How to Do Keyword Research: A Complete Step-by-Step Guide
How to do keyword research is one of the first questions anyone asks when starting SEO. Targeting the wrong keywords means your content may be excellent — but your site will either receive no traffic at all, or attract visitors who never convert. This guide explains the research process from start to finish, with practical, actionable steps.
⠀
Why Keyword Research Matters
⠀
In search engine optimization, topic selection matters just as much as content quality. Every article, service page, or product description you publish should be structured to answer specific questions users are actually asking. Pages that don't match the right keywords struggle to gain visibility in Google. Keyword research reveals which keywords you should be targeting — in a data-driven way.
⠀
Search Intent: Understanding Why People Search
⠀
Search intent is the reason behind a user's query — what they actually want when they type something into a search engine. There are four primary intent types:
Informational: "what is SEO," "how to do keyword research"
Navigational: "Google Search Console login," "Ahrefs blog"
Commercial investigation: "best SEO tools 2025," "free keyword planner alternatives"
Transactional: "buy SEO service," "purchase keyword research tool"
⠀
Every piece of content must align with its target intent. A guide published for the keyword "web design pricing" won't convert well — because users searching that term want to compare prices, not read an educational guide.
⠀
⠀
⠀
Long-Tail vs Short-Tail Keywords
⠀
Short-tail keywords are broad and general: "SEO," "web design," "digital marketing." These have high search volume, but competition is equally high. For a newer site, breaking onto page one for these terms can take years.
Long-tail keywords are more specific: "how to do SEO for a small business," "how to speed up a Wix site." Search volume is lower, but conversion rates are higher. When starting out, targeting long-tail keywords first is the most realistic way to gain traffic quickly.
It's also worth noting that the same concept can be expressed in different ways depending on the user — "search engine optimization" and "SEO" may show very different search volumes. Research both variants and include them in your planning.
⠀
Free Tools
⠀
Google Keyword Planner is free to access with a Google Ads account. It provides monthly search volume, competition level, and cost-per-click data. You can filter by specific countries to get localized volume estimates.
Google Search Console shows you the keywords already driving traffic to your site. In the Performance report, you can see which queries are generating clicks, your average position, and impression counts. This data is invaluable for optimizing existing pages that are already close to ranking.
Google's autocomplete feature is a small but useful source. The suggestions that appear as you type in the search box reflect real user queries and can surface keyword ideas you hadn't considered.
⠀
Paid Tools
⠀
Ahrefs and SEMrush stand out with their comprehensive keyword databases and competitor analysis features. Seeing which keywords your competitors rank for is one of the most practical ways to expand your target list. Both tools offer reasonable data quality for most markets, though very low-volume queries in niche segments may occasionally show gaps.
At Blakfy, we approach keyword research for client projects by keeping target market traffic at the center — combining free tool data with competitive analysis from paid platforms.
⠀
⠀
⠀
How to Prioritize Your Keyword Selection
⠀
A few key points deserve attention when evaluating keywords. Search volumes for niche topics can be low, but this doesn't mean the keyword is worthless. Even 200 monthly searches can represent significant potential depending on the industry.
When selecting keywords, evaluate these factors:
Monthly search volume (filtered by target country/region)
Search intent (does it align with your content?)
Competition level (prioritize lower difficulty for newer sites)
Commercial value (will it drive conversions?)
⠀
If you're doing local SEO, add location-based modifiers: "web design New York," "SEO services London." These keywords are less competitive and reach local customers directly. For more on local SEO strategies, see our dedicated guide.
⠀
Expanding Your Keyword List with Competitor Analysis
⠀
Examining the keywords your competitors rank for organically reveals opportunities you may have overlooked. In Ahrefs, you can use the "Site Explorer" tool to list a competitor's organic keywords, then filter for high-volume, low-difficulty terms.
To make this process systematic, build a spreadsheet. Each row should include: keyword, monthly volume, difficulty score, intent, and target URL. Prioritization happens from there. For a comprehensive SEO overview, check out this guide.
⠀
⠀
Frequently Asked Questions
⠀
How often should keyword research be updated?
Depending on your industry and publishing cadence, refreshing your keyword research every 3–6 months is sufficient. That said, always conduct fresh keyword research before producing any new piece of content.
What monthly search volume should I target?
There's no fixed threshold. In niche industries, even 50–100 monthly searches can be valuable. What matters most is that the searcher fits your target audience profile.
Are free tools enough?
For getting started, Google Keyword Planner and Search Console are sufficient. For competitive analysis and comprehensive reporting, paid tools provide significantly more data.
Should I target long-tail or short-tail keywords?
Both — but focusing on long-tail keywords at the start produces faster results. As your site's authority grows, you can expand into short-tail keyword territory.
