Keyword Research: A Practical 5-Step Guide

Keyword Research: Build the Right Keyword List in 5 Steps

Keyword research is not an optional step — it’s the foundation of every successful SEO strategy. Without the right keywords, you’re optimizing blind. This guide shows you how to systematically find the right search terms for your website.

Step 1: Gather Seed Keywords

Start with a brainstorming session. Write down all the terms your target audience might use to find your offering. Good sources include:

• Your own expertise: How do customers describe your services?
• Competitor websites: What terms do your competitors use?
• Google autocomplete: Type your core terms into Google and note the suggestions
• Related searches: At the bottom of every Google results page, you’ll find additional relevant terms

The goal is a list of 20 to 30 starting terms that you’ll expand in the next step.

Step 2: Expand and Evaluate Keywords with Tools

Use professional tools to determine search volume, competition, and related keywords. Recommended tools include:

• Google Keyword Planner (free with a Google Ads account)
• Ubersuggest (partially free)
• Semrush or Ahrefs (paid, but very powerful)
• Google Search Console (shows keywords you already rank for)

Don’t focus only on high search volume. Keywords with 50 to 200 monthly searches can be far more valuable than generic terms with thousands of searches — especially when competition is lower.

Step 3: Understand Search Intent

Every keyword has an intent behind it. Google essentially distinguishes four types:

• Informational: The user is looking for information (e.g., “What is Local SEO?”)
• Navigational: The user is looking for a specific website (e.g., “Google Search Console login”)
• Commercial: The user is comparing options (e.g., “SEO freelancer vs. agency”)
• Transactional: The user is ready to act (e.g., “book SEO consultation”)

Check the current Google results page for each keyword. The content shown there tells you which intent Google assigns to that term. Your content must match that intent. You’ll find more background in the SEO glossary.

Step 4: Group Keywords and Assign Pages

Assign your keywords to thematic clusters. Each cluster corresponds to a page or post on your website. The rules here:

• One page = one primary keyword + related secondary keywords
• Avoid optimizing multiple pages for the same keyword — that leads to keyword cannibalization
• Create an overview (e.g., in a spreadsheet) that maps each URL to its associated keywords

Step 5: Prioritize and Execute

Not all keywords deserve immediate attention. Prioritize based on:

• Business relevance: Does this keyword lead to inquiries or sales?
• Ranking opportunity: How competitive is the keyword (keyword difficulty)? Where do you currently stand?
• Quick wins: Keywords where you’re ranking in positions 5 to 20 can often be moved up with targeted optimizations

Start with keywords that offer the best ratio of effort to potential return. Then work through your list step by step.

Keyword Research Is Not a One-Time Task

Markets change, new search terms emerge, and user behavior shifts. Review your keyword strategy at least every three to six months and adjust it to current developments.

Need professional keyword research for your business? Reach out — I’ll find the keywords with real potential.