Most websites struggle to get visitors from Google. A lot of pages never get any traffic (96.55% of Content), which means all the effort put into creating content goes to waste. The reason? Many people write without checking if anyone is actually searching for that topic.

This is where keyword research helps.

Keyword research is actually finding out what people look for in Google when they are looking for information, products, or services. Based on the words you choose to use as your keywords, your content has a much higher chance of showing up for search queries and driving you real visitors.

In this article, we’ll keep things simple and show you why keyword research matters, how to do it, and the best tools to help you find the right keywords. Let’s dive in!

Source: Ahrefs

What is Keyword Research?

Keyword research is the process of identifying the exact words and phrases people use when searching online. It helps websites create content that aligns with what users are looking for, making it easier to rank higher on search engines and attract the right audience.

Search engines rely on keywords to know what a page is about. With proper use of the right keywords in your content, the likelihood of appearing on the related searches is higher. Without proper keyword analysis, you might end up appearing for targeting words nobody is searching for or competing with very competitive terms difficult to rank for.

✅ Why is Keyword Research Important? (Real Benefits)

Keyword research gets you in the right direction. Rather than trying to guess what topics would work, you’ll be dead sure about what people are looking for. That means your content will actually stand a chance of being read and driving traffic. Here’s how it actually helps:

❌ Avoid Creating Content No One Reads

If nobody is searching for a topic, writing about it won’t bring traffic. Keyword research helps you focus on topics people are actively looking for.

🎯 Attract the Right Visitors, Not Just Anyone

More visitors don’t always mean better results. The right keywords bring people who are actually interested in your content, product, or service.

A real example of this is Bennett’s Grain, a wholesale grain exporter. They initially targeted broad keywords like “buying lentils online,” which brought in a lot of traffic but very few actual buyers. After switching to specific terms like “wholesale exporter of Canadian lentils,” their conversion rate jumped from 0.6% to 23%. This shows that getting the right visitors matters more than just getting traffic.

💡 Compete Smart, Not Hard

Big brands dominate search results, but smaller websites can rank by choosing less competitive, high-value keywords. A smart keyword strategy helps you stand out.

🔥 Match Search Intent & Increase Engagement

People search for different reasons—some want information, some are ready to buy. Understanding this helps you create content that meets their needs.

🔄 Stay Relevant as Trends Change

Search trends shift over time. Regular keyword research helps you update your content and stay ahead in search rankings.

Big Sea, a digital marketing agency, updated old blog posts with new keyword research and fresh insights. Within months, their organic traffic grew significantly, and rankings improved. This simple update strategy helped them stay relevant in changing search trends.

Lesson: Keeping content fresh with updated keywords ensures you don’t lose visibility as search trends shift.

Keyword research isn’t just about ranking high on Google. It’s about making sure your content reaches the right people at the right time, leading to better results for your website.

📅 When Do You Need Keyword Research? (Practical Scenarios)

Here are the key situations when keyword research is essential:

1. Launching a New Website or Blog

If you are starting a new website or blog, then keyword research is the doorway through which you’ll be seen by search engines. If you don’t use the proper keywords, your site will never be shown if people search for issues related to your company.

If you use the wrong keywords, no one will find your site. If you pick words that are too competitive, your site might never rank because bigger websites already dominate those searches.

Keyword research assists you in selecting the proper words people use to search. This informs the search engines what your site is about, and you are most likely to get traffic.

SEOJet launched a new website and, with strategic keyword research and content writing, ranked for over 800 keywords with just two blog entries. It generated tremendous organic traffic within a short period of time.

2. Creating Content for SEO Ranking

If you want your content to rank on Google, choosing the right keywords is crucial. Even great content won’t rank if people aren’t searching for it.

Search engines look for relevance and intent. If your content doesn’t match what people are searching for, it won’t show up in search results.

It helps you find the right words and phrases people use. This way, your content answers real questions, reaches the right audience, and performs better in rankings.

Good SEO content starts with smart keyword choices. Pick high-traffic and low-competition keywords to improve visibility and attract the right readers.

3. Running Paid Ads (PPC campaigns)

If you’re investing in paid ads, picking the right keywords is essential. The wrong ones can drain your budget without bringing results.

PPC ads work on a bidding system. Some keywords cost more than others. If you target broad or irrelevant terms, you might pay more but get fewer conversions.

It helps you focus on keywords with strong intent, meaning people searching are more likely to take action—whether it’s signing up, making a purchase, or booking a service.

