Keyword Research – a core process in SEO strategy!
In my first blog post about the use of keywords, I explained what keywords are, why they matter in SEO, and I briefly touched on the concept of keyword research.
Keywords lie at the core of every successful SEO strategy. They connect your business to the audience actively searching for your products, services, or expertise. Choosing the right ones doesn’t just boost visibility in search engines—it helps attract the visitors most likely to engage, convert, and become loyal customers.
But finding the right keywords isn’t about chasing the biggest search terms. It’s about understanding your audience, speaking their language, and laying a strong foundation for long-term growth.
In this post, I will dive deeper into keyword research itself—the practical steps and tools you can use to uncover the terms that matter most for your SEO strategy.
This is the first of two blog posts about the core process of Keyword Research. Stay tuned for the second one!
Laying the ground for SEO success
A strong SEO strategy begins with smart keyword research. This foundational step involves discovering which search terms your ideal audience is using and aligning your content with those queries to improve your visibility in search engine results.
In this section you will learn a step-by-step process for identifying high-impact keywords tailored to your business goals. Whether you’re just getting started or refining an existing strategy, the goal is to build a list of relevant, achievable keywords that drive the right traffic to your site.
You can uncover the terms that matter most in your industry by using the right tools and techniques, such as keyword planners and competitor analysis. From broad topics to specific long-tail phrases, this research gives you the insights needed to shape your content, attract visitors, and improve your chances of ranking well in organic search.
Let’s walk through the process to help you create a keyword strategy that delivers results.
Mission and SEO goals
Clarify your business purpose
Before diving into keyword research, it is essential that you take a strategic pause and define what your business truly stands for.
Consider the purpose behind what you are doing. What is your brand’s core offering? Who are you hoping to connect with? What sets your products, services, or content apart in your space?
Clarifying these elements helps ensure that every SEO decision you make is rooted in a clear, meaningful objective.
Align strategy with audience needs
Reflecting on your mission not only anchors your overall digital strategy but also gives shape to the kind of content you need to produce. It’s about aligning your messaging with the real value you offer while keeping your audience’s needs at the centre.
Take the time to articulate your mission in writing. This isn’t just a branding exercise, it’s the cornerstone of a targeted and effective SEO strategy.
Understand the market landscape
Equally important is aligning your SEO goals with the realities of your market. Breaking through can be tough, especially in competitive industries where established players dominate the search rankings. These brands often have deep marketing budgets and sophisticated SEO systems already in place.
Rather than trying to go head-to-head immediately, a more strategic approach is to identify a specific niche where your expertise shines. Focus on keyword opportunities that are attainable and relevant within your current scope. This allows you to build credibility in a manageable space while laying the groundwork for broader visibility over time.
Evolve your goals over time
As your business grows, your SEO goals should evolve in parallel. What begins as a narrow focus can expand into a broader strategy as your authority increases. Just make sure those goals remain grounded in what’s realistic for your size, resources, and mission.
By clearly defining your purpose and understanding where you fit in the competitive landscape, you’ll be able to shape an SEO roadmap that’s effective and sustainable. This foundational clarity will guide every keyword you choose, every piece of content you create, and every result you aim for.
List of keywords
Focus on quantity first
Your second step is to create a giant list of keywords. You don’t need to worry about competition, CPC, or anything else. The goal is to get a bunch of keywords on a list.
Think like your audience
With your mission in mind, try to get into the heads of your desired audience. What will these people be looking for? What search terms could they use while looking for your fantastic service or product? Which of their “problems” does your product solve? Write down as many answers as possible. If your mission is clear, you will have a pretty clear image of your niche and unique selling points (the things that set your business apart from others). These are the search terms you want to be found for.
Recommended keyword research tools
Below follows a list of efficient tools and platforms you should consider when building your list of keywords:
Google Keyword Planner
The Google Keyword Planner is technically designed for Google Ad campaigns but is also an excellent tool for SEO keyword research.
Semrush
The Semrush Keyword Magic Tool is part of Semrush’s suite of SEO tools. One interesting feature is that it shows you keywords your competitors already rank for.
Seed Keywords
Seed Keywords is a free keyword research tool that helps you find terms that people use to find what your site sells.
ahrefs
Ahrefs Webmaster Tools is one of the most highly regarded SEO tools, and it offers a free basic level.
additional tools
- SE Ranking is a comprehensive SEO research tool with lots of valuable data.
- Ubersuggest features up to three free searches a day and AI-enabled recommendations.
- Free Keyword Research Tool is an easy-to-use keyword research tool provides keyword and keyword cluster topics.
- KeywordTool.io uses Google autocomplete to identify new keyword ideas.
- KWFinder is free and easy-to-use SEO research tool that helps you find top keywords.
