How to Do Keyword Research: A Step-by-Step Guide for Beginners

What is Keyword Research?

Keyword research is the process of discovering the specific terms and phrases people type into search engines when looking for information, products, or services. By understanding these search queries, you can create content that directly addresses what your audience is looking for.

Effective keyword research helps you:

• Understand your audience's language and needs

• Discover new content opportunities

• Prioritize your content creation efforts

• Optimize your existing content

• Stay ahead of industry trends

Step 1: Start With Your Core Topics

Before diving into specific tools, begin by brainstorming broad topics relevant to your blog, business, or content niche. These are your "seed keywords"—the foundation from which more specific keywords will grow.

For example:

• If you run a fitness blog, your core topics might include: workout routines, nutrition, weight loss, muscle building, fitness equipment

• For a digital marketing business: social media marketing, content marketing, SEO, email marketing, PPC advertising

• For a cooking channel: healthy recipes, quick meals, baking, meal prep, cooking techniques

Action item: Create a list of 5-10 broad topics that are central to your niche.

Step 2: Expand Your Core Topics with Keyword Tools

Now it's time to expand your seed keywords using research tools. There are many options available, from free to premium:

Free Tools:

• Google Search Console: See what keywords are already bringing traffic to your site

• Google Keyword Planner: Google's free tool for advertisers (requires a Google Ads account)

• Google Autocomplete: Type your seed keywords into Google and note the suggestions

• Answer the Public: Visual representation of questions around your keywords

• Keyword Surfer: Chrome extension that shows search volumes as you browse

Paid Tools (with free options):

• Ahrefs Keyword Explorer: Comprehensive data (limited free version available)

• SEMrush: Competitive analysis and keyword suggestions (limited free version)

• Moz Keyword Explorer: Good for beginners (limited free version)

• Ubersuggest: User-friendly interface (limited free searches)

How to use these tools effectively:

1. Enter your seed keywords

2. Review the suggested related keywords

3. Pay attention to search volume (how many people search for this term monthly)

4. Note the keyword difficulty/competition metrics

5. Look for questions people are asking about your topics

Action item: Choose one or two tools from the list above and generate at least 30 keyword ideas for each of your core topics.

Step 3: Understand Search Intent

Not all keywords are created equal. The same keyword can have different intentions behind it, and understanding these intentions is crucial for creating the right content.

The four main types of search intent are:

1. Informational: Searching to learn something ("how to bake sourdough bread")

2. Navigational: Looking for a specific website ("Facebook login")

3. Commercial: Researching before purchasing ("best running shoes for beginners")

4. Transactional: Ready to buy or take action ("buy Nike Air Zoom Pegasus")

How to determine search intent:

• Look at the current top-ranking pages for your target keyword

• Notice what type of content Google is prioritizing (guides, product pages, lists, etc.)

• Check if the results have commercial elements (product listings, pricing information)

• See if featured snippets appear (often for informational queries)

Action item: Categorize your keyword list by search intent and ensure your content plans match the dominant intent.

Step 4: Analyze Keyword Metrics

Now that you have a substantial list of keywords, it's time to analyze their potential. Focus on these key metrics:

Search Volume

This tells you how many people search for a keyword each month. Higher volume means more potential traffic, but usually comes with higher competition.

Keyword Difficulty

This metric estimates how hard it would be to rank for a particular keyword. For beginners, targeting lower-difficulty keywords first is a smart strategy.

Cost Per Click (CPC)

Even if you're not running ads, CPC can indicate the commercial value of a keyword. Higher CPC often means higher conversion potential.

Relevance

Most important of all—how relevant is the keyword to your content, products, or services? Don't chase high-volume keywords if they're not truly relevant to your audience.

Action item: Create a spreadsheet with your keywords and their associated metrics. Sort and filter to identify the most promising opportunities.

Step 5: Discover Long-Tail Keywords

Long-tail keywords are longer, more specific phrases with lower search volume but often higher conversion potential. They're usually easier to rank for, making them perfect for beginners.

For example:

• Instead of "workout routine" (high competition)

• Target "20-minute home workout routine for beginners" (lower competition)

Ways to find long-tail keywords:

• Look at "People also ask" boxes in Google results

• Check "Searches related to..." at the bottom of search pages

• Use tools like Answer the Public that focus on questions

• Review comments and forums in your niche to see actual questions people ask

Action item: For each of your main keywords, identify at least 2-3 related long-tail variations.

Step 6: Analyze the Competition

Understanding what's already ranking for your target keywords gives you valuable insights into what it takes to compete.

