Keyword Research: Find Keywords to Rank Higher on Google

Getting Started with Keyword Research

Keyword research is the bedrock of successful SEO.

In this guide, we’ll cover everything you need to know in five key parts, starting with the absolute basics.

It’s the process of finding out what words and phrases people are typing into search engines like Google when they’re looking for information, products, or services.

Think of it as listening to your potential customers and understanding their needs, expressed through their search queries.

Why is this important?

Because if you don’t know what terms people are using, you can’t create content that helps them, and Google won’t know when to show your website.

Effective keyword research helps you:

• Understand your audience: What problems are they trying to solve? What information do they need?
• Create relevant content: Tailor your articles, product pages, and services to directly answer those queries.
• Attract the right traffic: Bring in visitors who are genuinely interested in what you offer, leading to higher engagement and conversions.
• Stay ahead of competitors: See what terms your rivals are ranking for and find opportunities they might be missing.

Adam Audette, Former VP of Search & Content at WPromote, says:

The goal is not to rank for keywords. The goal is to create content that serves the user intent behind those keywords.

Tip: Start by brainstorming terms you would use if you were looking for your products or services. Then, think about how your customers might phrase it differently.

Great, you’ve got a handle on Part 1! Let’s move on to Part 2.

Types of Keywords

Keywords aren’t a one-size-fits-all concept. They vary in length, intent, and how they fit into a user’s journey.

Understanding these types helps you target the right audience at the right time.

1. Keywords Based on Length

• Short-tail Keywords (Head Terms): These are usually 1-2 words, very broad, and have high search volume but also high competition.
  • Example: “coffee”
    
• Medium-tail Keywords: Typically 2-3 words, more specific than short-tail, with moderate search volume and competition.
  • Example: “best coffee beans“
    
• Long-tail Keywords: These are longer, more specific phrases (3+ words), often in the form of questions or very detailed queries. They have lower search volume individually but are much easier to rank for and show clearer user intent.
  • Example: “best organic coffee beans for espresso machine”

2. Keywords Based on User Intent

This is perhaps the most crucial way to categorize keywords, as Google prioritizes serving content that matches the user’s intent.

• Informational Keywords: Users are looking to learn something.
  • Examples: “how to brew coffee,” “what is espresso,” “benefits of dark roast“
  • Content Focus: Blog posts, guides, tutorials, FAQs.
    
• Navigational Keywords: Users are trying to find a specific website or brand.
  • Examples: “Starbucks website,” “Blue Bottle Coffee login“
  • Content Focus: Brand pages, “Contact Us” pages, specific product pages.
    
• Commercial Investigation Keywords: Users are researching before making a purchase, comparing options.
  • Examples: “best coffee makers 2025,” “Nespresso vs. Keurig,” “coffee machine reviews“
  • Content Focus: Comparison articles, review pages, “best of” lists.
    
• Transactional Keywords: Users are ready to buy or take a specific action.
  • Examples: “buy espresso machine online,” “order dark roast coffee,” “coffee subscription discount“
  • Content Focus: Product pages, service pages, e-commerce checkout.

Excellent! Now we’ve covered that, let’s explore Part 3.

Keyword SEO Metrics Explained

Once you have a list of potential keywords, you need to evaluate them using various metrics to determine their potential value.

These metrics help you decide which keywords are worth pursuing.

1. Search Volume (MSV – Monthly Search Volume)

• What it is: The average number of times a specific keyword is searched for within a given month.
  
• Why it matters: It tells you the potential audience size for that keyword. Higher volume can mean more traffic, but it also often means more competition.

2. Keyword Difficulty (KD) / SEO Difficulty (SD)

• What it is: A metric (usually 0-100 or a similar scale) that estimates how hard it will be to rank on the first page of Google for a specific keyword. It considers factors like the authority of currently ranking websites and the number of backlinks they have.
  
• Why it matters: Helps you set realistic expectations. New websites or those with lower domain authority should target keywords with lower difficulty.

3. Cost Per Click (CPC)

• What it is: The average cost an advertiser pays for a click on an ad for that keyword in paid search (e.g., Google Ads).
  
