Introduction
Keyword research can be intimidating, but it’s an important part of any content marketing strategy. The first step to writing a blog post or creating a website is finding the right keywords and phrases that people are searching for. Keyword research involves using a variety of different tools and techniques to determine what your audience wants to see on Google and other search engines. Doing keyword research will help you decide which topics are worth writing about, how many page views you can expect from each one, and how much money you may make if someone buys something after reading your content about that topic.
Understand What a Keyword Is
Keywords are the words and phrases people use when they look for information on the internet. They can appear in:
- Page titles
- Blog posts and articles
- Meta descriptions
- Product descriptions
In other words, keywords are also called search terms or queries.
Keyword research is simply the process of identifying the right keywords that will bring the right visitors to your site. When done properly, it can boost your SEO, improve your content strategy, and drive consistent traffic to your website.
How Do You Research Keywords?
There are many ways to do keyword research, ranging from simple brainstorming to advanced SEO tools. Some of the most common methods include:
- Using free tools like Google Keyword Planner, Ubersuggest, or Google Trends.
- Checking competitor websites to see what terms they are targeting.
- Looking at related searches on Google.
- Analyzing questions on forums, Quora, or Reddit to see what people are asking about.
Begin Your Brainstorming Process
Start with brainstorming before diving into tools. Grab a notebook or open a document and write down any topics you think your audience might be interested in.
For example, if you run a fitness blog, your brainstorming list might include:
- Home workouts
- Weight loss tips
- Best protein powders
- Meal prep ideas
From there, you can refine the list by researching which of these topics actually have search demand. Brainstorming ensures you’re working with ideas that feel natural and relevant to your business.
Look at the Competition
Competition analysis helps you understand whether a keyword is worth your time.
Here’s how to do it:
- Search your chosen keyword on Google. Check the top 10 results—are they big, authoritative websites, or are there smaller blogs ranking too?
- Use tools like SEMrush, Ahrefs, or Ubersuggest to measure keyword difficulty (how competitive a keyword is).
- Review the content that’s already ranking. What angles are they taking? Can you create something more detailed, updated, or engaging?
This step prevents you from wasting effort on keywords that are too competitive or oversaturated.
Create a List of Relevant Keywords
After brainstorming and analyzing competitors, put together a working list of keywords. Focus on:
- Short-tail keywords (1–2 words, e.g., “shoes”). These usually have high search volume but also high competition.
- Long-tail keywords (3+ words, e.g., “best running shoes for flat feet”). These may have lower search volume but are more specific and easier to rank for.
Pro Tip: Long-tail keywords often convert better because they show searcher intent. For example, someone searching “affordable SEO tools for small business” is much closer to buying than someone just typing “SEO tools.”
Generate More Topic Ideas Using the Keywords You’ve Selected
Once you have your list, expand it into real content ideas. Each keyword can spark multiple blog posts, landing pages, or videos.
For example:
- Keyword: “meal prep for beginners”
- Topic ideas:
- “10 Easy Meal Prep Tips for Beginners”
- “Meal Prep Mistakes to Avoid When Starting Out”
- “Beginner-Friendly 5-Day Meal Prep Plan”
This step ensures you’re not just writing one post per keyword—you’re building a content ecosystem around related terms.
Choose Which Topics to Write About First
Not all keywords deserve immediate attention. Prioritize based on:
- Relevance – Does it align with your business goals?
- Popularity – Are people searching for it often?
- Competition – Do you realistically stand a chance to rank?
A good strategy is to mix a few high-volume, competitive keywords with plenty of low-volume, low-competition ones. That way, you start gaining traffic quickly while building long-term authority.
Create Content Based on Your Keyword Research
Now it’s time to put your research into action. When creating content:
- Use your primary keyword in the title, URL, first paragraph, and meta description.
- Sprinkle secondary keywords naturally throughout the post.
- Write for humans first—make it useful, engaging, and easy to read.
- Add visuals, internal links, and external references to boost credibility.
Remember: Keyword stuffing (overusing the same term unnaturally) can hurt your rankings. Focus on creating genuinely helpful content.
It Takes Time, But It’s Worth It
Keyword research isn’t something you do once—it’s an ongoing process. Search trends shift, competitors publish new content, and your audience’s interests evolve. Regularly updating your keyword strategy ensures your content stays relevant.
While it takes time, the payoff is huge: better rankings, more traffic, and higher conversions. Think of it as planting seeds today for a long-term harvest.
Conclusion
Keyword research may feel overwhelming at first, but it’s the foundation of every successful content strategy. By brainstorming ideas, analyzing competitors, creating keyword lists, and building content around relevant terms, you set your business up for long-term growth.
The key is to stay consistent and keep refining your approach. With patience and practice, keyword research will stop feeling like a chore and start feeling like a roadmap to success.