How to do keyword research: A step-by-step guide for beginners May 11, 2025May 11, 2025 Imagine this: You’ve spent hours crafting a brilliant blog post, poured your heart into the content, and hit publish. A week goes by, but the traffic numbers? Barely a trickle. If you’ve been there, you’re not alone. One of the most common mistakes content creators make is not giving enough attention to keyword research. Keyword research is more than just finding words that sound right. It’s about understanding what your audience is searching for and strategically positioning your content to meet their needs. In this guide, I’ll walk you through the steps to do keyword research effectively, so you can craft content that attracts the right audience. What are keywords and why are they important? To put it simply, keywords are the words or phrases people type into search engines when looking for information. They act as a bridge between what people are searching for and the content you create. Now, why are they important? Keywords help search engines understand what your content is about, and when used strategically, they improve your chances of appearing in search results. Think of keywords as the secret ingredient that makes your content discoverable. Without them, your brilliant ideas might remain invisible. Example: Imagine you’re running a travel blog. If you write a post about the best places to visit in Vietnam but don’t use relevant keywords like “top travel spots in Vietnam” or “Vietnam travel guide,” your content might not reach travelers looking for inspiration. Key phrases for your keyword research knowledge Short-tail keywords Short-tail keywords are typically one or two words long. They have high search volumes but are extremely competitive. Example: “running shoes.” Long-tail keywords Long-tail keywords are longer and more specific phrases. They usually have lower competition but attract highly targeted traffic. Think of them as hidden gems that might not get thousands of searches but connect you with the right audience. Example: Instead of targeting “keyword,” try “how to do keyword research”. Search volume This metric indicates how often a keyword is searched for on average per month. High search volume keywords can attract more traffic but often come with more competition. On the other hand, low-volume keywords may drive fewer visitors but can be valuable if they’re highly relevant to your niche. Keyword difficulty (KD) This score estimates how challenging it would be to rank for a particular keyword. The higher the score, the tougher the competition. It’s essential to balance between keywords that have a decent search volume and a KD that’s achievable for your site’s authority. Cost per click (CPC) CPC shows how much advertisers are willing to pay for a single click on their ad when it’s associated with that keyword. It’s an important metric for marketers who run paid campaigns, as higher CPC keywords might indicate commercial value. Intent Informational: Users are looking for answers or explanations (e.g., “How to do keyword research?”). Commercial: Users are comparing products or looking for recommendations (e.g., “best keyword research tools”). Transactional: Users are ready to make a purchase (e.g., “buy SEMrush keyword research tool”). Navigational: Users are seeking a specific website or brand (e.g., “SEMrush”). How to do keyword research Strategy 1: Base on your niche and customer demand Step 1: Brainstorm broad topics and generate keyword ideas Start by putting yourself in your audience’s shoes. What topics are they searching for? Use customer insights, industry knowledge, and brainstorming sessions to come up with broad ideas. I like to use Google Autocomplete to see what people are typing in. Don’t forget to use AI tools like ChatGPT to spark some creative short-tail and long-tail keyword ideas! Step 2: Analyze keyword metrics Now that you have your list, it’s time to dig deeper. Use SEMrush or Ahrefs to analyze the volume, KD, and CPC of each keyword. Prioritize keywords that strike a balance between search volume, intent and difficulty. Step 3: Check intent to brainstorm relevant blog topics Keyword intent is critical. Are people looking for information, a product comparison, or to make a purchase? Brainstorm content that addresses the specific problems or needs behind each keyword. This way, you’ll not only rank higher but also attract readers who genuinely find your content useful. Strategy 2: Find keyword gaps between you and competitors Step 1: Identify your top competitors Look for competitors who share your target audience. Tools like SEMrush and Ahrefs can help you see what keywords they rank for but you don’t. Step 2: Analyze keyword gaps Unearth content opportunities by identifying keywords that your competitors rank for but you haven’t covered. This gap analysis helps you discover new topics and keywords worth pursuing. 5 Questions to prioritize keywords for blog content Keyword research isn’t just about finding high-volume keywords. To make your efforts worthwhile, it’s crucial to prioritize them based on relevance and potential impact. Here are some questions to help you evaluate keywords: What is the search Intent? Understanding the intent behind a keyword is crucial. Is the user looking for information, comparing products, making a purchase, or navigating to a specific site? Choosing the right intent helps you align your content with what the audience truly wants. Is the keyword relevant to your audience? Even if a keyword has a high search volume, it’s not useful if it doesn’t resonate with your audience. Think about whether the keyword reflects the problems, interests, or needs of your target readers. Does the keyword match your content goals? Are you aiming to increase traffic, engage readers, or drive conversions? Different keywords serve different purposes. Choose keywords that match the specific goal of your content. Can you realistically rank for it? High-volume keywords with high competition can be hard to rank for, especially for new or smaller sites. Consider targeting long-tail keywords or those with moderate competition if your domain authority is low. Does the keyword fit your brand messaging? Your chosen keywords should align with your brand voice and message. If a keyword seems out of place or too generic, it might not contribute positively to your brand identity. 3 Best keyword research tools Choosing the right tool can make your keyword research more effective and efficient. Here’s a closer look at three of the best options available, including their pros, cons, and ideal use cases. SEMrush If you’re looking for a comprehensive, all-in-one tool to tackle keyword research and competitive analysis, SEMrush stands out for its robust features and in-depth insights. Pros: Comprehensive keyword analysis, including volume, difficulty, and related terms. In-depth competitor analysis to find keyword gaps. Integrated SEO features like site auditing and backlink analysis. Cons: Expensive for smaller businesses or freelancers. Interfaces can be overwhelming for beginners. Best use cases: Ideal for marketers who need a robust, all-in-one SEO tool. Great for competitive analysis and identifying high-ROI keywords. Google Keyword Planner As a free tool provided by Google, Keyword Planner is an excellent starting point for keyword research, especially for those running PPC campaigns. Pros: Free to use with a Google Ads account. Accurate data directly from Google. Good for finding keyword volume and ad bid estimates. Cons: Limited insights compared to paid tools. Focuses on paid advertising rather than organic search. Best Use Cases: Suitable for beginners and small businesses on a budget. Ideal for PPC campaigns and finding basic keyword data. Ahrefs Renowned for its powerful competitor analysis and backlink insights, Ahrefs excels in identifying keyword gaps and tracking ranking performance. Pros: Excellent for competitor analysis and finding keyword gaps. Robust backlink analysis. Comprehensive keyword data with accurate volume and difficulty scores. Cons: Premium pricing may not be suitable for smaller budgets. Lacks some features available in all-in-one tools like SEMrush. Best use cases: Perfect for identifying content gaps and backlink opportunities. Great for tracking keyword rankings over time. Take action: Start crafting targeted content with your new keyword insights Keyword research isn’t just about finding high-volume terms; it’s about truly understanding your audience’s needs and creating content that speaks to them. By following the steps outlined in this guide from brainstorming relevant topics to analyzing search intent and leveraging powerful keyword research tools you can lay a strong foundation for SEO success. Remember, keyword research is an ongoing process. As trends evolve and user behavior shifts, revisiting your keyword strategy will keep you ahead of the competition and ensure you’re continuously driving targeted traffic to your content. Now that you have the tools and strategies to perform effective keyword research, it’s time to put them into action. Head over to the A Piece of Marketing blog for more actionable tips and expert guidance on building your digital marketing strategy. SEO Inbound Marketing