Keyword research is the backbone of effective SEO, enabling managers to optimise content for search engines and drive targeted traffic.
This guide provides actionable insights to inform SEO Managers on strategies, tools, and best practices for mastering keyword research. Learn more about our SEO services to see how we can support your strategy.
1. Understanding Keyword Research
What is keyword research?
Keyword research involves identifying words and phrases that users search for on search engines like Google to optimise content for better visibility. Keyword research helps SEO managers understand what their target audience is actually searching for—turning search data into SEO strategy.
Explore our guide on why keyword research is important for deeper insights.
Is keyword research a skill?
Yes, keyword research is a skill for SEO Managers. It requires understanding user behaviour, analysing data, and leveraging tools to uncover high-impact keywords. Proficiency enhances your ability to craft strategies that outrank competitors. Learn about ethical SEO skills in our Black Hat vs. White Hat SEO guide.
2. Getting Started with Keyword Research
How to start keyword research?
Step 1: Identify your niche and target audience.
Step 2. Use a Keyword Research Tool
Start with Google Keyword Planner to generate keyword ideas, prioritise low-competition terms, and analyse search volume.
Here are some other free and paid options for keyword research tools
| Tool | Price | Use Case |
|---|---|---|
| Google Keyword Planner | Free | Search volume & ideas |
| Semrush | Paid (free trial) | Competitive & advanced research |
| Ubersuggest | Freemium | Quick keyword + content ideas |
| Ahrefs Free Tools | Free | Related keywords & SERPs |
| AnswerThePublic | Limited Free | Long-tail questions |
How to do SEO keyword research for beginners?
For SEO Managers mentoring teams, simplify the process:
- Use Google Keyword Planner to identify high-volume, low-competition keywords.
- Analyse competitors’ keywords with tools like Semrush or Ahrefs.
Focus on long-tail keywords for easier ranking.
Check our keyword research insights for beginner-friendly examples.
3. Selecting and Optimising Keywords
How do I choose the right keywords?
Choose the right keywords by selecting based on relevance, search volume, competition, and intent. Search intent should always guide your keyword choices—matching content to user goals. Use tools to analyse metrics. See our keyword mapping guide for practical tips.
How many keywords should I use for SEO?
There is no set number of keywords you should be using for SEO. It depends on the intent. Ideally, you want to cover multiple keyword variations, and you will want to optimise your HTML Headings. See our HTML headings guide for optimisation tips.
Tools and Cost-Effective Strategies
Can I do keyword research for free?
Yes, SEO Managers can do keyword research for free with tools like Google Keyword Planner and Google Trends which provide robust data. Check our WordPress SEO plugins guide for free tool recommendations. Or read the full review and comparison of paid and free SEO tools for digital marketers.
5. Advanced Strategies
How do I find my competitor’s SEO keywords?
Use tools to analyse competitors’ websites or Google Keyword Planner for insights. See our competitor analysis guide for strategies.
How do I identify niche keywords?
Some tips for identifying niche keywords include: searching forums, using AnswerThePublic, and conducting competitor analysis in your niche. Check our topical authority guide for tips.
6. Ongoing Optimisation
What are proven best practices for keyword research?
Think like your audience, use keywords that match search intent, analyse competitors, and monitor metrics.
