The Beginner’s Guide to Keyword Research

What Is Keyword Research?

Imagine you’re throwing a big party, and you want to invite people who love what you’re offering—say pizza, board games, or dancing. If you don’t send the right invitations to the right people, they might never show up. Keyword research is like finding the perfect invitations to get the right people to your website.

Keywords are the words and phrases people type into Google or other search engines when looking for information. By knowing which keywords your audience uses, you can make sure your website content matches what they want to find.

Want to understand why SEO is important? Check out our SEO Basics page to dive deeper.

Why Keyword Research Is Important for SEO

Without keyword research, creating content is like shooting in the dark. You might write a fantastic blog post, but if nobody searches for what you wrote about, it will never be found.

Here’s why keyword research is key:

• Relevance: It helps you understand what your audience cares about.
• Traffic: The right keywords can bring more visitors to your site.
• Conversions: Keywords aligned with user intent (like “buy running shoes online”) can lead to more sales or sign-ups.

Understanding Search Intent

When someone types a question or phrase into a search engine, they have a specific goal or purpose in mind. This purpose is called search intent, and it’s one of the most important concepts in SEO. Understanding search intent allows you to create content that matches what your audience is looking for, which helps improve your search rankings, attract the right visitors, and increase conversions.

The Four Types of Search Intent

1 Informational Intent

What it is: People with informational intent are looking for answers or knowledge. They want to learn, understand, or gather information.

Examples:

• How to start a blog
• “Best plants for beginners”
• “SEO basics for small businesses”

Why Use It?

• To Educate: This intent works well if your website focuses on guides, tutorials or tips.
• To Build Authority: Informational content positions you as an expert in your field.
• To Attract Traffic: These keywords often have high search volumes, bringing more visitors to your site.

Why Is It Important?
Informational intent is critical for building trust and attracting users at the start of their journey. For example, if your site provides SEO tutorials, targeting keywords like “how search engines work” can draw beginners who may later explore your services or advanced content.

---

2 Navigational Intent

What it is: These users already know what they’re looking for and want to find a specific website or brand.
Examples:

• “Mailerlite login”
• “Facebook customer support”
• “Cloudways pricing page”

Why Use It?

• To capture brand traffic: If people are searching for your brand, this intent helps them land directly on your site.
• To strengthen loyalty: Making your site easy to navigate ensures users find what they need quickly.

Why Is It Important?
While not a traffic booster for new businesses, navigational intent ensures your existing audience can access your site easily. For instance, if someone knows about your site, they might search “OceanSauce SEO tools,” and you want your page to appear as the top result.

---

3 Transactional Intent

What it is: Users with transactional intent are ready to take action, whether it’s buying a product, signing up for a service, or downloading something.
Examples:

• “Buy running shoes online”
• “Best email marketing tools for small businesses”
• “Divi page builder discount code”

Why Use It?

• To convert users: These keywords bring visitors who are prepared to make a decision or purchase.
• To target high-value traffic: Transactional intent often leads to direct revenue.

Why Is It Important?
Transactional intent keywords are critical for ecommerce and affiliate sites. For example, if you promote hosting services, targeting “best hosting plans for bloggers” can attract visitors ready to purchase through your affiliate link.

---

4 Commercial Investigation Intent

What it is: Users are researching their options before making a purchase. They’re not quite ready to buy but want comparisons, reviews, or recommendations.
Examples:

• “Mailerlite vs. Constant Contact”
• “Best SEO tools for beginners”
• “Cloudways hosting review”

Why Use It?

• To guide decisions: This content helps users choose the best solution for their needs.
• To build trust: Providing unbiased, well-researched comparisons makes users trust your site.

Why Is It Important?
Commercial intent content attracts potential buyers who are on the verge of converting. If your site offers affiliate marketing advice, creating a post like “Best affiliate programs for beginners” can position your site as a helpful resource.

Which Type of Search Intent Should You Use?

The best type of intent to target depends on your website’s goals:

Informational Intent

Ideal for blogs, educational sites, and beginner-focused content. This intent is crucial if you’re building authority or providing free resources to attract new visitors.

