How to Perform Keyword Research for SEO: Essential Tips for Better Rankings!

Keyword research remains one of the few constants in the ever-changing world of SEO. No matter how often Google updates its algorithm, finding and targeting the right keywords is still at the core of any successful content strategy.

As inbound marketers, we know how important it is to connect with the right audience—and that starts with solid keyword research. It’s not just about rankings; it’s about relevance and visibility.

In this post, we’re diving into everything you need to know: what keyword research really means, why it plays a crucial role in SEO, how to do it effectively, and how to pick the best keywords to help your website reach the people who matter most.

What is keyword research?

Keyword research is discovering the search terms people are typing into Google and other search engines. We use this insight to guide our SEO and content strategies. It helps us understand what topics our audience cares about, how they search, and what language they use. Whether we’re building a blog post or optimizing a landing page, keyword research gives us the foundation to create relevant and discoverable content.

Why is keyword research necessary?

For us, keyword research is more than just chasing high-volume phrases—it’s about finding the right opportunities. It helps us identify keywords that align with our expertise and are achievable based on competition. It also gives us a window into what our audience is actively looking for so we can create content that genuinely answers their questions and matches their intent. This way, we’re not just ranking—we’re connecting.

Benefits of Keyword Research

SEO is a long game—and we’re in it for the long haul. While quick wins can happen, the real impact builds over time. That’s why doing keyword research the right way isn’t optional—it’s essential. Here’s what we gain when we make it a priority:

We stay ahead of marketing trends.

Keyword research gives us a real-time look at what people are searching for. Instead of guessing what content might work, we use actual data to guide our strategy. It helps us spot trends early and focus our efforts on the topics our audience genuinely cares about.

We drive more qualified traffic.

When we align our content with well-researched keywords, we’re more likely to appear in the right search results. That means better visibility, improved rankings, and more of the right people landing on our site—and staying there.

We boost our chances of converting visitors into customers.

Not all traffic is created equal. By focusing on the terms our audience is actively using, we ensure our content speaks directly to their needs. When we pair that with a clear call-to-action, we help guide them from casual interest to meaningful engagement—or even a purchase.

By looking at factors like popularity, search volume, and intent, we can create content that answers the questions our audience is already asking. For example, instead of chasing low-interest keywords, we might focus on broader, high-volume topics our audience is exploring—like how the Purranormal Detective Agency could rank higher by targeting the more searched term “paranormal investigators.”

Keywords vs. Topics

If there’s one thing we constantly hear in the world of SEO, it’s “search intent.” And for good reason—the why behind a search matters as much as the what. That’s why we don’t just focus on individual keywords—we focus on the bigger picture: topics.

Our goal is to create content that genuinely helps people. So, if someone finds us by searching “SEO keyword strategy,” we need to be ready to answer all their related questions. That’s how we meet intent and build trust.

Even as SEO continues to evolve, keyword research still helps us uncover what people care about most. It gives us insight into which topics matter to our audience and how to organize them into strategic content buckets.

From there, we use those topic buckets to guide our keyword targeting. It’s not about chasing every keyword—it’s about building meaningful, topic-driven content that aligns with what our audience is searching for.

Elements of Keyword Research

Keyword research doesn’t have to be overwhelming. When we break it down, we focus on three core elements to keep things clear and strategic.

1. Relevance

   Relevance is where it all begins. Google’s goal is to deliver content that directly matches a user’s search intent—so our content has to do the same. It’s not just about including a keyword; it’s about ensuring the content truly solves the problem behind the search.

   We also need to ensure that what we offer is more valuable than what’s already out there. If we’re building content around a topic like “SEO tips for small businesses,” we can’t just echo what everyone else is saying—we have to provide unique insight or better depth to stand out in the rankings.

   And that starts with choosing the most relevant keyword for the user’s intent, not just what sounds right at first glance.

2. Volume

   Ranking for a keyword is only helpful if people are searching for it. That’s where search volume comes into play. We look at MSV (monthly search volume) to figure out how often a keyword is searched. Even top rankings won’t drive traffic if a term has no traction. For instance, we’d get more value targeting a widely searched phrase like “paranormal investigator” instead of something super niche like “cat detective agency.”

3. Authority

   Ranking well isn’t just about picking the right keywords—it’s also about being seen as a trustworthy source. Google favors websites consistently publishing helpful, in-depth content and earning backlinks from reputable sources. To build that kind of authority, we focus on creating value-packed content and promoting it strategically to gain visibility and social proof. When our site becomes a go-to resource in our niche, Google takes notice—and so does our audience.

1. Make a List of Important, Relevant Topics Based on What You Know About Your Business

Start by identifying 5–10 broad topics that are closely tied to your business, industry, or what your target audience cares about. These topics serve as “buckets” that will later be filled with more specific keywords.

Example:

If you run a digital marketing agency, your topics might include:

• SEO
• Content marketing
• Social media
• Email marketing
• Lead generation

Tip: Think about what you want your business to be known for, or what your customers are asking about most.

2. Fill in Those Topic Buckets with Keywords

Once you have your broad topics, it’s time to brainstorm specific keywords or phrases that people might use to find information on those topics.

Example:

Under the topic “SEO”, you might list:

• What is SEO?
• SEO tools for beginners
• How to rank on Google
• SEO checklist 2024

You’re not finalizing keywords yet—just gathering possible ideas based on how people might search for them.

Tip: Use customer questions, blog comments, or sales conversations to fuel your list.

3. Understand How Intent Affects Keyword Research and Analyze Accordingly

Not all keywords mean the same thing—even if they look similar. You need to understand the search intent behind each keyword:

• Informational (e.g., “how to use SEO tools”)
• Navigational (e.g., “Ahrefs login”)
• Transactional (e.g., “buy SEO audit service”)

Choose keywords that match what your content offers and what the user is hoping to find.

Tip: Search your keywords in Google and see what types of pages are ranking—this helps clarify the intent.

4. Research Related Search Terms

Don’t stop at your original keyword list—explore related search terms to uncover hidden opportunities.

Where to look:

• Google Search – Scroll to the bottom for “related searches”
• Google Autocomplete – Start typing a query and see suggestions
• Your competitors’ content – What keywords are they targeting?

Tip: This step helps you discover long-tail keywords or variations that might have lower competition.

5. Use Keyword Research Tools to Your Advantage

Keyword tools give you data to validate your ideas and help you prioritize. Look for:

• Monthly Search Volume (MSV) – How often the keyword is searched
• Keyword Difficulty (KD) – How competitive the keyword is
• Cost-Per-Click (CPC) – How valuable the keyword is for advertisers
• Trends – Whether search volume is rising or falling

Popular tools include:

• Ahrefs
• SEMrush
• Google Keyword Planner
• Ubersuggest
• Moz

Tip: Use filters in these tools to sort by low competition and decent volume—great for finding high-opportunity keywords.

In conclusion, keyword research is a vital component of any successful SEO strategy. By identifying relevant topics, understanding search intent, and leveraging keyword research tools, you can create content that not only ranks higher in search engine results but also genuinely meets the needs of your audience. Remember, SEO is a long-term game, and consistency in targeting the right keywords can lead to increased traffic, better customer acquisition, and overall business growth. So, start by building your topic buckets, analyze your keywords deeply, and refine your approach with the right data—your SEO strategy will thank you for it