$5000 in ads. 37 blog posts. Zero meaningful results. Sound familiar? Most businesses bleed money on marketing without realizing their fundamental mistake: they're not speaking their audience's language through keywords.
What if you could cut through the noise and connect directly with people actively searching for your solutions? I'll show you precisely how to do keyword research that transforms your digital strategy from guesswork to precision.
Sit tight and prepare to decode the keyword research roadmap that top marketers use to dominate search results.
What Are Keywords?
Keywords are specific words or phrases users type into search engines to find information online. They act as direct bridges between searcher intent and relevant web content. Search engines match these terms with indexed web pages to deliver the most relevant and accurate results possible.
You can increase your content visibility in search engine results and attract more organic traffic by incorporating relevant keywords.
Keywords, Queries, and Topics: How They’re Connected
Keywords, queries, and topics are interconnected elements in SEO. They work together to help search engines understand the content of a webpage and match it to user search intent.
Here's a breakdown of each and their relationship:
Keywords
Specific words or phrases that people use to search for information online. They are the building blocks of SEO.
Examples: "digital marketing," "best running shoes," "how to cook pasta."
Queries
Queries are more specific than keywords and often include misspellings, slang, and local variations. They can be single keywords or long-tail phrases.
Examples: "how to make a website for free," "cheap flights to Paris," "best pizza in NYC."
Topics
Broad themes or subjects that encompass multiple keywords and queries. They help you organize your content and identify relevant keywords.
Examples: "health and fitness," "technology," "finance."
The Connection:
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Topics encompass keywords and queries: A topic, like "digital marketing," includes a wide range of keywords ("SEO," "PPC," "social media marketing") and potential queries ("how to do SEO," "best digital marketing tools").
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Queries are specific instances of keywords: A query like "best running shoes for women" is a more specific version of the keyword "running shoes."
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Keywords are the building blocks of topics: By combining keywords and phrases, you can create content that covers a specific topic in depth.
Why understanding this connection is important:
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Effective keyword research: By identifying relevant topics and keywords, you can create a comprehensive content marketing strategy.
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Improved search engine ranking: By aligning your content with specific queries, you can improve its relevance to user search intent.
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Enhanced user experience: High-quality content that addresses user needs directly can lead to longer session durations, lower bounce rates, and higher click-through rates.
What is Keyword Research?
Keyword research is the process of finding the exact words and phrases people search for online. It helps you understand what topics your audience is looking for and optimize your content to attract more traffic from search engines.
You can create content that answers users' questions and aligns with their needs by targeting the right keywords.
The goal of keyword research is to understand exactly what words and phrases your potential readers are typing into Google so that you can create content that directly answers their search queries.
This helps ensure your content shows up in the search results when people look for information on those topics.
Why is keyword research important?
With keyword research, your content can target the right audience and be visible in search engines. You might miss critical topics your readers care about, leading to lost traffic and opportunities if the keyword research is done wrong.
Ignoring it will result in wasted time, lower rankings, and ineffective marketing efforts even after writing the best blogs.
Benefits of Keyword Research
Keyword research helps you understand your target audience better and identify potential customers who are actively searching for your products or services. It provides a roadmap for creating content that directly matches audience search intentions.
Key benefits of keyword research include:
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Improves search engine rankings by aligning content with what people actually search for, helping your pages climb higher in search results.
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Increases targeted website traffic by connecting you with users actively seeking your specific products, services, or information.
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Reveals audience search behavior, giving you deep insights into customer needs, pain points, and language.
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Guides content creation strategy by showing exactly what topics and questions your audience wants to be answered.
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Enhances marketing ROI by focusing resources on content that has proven search demand and potential.
How to Do Keyword Research for Maximum Impact
There are two main ways to find popular search terms (keywords) for your blog or website. The first is using keyword research tools like SEMrush, Ahrefs, Moz, Google Keyword Planner, etc., to see how many people search for different phrases.
The second is looking at popular forums, top-selling products, online course platforms, and industry events to find topics people care about.
Let’s start with finding keywords using keyword research tools.
