No matter how great your business is, you’ll struggle to reach your audience if people can’t find you. SEO has always been a tool for bridging the gap between user intent and what businesses can offer to solve their queries, problems, and needs.
Keyword research lies at the heart of this process.
In simple terms, it’s the process of understanding what people type into search engines when looking for information, solutions, or services. The goal is to identify and use the right keywords that allow your content to reach the right audience.
What Is Keyword Research?
Keyword research involves discovering and analysing the specific words people enter into search engines when looking for information. It’s essentially a form of consumer behaviour analysis, helping you understand what your audience wants, how they think, and how they phrase their queries.
If someone is searching for the “best laptops for video editing,” they are likely looking for recommendations or information on how to compare the different laptops on the market.
Contrast that with a search term such as “buy MacBook Pro online. This suggests a buyer is ready to make a purchase and is looking for vendors selling MacBooks.
But keyword research isn’t just about throwing in popular words and seeing what sticks. Keyword research is about understanding user intent—why they are searching—and using that to guide your content creation. It’s the foundation of any effective SEO strategy. So, let’s go over the 11 best practices for your keyword research tips to get your content on the top rank of Google.
11 Best Practices For Keyword Research
1. Start With User Intent
Every business knows its target audience, which is the most important factor to consider when creating content or developing a marketing strategy. After all, knowing who the paying customers are to whom you will sell your service and products is essential for any business.
However, understanding why they are searching and what they hope to find is just as important.
User intent refers to the reason behind a search query. The “why” explains whether someone is looking for information, making comparisons, or have purchase intent. For example:
- Someone searching for “what is SEO” is likely seeking an introduction or educational content (informational intent).
- A search for “What are the benefits of local SEO” suggests that users are comparing solutions and considering their options (comparative intent).
- Meanwhile, a query like “best SEO keyword tool to buy online” clearly shows the person is ready to take action (transactional intent).
Understanding your audience’s user intent helps you create content that meets their needs at the right stage of their journey. An informational blog won’t appeal to someone looking to make an immediate purchase, while a pricing page won’t help someone just starting their research.
2. Focus on Long-Tail Keywords
Long-tail keywords are longer, more specific phrases people use when they know exactly what they are looking for.
Phrases like “affordable kitchenware for restaurants” are more targeted than a broad search like “best kitchenware.” While long-tail keywords don’t have massive search volumes, they come with two big advantages: lower competition and higher chances of attracting the right audience.
Why? Well, these phrases often reflect a deeper intent when a user already knows what they are looking for and is more likely to engage with content that matches their query. In contrast, someone typing just “kitchenware” might be browsing without a clear goal.
How to Make the Most of Long-Tail Keywords:
Target Specific Needs
Long-tail keywords allow you to focus on niche topics that speak directly to your audience.
Use Tools to Find Ideas
Tools like AnswerThePublic, Ubersuggest, or Google’s autocomplete feature can help you uncover long-tail keyword opportunities. Look for questions or specific phrases related to your topic.
Integrate Naturally
Once you identify long-tail keywords, weave them naturally into your content. They often fit well in your page’s headings, FAQs, or detailed sections.
Long-tail keywords are ideal for capturing niche crowds and competing against larger competitors with more reach and brand exposure.
3. Use A Mix of Short and Long Keywords
When you conduct keyword research, you will notice that short keywords are great for attracting traffic but are highly competitive. In contrast, long-tail keywords generate less traffic but face less competition, allowing your site to stand out more.
You can target different types of audiences by using a mix of both. Short keywords are great for building general visibility, while long-tail keywords help you connect with niche users closer to making a decision.
Combining “Blogs for business” with a phrase like “7 benefits of blogs for small businesses” allows your content to appeal to both broad and specific searchers.
To make the most of this approach, include short keywords in titles or headings to signal your main topic, and weave long-tail keywords naturally throughout your content. This ensures your content is accessible to a wide audience and precise enough to meet specific user needs.
4. Leverage Keyword Research Tools
Keyword research tools are invaluable for simplifying the process and uncovering opportunities you might not find on your own. Popular tools like Ahrefs, SEMrush, and Ubersuggest provide detailed data on search volume, competition, and even suggestions for related terms that could enhance your content.
