How to Conduct Keyword Research for SEO: A Step-by-Step Guide

If you want your website or blog to rank on Google, keyword research is where it all begins. It’s the foundation of any successful SEO strategy, and one of the most potent tools small businesses can use to attract the right audience.

What Is Keyword Research?

Keyword research is the process of finding and analyzing the words and phrases people use when searching online. These keywords help you understand what your audience is looking for and how to create content that meets their needs.

When done right, keyword research helps you:

• Drive targeted traffic to your site
• Improve your search engine rankings
• Create content that converts

Why Keywords Matter in SEO

Search engines like Google use keywords to match user queries with relevant content. If your website includes the right keywords in the right places, it’s more likely to appear in search results.

Here’s why keywords are essential:

✅ They help search engines understand your content

✅ They connect you with your ideal audience

✅ They guide your content creation and structure

✅ They improve your chances of ranking organically

👉 Related: What is SEO?

Step-by-Step Keyword Research Process

Step 1: Brainstorm Topics

Start by listing broad topics related to your business, products, or services. Think about:

• What your customers ask you
• What problems do you solve
• What do you want to be known for

Example: If you run a local bakery, your topics might include “birthday cakes,” “gluten-free baking,” or “Liverpool cake delivery.”

Step 2: Use Keyword Tools

Now turn those topics into keyword ideas using tools like:

• Google Keyword Planner
• Ubersuggest
• Ahrefs
• SEMrush
• AnswerThePublic

Look for:

• Search volume: How many people search for this term monthly?
• Keyword difficulty: How competitive is it?
• Related keywords: Variations and long-tail phrases

Step 3: Analyse Search Intent

Not all keywords are created equal. You need to understand why someone is searching.

Types of search intent:

• Informational: “How to decorate a cake”
• Navigational: “Tesco cake recipes”
• Transactional: “Buy birthday cake Liverpool”

Focus on keywords that align with your content goals and the stage of your customer journey.

Step 4: Check Competition

Use your keyword tool to see who’s already ranking for your target keywords. Ask:

• Are they big brands or local competitors?
• Is their content high-quality and well-optimized?
• Can you offer something more specific or better?

Look for low-competition keywords with decent search volume; these are often easier to rank for.

Step 5: Choose Primary and Secondary Keywords

• Primary keyword: The main term you want to rank for (e.g. “gluten-free birthday cake”)
• Secondary keywords: Related terms that support your content (e.g. “dairy-free cake,” “Liverpool bakery,” “custom cake orders”)

Use your primary keyword in:

• Title (H1)
• Meta description
• First paragraph
• URL
• Image alt text

Use secondary keywords naturally throughout the content.

👉 Related: How to write blog posts that rank on Google

Free and Paid Tools to Use

Here’s a quick comparison of popular keyword research tools:

Final Thoughts

Keyword research isn’t just about finding popular terms, it’s about understanding your audience and creating content that meets their needs. With the right strategy and tools, you can drive more traffic, improve your rankings, and grow your business online.