Method 1: Keyword Research with Tools
Here's a step-by-step guide on how to research keywords using popular keyword research tools:
Step 1: Make a List of Broad Topics
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Make a list of broad topics (seed keywords) related to your blog niche. Think about the main categories or "buckets" your content will fall under.
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Under each topic, brainstorm specific phrases people might search for related to that topic. Ask yourself what terms your target audience would use.
Step 2: Expand the Topics With Related Terms
For each phrase on your initial list, do a Google search for it. Then, look at the following areas of the results for new keyword ideas:
Autocomplete/Suggestions: As you start typing the phrase, pay attention to the predicted queries that populate in Google's autocomplete dropdown.
These are commonly searched terms related to your phrase.
People Also Ask Box: Scroll down and look at the questions shown in this box. The questions use valuable long-tail keyword variations you may want to target.
Related Searches: At the very bottom of the page, Google will suggest several related searches, such as “People also search for,” that are similar to your original query.
Scroll Results: Actually click on some of the top results and scroll through the content. Look for any secondary keywords or related phrases they are targeting that you may have missed.
Step 3: Analyze Keyword Metrics
Keyword research involves several critical factors, including search volume, relevance, user intent, competition, and estimated traffic. These elements help determine which keywords to target for better search rankings and higher user engagement with your content.
Enter your list of keywords into a research tool like Google's Keyword Planner, Ahrefs, SEMrush, etc. Look at the following key elements:
Search Volume
Search volume measures how often a keyword is searched each month. It reflects the demand for a term. Prioritize keywords with moderate to high search volumes to maximize traffic potential while balancing competition levels.
Estimated Traffic Potential
Estimated traffic predicts how much traffic a keyword might bring to your site. It depends on the ranking position. Focus on keywords with strong traffic potential to maximize your content's impact on your audience.
Keyword Relevance
Keyword relevance ensures the chosen terms match your content and audience needs. Irrelevant keywords can attract the wrong visitors. Target keywords that align closely with your niche and user queries.
Keyword Difficulty/Competition:
Keyword difficulty estimates how hard it is to rank for a term. It considers competitors targeting the same keyword. Choose keywords with lower competition to improve ranking chances if you're researching keywords for a relatively new site with little to no authority. Then, gradually move the ladder to target more competitive ones.
However, if the site already has a decent domain authority, you might also target highly competitive keywords.
User Intent/Search Intent
Search intent reflects the purpose behind a user’s query. Understanding intent helps you choose terms that match what users are looking for. This ensures your selected keywords align with their needs and increases the likelihood of ranking effectively.
There are four (plus “Job-to-be-Done Intent) primary types of intent:
1. Informational Intent: Users seek answers or knowledge. These keywords typically fall at the top of the marketing funnel (known as TOFU), attracting users in the early stages of their journey.
Informational keyword Examples:
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"Benefits of using AI for website design"
2. Commercial Intent: Users compare options or evaluate products. These mid-funnel (MOFU) keywords indicate users researching before making decisions.
Commercial keyword Examples:
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"Dorik AI vs Squarespace comparison"
3. Transactional Intent: Users are ready to take action, such as making a purchase. These are bottom-of-funnel (BOFU) keywords focused on conversions.
Transactional keyword Examples:
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"Discounts on Dorik AI plans"
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“How to buy Dorik AI subscription”
4. Navigational Intent: Users want to visit a specific site or resource. Keywords with this intent help users find destinations online.
Navigational keyword Examples:
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"Dorik login page"
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"Dorik AI documentation"
5. Job-to-be-Done Intent: Users search for solutions to complete specific tasks or achieve goals. These queries often overlap with informational and transactional keywords.
Job-to-be-Done keyword Examples:
When researching keywords, analyze intent to ensure your target terms match user goals and align with the content type search engines expect for those queries.
Check the search intent behind each keyword by doing a Google search for it. What types of results are showing - informational, product listings, calculators or generators, reviews, etc? Make sure your content matches what searchers want.
In summary, prioritize keywords that strike a balance between search volume, keyword difficulty, traffic potential, and user intent.