These incredible insights allow you to make informed decisions about which keywords to focus on, helping you pinpoint your efforts into terms that really bring value to your audience and your business.
Keyword research tools also show trending keywords that align with current interests or highlight phrases your competitors are ranking for that you might have overlooked. Many tools also offer features like keyword difficulty scores, helping you prioritise terms that are easier to rank for and allow you to compare multiple keywords to decide which ones fit your goals.
There are many free tools online, but the paid ones will always give you more data-driven insights and analysis. Regardless, leveraging the tools, even the basic ones, will save you time and also ensure your keyword research is thorough and data-driven.
5. Consider Conversational Questions And Voice Search
Voice search and conversational queries are increasingly popular, and search engines are catching onto them. Don’t play catch-up later, and start optimising your content for questions now.
Consider creating content like FAQ sections, blog posts, or in-depth guides directly addressing common queries. For example, if your keyword is “how to bake a carrot cake,” you could structure your content as a step-by-step tutorial or recipe that answers this question in detail.
Question-based optimisation doesn’t just boost rankings—it positions your website as a helpful resource. Users who see their questions being answered clearly and concisely are more likely to trust your content and return for more.
Tools like AnswerThePublic or Google’s autocomplete feature can help you uncover the specific questions people are asking in your niche, giving you a great starting point for building valuable, search-optimised content.
6. Look Out For Search Volume And Competition
Search volume is the number of people searching for a particular keyword, while competition indicates how many websites are also trying to rank for that same term.
Stuffing your content with high-volume keywords may seem appealing because they promise a lot of traffic. Still, they often come with intense competition from established websites, making it difficult for smaller or newer sites to rank.
On the other hand, low-volume keyword techniques might be easy to rank for, but if no one is searching for them, they won’t bring much traffic to your content.
So, what’s the solution here? The goal is to find a balance—keywords with decent search volume but aren’t overly competitive. These keywords give you a better chance of ranking while still attracting a lot of traffic.
For hypercompetitive industries like bakeries, instead of targeting a high-competition keyword like “cake,” you might focus on something more specific, like “best pastries and patisserie.” This approach allows you to target a narrower audience while avoiding a crowded space.
Tools like Google Keyword Planner provide detailed metrics for search volume and competition, helping you prioritise keywords that align with your goals.
7. Incorporate Local Keywords
The benefits of local SEO or keywords cannot be overstated for brick-and-mortar stores. These are search terms that specify geographic locations, such as “the best marketing agency in Singapore” or “best coffee shop in [town name].”
Local keywords make sure your content or sites appear prominently in the search results when users actively search for services or businesses in a particular area. For businesses with physical locations, this is how you attract local communities and residents looking for what your business offers.
To effectively use local keywords, start by identifying where your audience is based or where your services are offered. Then, include location-specific terms in your content, titles, and metadata.
For example, if you’re targeting customers looking for gyms in Singapore, phrases like “Affordable gyms in Singapore” or “24-hour gyms near me” can help your content rank higher for those searches.
Additionally, local keywords appear in map results and local search listings, often prioritised by search engines for users searching in a specific area. Platforms like Google Business Profile can help you establish your local SEO.
8. Keep Up With Trends And Stay Current
Keyword research is a process; it is not something you can do once and forget about. Search behaviours and popular topics change constantly, often influenced by emerging technologies, seasonal trends, or changes in public interest.
If you’re not updating your keywords, you risk missing out on new opportunities to connect with your audience. Let’s take AI tools as an example, which have exploded in recent years thanks to ChatGPT.
Keywords related to AI tools or voice search have grown exponentially, and incorporating some of the keywords can boost your search rankings.
Regularly revisit your keyword list and check for new trends to stay ahead. Tools like Google Trends can help you see what’s gaining traction in your industry or region. If you notice an increase in searches for “remote work tips” or “best AI chatbots for writing,” you can adapt your content strategy to tap into these topics.
Social media platforms and industry news are also great places to spot what people are talking about and what questions they’re asking.
Make it a habit to review your keyword research periodically. This will allow you to adjust your focus and ensure that your content stays in sync with what your audience cares about right now.