Smart keyword choices mean lower costs and better conversions. Use specific, high-intent keywords to get the best return on your ad spend.

Google Ads Keyword Planner is a free tool many people use for keyword research. To get started, click “Discover new keywords.” You can enter a keyword or a website, and the tool will suggest related keywords. It also shows estimated costs and competition levels, helping you pick the right keywords for SEO or paid ads.

4. Optimizing Old Content for Better Rankings

Old content can lose its position in search results over time. Refreshing it with better keywords can bring back traffic and improve rankings.

Search habits change, and keywords that worked a year ago may no longer be relevant. If your content isn’t updated, it might get buried under newer, more optimized pages.

By analyzing current search trends, you can identify new keywords and replace outdated ones. Adding long-tail keywords can help attract specific, high-intent visitors.

A simple content refresh can bring in new traffic. Regular keyword updates help keep your content useful, visible, and competitive in search results.

📊 Key Elements of Keyword Research

Keyword research helps you find the best words to target in your content. But not all keywords work the same way. Here are the key things to consider:

1. Search Volume 

Search volume tells you how many people search for a keyword in a month. It helps you understand if a keyword is popular and worth targeting.

If a keyword has a high search volume, it means many people are looking for it. But it also means more competition. On the other hand, low-search volume keywords have fewer searches but are often easier to rank for.

✅ How to Use It Right?

• Balance is key! Don’t just go for the highest search volume keywords—they’re tough to rank for.
• Look for keywords with decent search volume and lower competition. These give you a better chance to rank.
• Mix high and low-volume keywords to get steady traffic.

For example, “Best running shoes” may have thousands of searches, but competition is high. “Best running shoes for flat feet” may have fewer searches but can attract the right audience more easily.

Understanding search volume helps you choose realistic keywords that drive traffic without wasting effort! 🚀

2. Keyword Difficulty

Keyword difficulty measures how tough it is to rank for a keyword on Google. If many strong websites already rank for a keyword, competing will be hard. If competition is low, you have a better shot at ranking.

Let’s say you run a small fitness blog and want to rank for “best protein powder”. Big brands like Amazon and health magazines already dominate this keyword. Competing with them is nearly impossible.

Instead, if you go for “best protein powder for weight loss female​”, the competition is lower, but people still search for it. This makes it easier to rank and get traffic.

✅ How to Make Smart Choices?

• Check your competition – Are big brands ranking? If yes, choose a more specific keyword.
• Find a balance – Pick keywords with good search volume but lower difficulty.
• Start small – Rank for easier keywords first, then move to more competitive ones.

Choosing the right keyword difficulty helps you focus on real opportunities instead of wasting time on impossible goals.

3. Search Intent

Search intent is the reason behind a search query. When someone types something into Google, they have a goal. Are they looking for information, comparing options, or ready to buy? Understanding this helps in choosing the right keywords and creating content that meets user needs.

Let’s say two people search for:
1️⃣ “Best smartphones under $500” – They want to compare options.
2️⃣ “Buy iPhone 14 online” – They are ready to purchase.

If you run an online store, targeting buying intent keywords (like the second example) will bring in more paying customers, not just visitors.

Types of Search Intent

✔ Informational – People are looking for knowledge. (e.g., “What is SEO?”)
✔ Navigational – They want a specific website. (e.g., “Nike official site”)
✔ Commercial – They are comparing products. (e.g., “best laptops for gaming”)
✔ Transactional – They are ready to take action. (e.g., “buy MacBook Air online”)

✅ How to Use Search Intent for SEO?

• Match content with user intent – If people want a guide, don’t show them a product page.
• Look at top-ranking pages – Google shows what users expect.
• Target the right keywords – Focus on words that bring the right audience to your site.

A keyword usually has one or two primary intents behind it. This means when someone searches for a keyword, they are either looking for information (informational intent) or planning to take action (transactional or commercial intent). Some keywords may serve both intents, depending on the context.

4. Competition Analysis

Before trying to rank for a keyword, you need to know who you’re up against. Competition analysis helps you figure out which websites are ranking, how strong they are, and whether you have a real chance to beat them. This way, you don’t waste time on keywords that are impossible to rank for and instead find the best opportunities.

🔹 What to Look for in Competitor Analysis?

✔ Who is ranking? – Are top results from big brands, niche blogs, or small websites?
✔ Backlinks strength – Do competitors have hundreds of backlinks, or are they weak?
✔ Content quality – Is their content detailed and helpful, or basic and outdated?
✔ Search intent match – Are they answering what users actually want?