Choose terms with moderate to high demand and manageable competition to maximize your chances of ranking.
Ensure the keywords align with your business goals and guide users toward the actions you want them to take, such as subscribing, purchasing, or exploring your services.
Step 4: Pay Attention to Trends
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Use Google Trends to analyze keyword search trends over time. Stable or rising trends are ideal; avoid keywords with dramatic spikes and drops.
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Revisit this keyword research process regularly as your blog grows. Expand into more competitive keywords as you build more authority.
Step 5: Analyze Competitors' Top Content
See what's already resonating with your target audience by examining competitors:
1. Make a list of your top few competitors
2. Use a tool like SEMrush and enter a competitor's domain
3. Go to "Traffic Analytics" > "Top Pages" report
This shows the competitor's best-performing content by traffic channels. In addition, the URLs and titles give insights into topics that are getting good traffic.
4. Identify patterns and subject areas to inform your own keyword targets
And that's how you research keywords using popular SEO tools!
However, there are some limitations to using only keyword research tools, which can underestimate search traffic potential.
Limitations of Keyword Research Tools:
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Limited Data Sets: Keyword research tools operate on much smaller data sets compared to the billions of daily searches on Google, resulting in an incomplete picture.
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Inability to Identify Semantic Searches: The tools are not as effective as Google's in recognizing different phrase variations and semantically equivalent searches for the same concept.
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Missing Related/Adjacent Searches: They struggle to account for related searches that a page can rank for beyond just the primary keyword.
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Advertiser Focus of Some Tools: Tools like Google's Keyword Planner prioritize commercial queries over informational ones to benefit advertisers.
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Underestimating Traffic Potential: The data from these tools often vastly underestimates the actual search traffic potential for many topics/articles.
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Inability to Filter Outdated Trends: The tools fail to adjust for declining trends, fads, or previously popular topics that are no longer in demand.
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Inability to Identify Emerging Trends: Conversely, the tools also miss identifying new, emerging, trendy topics that are gaining search popularity.
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Competition Skew: By providing limited high-volume keywords, the tools drive excessive content creation on those topics, increasing competition.
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Missed Opportunities: Reliance on these tools can cause content creators to skip promising topics deemed "low search volume" but with good traffic potential.
After reading about all these limitations, you might be wondering - are keyword research tools even worth using at all? The answer is yes; when used correctly and combined with other research methods, they can still provide value. In fact, here are some of the key benefits these tools can offer:
Benefits of Keyword Research Tools:
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They provide related keyword suggestions and help brainstorm content ideas.
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Tools like Ahrefs and SEMrush offer features like site audits, link tracking, and backlink analysis, which can be useful for website maintenance and evaluation.
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They can help identify issues like broken links, mixed content errors, and track changes in backlink profiles over time.
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Tools like SEMrush's "Sensor" can monitor volatility and algorithm updates in different industries.
Tools for Keyword Research
So, what tools should you use for your keyword research? Well, there are hundreds of keyword research tools available in the market to choose from.
Here's a table summarizing some popular keyword research tools to help you find specific topics for your blog posts:
| Keyword Research Tool | Best For | Unique Features | Pros | Cons |
|---|---|---|---|---|
| Google Search Console | Existing Website Owners | See how people find your site & what keywords they use | Free, Shows user queries that convert | Limited to your own website data |
| Google Keyword Planner | Beginners | Basic keyword research & search volume estimates | Free, Easy to use | Limited data, Inaccurate search volume estimates |
| Google Trends | Identifying Trends | See how keyword popularity changes over time | Free, Great for spotting hot topics | Doesn't provide search volume data |
| AnswerThePublic | Long-Tail Keywords & Niche Topics | Uncovers questions people ask related to your topic | Free, Sparks creative content ideas | Limited data on competition & search volume |
| Ubersuggest | Free Keyword Research (Limited Use) | Free alternative with basic keyword suggestions | Free for basic features, Offers some search volume data | Limited searches per day, Fewer data compared to paid tools |
| SEMrush & Ahrefs | Advanced SEO Professionals | Comprehensive data, competitor analysis, backlink tracking | Powerful features, In-depth insights | Paid subscription required, Steeper learning curve |
| KWFinder & Keysearch | Bloggers & SEO Professionals | Balance of features & affordability | User-friendly interface, Good data for content creation | Limited features compared to top-tier tools |
| Moz | Businesses & SEO Agencies | Wide range of SEO features, on-page optimization tools | All-in-one SEO solution, Trusted brand | Paid subscription required, More complex interface |
| Keywords Everywhere (Browser Extension) | Quick Keyword Research on SERPs | See search volume & competition data on search results pages | Free for basic features, Convenient for quick checks | Limited data on a per-search basis |
| Keyword Surfer (Browser Extension) | Basic Keyword Research on SERPs | View search volume & competition directly on Google SERPs | Free, Easy to use while browsing | Limited data compared to dedicated tools |
Remember, there's no single "best" tool. Choose the ones that fit your needs and budget.
