How to Perform an In-Depth Keyword Research
Keyword Research
Keyword research is often described as the backbone of search engine optimisation, but in reality, it is far more than that. It is the process of learning the language of your target audience, finding out exactly how people search for a product or service like yours, and understanding the intent behind those searches. Done well, keyword research forms the foundation of every decision you make about your website content, from product pages to blog posts and beyond.
While search engines have changed dramatically over the years, the importance of keyword strategies has only grown. Search results are now crowded with ads, AI Overviews, videos, and other SERP features, meaning you need to be highly targeted to stand out. The days of stuffing a page with the same keyword and hoping for the best are long gone. Modern keyword research is about precision, relevance, and connecting with your audience’s needs.
This guide will take you through a step-by-step approach to keyword research, explain how to turn your findings into an actionable plan, and highlight the pitfalls to avoid along the way.
Why Keyword Research is Still Essential
Some businesses assume that search engines are so advanced that they will automatically match their content with the right searches. While algorithms can interpret context, they still rely heavily on the words you choose. If you do not find keywords that align with your target audience’s needs, your content may never appear where it matters.
Keyword research allows you to:
Without this groundwork, your SEO efforts risk being unfocused. You might get traffic, but it will not be the right traffic, meaning fewer conversions and wasted resources.
Step 1 – Define Your Core Topics
Before considering specific search terms, you need to set clear boundaries for your research. Start by identifying the core topics that relate to your business. These can be broad themes that you can later break down into clusters of targeted keywords.
For example, a company that offers handmade furniture might have topics such as custom dining tables, reclaimed wood designs, and space-saving furniture ideas. From these, you can begin to branch out into specific keyword ideas.
Questions to guide this stage include:
Which products or services are most profitable?
What problems or needs do they solve for your customers?
Are there seasonal or trend-driven opportunities?
Having well-defined topics makes it easier to stay focused during the research process and prevents you from being distracted by irrelevant search terms.
Step 2 – Gather Your Seed Keywords
Seed keywords are the simplest search terms that describe your offering. They are the entry point for finding targeted keywords and expanding your research.
If you run an online shop selling running shoes, your seed keywords might include running trainers, trail running shoes, and cushioned running shoes.
You can find seed keywords by:
Analysing customer enquiries and frequently asked questions.
Review the headings and product names on your own website.
Looking at competitors’ homepages and navigation menus.
Checking industry directories or online marketplaces.
These seed terms will act as anchors for exploring search intent and discovering long-tail keywords later in the process.
Step 3 – Expand Your Keyword List with Tools
Once you have your seed keywords, you can use keyword research tools to uncover related search terms. Tools such as Google Keyword Planner, Ahrefs, Semrush, and Moz can reveal hundreds of possibilities in minutes, complete with useful data such as monthly search volume, competition levels, and trends over time.
If you are working with a limited budget, there are effective free tools too. Google Search Console can show you the search terms that are already bringing visitors to your site. AnswerThePublic presents keywords in question form, which is invaluable for creating content that answers specific queries. Even Google's search suggestions can spark new ideas.
When expanding your list, try to capture a balance of:
Head terms – Short, high-volume keywords with broad meaning, such as “running shoes”.
Long tail keywords – Longer, more specific phrases like “lightweight running shoes for marathon training”.
Long tail keywords may have lower monthly search volume, but they often carry clearer search intent and attract visitors who are ready to make a decision.
Step 4 – Assess Search Intent
Understanding why someone searches for a term is just as important as knowing how many people search for it. We have a blog on it, which you can read about here. To briefly explain search intent, it is usually grouped into four categories:
The type of content you create should match the search intent. For example, a blog post or video suits an informational query, while a product page works best for a transactional one.
Step 5 – Evaluate Popularity, Competition, and Relevance
Not every keyword on your list is worth pursuing. To focus on those with the best potential, assess them based on:
Popularity – Measured by monthly search volume. A term with thousands of searches per month might seem appealing, but it could be too competitive for a new site.
