Keyword research is the process of discovering and analysing the actual search terms people use when looking for information, products, or services related to your business. It forms the foundation of effective SEO and content strategy.
Why Keyword Research Matters
Understanding what your audience searches for helps you create content they actually want. It reveals the language and terms your customers use, not just industry jargon. Good keyword research uncovers opportunities where you can rank and drive traffic. It prevents wasting time creating content nobody searches for.
Types of Keywords
Short-tail keywords - Broad, high-volume terms (1-2 words) like “web design.” Long-tail keywords - Specific phrases (3+ words) like “affordable web design for small businesses.” Informational keywords - Questions or how-tos. Commercial keywords - Comparison and review searches. Transactional keywords - Buying-intent terms like “hire web designer.”
Keyword Metrics to Consider
Search volume - How many times per month people search for this term. Keyword difficulty - How hard it is to rank for this keyword. Search intent - What users want to find when searching. Cost-per-click - If running paid ads, what advertisers bid. Trend data - Whether interest is growing or declining.
The Keyword Research Process
Start with seed keywords related to your business. Use keyword research tools to find related terms and questions. Analyse search volume and competition for each keyword. Consider search intent, what do users want when searching this term. Group related keywords into topics for content creation. Prioritise keywords balancing volume, difficulty, and relevance.
Understanding Search Intent
Search intent is what users want to accomplish with their search. Informational intent seeks knowledge. Navigational intent looks for specific websites. Commercial intent researches before buying. Transactional intent is ready to purchase. Matching your content to search intent is crucial for ranking and satisfying visitors.
Long-Tail Strategy
Long-tail keywords have lower search volume but often higher conversion rates. They face less competition, making them easier to rank for. They attract more qualified visitors with specific needs. A collection of long-tail keywords can drive significant traffic. They’re ideal for new websites building authority.
Keyword Research Tools
Google’s Keyword Planner provides search volume data. Tools like Ahrefs and SEMrush offer comprehensive keyword data. Google Search Console shows keywords you already rank for. Google’s autocomplete and “People Also Ask” reveal related searches. Competitor analysis tools show what keywords competitors rank for.