[Bonus Tip: Combine free and paid tools for a well-rounded approach.]
Now, let’s explore some unconventional but powerful ways to find keywords without using keyword research tools.
Method 2: Keyword Research Without Tools
While keyword research tools can provide a good starting point, they have certain limitations, as discussed earlier. An alternative approach is to find relevant keywords and topics by analyzing sources where your target audience is actively engaged.
Online Course Platforms
Online course platforms offer a wealth of keyword ideas by revealing topics people are willing to pay to learn about:
1. Go to major online course platforms like Udemy, Skillshare, or LinkedIn Learning.
2. Search for broad topics related to your niche, e.g., "SEO."
3. Browse the course titles, contents, and descriptions under those topics.
4. Note down any specific phrases, pain points, or subtopics that multiple courses cover.
Those represent promising keywords people are investing money to learn about.
Bestselling Books on Amazon
Leverage Amazon's popularity and rating system to explore topics of high interest:
1. Search Amazon for keywords related to your blog niche.
2. Look for books with a high number of ratings/reviews (indicating popularity).
3. Click on the "Read sample" feature for those top-rated books.
The table of contents will reveal chapter titles that can be good keyword targets.
4. Analyze those chapter titles for relevant phrases and subject areas to target.
Industry Conferences & Events
Tap into topics professionals are willing to invest time/money to learn about from relevant conferences and events.
Here's a simple approach you can follow to find valuable keywords:
1. Find major conferences or events happening in your industry.
2. Visit their website and look for the agenda/sessions page.
3. The session titles and descriptions reveal hot topics and keyword opportunities.
Speakers are often high-profile experts, lending credibility to those topics.
4. Optionally, plug that agenda page into a keyword tool for related keywords.
Analyzing Top-Selling Niche Products
Popular products, especially those in the same niche and price range, can reveal opportunities for product comparisons and solving common issues:
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Identify the top-selling or most popular products in your niche
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Ideally, choose products within the same broad category and price bracket, as people are likely searching for comparisons between these popular product alternatives.
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Create content comparing and contrasting the key features and specs of these products.
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High-selling products tend to have common issues or pain points that customers face. Research those common issues and create content that provides solutions and advice.
Brands With High Advertising Spend
Brands spending significantly on advertising indicate commercial opportunities for earning revenues. While these commercial keywords tend to have high cost-per-click (CPC), they are lucrative:
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Research reports listing the top advertisers by industry and advertising spend.
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Make a note of the big ad spenders, especially those related to your niche. People search around these heavily marketed brands for product info, reviews, etc.
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Create content aligned with these consumer inquiries to capture the traffic.
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Be wary of competing directly with manufacturers on branded keywords they dominate.
Clustering Multiple Low-Volume Keywords
Don't discard low search volume keywords entirely; cluster them intelligently:
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Identify and collect various low search volume keywords from your research
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Look for keywords covering different angles or aspects of the same broad topic
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Create a single piece of comprehensive content targeting and combining all those keywords. For example, a product comparison covering 3-4 alternatives and their key issues
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Present this clustered information neatly through well-researched tables and visuals.
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This compensates for the low volume by ranking for multiple related keywords.
