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 means finding the words and phrases people type into search engines like Google. It helps SEO managers know what their audience is looking for and use that insight to improve content. By understanding search terms, they can shape a strategy that brings in more visitors.
Want to learn more? Read our guide on why keyword research is important for deeper insights.
Is keyword research a skill?
Yes, keyword research is a key SEO skill. It involves understanding what people search for, using tools to find useful terms, and spotting trends in the data. When done well, it helps you build smart strategies that beat the competition. Want to know more about ethical SEO? Check out 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
Think about what your business does and who you want to reach. Knowing this will help you choose keywords that match your audience’s needs.
Step 2: Use a keyword research tool
Start with Google Keyword Planner to find keyword ideas. Look for terms with low competition and good search volume.
| 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?
If you’re an SEO Manager guiding a team, keep it simple:
- Use Google Keyword Planner to find keywords with high search volume and low competition.
- Look at what competitors are ranking for using tools like Semrush or Ahrefs.
Focus on long-tail keywords—they’re easier to rank for.
Need examples? See our keyword research insights for beginner-friendly tips.
3. Selecting and Optimising Keywords
How do I choose the right keywords?
Choose the right keywords by looking at four things: relevance, search volume, competition, and intent.
Always let search intent guide your choices—your content should match what users are trying to do.
For practical tips see our keyword mapping guide.
How many keywords should I use for SEO?
There’s no fixed number of keywords you need for SEO—it depends on the intent behind the search.
Aim to include different keyword variations naturally in your content.
Make sure your HTML headings are also optimised, as they help search engines understand the page.
Need help? 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 using tools like Google Keyword Planner and Google Trends. These tools offer valuable data without the cost.
For more free tool suggestions, see our WordPress SEO plugins guide.
Want a full breakdown? Read our full review comparing free and paid SEO tools for digital marketers.
5. Advanced Strategies
How do I find my competitor’s SEO keywords?
Use tools like Google Keyword Planner or competitor research tools to learn what’s working for others in your space.
Want to go deeper? Check out our competitor analysis guide for practical strategies.
How do I identify niche keywords?
To find niche keywords, try these tips:
Search forums and community sites where your audience hangs out
Use tools like AlsoAsked to uncover common questions
Analyse what keywords your niche competitors are targeting
Want to build deeper expertise in your niche? Read our topical authority guide for more tips.
6. Ongoing Optimisation
What are proven best practices for keyword research?
Start by thinking like your audience—what would they search for?
Choose keywords that match their intent.
Look at what your competitors are ranking for, and track key metrics to see what’s working.
