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Keyword Research

FigureThe Keyword Research Process

Why is Keyword Research Important?

Keyword research is the blueprint for your online marketing efforts. Without it, you are guessing what your audience wants. With it, you know exactly what content to create and which terms to target.

It tells you:

  1. What people are searching for (Topics)
  2. How many people are searching for it (Volume)
  3. How hard it will be to rank (Difficulty)
  4. What format they expect (Intent)

Key Metrics to Analyze

1. Search Volume

The estimated number of searches for a keyword per month. High volume usually means high competition, but also high potential traffic.

Be cautious with volume data — it is an estimate, not an exact count. Also, seasonal keywords fluctuate significantly throughout the year.

2. Keyword Difficulty (KD)

An estimate of how hard it would be to rank on the first page of Google for a given term. This is usually scored 0-100, with higher numbers indicating more competition.

Difficulty is calculated based on the authority of currently ranking pages. If top results are from Wikipedia, government sites, and major publications, difficulty will be high.

3. Cost Per Click (CPC)

How much advertisers pay for a click on this keyword in Google Ads. High CPC usually indicates high commercial value — advertisers would not pay $50 per click for a worthless keyword.

4. Click-Through Rate (CTR) Potential

Some keywords have low CTR because Google answers them directly (featured snippets, calculators, weather). A keyword with 10,000 searches but zero clicks is worthless for traffic.

Types of Keywords by Intent

Understanding search intent is crucial for creating content that ranks and converts.

Informational Intent

The searcher wants to learn something.

  • "How to change a tire"
  • "What is keyword research"
  • "Benefits of meditation"

Best content format: Blog posts, guides, tutorials, videos

Navigational Intent

The searcher wants to find a specific website or page.

  • "Facebook login"
  • "Amazon customer service"
  • "Ahrefs pricing"

Best content format: Ensure your brand pages rank for your brand terms

Commercial Intent

The searcher is researching before a purchase.

  • "Best SEO tools 2024"
  • "iPhone vs Samsung comparison"
  • "Mailchimp alternatives"

Best content format: Comparison articles, reviews, listicles

Transactional Intent

The searcher is ready to buy.

  • "Buy Nike shoes"
  • "Ahrefs discount code"
  • "Hire SEO consultant"

Best content format: Product pages, pricing pages, service pages

The Keyword Research Process

Step 1: Start with Seed Keywords

Begin with broad topics related to your business. If you sell coffee equipment, your seeds might be: "coffee maker," "espresso machine," "coffee grinder."

Step 2: Expand Your List

Use keyword research tools to find related terms, questions, and variations. Sources include:

  • Google Autocomplete
  • People Also Ask boxes
  • Keyword research tools (Ahrefs, SEMrush, Ubersuggest)
  • Competitor analysis
  • Customer questions and support tickets

Step 3: Analyze and Filter

For each keyword, evaluate:

  • Is the volume worth pursuing?
  • Can you realistically rank (difficulty)?
  • Does it match your business goals?
  • What content format does it require?

Step 4: Group by Topic

Cluster related keywords together. One page can target multiple related terms. This prevents cannibalization and creates more comprehensive content.

Step 5: Prioritize and Plan

Rank your keywords by:

  • Business value (conversions, revenue)
  • Quick wins (low difficulty, decent volume)
  • Strategic importance (cornerstone topics)

Common Keyword Research Mistakes

  1. Chasing only high-volume terms — These are often too competitive. Balance with long-tail opportunities.
  2. Ignoring search intent — Ranking for a keyword with wrong intent brings useless traffic.
  3. Not checking SERPs — Always look at what currently ranks to understand what Google wants.
  4. Targeting one keyword per page — Modern SEO targets topic clusters, not individual keywords.
  5. Set-and-forget approach — Search trends change. Revisit your research quarterly.

Tools for Keyword Research

Free Tools

  • Google Keyword Planner
  • Google Search Console
  • Google Trends
  • AnswerThePublic

Paid Tools

  • Ahrefs
  • SEMrush
  • Moz
  • Ubersuggest

The Bottom Line

Keyword research is not a one-time task — it is an ongoing process that informs your entire content strategy. Invest time upfront to understand what your audience searches for, and you will build content that ranks and converts.