Quick answer
Keyword research means finding the words and questions people type into search engines, then choosing the ones that match what you offer and that you have a realistic chance of ranking for. Start with your customers' language, expand it with free and paid tools, group related keywords by intent, and give each group one focused page.
Most websites are written in the language of the business. Searchers use the language of their problem. Keyword research closes that gap. A bakery might call it "artisan celebration cakes". Its customers search for "birthday cake delivery near me".
Step 1: Start with your customers, not a tool
Write down the questions customers ask you on the phone, in emails and at the counter. Note the words they use. These seed ideas are often better than anything a tool suggests, because they come from real buyers.
Step 2: Expand your list
Free sources:
- Google autocomplete: start typing a seed phrase and note the suggestions
- People Also Ask: the expandable questions in search results
- Related searches at the bottom of the results page
- Google Search Console: queries already bringing you impressions
Paid tools such as Semrush, Ahrefs and SE Ranking add estimated search volume, difficulty and the keywords your competitors rank for.
Step 3: Understand search intent
| Intent | Example | Best page type |
|---|---|---|
| Informational | how to clean a leather sofa | Guide or blog post |
| Commercial | best accounting software for freelancers | Comparison or roundup |
| Transactional | buy standing desk | Product or service page |
| Navigational | canva login | Usually the brand's own site |
The quickest way to check intent is to search the keyword and look at what already ranks. If the top results are all guides, a sales page will struggle.
Step 4: Judge whether a keyword is worth it
Weigh three things together:
- Relevance: would someone searching this be a good customer?
- Volume: are enough people searching? Treat tool numbers as rough estimates.
- Difficulty: who ranks now? If it's all huge brands, look for a more specific angle.
For a new website, long, specific phrases with clear intent usually win first.
Step 5: Group keywords into topics
Put keywords that mean the same thing into one group. "Email marketing for beginners", "how to start email marketing" and "email marketing small business" belong on one page, not three. Each group becomes a page.
Step 6: Write the page
- Use the main phrase naturally in the title, first paragraph and a heading
- Answer the question directly near the top
- Cover the related questions people ask
- Link to and from related pages on your site
Content tools such as Surfer can help check coverage, but write for the reader first.
Step 7: Review and improve
After a few weeks, check Search Console. Pages often rank for phrases you didn't plan for. Add sections that answer those, update facts, and improve titles for pages that appear often but get few clicks.
Running a local business? Pair this with our local SEO guide. Choosing a tool? Compare Semrush vs Ahrefs.
Frequently asked questions
Can I do keyword research for free?
Yes. Google's autocomplete, the People Also Ask box, related searches, Google Search Console and Google Trends are all free. Paid tools add search volume estimates, difficulty scores and competitor data.
What is search intent?
Search intent is the reason behind a search. Someone typing "what is a CRM" wants to learn, while "HubSpot CRM pricing" suggests they are close to buying. Your page should match the intent behind the keyword.
What are long-tail keywords?
Long-tail keywords are longer, more specific phrases such as "email marketing for yoga studios". Each one has fewer searches, but they are often easier to rank for and attract people who know what they want.
How many keywords should one page target?
One main topic per page, supported by closely related phrases and questions. Trying to rank one page for unrelated keywords usually means it ranks well for none of them.