Keyword Research

Keyword research helps SEOs, marketers, and content creators understand how people search online. This insight allows websites to target the right topics, use the right language, and match the right search intent, ultimately improving their visibility in organic search results.

What Does Keyword Research Involve?

The keyword research process typically includes:

Discovering the terms and phrases people use when searching
Measuring how often those keywords are searched (search volume)
Assessing how difficult it will be to rank for them (keyword difficulty or competition)
Understanding what kind of content ranks for those keywords
Grouping related keywords into logical topics and content structures

Modern keyword research is not about chasing exact-match keywords or stuffing them into content. Instead, it’s about identifying themes, aligning with user intent, and prioritizing opportunities where your site can realistically compete and provide value.

Why Keyword Research Matters

Keyword research is one of the most important steps in search engine optimization. Without it, you're effectively guessing what your audience wants and how they look for it. With it, you're building content based on actual user behavior and verified demand.

Here are the main reasons why keyword research is essential:

1. It Aligns Content with Real Search Behavior

When you create content based on verified search terms, you're responding directly to what users are already looking for. This increases the likelihood of ranking in search results, attracting qualified visitors, and satisfying user needs.

For example, a blog post titled “Best Running Shoes for Flat Feet” is more likely to perform well than a vague post like “Good Footwear Tips” - because it targets a specific, high-intent search term with measurable demand.

2. It Helps You Understand Search Intent

Different keywords signal different types of intent. Some users want information (e.g. “how to tie a tie”), while others are ready to buy (e.g. “buy silk ties online”). Understanding intent allows you to match content format and messaging to the user’s stage in the journey. This not only improves SEO performance but also leads to better conversion rates.

(For more on intent, see Understanding Search Intent & the User Journey.)

3. It Supports Better Site Architecture and Topic Planning

Well-executed keyword research doesn’t just inform individual blog posts - it can shape your entire content strategy and information architecture. By grouping related keywords and identifying content gaps, you can build topic clusters, optimize internal linking, and ensure your website covers important subjects thoroughly.

(You can explore this further in Keyword Mapping, Clustering & Organization.)

4. It Guides Strategic Decisions and Saves Resources

Not all keywords are worth targeting. Some are too competitive. Others are too vague or low in value. Keyword research helps you focus on realistic opportunities that match your goals, audience, and domain strength.

For example, a new website might avoid trying to rank for “best CRM software” and instead focus on longer-tail, less competitive queries like “CRM for small law firms.”

5. It Directly Impacts Rankings and Organic Traffic

Search engines aim to serve users the most relevant results. If your content uses the same language and terminology your audience does (and addresses the right topics) it’s more likely to appear prominently in search results. Over time, this leads to increased visibility, consistent traffic, and improved brand authority.