✅ How to Use This Information?

• Find easier keywords – If the top 10 results are all from big brands, it’s best to target less competitive keywords.
• Spot weak content – If competitors aren’t covering a topic well, you can create a much better version.
• Check backlinks – See where competitors are getting links from and try to get similar ones.

By studying the competition, you can pick the right keywords and create content that actually ranks.

🔑 How to Research Keywords for Your SEO Strategy (Step-by-Step Guide)

Follow these steps to discover, analyze, and use the best keywords for your SEO strategy. 🚀

1. Brainstorm Relevant Topics 

Before using keyword tools, start by listing broad topics related to your niche. This helps you focus on areas that matter to your audience.

How to Do It?

• Think about what your target audience searches for.
• Check common questions on social media, forums, and customer queries.
• Look at competitors’ websites to see what topics they cover.

For example, if you are a fitness blog writer, some of the subjects might be weight loss, muscle building, or meal planning. You will then refine these into specific keywords that people search on the internet.

A strong topic list makes keyword research faster and more effective. 🚀

2. Use Keyword Research Tools

Now that you have a list of topics, the next step is to find the right keywords people search for. You can’t just guess; you need real search data to make informed decisions.

Keyword tools show what people actually type into search engines. Instead of assuming what might work, these tools help you:
✅ Find keyword ideas that match your topic
✅ See how often a keyword is searched
✅ Identify related keywords you might have missed

Start by using free tools like Google Keyword Planner, Google Trends, and AnswerThePublic to gather keyword ideas. These help you see search trends and common questions people ask. If you need deeper insights, paid tools like Ahrefs, SEMrush, and Moz provide details like competition levels and ranking difficulty.

Once you’ve gathered keywords, the next step is to understand why people search for them—and that’s where search intent comes in. 🚀

3. Analyze Search Intent 

After listing potential keywords, it’s time to understand what people actually want when they type them into Google. Not every search means the same thing. Some people want answers, some want to compare options, and others are ready to buy.

Using a keyword without knowing the intent behind it can lead to wasted effort. If someone searches “best smartphones 2025,” they are likely comparing options, not ready to buy. If you target this keyword with a sales page, it won’t perform well. Matching your content with the user’s search intent increases your chances of ranking and getting meaningful traffic.

How to Get It Right

Check Google’s top results for your target keyword. If most are blog posts, it’s informational. If they are product pages, it’s transactional. Your content should match what users expect to see.

Once you figure out intent, the next step is to check keyword difficulty to see if you can compete. 🚀

4. Check Keyword Difficulty 

After selecting relevant keywords with the right search intent, the next challenge is figuring out how hard it is to rank for them. Some keywords are easy to target, while others are dominated by big websites with strong authority.

📌 Low KD (0-30): Easier to rank, ideal for newer websites.
📌 Medium KD (31-70): Requires SEO work, good for growing sites.
📌 High KD (71-100): Very competitive, usually ruled by established brands.

SEO tools like Ahrefs, SEMrush, and Moz give a KD score, but numbers alone don’t tell the full story. You should also:

✅ Check the top-ranking pages – Are they all big brands or niche blogs?
✅ Look at domain authority (DA) – Higher DA means tougher competition.
✅ Analyze backlinks – More backlinks = harder to outrank.

Once you’ve found manageable keywords, the next step is checking what your competitors are ranking for. 🚀

5. Look at Competitor Keywords

After checking keyword difficulty, the next step is analyzing competitor keywords. This helps you find proven keywords instead of guessing what might work.

✅ See What Works – Find the keywords bringing them the most traffic.
✅ Spot Gaps – Identify important keywords they rank for, but you don’t.
✅ Avoid Wasting Time – If a competitor struggles to rank for a keyword, it’s likely tough to compete.

How to Find Competitor Keywords?

🔹 Use SEO Tools – Tools like Ahrefs and SEMrush show competitor keyword rankings.
🔹 Google Search – Type a topic and see which websites appear at the top.
🔹 Check Page Titles & Content – Many websites use their target keywords in headlines and meta descriptions.

What to Do Next?

👉 Find low-competition keywords your competitors rank for and create better content.
👉 Identify high-traffic competitor pages and offer more value to rank higher.