- SearchVolume.io is a helpful tool for finding monthly search volume to help prioritize specific keywords.
Explore and expand your keyword list
Start with what you have
Once you’ve outlined your first batch of keywords based on your goals and audience, the next step is to build on that foundation. This part of the process is all about refining your ideas—checking what’s already working, exploring variations, and uncovering new angles that may not have been obvious initially.
Use Google as a discovery tool
A good starting point is simply Google. Type your keywords into the search bar and note what it suggests as you type. These autocomplete results reflect real searches people are making right now.
Also, focus on sections like “People also ask” and “Related searches” on the results page. These can reveal popular follow-up questions and alternative wording that help you better understand users’ thinking.
Expand further with keyword tools
To dig even deeper, turn to keyword tools designed to surface fresh opportunities. Platforms like AnswerThePublic let you explore common questions and topics related to your keyword.
At the same time, SEO plugins such as Yoast SEO can suggest alternative phrases and related terms you might not have considered.
These tools can help you identify long-tail keywords, phrasing variations, and more targeted options that match how people search.
Build a more strategic list
As you gather new insights, revisit your keyword list and expand it by adding terms that align with your content and your audience’s needs. The broader and more refined your list becomes, the easier it will be to create content that ranks and resonates.
The importance of user intent
What is user intent?
User intent—sometimes called search intent—refers to the underlying reason a person types a specific query into a search engine. It’s the goal or desired outcome they hope to achieve, whether finding information, navigating to a particular site, comparing options, or making a purchase.
Every search query implies a purpose. Someone searching “how to start a blog” could be looking for a guide on writing their first post, a tutorial for launching a blogging platform, or recommendations for blog hosting services. The challenge lies in identifying what the searcher truly wants.
Why understanding search intent is critical for SEO
Search engines, especially Google, have become increasingly sophisticated in interpreting user behaviour and intent. Their goal is to deliver the most helpful and relevant results—not just content that contains matching keywords.
This shift has made it essential for content creators to go beyond simply targeting phrases and, instead, address the real questions and problems users want solved.
Modern search algorithms use semantic search, which helps interpret the broader context of a query rather than relying on exact matches. Additionally, initiatives like Google’s Helpful Content Update emphasize value over-optimization tricks. Content written solely to rank—without meeting genuine user needs—is less likely to perform well.
In short, the better your content aligns with a searcher’s intent, the greater your chances of ranking well and engaging your audience.
The role of keyword intent
Understanding keyword intent—whether someone is looking to learn, compare, or buy—adds another layer of strategy. For instance, someone searching for “SEO consultant in Stockholm” is likely looking to hire, while a query like “what is SEO” suggests early-stage interest or research.
Recognizing these differences helps tailor your content to where your users are in their decision-making journey.
Type of search intent
To better meet your audience’s needs, it’s helpful to categorize search intent. While different organizations have slightly different frameworks, two standard models are widely used:
Google’s framework includes:
- Know: The user wants to learn something.
- Do: The user wants to accomplish a task or take action.
- Website: The user is trying to access a specific site.
- Visit-in-person: The user is seeking a local business or physical location.
SEO professionals often group search intent into:
- Informational: Aimed at acquiring knowledge or insights.
- Navigational: Focused on reaching a specific site or page.
- Commercial: Exploring options before committing to a purchase.
- Transactional: Ready to act, such as buying a product or signing up.
Understanding these types helps you tailor content to each stage of the user journey, from initial awareness to final conversion.
How search intent shapes keyword research
When researching keywords, it’s tempting to focus on volume and competition—but failing to consider intent can undermine your entire strategy. Depending on their context, two users might search for the same keyword with entirely different expectations.
To make sure you’re interpreting keywords correctly, take the time to investigate. Type your target phrase into Google and examine the results. Are the top-ranking pages product listings, blog posts, tutorials, or videos? This reveals what Google believes matches the user’s purpose—and what you should consider when developing content around that keyword.
Also, consider using related or synonymous keywords to cover a broader range of queries and user perspectives. This improves visibility and shows search engines that your content is comprehensive and relevant.
Conclusion
Keyword research is the foundation of every effective SEO strategy. Starting with a clear mission and goals ensures that your keywords align with your brand’s purpose and the needs of your target audience.
Building an initial list is about exploring broadly, then refining it to the terms that truly matter. Tools like Google Keyword Planner or Ahrefs can expand your list, while thinking like your audience ensures you capture the language they actually use. Most importantly, understanding user intent transforms a keyword list into a roadmap for creating relevant and engaging content.
This concludes the first part of the Keyword Research process. In the next blog, part two b, I will dive deeper into refining and prioritising your keywords to build a strategy that drives long-term results.