9. Don’t Ignore Semantic Keywords
Search engines are much more capable now than they used to be. They no longer rely solely on exact keyword matches to determine the relevance of content. Instead, they focus on the context and meaning behind a search query.
This is where semantic keywords—terms related to your primary keyword—become an important part of your keyword research strategy. For example, if your main keyword is “gardening tips,” semantic keywords might include phrases like “how to start gardening” or “basic gardening tools.”
Semantic keywords make your content richer and more comprehensive, allowing it to answer a broader range of related questions your audience might have. Using these terms naturally throughout your content helps search engines understand the depth and context of your page. This improves your chances of ranking for multiple keywords and appearing in results for queries you may not have directly targeted.
To know which semantic keywords to use, start with tools like Google’s “People also Search for” at the end of search results or “People Also Ask” in the middle of the search results page.
Keyword research platforms like Ahrefs and SEMrush can also suggest relevant terms that expand on your main topic. When you integrate these keywords, focus on making it readable and valuable. The goal is to create content that is informative and covers your topic thoroughly, making it useful for search engines and the people reading it.
10. Always Track And Measure Performance
So, you have fine-tuned and implemented your keyword strategy. The next natural step is to see how well those keywords perform and whether they meet your expectations.
Free tools like Google Analytics allow you to measure traffic, rankings, and engagement for each keyword. These insights help you see which keywords bring people to your site and whether those visitors stay engaged with your content.
If a particular keyword you targeted isn’t driving much traffic, it might mean the competition is too high or your content isn’t fully addressing user intent. On the other hand, high-performing keywords show you what resonates with your audience, allowing you to expand on those topics or refine your strategy to replicate their success.
Tracking isn’t just about fixing what’s underperforming—it’s also about staying adaptable. Search behaviours and trends change, and by regularly reviewing your keyword performance, you ensure your efforts remain relevant to current trends.
11. Avoid Overstuffing Keywords
You found the perfect set of keywords after spending hours on keyword research. The competition for the term isn’t too high and generates a good amount of traffic. But before you go cram the keywords in your content like crazy, understand that keyword stuffing can backfire.
Keyword stuffing not only makes your content awkward and difficult to read, but it also sends red flags to search engines. Modern algorithms are designed to prioritise user experience, so overusing keywords can hurt your rankings instead of improving them.
Instead of forcing every high-performing keyword into every sentence, aim for a more natural insertion. They should fit seamlessly into your content without affecting its readability.
A great example would be “best luxury hotels in Paris.” Although it is straight to the point, you want to avoid repeating that again and again in your content. Try to find ways to rephrase the term, such as “top Parisian luxury accommodations” or “five-star hotels in Paris.”
This approach keeps your content engaging and informative while still signalling relevance to search engines.
Remember, your primary focus should always be creating content your audience finds helpful and enjoyable to read. If you write with your readers in mind, keywords will naturally find their place.
Common Mistakes in Keyword Research
Keyword research is one of the most important steps in building a successful SEO strategy, but it’s also an area where mistakes can easily happen.
These errors often stem from rushing the process, relying too heavily on tools without proper analysis, or misunderstanding the needs of your target audience. The result? Missed opportunities to connect with your ideal readers and wasted effort on ineffective keywords.
Some common pitfalls include:
Chasing High-Volume Keywords Only
It’s tempting to go after keywords with the highest search volumes, thinking they’ll bring in the most traffic. However, these are often highly competitive and may not convert well, especially for smaller websites or newer businesses that do not have the luxury of brand authority or exposure.
Additionally, high-volume keywords tend to be broad and may attract visitors who aren’t necessarily interested in your specific offerings, resulting in low engagement or poor conversion rates.
For example, targeting a generic keyword like “marketing” might bring in a lot of searchers, but search engines may struggle to determine the intent behind your content. Are you offering an informational blog, marketing services, or job opportunities in the field?
Instead of spreading your efforts too thin, targeting keywords that are closely related to your content and audience’s intent is more effective, even if their search volume is lower.
The key is balance. Pair high-volume keywords with more specific, lower-volume terms that face less competition and attract a more focused audience. For instance, “digital marketing tips for small businesses” might not have the same search volume as “marketing.” Still, it’s much more likely to connect with business owners looking for digital marketing tips.