Competition – Tools can show how many sites are already ranking for the term. Highly competitive keywords may require a long-term approach.
Relevance – The keyword must directly connect to your product or service. Ranking for an unrelated term will bring visitors who are unlikely to convert.
By weighing all three factors, you can focus your keyword strategies on opportunities that balance visibility and achievability.
Step 6 – Look at the Competition
Analysing competitors can reveal valuable gaps in your own strategy. By seeing what they rank for, you can find keywords they have overlooked or identify areas where you can create better content.
When using keyword research tools to review competitors:
Look at the pages that bring them the most search traffic.
Note the types of content they produce for different search intents.
See which relevant keyword terms they target that you currently do not.
This insight helps you build a list of keywords with real-world examples of how they are already being used.
Step 7 – Organise Keywords into Clusters
Grouping related keywords into clusters makes it easier to plan content and avoid overlap. For example, if you sell cycling equipment, you might group together keywords like “road bike helmets”, “aero bike helmets”, and “lightweight bike helmets” under one cluster.
Each cluster should then be assigned to a specific page or piece of content. The primary keyword becomes the main focus, while secondary terms support it naturally throughout the page.
Step 8 – Prioritise Based on Impact
You may have a long list of keywords, but you cannot target them all at once. Prioritise based on:
Potential to bring targeted search traffic.
How quickly can you create content that meets search intent?
The likelihood of competing successfully against existing results.
Early wins can come from targeting specific long tail keywords with low competition. As your site gains authority, you can tackle broader, more competitive terms.
Step 9 – Advanced Tactics for Stronger Results
Once you have the basics in place, you can refine your approach with advanced techniques:
Layer your data – Combine keyword research tool data with insights from Google Search Console, analytics reports, and even customer surveys.
Track search term trends – Some keywords surge in popularity during certain months. Align your content calendar with these trends to maximise visibility.
Use topic clustering – Create a series of connected pages around a central theme to show search engines your authority on the subject.
Step 10 – Turn Keywords into a Content Plan
Keyword research only has value if you turn it into action. Once you have your targeted keywords, plan content that directly addresses the search intent. For example:
Informational keywords become blog posts, videos, or guides.
Commercial keywords inspire comparison articles and buyers’ guides.
Transactional keywords belong on product pages, service pages, or landing pages.
Structure your plan so you publish consistently, building coverage across all stages of the buyer journey.
Common Mistakes to Avoid
Even experienced marketers can fall into traps when doing keyword research. Some of the most common mistakes include:
Chasing high-volume terms without considering competition.
Ignoring long tail keywords in favour of head terms.
Targeting keywords that do not match your product or service.
Failing to update keyword research regularly as trends change.
Avoiding these pitfalls will make your strategy more focused and sustainable.
Frequently Asked Questions
How often should I redo my keyword research?
Review it every three to six months, or sooner if your industry changes quickly.
Can I rely solely on free keyword research tools?
Yes, but paid tools provide more depth and competitor insight. Use free options like Google Keyword Planner and Google Search Console to start.
What is a good mix of keywords to target?
Aim for a blend of high-volume head terms and long tail keywords with clearer intent.
Should I use the exact same keyword in every heading?
No. Use natural variations and related terms to improve the flow of your content while still signalling relevance to search engines.
What is the role of monthly search volume in decision-making?
It helps gauge interest, but should be balanced with competition and relevance. A lower-volume term that matches your product or service exactly can be more valuable than a popular but vague term.
Conclusion
In-depth keyword research is the cornerstone of any effective SEO strategy. By finding relevant keyword opportunities, understanding search intent, and creating content that addresses your audience’s needs, you can attract targeted search traffic that is more likely to convert. The process is ongoing and should adapt as your market, audience, and competition evolve.
If you want to turn your keyword strategies into real results, our team can help you find relevant keywords, build a plan around them, and create content that gets noticed by search engines and people alike.