Navigational Intent

Useful for branded searches and ensuring your loyal audience finds your pages easily. It’s more relevant as your brand grows.

Transactional Intent

Perfect for ecommerce, affiliate marketing, or any site that aims to convert visitors into customers. For example, OceanSauce’s affiliate marketing posts benefit from transactional intent keywords like “best hosting for bloggers.”

Commercial Investigation Intent

Great for affiliate and review sites. If your goal is to compare products or provide detailed recommendations, this intent drives conversions after educating the user.

Why Search Intent Matters for SEO

Search engines like Google prioritize content that matches user intent. If your page doesn’t align with what users are looking for, it won’t rank well, no matter how optimized it is.

For example:

• If someone searches “how SEO works” (informational intent), and your page only lists SEO tools, they’ll leave quickly, and your ranking will drop.
• On the other hand, if they search “best SEO tools” (commercial intent), a list post comparing tools like Ahrefs and SEMrush would be a perfect match.

By understanding and targeting search intent, you can:

• Improve your click-through rate (CTR).
• Reduce your bounce rate.
• Increase conversions and overall site engagement.

Want to learn more about search intent? See our post on On-Page SEO vs. Off-Page SEO: What’s the Difference?

Key Steps in Keyword Research

1 Brainstorm Seed Keywords

Start by thinking about your topic or niche. Write down general ideas people might search for.
Example: If you run a gardening blog, seed keywords could be “plant care,” “vegetable gardening,” or “organic soil.”

2 Use Keyword Research Tools

Tools like KWFinder, Google Keyword Planner, and AnswerThePublic can help you find related keywords and see how many people search for them.

Example: Type “plant care” into KWFinder, and it might suggest “best soil for houseplants” or “how to water succulents.”

3 Analyze Keyword Metrics

• Search Volume: How many people search for a keyword monthly.
• Keyword Difficulty (KD): How hard it is to rank for that keyword. Beginners should aim for low-competition keywords.
• Cost Per Click (CPC): How valuable the keyword is for ads.

Broad vs. Long-Tail Keywords

When it comes to keyword research, one of the most important concepts to understand is the difference between long-tail keywords and short keywords. Both play a role in your SEO strategy, but their applications and benefits are quite different. Let’s dive deeper into what these are, how to use them, and why they’re crucial for your site’s success.

What Are Short Keywords?

Short keywords, often called head keywords, are broad search terms that consist of one or two words.

Examples:

• “SEO”
• “Running shoes”
• “Email marketing”

Characteristics of Short Keywords

• High Search Volume: These keywords are searched frequently, meaning they can bring a large amount of traffic.
• High Competition: Because they are so broad, many websites and businesses compete for these terms, making it harder to rank.
• Low Conversion Rates: Users searching for short keywords often have unclear or general intent. For example, someone searching “SEO” could be looking for tools, guides, or definitions, making it difficult to satisfy their needs.

When to Use Short Keywords

Short keywords are best for building brand awareness or targeting a very broad audience. They are less effective if your goal is direct conversions. For example, a page optimized for “SEO” might serve as an introduction to your site rather than a sales driver.

---

What Are Long-Tail Keywords?

Long-tail keywords are more specific phrases that usually consist of three or more words.

Examples:

• “How to start SEO for beginners”
• “Best running shoes for women with flat feet”
• “Affordable email marketing tools for small businesses”

Characteristics of Long-Tail Keywords

• Lower Search Volume: Fewer people search for long-tail keywords compared to short ones, meaning less overall traffic.
• Lower Competition: These keywords are less competitive, making it easier to rank for them.
• Higher Conversion Rates: Long-tail keywords target users with a clear and specific intent, leading to higher chances of conversion. For example, someone searching “how to do keyword research for SEO” is more likely to find and engage with your content if it addresses their specific need.

When to Use Long-Tail Keywords

Long-tail keywords are perfect for niche sites, affiliate marketing, or attracting visitors with specific needs. They help you:

1. Target your ideal audience.
   A site about SEO basics can use long-tail keywords like “best SEO tips for beginners” to attract users starting their SEO journey.
2. Convert visitors into customers.
   If your site promotes affiliate products like hosting services, using terms like “best hosting plans for WordPress bloggers” ensures you attract visitors who are ready to decide.

