How to Do Keyword Research for SEO

Keyword research is a foundational aspect of search engine optimization (SEO). According to HubSpot, keyword research involves discovering and analyzing the search terms people use in search engines. This data lets you gain insight into user intent and helps shape your content and marketing strategies. Though keywords have evolved over time, they still play a crucial role in informing the content that ranks well in search engine results pages (SERPs).

While algorithms continuously evolve, incorporating ranking factors like user experience and content relevance, keyword research remains a key element of SEO. It helps you identify what topics interest your target audience by showing you the keywords frequently searched monthly. Here’s a step-by-step guide on how to conduct keyword research effectively:

1. Create a List of Relevant Topics

Start by brainstorming broad topics related to your business or website. These subjects are important to your audience and are topics you want to rank for in search engines. For example, if you run a fitness blog, some relevant topics might include:

• Workout routines
• Healthy eating
• Weight loss tips
• Exercise equipment reviews
• Wellness trends

These topic areas form the foundation of your keyword strategy. Each topic will have several related subtopics and keywords that can help you drill down further. At this stage, aim for at least 5 to 10 broad topics.

2. Think of Related Keywords

Once you’ve identified your main topics, the next step is to brainstorm keywords related to each topic. These are terms that users would search for when looking for information on these topics. For example, under “workout routines,” you might brainstorm keywords like:

• “Best workout for beginners”
• “At-home workout routines”
• “Strength training exercises”

Remember, at this stage, you’re only brainstorming keywords relevant to your audience’s needs. You can refine these later. Use tools like Google Keyword Planner or Ahrefs to expand your keyword list and discover related search terms.

3. Research Keywords Further

Once you have a basic list of keywords, the next step is to dive deeper into the data behind them. Tools like Google Keyword Planner, Ahrefs, and Moz’s Keyword Explorer can provide insight into metrics like:

• Search Volume: How often is the keyword searched each month?
• Keyword Difficulty: How hard will it be to rank for that keyword?
• Search Intent: What are people looking for when they search for this term?

In this step, you may uncover additional keywords that are worth pursuing. You can also use Google’s related search suggestions to find variations of your target keywords.

4. Identify Short-Tail and Long-Tail Keywords

Keywords generally fall into two categories: short-tail (or head) and long-tail.

• Short-tail keywords are broad and often one to three words long, such as “workout routines.” These keywords tend to have high search volume but are extremely competitive.

• Long-tail keywords are more specific phrases, typically four or more words long, such as “best at-home strength training workout for beginners.” These keywords may have lower search volume but are much easier to rank for and often represent a more qualified lead.

A balanced keyword strategy includes both short-tail and long-tail keywords. Short-tail keywords may drive more traffic, but long-tail keywords often lead to higher conversion rates since they attract users with a clear intent.

5. Analyze Competitor Keywords

One of the best ways to refine your keyword strategy is to look at what your competitors are ranking for. Use tools like Ahrefs, SEMrush, or SpyFu to enter a competitor’s domain and identify the keywords they are using. This will give you an idea of which keywords work well for your niche businesses.

Competitor analysis can also reveal gaps in your keyword strategy. For example, if your competitor ranks well for a specific long-tail keyword, you might want to focus on creating better content around that keyword to outrank them.

6. Use Keyword Variations

It’s not just about finding one or two good keywords; you want to capture a range of keywords your audience might search for. For example, if your main keyword is “fitness equipment,” consider variations like:

• “Best home fitness equipment”
• “Affordable fitness equipment”
• “Fitness equipment for small spaces”

This helps your content rank for broader search queries, improving your chances of appearing in the SERPs. Google’s algorithms are smart enough to understand related terms, but using a range of keyword variations signals that your content is comprehensive.

7. Consider Search Intent

Search intent refers to the reason behind a user’s search. Is the person searching for information, looking to make a purchase, or simply browsing? Understanding search intent allows you to create content that aligns with what users seek. Typically, search intent falls into four categories:

• Informational: Users are looking for information (e.g., “how to start strength training”)
• Navigational: Users are looking for a specific website (e.g., “Nike workout gear”)
• Transactional: Users are ready to make a purchase (e.g., “buy fitness equipment online”)
• Commercial Investigation: Users are researching before purchasing (e.g., “best fitness equipment brands”)

Match your content to the type of search intent behind the keywords you’re targeting.

8. Monitor and Refine Your Keywords

Keyword research isn’t a one-time task. The search landscape is always evolving, and so should your keyword strategy. Regularly check your keywords’ performance using tools like Google Search Console and adjust your strategy based on the data.

• Review your keyword rankings monthly to identify which are working and which are underperforming.
• Update your content with new keywords and phrases to maintain relevance and competitiveness.

9. Organize Your Keywords into Topic Clusters

Once you have a refined list of keywords, organizing them into topic clusters is essential. Topic clusters revolve around a central “pillar” topic, with subtopics branching out. This method allows you to create content that comprehensively covers all aspects of a topic, leading to better user engagement and higher search rankings.

For example, if “fitness routines” is your pillar content, your cluster content might include:

• “Best strength training workouts”
• “Cardio exercises for weight loss”
• “Low-impact workouts for beginners”

This approach improves internal linking and helps search engines understand the relationship between various pieces of content on your site.

10. Focus on User Experience and Content Quality

While keywords are important, remember that Google’s primary goal is to serve the best content to its users. High-quality content that answers users’ queries thoroughly will always rank better than content that’s keyword-stuffed and lacks value.

When creating content, focus on:

• Clear structure and headings
• Comprehensive answers to user queries
• Engaging media (images, videos, infographics)
• Strong internal linking

By combining well-researched keywords with great user experience, your site will perform better in the long term.

Keyword research is a crucial part of any SEO strategy. By following these steps—creating a list of relevant topics, thinking of related keywords, conducting thorough research, and continuously refining your strategy—you can develop a keyword plan that drives organic traffic and improves your SERP rankings. Keep your content fresh, valuable, and well-organized to maintain competitiveness in the ever-evolving world of SEO.

For further SEO and keyword research resources, check out Ahrefs and Moz.