With competitor keywords in hand, the next step is choosing the right keywords to target, which leads us to long-tail keywords. 🚀

6. Use Long-Tail Keywords 

Now that you’ve analyzed search intent, checked competition, and refined your keyword list, it’s time to focus on long-tail keywords. These are longer, more specific search terms that help attract users who already know what they’re looking for.

Unlike broad keywords, long-tail keywords have lower competition and higher conversion rates because they match precise user queries. They might not bring in massive traffic, but they attract visitors who are ready to take action.

For example:
✔️ Broad keyword: “Coffee” (Very competitive, unclear intent)
✔️ Long-tail keyword: “Best organic coffee beans for cold brew” (Less competition, clear intent)

How to Find Long-Tail Keywords?

🔹 Check Google’s “People Also Ask” Section: Find common questions related to your topic.
🔹 Use Keyword Research Tools: Platforms like Ahrefs, SEMrush, and AnswerThePublic reveal long-tail variations.
🔹 Look at Niche Communities & Forums: See what people ask on Reddit, Quora, or industry-specific forums.

If you only target high-competition, short keywords, your content might never rank. Long-tail keywords help get traffic faster and attract the right audience.

7. Optimize Content with Keywords 

Once you’ve found the right keywords, you need to place them wisely in your content. Simply having keywords won’t help unless search engines and readers can easily understand what your content is about.

Where Should You Use Keywords?

📌 Title & Headings – Add the main keyword in the title and at least one subheading to help Google and users understand the focus.
📌 First 100 Words – Use the keyword naturally at the beginning so search engines quickly recognize the topic.
📌 URL – Keep it clean and include the keyword. Example: yourwebsite.com/keyword-research-guide
📌 Meta Description – This is the small text seen on Google’s search results. Adding a keyword here improves click-through rates.
📌 Throughout the Content – Sprinkle keywords naturally across the article without forcing them.
📌 Image Alt Text – Google can’t “see” images, so adding a keyword to describe them helps with ranking.
📌 Internal & External Links – Use keywords when linking to related pages, but don’t overdo it.

Avoid Keyword Overuse 🚫

Using the same keyword too many times makes the content unnatural and could hurt rankings. Instead, use variations. Example: Instead of repeating “best SEO tips,” try “SEO techniques” or “effective SEO methods.”

Keep It User-Friendly

SEO is about helping users, not just rankings. Write naturally, keep the content easy to read, and focus on solving problems rather than just inserting keywords.

By following these steps, your keywords will blend in smoothly, helping both readers and search engines understand your content better. 🚀

🛠️ Best Keyword Research Tools to Use

Keyword research tools assist you in discovering what others are looking for and what terms will get your content ranked higher. There are free tools that are wonderful for newcomers, and there are paid tools that provide comprehensive information for search engine optimization professionals.

A. Free Tools

These tools provide basic keyword ideas, search trends, and competition levels without any cost.

1. Google Keyword Planner

Google Keyword Planner is a free Google Ads tool that helps businesses and marketers find suitable keywords for websites or campaigns. It offers keyword suggestions, search volume, and the degree of estimated competition. Key Features:

• Find New Keywords – Enter a topic, and it suggests related search terms people use.
• Search Volume & Competition – See how often a keyword is searched and how tough it is to rank for.
• Cost Estimates – If you’re running ads, it shows bidding costs for each keyword.

This is a great resource for website owners, bloggers, and marketers who want to improve SEO or run Google Ads. It is great for beginners because it is simple and free.

Keep checking keyword trends to be in touch with changes in search trends. This makes your content current and competitive. If you want to learn how to use Google Keyword Planner for SEO in a step-by-step manner, you can watch this video:

2. Google Trends

It helps you see what people are searching for and how their interests change over time. It shows whether a keyword is becoming more popular or losing interest. You can also compare different search terms, check trends in different countries, and track interest over months or years. Key Features:

• Tracks Search Popularity – Find out if people are searching for a keyword more or less over time.
• Compare Keywords – Check which keyword is searched more often.
• Location Insights – See which areas have the highest interest in a keyword.
• Related Searches – Discover similar trending keywords.

This is a helpful tool for businesses, bloggers, and marketers who wish to produce content about popular topics. It is helpful for discovering seasonal trends, viral subjects, or fresh keyword suggestions before they become highly competitive.

Use Google Trends to stay ahead. If you notice a keyword is starting to trend, create content around it early. This can help you rank higher before others catch on!