As you might have already guessed there’s no single best method to find keywords for your blog. So, try to combine multiple methods and find the sweet spot that matches your workflow.
How to Choose the Right Keywords
Selecting the right keywords requires a strategic approach that balances multiple critical factors. Your keyword strategy directly impacts your content's visibility, traffic, and conversion potential.
Prioritize Keywords Based On:
Relevance: Align keywords closely with your content and business goals. Choose terms that accurately represent your offerings and target audience's needs.
Authority: Select keywords matching your expertise and credibility. Your content should demonstrate deep knowledge and provide unique insights.
Volume: Target keywords with sufficient search volume to justify content investment. Balance between popular terms and niche opportunities.
CPC (Cost-Per-Click): For paid campaigns, assess the economic value of keywords by analyzing their potential advertising costs.
Focus on a Mix of Keywords
Use a combination of Head Terms and Long-Tail Keywords to balance traffic and intent.
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Head Terms: Short keywords with high search volume. They attract broad traffic but are often competitive.
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Long-Tail Keywords: Specific phrases with lower volume. They have less competition and higher conversion rates.
Start With Bottom-of-Funnel (BOFU) Keywords
Starting with BOFU keywords is the most effective strategy for building a successful SEO foundation. These keywords target users who are ready to buy or take specific actions.
They are highly specific, purchase-focused, and drive faster results compared to broader Top-of-Funnel (TOFU) and Middle-of-Funnel (MOFU) keywords.
Here's why this bottom-up approach works best:
Immediate Results and ROI
BOFU keywords attract high-intent users who are already close to converting. You can capture revenue quickly and see measurable returns by targeting these users.
This is particularly valuable for new websites or businesses that need early wins to justify their SEO investments.
Resource Efficiency
Many potential customers have already been educated about their problems and solutions by competitors. They enter the funnel at MOFU or BOFU stages, bypassing TOFU content entirely.
On top of that, TOFU keywords often bring visitors who are simply exploring or gathering information, making them less likely to convert. Hence, focusing on BOFU keywords avoids wasting resources on low-intent traffic.
Prioritizing BOFU ensures your efforts are directed where they have the greatest impact.
Alignment with AI Trends
With AI-driven search engines and tools like Perplexity AI, ChatGPT, Gemini, Microsoft Copilot, Google’s AIO, Bing’s Deep search, etc., top and middle-funnel queries are often answered directly within search results or through chatbot interfaces.
BOFU keywords remain relevant because they address specific, action-driven queries that AI tools direct to optimized websites.
Building a Loyal Customer Base
High-intent users convert faster and are more likely to leave reviews, share feedback, and refer others. Starting with BOFU keywords helps you build a foundation of loyal customers who can amplify your brand's visibility through word-of-mouth.
In short, you address the immediate needs of high-intent users, establish credibility, and position your business for long-term success by starting with BOFU keywords. This approach maximizes your return on investment and avoids wasting resources on low-intent traffic.
Once you've built a customer base, expand to Middle-of-Funnel (MOFU) and Top-of-Funnel (TOFU) keywords to grow your audience.
Compact Keywords: The Hidden Gem
Compact keywords are long-tail, highly specific, purchase-oriented keywords with low competition and low search volume, but they typically deliver a high conversion rate.
These keywords reflect precise buyer intent, often targeting people who are ready to take action, such as making a purchase, signing up for a service, or making a final decision.
For example:
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Compact: "Best AI website builder with text and image generation" (high intent, low competition).
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Non-Compact: "Best AI website builder" (low intent, high competition).
Compact keywords require less effort to rank. They typically need shorter pages, fewer backlinks, and lower domain authority.
This makes them a cost-effective choice for SEO beginners and businesses seeking faster results.
By prioritizing BOFU and compact keywords, you reduce competition, work efficiently, and achieve higher conversion rates with less effort. This strategy ensures you start strong while building a foundation for long-term SEO success.
Parting Words
Effective keyword research connects you directly with your audience. Focusing on high-intent, compact keywords ensures faster results with less effort. Start implementing this strategy today, and see your content rise in rankings while driving traffic that truly converts.