• Why it matters: While this is a paid search metric, a higher CPC often indicates that the keyword has high commercial value and leads to conversions, making it potentially valuable for organic SEO too.

4. Search Intent

• What it is: As discussed in Part 2, understanding why someone is searching for a term.
  
• Why it matters: Google prioritizes content that perfectly matches user intent. If you target a transactional keyword with an informational blog post, you’re unlikely to rank well.

5. SERP Features / Opportunities

• What it is: What special elements appear on the Search Engine Results Page (SERP) for a keyword, such as Featured Snippets, People Also Ask boxes, video carousels, image packs, local packs, etc.
  
• Why it matters: These features can either provide opportunities to gain more visibility (e.g., winning the Featured Snippet) or indicate that organic results might get less clicks (e.g., a dominant Local Pack for a local search).

You’re doing great! Up next, we’ll delve into Part 4.

Prioritizing Keywords

With a long list of potential keywords and an understanding of their metrics, the next step is to prioritize them.

You can’t target everything at once! A smart prioritization strategy ensures your efforts lead to the best results.

1. Relevance to Your Business & Audience

• Always ask: Does this keyword genuinely relate to what my business offers or the problems my audience wants to solve? Don’t chase keywords just because they have high volume if they’re not relevant.

2. Keyword Difficulty vs. Domain Authority

• For newer sites, prioritize keywords with lower difficulty. As your website gains authority (through quality content and ethical backlinks), you can gradually target more competitive terms.

3. Search Intent Alignment

• Match your content type to the primary search intent of the keyword. If someone is looking to buy, give them product pages. If they want to learn, give them a detailed blog post.

4. Traffic Potential vs. Conversion Potential

• Balance: Some keywords bring a lot of traffic (informational), while others bring fewer but more qualified leads ready to convert (transactional). A healthy strategy includes both.

5. Competitor Analysis

• See what keywords your top competitors are ranking for. This can reveal opportunities you’ve missed or show you where the competition is weak.
• Tip: Don’t just copy competitors. Look for gaps in their content or areas where you can create something significantly better.

Almost there! It’s time for Part 5.

Keyword Research Tools

While you can do some basic keyword research with just Google, dedicated tools provide invaluable data and streamline the process.

1. Google Keyword Planner

• What it is: Google’s free tool, primarily designed for paid ads but very useful for organic keyword ideas and search volume estimates.
  
• Pros: Direct from Google, shows bid estimates (indicating commercial value).
  
• Cons: Data is often grouped, can be less precise for exact search volumes than paid tools.

2. Ahrefs / Semrush / Moz Keyword Explorer

• What they are: Industry-leading paid SEO suites with comprehensive keyword research features.
  
• Pros: Provide detailed data on search volume, keyword difficulty, competitor rankings, SERP features, related keywords, and more. Essential for in-depth analysis.
  
• Cons: Can be expensive, but the insights are often worth the investment for serious SEOs.

3. Google Search Console (GSC)

• What it is: Google’s free tool that shows how your website performs in Google Search.
  
• Pros: Shows the actual keywords people used to find your site, your average ranking position, and click-through rates. This is your own data.
  
• Tip: Use GSC to find “discovery keywords” terms you’re already ranking for but might not have actively targeted. These can be quick wins for optimization.

4. Google Trends

• What it is: A free tool to see the popularity of a search term over time, compare terms, and identify trending topics.
  
• Pros: Great for understanding seasonality and long-term interest in a keyword.
  
• Note: Doesn’t give exact search volumes, but shows relative interest.

5. Answer the Public / AlsoAsked

• What they are: Tools that visualize questions people ask around a keyword, as well as prepositions and comparisons.
  
• Pros: Excellent for finding informational long-tail keywords and understanding user pain points. Great for content idea generation.

Conclusion

At its core, keyword research isn’t just a technical SEO task; it’s a fundamental strategy for proving your website’s value and authority to Google and your audience.

By consistently creating exceptional content and strategically earning high-quality, relevant backlinks that align with the E-E-A-T principles, you’re not just climbing search rankings.

You’re building a credible, trustworthy online presence that will drive long-term success for your website. Remember, in the world of SEO, genuine value always wins.