Keyword research is like being a detective for your website. You’re looking for the words and phrases people use when they search for things related to your business. When you know these keywords, you can apply them to your content to help search engines, generative engines (AI), and Google understand what your website content is about.

Why Are Keywords Important in Research for SEO?

Good keyword research helps you:

• Understand what your audience is looking for
• Create website and social media content that answers frequently asked questions
• Improve your chances of ranking higher in search results
• Attract more visitors to your website

Research Keywords for SEO and Types of Keyword Intent

First, not all keywords are created equal. Different keywords show different intentions, which is why, during the keyword research process, you need to understand how the different intents will impact your content differently.

Additionally, not all SEO tools like Semrush, SE Ranking and Ahrefs provide the same intent information. For example, SE Ranking offers Local intent, whereas Semrush provides Transactional intent.

That said, there are five types of keyword intent you might come across: Informational, Navigational, Transactional, Commercial, and Local.

• Informational Intent – These are searches where people want to learn something. For example, “how to bake a chocolate cake” or “what is SEO?”
• Navigational Intent – When people are looking for a specific website. Like typing “Facebook login” or “Amazon.”
• Transactional Intent – These keywords show that someone wants to buy something. Examples include “buy running shoes” or “best deals on laptops.”
• Commercial Intent – When people are researching products before buying. For instance, “Corner bookshelf ” or “best vacuum cleaners 2024.”
• Local Intent – Searches with local intent are looking for products or services in a specific area. For example, “best pizza near me” or “plumber in [City Name].”

Research Keywords for SEO – Long Tail Keywords Are Your Secret Weapon

Long tail keywords are like hidden treasures. They are often misunderstood as being longer, specific phrases, but that’s not true. Google defines long-tail keywords as terms with low search volume, as Google’s Gary Illyes clarified at the SEO Conference 2024.

Why are long tail keywords great? They often have:

• Less competition
• More targeted traffic
• Higher conversion rates

In fact, long-tail keywords make up about 70% of all searches!

How to Do Keyword Research

Everyone’s workflow looks different. There is no right or wrong way to start your keyword research process. It could start with a blog topic idea, answering a persona pain point, content hub strategy, or just a random thought (we call them ‘squirrel moments’).

That said, your process might look something like this:

1. Start with a brainstorming session. This is where using AI tools like Perplexity can come in handy.
2. Use keyword research tools like Google Keyword Planner or SE Ranking. What tool you use is entirely personal.
3. Look at your competitor’s keywords. What are they ranking for? What are some holes you see in their strategy that could be easy wins for you?
4. Check the SERPs (search results pages), Google’s “People Also Ask” and “Related searches” sections. There may be some up-and-coming keywords that weren’t seen in other research. Look at page titles, meta descriptions, etc., to see if anything stands out.
5. Consider long-tail keywords (longer, more specific phrases). These can be easy wins, especially if they have a good difficulty (less than 30) and search intent aligns with your goals.

As you’re going through this process, consider the following:

• Keep the relevance of the keywords in mind, not just search volume. Remember, Google prioritizes user-focused, helpful content.
• Consider the user’s search intent, the buyer’s journey, and the goal of your content.
• Select a mix of short-tail and long-tail keywords.
• Keep an eye on keyword difficulty scores. The lower the score, the less competition your content will have.
• Don’t forget about local keywords if you’re a local business.

Tools for Keyword Research

Here are some popular tools to help with your keyword research:

Paid Keyword Research Tools

• Semrush
• Ahrefs
• Moz Keyword Explorer
• SE Ranking

Free Keyword Research Tools

• AnswerThePublic (free and paid versions)
• Google Keyword Planner
• Google Trends
• Google Search Console (free if you have an account)
• GrowthBar (Free Trial)
• Frase (Free Trial)
• Sistrix (Free Trial)
• Bing Keyword Research Tool

How Many Keywords Should You Target?

There’s no magic number, but a good rule of thumb is:

• 1-2 primary keywords per page
• 2-3 related secondary keywords

Keep in mind that the purpose of keyword research is not to stuff your content with all the keywords but to select a few terms and then use them naturally to create helpful, informative content for your readers.

How to Use AI for Keyword Research

Use AI tools to generate ideas, but apply your own judgment and industry knowledge, and check the recommendations with an SEO tool like SE Ranking to confirm the value of the term before integrating it with your strategy.

AI Keyword Research Tools

Each tool has unique features that apply to different aspects of keyword research and content creation. Still, in the end, you, as the SME (subject matter expert), will want to filter through any recommendations to confirm value and relevance.

ChatGPT

ChatGPT can be helpful as you explore a topic idea, uncovering related concepts and potential keyword ideas you might not have considered.

• Best for –
  • Generating keyword ideas and brainstorming related topics
• Features –
  • Provides suggestions based on user prompts and context
  • Helps identify semantic relationships between keywords
  • Can generate long-tail keyword variations

Perplexity

Perplexity is particularly useful for identifying trending topics and emerging keywords in your niche.

• Best for –
  • Discovering fresh and relevant keywords through real-time data analysis
• Features –
  • Analyzes current data from various online sources (blogs, forums, social media)
  • Surfaces valuable queries that traditional tools might miss
  • Assists in generating content outlines and fact-checking

Microsoft (Bing) Copilot

Copilot can be valuable for technical content creators and developers looking to optimize their documentation or tutorials.

• Best for –
  • Technical keyword research and code-related content optimization
• Features –
  • Suggests relevant technical terms and programming concepts
  • Helps recognize common search queries related to coding problems
  • Can help in optimizing code snippets for SEO

Google Gemini

Gemini’s strength lies in its deep understanding of search behavior, helping you align your keyword strategy with user intent.

• Best for –
  • Understanding search intent and generating contextually relevant keywords
• Features –
  • Analyzes search patterns to suggest intent-focused keywords
  • Provides insights into how users phrase their queries
  • Can help find gaps in existing content strategies

After the Research – Tracking Your Keyword Performance

Keyword research isn’t a one-time task. It is an ongoing process that will help you stay aligned with what your buyers are searching for. Once you’ve done your research and started using keywords, don’t forget to track how they’re performing. Tools like Google Search Console can help you see which keywords are bringing traffic to your site.