Keyword Research – a core process in SEO strategy!

This is the second part about the core process of Keyword Research.

We have covered the basics in the previous blogpost being the first part of the keyword research process, and it’s now time to dig into the practical side of things. In this second part, we will look at how to identify long-tail keywords, find low-competition opportunities, and spot trending search terms that can give your content an extra push. These elements help you shape your initial list into keywords you can genuinely rank for—terms that reflect what your audience is actually searching for.

You’ll see how more specific phrases often convert better, how low-competition keywords make it easier to gain visibility early on, and how trends can open up quick bursts of traffic. Together, they help you build a keyword strategy that’s grounded in real data rather than guesswork.

In the sections ahead, we’ll break down how to find and evaluate these keyword types so you can keep strengthening your SEO plan, step by step.

Long tail keywords

What are long tail keywords?

Long tail keywords are extended, highly specific search phrases that reflect detailed search intent,These phrases are typically longer, often three to five words or more, and are used by people with a clearer idea of what they are looking for. They frequently appear when someone is close to making a decision or using voice search, where queries tend to be more conversational.

While each long tail keyword attracts fewer searches, they collectively make up a substantial portion of overall search engine queries. It is estimated that most of all keyword searches fall into this category.

At first glance, their lower search volume might make them seem less attractive. However, their true value lies in their precision: long-tail terms often indicate a user who is deeper into their decision-making process which ismaking them ideal for content that targets conversions.

Why long tail keywords matter in SEO

There are two major reasons long tail keywords should be a part of your SEO strategy:

Less competition, better ranking opportunities

Long tail queries face significantly lower competition than short, high-volume keywords (often called “head terms”). That makes them easier to rank for, especially if your website doesn’t yet have high domain authority.

Take the keyword “link building,” as an example, it returns billions of search results. Ranking on the first page would be very complicated. However, a more specific variant like “best SEO link-building software” narrows the field and gives you a better shot at visibility. The same principle applies to paid ads: long-tail terms often have lower cost-per-click in PPC campaigns due to reduced bidding competition.

higher conversion potential

These keywords don’t just help you rank—they help you convert. That’s because long-tail searches are often tied to commercial or transactional intent. People using these queries typically know what they want and are actively looking to take the next step—signing up, buying, or contacting you.

For instance, consider the difference between “kite surfing” and “best kite surfing dealer in Boston.” The first query might be from someone just learning about the sport, while the second is from someone ready to make a purchase. The more specific the search, the closer the user usually is to conversion.

How to identify long tail keywords

Spotting long-tail opportunities begins with understanding your audience and how they search. These terms often reflect natural language, questions, or niche-specific phrases. Tools like Google’s Autocomplete, People also ask, or Answer The Public can help you uncover these longer queries.

Incorporating a variety of keyword variations into your strategy also allows you to reach a broader audience. This helps capture different user intents and levels of familiarity with your topic, expanding your content’s visibility across multiple entry points.

Focus on terms that:

• Match your users’ language and needs
• Have manageable competition
• Offer clear value or commercial intent
• Align with the authority level of your website

A well-rounded SEO approach combines broad, short keywords and highly targeted long-tail phrases to cover traffic acquisition and conversion goals.

Find low-competition keywords

What are low-competition keywords?

A low-competition keyword is one that fewer websites are targeting, making it easier to rank for. These are often long-tail keywords more specific phrases that reflect niche search intent.

Many SEO platforms assign a “keyword difficulty” score (KD%) to reflect how hard it might be to rank for a given term. The lower the score, the easier it is to compete. A KD score between 10 and 30 is usually considered low difficulty, especially when paired with a modest search volume.

Instead of going after broad phrases like “marketing software” or “best car dealer,” you would be better off targeting “email marketing software for windsurf dealers” or “outstanding car dealers in Boston.” These more refined searches reflect what users are genuinely looking for, and there is less competition standing in your way.

Why low-competition keywords matter

By targeting low-competition keywords, you are building a smart, sustainable foundation for long-term SEO success. You will grow your visibility step-by-step without needing a massive budget or decades of authority.