Why Long-Tail Keywords Are Important for SEO

1. Relevance to Your Audience:
   Long-tail keywords reflect what people type when they’re looking for specific solutions. By targeting these, you answer their questions directly.
2. Lower Competition, Higher ROI:
   Competing for short keywords like “SEO” is challenging for small or new websites. By focusing on long-tail keywords, you can rank higher with less effort and attract users more likely to engage.
3. Voice Search Optimization:
   As voice search becomes more popular, people are using longer, conversational phrases. For example, someone might type “running shoes” but ask their phone, “What are the best running shoes for beginners?”

Looking for help picking niche keywords? Don’t miss our article on How to Choose the Right Keywords for Your Niche.

How to Use Keywords Effectively

Placing keywords correctly in your content helps search engines understand what your page is about. Here’s where to use them:

• Title Tags: The main heading of your page.
• Meta Descriptions: The short summary shown in search results.
• Headings (H1, H2, etc.): Use keywords naturally in your subheadings.
• Body Text: Sprinkle them throughout your content, but don’t overdo it.
• Image Alt Tags: Describe your images using keywords.

10 Common Mistakes to Avoid

Keyword research is one of the most important steps in your SEO strategy, but it’s also easy to get wrong if you’re not careful. Let’s look at some common mistakes people make and how to avoid them, so your efforts lead to success instead of frustration.

1 Ignoring Search Intent

• The Mistake: Targeting keywords without considering the intent behind them. For example, using a keyword like “buy running shoes” for an informational article instead of a product page.
• Why It’s a Problem: If your content doesn’t match what users are searching for, they’ll leave your site quickly, increasing your bounce rate and hurting your rankings.
• How to Avoid It: Always analyze the search intent for a keyword. Ask yourself:
  • Is the user looking for information, making a purchase, or comparing products?
  • Can my content answer their query effectively?

2 Overusing Broad Keywords

• The Mistake: Focusing solely on short, broad keywords like “marketing” or “SEO.”
• Why It’s a Problem: These keywords are extremely competitive, making it hard for small or new websites to rank. They also attract a diverse audience, many of whom won’t find your content relevant.
• How to Avoid It: Prioritize long-tail keywords that are specific to your niche. These keywords may have lower search volume, but they attract more qualified traffic.

3 Neglecting Competitor Research

• The Mistake: Choosing keywords without checking what your competitors are targeting.
• Why It’s a Problem: You might miss opportunities to capitalize on gaps in their strategy or waste time trying to outrank them for overly competitive terms.
• How to Avoid It: Use tools like SEMRush, Ahrefs, or KWFinder to analyze your competitors. Look for:
  • Keywords they rank for but could be improved upon.
  • Topics they haven’t covered that align with your niche.

4 Focusing Solely on High-Volume Keywords

• The Mistake: Believing that higher search volume equals better results.
• Why It’s a Problem: High-volume keywords often have high competition, and they may not align with your audience’s specific needs. Additionally, they tend to have lower conversion rates.
• How to Avoid It: Balance your strategy with a mix of:
  • High-volume keywords to increase visibility.
  • Low-competition, long-tail keywords to drive more targeted traffic and conversions.

5 Not Updating Keywords Regularly

• The Mistake: Conducting keyword research once and never revisiting it.
• Why It’s a Problem: Search trends change over time, and failing to adapt means you could miss out on new opportunities.
• How to Avoid It:
  • Perform a keyword audit every 6–12 months.
  • Use tools like Google Trends to track seasonal or emerging search patterns.