Not Updating Keyword Research Regularly
The online world evolves at an incredible pace, and search behaviours change just as quickly. A keyword that worked well six months ago might now be outdated or less relevant due to shifting trends, industry developments, or changes in user interests.
Failing to revisit and refresh your keyword strategy can result in falling behind your competitors and missing out on valuable traffic opportunities.
We mentioned recent keyword trends, like remote work or AI tools, which are now hot topics. Keywords related to these topics gained significant traction almost overnight, making outdated strategies focusing on older terms less effective.
If you don’t update your keyword list regularly, you may continue targeting terms that no longer resonate with your audience or fail to address their current needs. To avoid this mistake, review your keywords periodically. Use tools like Google Trends to identify shifts in search interest and explore new terms that align with current trends.
Of course, updating all the old content can be time-consuming and daunting, so stick to the best-performing ones.
Skipping Competitor Analysis
Overlooking competitor analysis in your keyword research is like entering a debate without knowing who you are debating against.
Competitors, especially those doing well, can provide a wealth of insights into what works in your industry, revealing keyword opportunities or content gaps you might not have considered. By studying their strategies, you can identify which keywords drive traffic to their sites, learn what resonates with shared audiences, and discover areas where your business can shine.
For example, if a competitor consistently ranks for terms like “budget-friendly travel tips,” it’s a sign that their audience values affordability. You could target a similar keyword but differentiate yourself by creating deeper content or focusing on a related niche, such as “best place to travel for solo backpackers.”
It’s important to remember that competitor analysis isn’t about copying what works for the other party and doing the same for your business. It’s about understanding why it works and where you can improve to suit your strengths and goals.
Tools like SEMrush and Ahrefs make this process easier by showing which keywords your competitors rank for and where their traffic comes from.
Using Keywords That Don’t Match Your Content
Don’t simply use high-volume keywords without considering whether your content meets the expectations of those search terms.
It’s a form of clickbait. You might attract visitors to your site, but they’ll quickly leave when they realise your content doesn’t provide the answers or solutions they seek. This frustrates users and harms your site’s performance, as search engines track metrics like bounce rates and how much time users spent on a page to determine relevance.
Always align your keywords with the actual purpose and focus of your content. Before targeting a keyword, ask yourself, “Does my content fully address this search term?” If not, revise the keyword or adjust your content to meet its expectations.
This approach ensures that you attract the right audience—people who find value in your content and are more likely to engage with it meaningfully.
Conclusion On What Is Keyword Research
It’s always important to do your due diligence before committing to it. An effective SEO strategy relies on understanding what your audience is searching for and how to connect with them.
By targeting the right keywords that match your content and align with user intent, you can drive meaningful traffic, engage the right audience, and achieve your goals. Naturally, juggling SEO research, implementation, avoiding common pitfalls, and tracking performance can sometimes feel overwhelming. With so many factors to consider, it’s easy to lose focus or get caught up in details that don’t deliver results.
Best SEO can help take that burden off your shoulders. With proven expertise in SEO and a client-first approach, we ensure all SEO efforts translate to measurable traffic and sales. Get a Free 30-minute strategy session with us today to get started.
Frequently Asked Questions About What Is Keyword Research
Is Keyword Research Necessary For Small Businesses?
Yes. Small businesses benefit from keyword research as it helps them target niche or local keywords that attract their ideal audience.
Should I Focus On Industry-Specific Keywords?
Yes. Industry-specific keywords ensure you attract the right audience genuinely interested in your services or products, helping you build credibility in your niche.
Are Keywords Relevant For Social Media Content?
Yes. Using the right keywords in hashtags, captions, and posts on social platforms can increase visibility and attract the right audience.
Is Keyword Research Only For Blog Content?
No. Keyword research is essential for all types of content, including product descriptions, landing pages, and even video titles.
What Metrics Should I Prioritise In Keyword Research?
Focus on search volume, keyword difficulty, and user intent. Also, consider click-through rates and the keyword’s relevance to your business goals.
What’s The Role Of Keyword Clustering In SEO?
Keyword clustering involves grouping related keywords to create comprehensive content. This strategy helps target multiple search terms with one piece of content, improving efficiency.
