SEO: How to Do Keyword Research

Keyword research is the process of discovering the search terms and phrases your target audience types into search engines, then analysing their monthly search volume and relevance to guide your SEO and content strategy. It forms the foundation of every successful organic search campaign.

Keyword research is not guesswork — it is a data-driven discipline that connects your content to real user demand.

What Is Keyword Research and Why Does It Matter for SEO?

Keyword research is the practice of identifying, analysing, and selecting search queries that potential customers use when looking for products, services, or information online. According to Moz, keyword research remains the single most important task in search engine optimisation because it determines which topics your site should target.

Keyword research is the starting point for all on-page SEO, content marketing, and paid search campaigns.

Without proper keyword research, you risk creating content that nobody is searching for. By understanding search volume, competition, and user intent, you can prioritise the terms most likely to drive qualified traffic to your website.

How to Do Keyword Research Using Google Keyword Planner

Keyword research begins with setting up the right tools. Google Keyword Planner is a free tool inside Google Ads that provides search volume data and keyword suggestions. Follow these steps to conduct keyword research effectively:

1. Create or log in to your Google Ads account.
2. Navigate to the Tools tab and click on Keyword Planner.
3. Enter words or phrases related to your client or business, separated by commas.
4. Set your target location using the Targeting box below the search field.
5. Click Get Ideas to generate results.
6. Select the Keyword Ideas tab beneath the chart to view average monthly search volumes.
7. Scroll down to review related keyword suggestions and their associated search volumes.

How to Record and Export Your Keyword Research Data

Keyword research data should be organised systematically for ongoing use. Once you have your results from Google Keyword Planner, follow these steps:

1. Open a spreadsheet and record each relevant keyword alongside its average monthly search volume.
2. Review the suggested keywords in the lower panel for additional opportunities.
3. Use the Download button to export your keyword list as a CSV or XML file — particularly useful when researching multiple keyword groups around a single topic.

According to Ahrefs, organising keywords into topic clusters rather than isolated terms helps you build topical authority and rank for a broader set of queries.

Keyword Research for Hygiene and Help Content

Keyword research for hygiene (or help) content focuses on finding the questions and informational phrases that people actively search for. These are long-tail queries such as “how to use Google Keyword Planner,” which receives approximately 390 searches worldwide each month.

By identifying these question-based keywords, you can create content that directly answers what potential customers are asking. This approach builds brand advocacy quickly because you are providing genuine value before a purchase decision is made.

Frequently Asked Questions About Keyword Research

What Is the Best Free Tool for Keyword Research?

Google Keyword Planner is the most widely used free keyword research tool. It provides average monthly search volume, competition level, and keyword suggestions directly from Google’s own data. Other free options include Google Trends and Ubersuggest’s limited free tier.

How Many Keywords Should I Target Per Page?

Each page should target one primary keyword and two to five closely related secondary keywords. Focusing on a tight keyword cluster helps search engines understand the page topic clearly, which improves your chance of ranking for all related terms.

How Often Should You Update Your Keyword Research?

Keyword research should be reviewed quarterly at minimum. Search trends shift, new competitors enter the market, and seasonal demand changes which keywords drive the most traffic. Regular updates ensure your content strategy stays aligned with current search behaviour.

What Is the Difference Between Short-Tail and Long-Tail Keywords?

Short-tail keywords are broad terms of one or two words with high search volume and high competition, such as “SEO.” Long-tail keywords are more specific phrases of three or more words with lower volume but higher conversion intent, such as “how to do keyword research for a local business.”