Targeting low-competition keywords is a smart and realistic starting point for websites trying to grow visibility—especially small businesses or newer domains. Unlike broad, high-volume terms dominated by big players with strong SEO authority, low-competition keywords offer an achievable path to ranking without needing a massive budget or dozens of backlinks.

These terms usually have lower search volumes but also much less competition. That makes them ideal for connecting with a more specific audience actively looking for what you offer. Someone searching “best gluten-free cupcakes in Stockholm” is more likely to convert than someone typing “cupcakes.” The specificity narrows the field, letting you attract the right visitors with less effort.

Over time, consistently targeting these keywords can build topical authority and grow your overall search presence and eventually gaining ground even in more competitive keyword arenas.

How to find low-competition keywords

use keyword research tools

SEO tools like Surfer, Ubersuggest and Semrush are great for discovering keywords with low difficulty. Start with a broad term and let the tool suggest clusters of related keywords. Look for those with a low KD score and moderate search volume.

analyse google’s serp features

Google itself can give valuable insight. Use the search bar and observe autocomplete suggestions. These are real queries that people are entering.

Then, explore related SERP elements like:

• People also ask
• Related searches
• Organic snippets

All these can point you to variations of your core keyword that are less competitive but still in demand.

spot emerging topics

New or rising subjects often represent an open door in SEO. These keywords are not saturated with content yet, so you have a chance to rank quickly. Think of topics like AI applications in specific industries or trends in green travel, fresh ground often equals low competition.

Use Google Trends or X search to identify what’s gaining momentum.

tap into trending content

Writing about trending topics can be another way to discover untapped keyword opportunities. Platforms like Google Discover and Google News favour fresh, time-sensitive content. Even if the trend fades, you can get a quick burst of traffic and visibility. Discover is a part of Google Search that shows people content related to their interests, based on their Web and App Activity. This page explains more about how content may appear in Discover and best practices for site owners to consider.

explore tiktok’s “others searched for”

TikTok has become an informal search engine, and its “Others Searched For” section is a valuable source of keyword inspiration. Search a topic in the app, scroll down, and note other popular terms users explore. These queries are often newer and less competitive.

You can plug these terms into traditional volume and difficulty analysis keyword tools.

use forums and online communities

Communities like Reddit and Quora are full of real user questions, which are keyword gold. Look for topics that don’t yet have robust content coverage on major sites.

You can also sort by “hot” or “new” to spot rising discussions before they become saturated in search.

look at organic competitors

Finally, analyse the websites that are already ranking for your desired audience. Plug their URLs into a keyword research tool and check what they rank for and, more importantly, what you don’t.

Filter your results by low difficulty and lower-to-mid search volume. These keyword gaps show you where your site can realistically compete.

Choose trending keywords

What are trending keywords?

Trending keywords are search queries that suddenly become popular over a short period. These terms often reflect real-time events, news stories, seasonal changes, viral topics, or shifts in consumer interest.

Unlike evergreen keywords, which maintain steady search volume over time, trending keywords are more volatile but they offer a unique chance to tap into immediate user interest. Using them in your content can increase organic traffic as you align directly with what people are searching for.

However, because trends fade, these keywords rarely provide lasting SEO value on their own. For long-term performance, it is smart to pair trending terms with evergreen strategies that support consistent visibility.

Why trending keywords matter in SEO

Incorporating trending keywords into your SEO strategy helps ensure your content stays fresh, relevant, and visible. Here’s why they’re so important:

• Real-time alignment: You tap into what your audience cares about at the moment.
• Better click-through rates: Trending terms are more likely to appear in searches with high user intent.
• Boosted visibility: Search engines often prioritize timely and topical content, improving your chances of higher rankings.
• Faster traffic spikes: Unlike slow-burn, evergreen content, trending keyword content can generate traffic quickly.

Because online interest shifts rapidly due to seasons, events, or cultural trends—adapting your keywords to reflect those changes keeps your site competitive.

How to find trending keywords for SEO

using google trendsto identify to identify trending keywords

Google Trends is one of the most effective tools for finding out what people are searching for.

This free tool visualizes how interest in a keyword has changed over time. It helps you determine whether a term is trending up or down and whether it’s worth targeting now or monitoring for future use.

