How to do keyword research for SEO? Essential guide

If you're building or upgrading a website, one of your key concerns is likely how to attract visitors. Even if your products are groundbreaking, they won’t gain attention if people can't find your site. Keyword research is vital to ensuring that potential customers searching for your services or products can easily discover your website. 

Understanding keyword research

Keyword research is a crucial element of SEO and digital marketing. It involves identifying and analyzing the words and phrases your target audience uses to search for information or services online. 

When users search for a product or service, they typically enter a few relevant words into a search engine. The results they see are based on how well those websites match the search terms. As a business owner, your goal should be to rank high for keywords that align with what you're offering. But how do you find those keywords? That's where keyword research comes in.

Additionally, keyword research offers valuable insights into market trends and customer interests. By understanding what your audience is looking for, you can create content that draws them to your site, boosting traffic and engagement.

How to conduct keyword research for SEO in 5 simple steps

Keyword research typically starts broad and becomes more focused. Here’s how you can begin your keyword research journey:

1. Brainstorm core keywords relevant to your business

The first step is to brainstorm basic terms directly related to your business. This initial list will form the foundation for more targeted keywords later. For example, if you run an online jewelry store, you might start with terms like:

• Necklaces
• Bracelets
• Engagement rings
• Earrings
• Diamonds

Aim for a list of 5-10 terms. Since this is just the beginning, don’t stress about perfection at this stage.

2. Explore related keywords used by customers and competitors

With your core keywords in hand, it’s time to dig deeper by finding more specific related keywords. You can do this by searching your general terms and seeing what other terms frequently appear alongside them. For instance, searching "necklace" might reveal terms like "pendant," which could be valuable for your business.

While "necklace" is a broad term, more precise keywords like "gold necklace," "silver necklace," or "pearl necklace" might be more relevant, depending on your offerings. Additionally, long-tail keywords (phrases or sentences) are easier to rank for since they typically face less competition. Keep track of the specific terms that resonate with your business and customers.

3. Expand your list with long-tail keywords

Once you’ve developed a list of keywords, it’s time to expand it with long-tail keywords. Tools like Answer the Public and Soovle can help identify popular questions and phrases people search for. For example, typing in “14k gold necklaces” on Answer the Public might reveal questions like “how much are 14k gold necklaces?” These insights can also inspire blog posts or FAQ content on your site.

Soovle allows you to see how different keywords are paired across search engines and platforms, helping you identify specific phrases your audience may be using.

4. Utilize keyword tools to gather data

Next, use SEO tools to assess the competition and search volume of the keywords on your list. Tools like Ahrefs and Semrush (both paid services) offer in-depth analytics for keyword research, helping you find valuable terms that align with your business goals. Free tools like Google Keyword Planner and Google Trends also offer data on keyword popularity and trends, helping you refine your list further.

By analyzing this data, you can determine which keywords are realistic to target based on traffic volume and competition levels.

5. Select the keywords you want to prioritize

Finally, choose a few keywords to focus on first. Prioritize those that align with your brand, have substantial search volume, and face less competition. For instance, “14k gold necklace extenders” might be a high-traffic keyword, but it won’t be useful if your store doesn’t sell extenders. The goal is to target keywords that are both relevant to your offerings and achievable to rank for in search engines.