6 Overlooking Local Keywords (If Applicable)

• The Mistake: Not including location-specific keywords for businesses or services targeting local customers.
• Why It’s a Problem: You miss out on ranking opportunities for users searching for nearby services or information.
• How to Avoid It: Incorporate keywords that include:
  • City or town names (e.g., “SEO services in Austin”)
  • Regional phrases (e.g., “best cafes near me”)

7 Keyword Stuffing

• The Mistake: Overloading your content with keywords in an attempt to manipulate rankings. For example, writing sentences like “Our SEO services provide SEO solutions for SEO beginners who want to learn SEO.”
• Why It’s a Problem: Search engines penalize this behavior, and it makes your content unreadable, driving away users.
• How to Avoid It: Focus on natural keyword placement:
  • Use the primary keyword in the title, introduction, and a few headings.
  • Include secondary keywords and synonyms throughout the content.

8 Ignoring Keyword Variations

• The Mistake: Relying on just one keyword per page or post.
• Why It’s a Problem: You miss the opportunity to rank for similar terms or phrases, limiting your reach.
• How to Avoid It:
  • Use tools like LSIGraph or Google’s People Also Ask to find variations and related phrases.
  • Optimize your content for multiple related keywords without compromising readability.

9 Neglecting Mobile-Specific Keywords

• The Mistake: Not considering how users search differently on mobile devices.
• Why It’s a Problem: Mobile searches often use conversational or voice queries, and ignoring these can limit your traffic potential.
• How to Avoid It:
  • Target longer, more conversational keywords that mimic how people speak.
  • Include terms like “near me” for local searches.

10 Skipping Performance Monitoring

• The Mistake: Failing to track the success of your keywords.
• Why It’s a Problem: Without monitoring, you can’t determine which keywords are driving traffic and conversions.
• How to Avoid It:
  • Use tools like Google Analytics and Google Search Console to track keyword performance.
  • Adjust your strategy based on what’s working and what’s not.

Top Keyword Research Tools for Beginners

Keyword research can be overwhelming, but the right tools make the process faster, easier, and more accurate. Below is a breakdown of the essential tools you need for effective keyword research, along with how to use them to get the best results.

1. Google Keyword Planner

• What It Is: A free tool provided by Google Ads to help advertisers choose the right keywords for their campaigns.
• Why You Need It:
  • Offers search volume and competition data for keywords.
  • Suggests related keywords to help you expand your list.
• How to Use It:
  • Enter a seed keyword or website URL.
  • Analyze the suggested keywords, focusing on terms with low competition and decent search volume.
  • Use the “Forecast” feature to estimate traffic potential for a keyword.

2. KWFinder

• What It Is: A beginner-friendly keyword research tool that specializes in finding long-tail keywords with low competition.
• Why You Need It:
  • Offers a clean, intuitive interface.
  • Provides detailed metrics like difficulty scores, search volume, and trends.
• How to Use It:
  • Search for keywords related to your niche.
  • Look for keywords with low competition and moderate search volume.
  • Use its SERP analysis feature to evaluate your chances of ranking for a specific term.

3. SEMrush

• What It Is: A robust SEO suite offering keyword research, competitor analysis, and performance tracking.
• Why You Need It:
  • Lets you spy on competitor keywords.
  • Tracks your keyword rankings over time.
• How to Use It:
  • Use the Keyword Magic Tool to discover new terms.
  • Input a competitor’s URL to see what keywords they rank for.
  • Monitor how your chosen keywords perform over time.

4. Ahrefs

• What It Is: Another all-in-one SEO tool with advanced keyword research capabilities.
• Why You Need It:
  • Provides accurate keyword difficulty scores.
  • Offers click metrics, showing how often a keyword leads to actual clicks.
• How to Use It:
  • Use the Keyword Explorer to generate ideas.
  • Check the parent topic of a keyword to find broader content opportunities.
  • Analyze backlinks to see which keywords drive the most traffic to competitor pages.

5. Google Trends

• What It Is: A free tool from Google that shows the popularity of keywords over time.
• Why You Need It:
  • Identifies seasonal trends for your niche.
  • Helps you predict future keyword performance.
• How to Use It:
  • Compare the popularity of multiple keywords.
  • Use filters to analyze interest by region or category.
  • Spot rising trends to jump on early.