3. AnswerThePublic

AnswerThePublic gathers real questions from Google and organizes them into easy-to-read formats. Instead of guessing what people want, you get real data on what they are actually looking for.

• See What People Ask – Find common questions like “how,” “why,” and “what” related to any topic.
• Find Content Ideas – Great for blogs, FAQs, and social media posts.
• Easy to Understand – It presents keywords in a simple visual map or list.
• Long-Tail Keywords – Discover detailed phrases that have less competition but high search intent.

If you create content—whether for a blog, YouTube, or business website—this tool is perfect for you. It helps you answer real questions that people care about, making your content more useful and visible in search results.

Look at the most common questions in your niche and use them to create blog posts, product pages, or video content. Answering real user queries improves your SEO and brings in the right audience!

4. ChatGPT (for brainstorming topic ideas)

ChatGPT is a helpful AI tool that can generate keyword ideas and content topics. It doesn’t provide search volume or ranking difficulty, but it helps you think of related terms and phrases for your topic.

• Fast Ideas – Instantly get keyword suggestions and content angles.
• Topic Expansion – Find related terms and subtopics for deeper content.
• SEO-Friendly Phrases – Helps create natural, search-friendly keyword combinations.
• Easy to Use – Just type in a topic, and it gives a list of keyword suggestions.

It’s perfect for marketers, bloggers, and content writers who require instant keyword ideas. If you don’t know where to begin, ChatGPT can give you an idea to start with before you use SEO tools.

Get ideas from  ChatGPT and then use tools such as Google Keyword Planner or Ahrefs to confirm the keywords and see whether they have search demand and ranking ease.

 B. Paid Tools (Advanced Research)

These tools give detailed keyword data, competitor insights, and ranking opportunities for serious SEO efforts.

1. Ahrefs

Ahrefs is a powerful SEO tool that helps websites rank better on search engines. It’s widely used for keyword research, competitor analysis, and tracking search performance.

• Keyword Explorer – Find out how many people search for a keyword, how hard it is to rank, and what kind of traffic it can bring.
• Site Explorer – Check what keywords are driving traffic to your competitors and spot new opportunities.
• Content Gap Tool – See keywords your competitors rank for, but you don’t, so you can fill those gaps.

Ahrefs is great for bloggers, business owners, and digital marketers who want to improve their website rankings. Whether you’re just starting or already ranking, it provides valuable insights to grow traffic.

2. SEMrush

SEMrush is a powerful tool for keyword research and SEO analysis. It helps businesses find the right keywords, track rankings, and analyze competitors to improve their search visibility.

• Keyword Magic Tool – Discover high-traffic keywords with low competition.
• Competitive Analysis – See what keywords your competitors rank for and where you can gain an edge.
• Rank Tracking – Monitor your website’s keyword positions and track improvements over time.

SEMrush is useful for marketers, bloggers, and business owners who want to improve their SEO strategy. It’s especially helpful for those who need data-driven insights to create better content and outrank competitors.

3. Moz Keyword Explorer

Moz Keyword Explorer helps you discover relevant keywords, check how hard it is to rank for them and estimate how many people might click on your content.

• Find the Best Keywords – Get a list of related keywords with search volume and competition data.
• Check Ranking Difficulty – See how tough it is to rank for a keyword before investing your efforts.
• Estimate Click Potential – Understand how many users are likely to click on a result.

Moz is great for businesses, bloggers, and marketers who want a straightforward keyword research tool without complex data.

4. Ubersuggest

Ubersuggest is a beginner-friendly tool designed to help with keyword research, competitor analysis, and SEO strategy. It provides keyword ideas, search volume, ranking difficulty, and content suggestions in an easy-to-understand way.

• Discover Keyword Ideas – Find new keyword opportunities with search volume and competition level.
• Analyze Competitor Keywords – See what keywords competitors rank for and how you can use them.
• Get Content Ideas – Identify trending topics and optimize content with keyword-rich suggestions.

It’s ideal for beginners, bloggers, and small businesses that need a simple yet effective SEO tool without a high price tag.

Conclusion

Keyword research isn’t about stuffing words into content. The right keywords connect you with real people who need your content, products, or services.

💡 The goal isn’t just to get clicks; it’s to attract the right audience, provide value, and grow your brand. Whether you’re running a blog, an online store, or a business website, keyword research helps put you in front of the right people at the right time.

🚀 Now it’s your turn! Start applying these keyword research tips, keep refining your strategy, and watch your website grow!

FAQs on Keyword Research Tips