For each of your priority keywords:

1. Search the term in an incognito browser window

2. Analyze the top 5-10 results

3. Note the content type, length, format, and structure

4. Look for gaps or ways you could create something better

Ask yourself:

• What subtopics do they cover?

• How in-depth is their content?

• What types of media do they include (images, videos, infographics)?

• How recent is their information?

• What perspective or angle is missing?

Action item: Create a simple competitive analysis document for your top 5-10 keywords, noting opportunities to create better content.

Step 7: Group Keywords by Topic Clusters

Instead of creating separate content for each keyword, group related keywords into topic clusters. This approach helps you:

• Create more comprehensive content

• Build internal linking structures

• Establish topical authority in your niche

A topic cluster consists of:

• A "pillar page" covering a broad topic comprehensively

• Multiple "cluster content" pieces that dive deeper into subtopics

• Internal links connecting the related content

For example:

• Pillar: "Complete Guide to Organic Gardening"

• Clusters: "Organic Pest Control Methods," "Companion Planting Guide," "Natural Fertilizers for Vegetable Gardens"

Action item: Organize your keywords into 3-5 topic clusters, identifying potential pillar content and supporting pieces.

Step 8: Prioritize Your Keywords

Not all keywords deserve immediate attention. Prioritize your efforts based on:

1. Quick wins: Lower difficulty, decent volume keywords you could rank for relatively quickly

2. Strategic importance: Keywords highly relevant to your core offerings

3. Seasonal relevance: Keywords that spike at certain times of year

4. Content gaps: Areas where competitors are weak

5. Commercial value: Keywords with higher conversion potential

Action item: Create a content calendar based on your prioritized keywords, planning out your next 3-6 months of content.

Step 9: Track Your Keyword Performance

Keyword research isn't a one-and-done task—it's an ongoing process. Set up tracking to monitor your performance:

1. Use Google Search Console to track keyword rankings

2. Set up Google Analytics to monitor organic traffic

3. Use rank tracking features in SEO tools if available

4. Track conversions from organic search traffic

5. Regularly review and update your keyword strategy based on results

Action item: Set up basic tracking for your keywords and schedule monthly review sessions.

Step 10: Refine and Expand Your Strategy

As you create content and track results, you'll gain insights that help refine your keyword strategy:

• Double down on keywords that perform well

• Rework content for underperforming keywords

• Look for new keyword opportunities in successful areas

• Stay updated on changing search patterns in your niche

• Analyze seasonal trends and plan content accordingly

Action item: After three months of implementing your keyword strategy, conduct a comprehensive review and update your approach based on your findings.

Common Keyword Research Mistakes to Avoid

• Focusing only on search volume: High volume doesn't always mean high value

• Ignoring search intent: Matching content to intent is crucial for success

• Targeting only highly competitive keywords: Mix in some lower-difficulty terms

• Keyword stuffing: Optimize naturally for humans first, search engines second

• Not updating your research: Search trends change; stay current

• Overlooking branded terms: Don't forget to target your own brand keywords

• Ignoring local keywords: If location matters for your business, include geographic terms

Conclusion

Keyword research might seem technical at first, but it's essentially about understanding what your audience wants and needs. By following this step-by-step process, you'll develop a solid foundation for your SEO strategy and create content that truly resonates with your target audience.

Remember that SEO is a marathon, not a sprint. Be patient, consistent, and focused on providing genuine value through your content. Over time, your keyword research efforts will pay off with increased organic traffic and more engaged visitors.

Ready to take your SEO skills to the next level? Our comprehensive SEO course covers keyword research in much greater depth, along with all the other essential elements of a successful SEO strategy. [Learn more about our course designed for beginners and intermediate learners!]

FAQs About Keyword Research

How often should I do keyword research? While a comprehensive research session might happen quarterly, you should be continuously gathering keyword insights. Set aside time monthly to review performance and identify new opportunities.

How many keywords should I target per page? Focus on one primary keyword and 2-5 closely related secondary keywords per page. Trying to target too many unrelated keywords on a single page dilutes your focus and effectiveness.

Is it worth targeting keywords with very low search volume? Yes, if they're highly relevant to your niche and have low competition. These can be "quick wins" and often have higher conversion rates because they're so specific.

What's the best keyword research tool for absolute beginners? Start with free tools like Google's Keyword Planner and Google Trends to get comfortable with the process before investing in paid tools. Ubersuggest also offers a user-friendly interface with limited free searches.

Should I create separate content for similar keywords? Generally, no. Instead of creating thin content targeting slight keyword variations, create comprehensive pieces that naturally incorporate related terms. This approach better serves user intent and avoids cannibalization issues.