How to Choose the Right Tools for Your Needs

1. Beginner Budget:
   • Start with free tools like Google Keyword Planner, Google Trends, and Google Search Console.
2. Intermediate Budget:
   • Invest in affordable options like KWFinder or Ubersuggest.
   • These tools offer user-friendly interfaces with powerful insights.
3. Advanced Budget:
   • Opt for premium tools like SEMrush or Ahrefs.
   • These provide in-depth data for serious competitors in your niche.

For more tips, check out related article SEO Basics for Beginners.

How to Measure Success

Different keywords serve different purposes, so measure success based on your goals:

1. Traffic Growth: Track organic visits if your goal is to increase overall visibility.
2. Lead Generation: Focus on conversions if your goal is to build your email list or generate inquiries.
3. Brand Awareness: Use social signals and impressions to evaluate broader awareness campaigns.

By combining these metrics, you’ll have a clear understanding of how well your keyword research is performing and where to make adjustments for even better results.

Want to go into more detail? Read our How to measure your Keyword Research Success article.

FAQs About Keyword Research

What is the difference between short-tail and long-tail keywords?
Short-tail keywords are general terms with high search volume, like “fitness.” Long-tail keywords are specific, like “fitness tips for beginners.”

How often should I do keyword research?
Every few months or whenever you notice a change in your website’s performance.

Are free tools good enough for beginners?
Yes, tools like Google Keyword Planner and AnswerThePublic are great for starting out.

What are long-tail keywords, and why are they important?
Long-tail keywords are phrases with three or more words that are very specific. For example, instead of “running shoes,” a long-tail keyword might be “best running shoes for flat feet.” They are important because:

• They have less competition, making it easier to rank for them.
• They often attract visitors who are ready to take action (like buying or signing up).

How many keywords should I target on one page?
It’s best to focus on one primary keyword and 2–3 related keywords (secondary keywords) on a single page. This keeps your content focused and helps search engines understand the main topic. Avoid “keyword stuffing,” which means overloading your page with too many keywords—it can hurt your SEO.

Should I target high-competition keywords as a beginner?
It’s better to start with low-competition keywords, especially if your site is new. High-competition keywords are harder to rank for and often require a lot of backlinks and authority. As your site grows, you can gradually target more competitive keywords.

How often should I update my keywords?
Keywords should be reviewed and updated every 6–12 months. Trends and user behavior change, so it’s essential to stay current. You can use tools like Google Trends or your site analytics to see if your keywords are still relevant and performing well.

What is the difference between a keyword and a search query?

• A keyword is what you target in your content for SEO purposes, like “healthy smoothie recipes.”
• A search query is what someone types into a search engine, like “how to make a healthy green smoothie at home.”
  Your goal is to create content that matches both.

How can I find out which keywords my competitors are using?
You can use tools like Ahrefs, SEMrush, or Ubersuggest to analyze your competitors’ websites. These tools show you:

• Keywords they rank for.
• The traffic those keywords bring them.
• Opportunities for you to target similar or less competitive keywords.

Do I need to pay for keyword research tools?
You don’t have to! There are many free tools like Google Keyword Planner and AnswerThePublic that can help you find keywords. However, paid tools like KWFinder, SEMrush or Ahrefs offer advanced features and deeper insights, which can be helpful as you grow.

Start Your Keyword Research Today!

Keyword research is the foundation of effective SEO. By understanding how to find and use the right keywords, you can create content that resonates with your audience, ranks well on search engines, and drives meaningful traffic to your site. Whether you’re targeting broad keywords to attract general interest or long-tail keywords for more specific user needs, the key is to align your content with search intent.

Avoid common mistakes like keyword stuffing or neglecting search intent, and regularly review your strategy to ensure it stays relevant. Equip yourself with the right tools, track your performance, and adjust your approach based on what works.

Remember, keyword research is not a one-time task – it’s an ongoing process that evolves with your website and audience. When done right, it can make the difference between a site that struggles for visibility and one that thrives with consistent traffic and conversions.

Now that you have the basics of keyword research, take the first step: start exploring topics, researching keywords, and crafting content tailored to your audience’s needs. Every great SEO journey begins with a single search query – make yours count!

Ready to learn more about SEO? Head back to our SEO Basics post for a full guide.