Here is how you use it effectively:

• Start with a seed keyword and enter it into the search bar.
• Analyse interest over time: View historical data to understand seasonal spikes or long-term interest levels.
• Refine by filters: You can narrow your results by location, time period, search category (like YouTube or Shopping), and even platform.
• Discover related queries: Google Trends shows associated search terms and topics, which helps expand your keyword strategy.
• Use the ‘Trending Now’ tab: This section updates every few minutes with the most searched terms across regions and categories, providing real-time data.

To uncover predictable peaks, adjust the date range to capture interest trends during similar seasonal periods (e.g., “summer fitness tips” in July across multiple years).

Regularly checking Google Trends keeps your content strategy responsive and aligned with what users are actively searching for, ensuring higher engagement and relevance.

using google keyword planner for trending keywords

Google Keyword Planner is a feature-rich tool designed originally for advertisers. Still, it’s just as valuable for SEO purposes, especially when you want to find keywords that are gaining momentum.

Follow this to get started:

1. You will need a Google Ads account in Expert Mode.
2. Navigate to “Discover new keywords” and enter your primary keyword or topic.
3. Select your preferred location and language to customize results.
4. The tool will generate keyword suggestions, including:
   • Search volume trends
   • Competition level
   • Cost-per-click (CPC)
   • Forecasted performance (for the next 12 months or by season)

What makes Google Keyword Planner unique is its data-backed projections. You can sort results by popularity, competition, or cost and view keyword performance over time. This allows you to:

• Identify trending keywords that are gaining interest now.
• Prioritize terms that offer the best opportunity-to-difficulty ratio.
• Plan ahead for seasonally recurring searches.

Because the data is updated daily, you always have access to the most current information which is perfect for time-sensitive campaigns or news-driven SEO.

Discover more trending keywords with research tools

Beyond Google’s offerings, a range of third-party tools can help you dig deeper:

• SEMrush Keyword Magic Tool: Discover trending queries your competitors rank for with robust data on keyword difficulty and intent.
• Ahrefs: Provides real-time search data keyword gap analysis and shows rising keywords in your industry.
• Ubersuggest: A user-friendly option that gives free daily keyword suggestions with AI-assisted recommendations.
• Exploding Topics: Helps spot fast-growing topics before they hit the mainstream, ideal for content planning.
• Similarweb’s Keyword Generator: Offers keyword performance data based on the last 28 days, making it easy to spot recent trends.

Competitor analysis for trending terms

One often overlooked tactic for spotting trends is analysing your competitors. Here’s how you can work:

1. Visit their blogs, landing pages, and social channels
2. Use tools like Semrush, Ahrefs, and WordStream to:
   • Identify which keywords they rank for
   • Find keyword gaps where your site can outperform
   • Track changes in their keyword performance over time

This insight helps you refine your keyword list, keep up with changing market dynamics, and respond proactively to shifts in user behaviour.

Track performance of trending keywords

Finding trends is step one. Measuring their performance is step two.

Use tools like:

• Google Search Console: Monitor impressions, click-through rates (CTR), and average position for each trending keyword you target.
• Google Analytics: Track how users behave once they arrive on your site through those keywords.
• Landing page performance: Evaluate whether your content meets user expectations by observing bounce rates and engagement levels.

These insights allow you to:

1. Determine which keywords are bringing real value.
2. Identify what types of content convert best.
3. Optimize or omit keywords that are losing traction.

Conclusion

Wrapping up this second part of the keyword research process, we have explored how long-tail keywords, low-competition terms, and trending searches each play a vital role in shaping a smart and realistic SEO strategy.

• Long-tail phrases help you reach users with clear intent, while low-competition keywords offer achievable ranking opportunities that build visibility step by step.
• At the same time, trending keywords allow you to tap into timely interest and capture quick bursts of traffic when it matters most.

Used together, these approaches help you move beyond guesswork and base your content on real search behaviour and actionable insights. As you continue refining your keyword list, remember that SEO success is built on consistency—small wins compound over time.

In the next and final blogpost about keywords in SEO , we will look at how to place your keywords strategically across titles, headings, content, URLs, and metadata to maximise their impact. We will also explore practical optimisation techniques and essential tools that help you tighten and elevate your keyword strategy even further.