep changing, so your keyword strategy must change too.
For most businesses, review your keywords every 3-6 months. This allows you to spot new trends and remove keywords that are no longer bringing in traffic.
1. When to Update Immediately
Update sooner if you see any of these signs:
- Ranking Drop: If your top pages lose traffic, search intent may have changed, or a competitor might have written better content.
- Industry Shifts: New products, technology, and tools become popular in your niche; you need to target those words immediately.
- Competitor Activity: If competitors rank for keywords you do not target, perform a content gap analysis.
2. Why Regular Updates Matter
- Search Intent Changes: What once ranked blogs may now favor a video or an AI-generated summary.
- Discover New Opportunities: Search engines see billions of new searches daily. Regular checks help you find low-competition keywords early.
- Maintain Content Freshness: Updating and refreshing keywords helps keep your content relevant and fresh.
Check Google Search Console every month. It shows the exact terms people use to find you. You will often spot high-potential keywords you already rank for but never targeted.
Conclusion
Keyword research is the foundation of a successful SEO strategy. When you understand how people search, you can create content that answers their questions and solves real problems. Remember that keyword research is not a one-time task. Update your keyword list regularly and focus on what your users want to drive more organic traffic to your website and grow your business.
If you want to go deeper than theory and actually practice keyword research using real tools, enroll in our Free Digital Marketing course. It covers keyword research, SEO fundamentals, content planning, and hands-on learning that helps you apply what you just read.
Frequently Asked Questions
Q1: How many keywords should I target on one page?
It is best to focus on one primary keyword and 3-5 secondary keywords that are related to the topic. This helps search engines understand exactly what your page is about. Targeting too many keywords can confuse search engines and hurt your rankings.
Q2: Is it okay to use keywords with zero search volume?
Yes, if the keyword is very specific to your business, it can even be a smart move. Even if tools show zero searches, people might still search these phrases. It often leads to higher sales because the intent is very clear.
Q3: What is the difference between a keyword and a search query?
A keyword is what you plan to target when creating content. A search query is the actual word or phrase a user types into Google. Good keyword research helps your keywords to match the real-life queries users are typing.
Q4: How long does it take to rank for a new keyword?
It usually takes 3-6 months to see significant results for a new keyword. It also depends on how competitive the keyword is and how much authority your website has. For very competitive keywords, it can take a year or more to reach the first page.
Q5: Should I always pick the keyword with the most traffic?
No, because high-traffic keywords are often hard to rank for. It is better to choose long-tail keywords with lower traffic but strong search intent. These are easier to rank and bring people who are more likely to buy from you.
Q6: Can I use the same keyword for multiple pages?
Using the same keyword across multiple pages can cause a problem called keyword cannibalization. So, it is better to avoid this. This cannibalization happens when your own page competes against itself in search results. So, it’s better to assign one main keyword to each page so every page has a clear purpose.