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SEO Keyword Research for Beginners: The Ultimate Guide

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A keyword is a word or phrase that people type into search engines when looking for information, products, or services. Keywords form the foundation of search engine optimization (SEO) because they help search engines understand what your content is about and connect it to users’ search queries.

Why is Keyword Research Important?

Keyword research is the process of finding and analyzing the right keywords to target in your content. It helps you:

  • Understand what your audience is searching for.
  • Align your content with search intent, whether users are seeking information, looking to buy a product, or finding a specific service.
  • Create a strong keyword strategy that can improve your website’s rankings and attract targeted traffic.

Without keyword research, you might create content or pages that no one is searching for, wasting time and resources. With a thoughtful approach, you can focus on relevant keywords that bring visitors to your website.

Step 1: Basic Keyword Research Without Tools

If you’re new to keyword research, starting with free keyword tools or even just the Google Search is a great way to get the ball rolling. This method doesn’t require any special tools or technical expertise and helps you discover new keyword ideas fast using simple techniques. This approach works, because Google always suggests commonly searched for keywords in their search bar when typing so you can be sure that the keyword suggestions you see, are searched for by potential visitors.

Process of Basic Keyword Research

  1. Start with Google Search
    • Go to google.com
    • Type a broad term related to your business or service into Google Search (e.g., “plumbers near me” if you are a plumbing business or “best hiking gear” for an outdoor blog).
    • Observe the autocomplete keyword suggestions that appear as you type. These reflect what customers frequently search for.
      search for plumbers near me
    • Pro Tip: Place your mouse cursor at the very beginning of the search box, before typing the first word (e.g., “plumbers”). Then hit the spacebar. Google will automatically suggest search queries that start with different keywords and end with “plumbers near me.”
      search suggestions showing when cursor before the keyword
  2. Explore Related Searches
    • After you have noted the keywords that Google suggests, you can submit a search for your main keyword (“plumbers near me”).
    • Scroll to the bottom of the search results page to find related keywords that can give you more ideas. Note that these will include results from the area you are looking for because of the way “Near me” searches work. You can learn more about this in our article about “Near me” searches.
  3. Analyze the Top Results
    • Click on the top-ranking pages for your topic and scan the content. Look for keyword phrases and recurring terms that indicate what users are searching for.

Example 1: Local Business – Plumbing Services in Chicago

Scenario: A plumber in Chicago wants to improve local search rankings.

  1. Search “plumbers in Chicago” in Google Search.
search query examples for chicago plumbing business
  1. Note autocomplete terms like “plumbers in chicago illinois” or “best plumbers in chicago”
    1. Using this information alone the plumber could improve his website by including a title like “Best plumber in Chicago, Illinois”
  2. Scroll to related searches, where you might find phrases like “Plumbers in chicago prices” or “Cheap plumbers in Chicago.”
screenshot of people also searched for section for chicago plumbers

Example 2: Broad Topic – Outdoor Gear Blog

Scenario: Writing a blog post for an outdoor gear website about “hiking backpacks.”

  1. Search “hiking backpacks” in Google Search and place the cursor in front of “hiking” to get common searched for terms ending in “hiking backpacks”search for hiking queries
  2. Note autocomplete terms like “best hiking backpacks” or “best day backpacks”
  3. Now you can also look for commonly searched for queries starting with “best hiking backpack for..” These could all be great articles on backpacks.
search queries for best hiking backpack for search queries

Why This Works

Whether you’re targeting a local market or a broader audience, this approach helps you identify keyword suggestions that users already find relevant. It’s a foundation for developing a keyword strategy tailored to your needs, even without a keyword tool.

Pro Tip: Use our article on SEO content optimization to craft great content for your readers and rank high in Google.

Step 2: Using Google Keyword Planner

Google Keyword Planner is a free keyword research tool included in your Google Ads account. It’s a great way to move beyond basic techniques and access search volume data, competition levels, and detailed keyword suggestions. This tool is especially useful to generate keyword ideas for your SEO strategy after the initial method is not enough anymore.

How to Use Google Keyword Planner

  1. Set Up a Google Ads Account
  2. Discover New Keywords
    • Go to Tools -> Planning -> Keyword Planner
    explanation of how to get to the keyword planner
    • Enter a broad topic or seed keyword (e.g., “plumbing services” or “best hiking gear”).The tool will provide a list of keyword ideas, along with metrics like monthly search volume and competition level.
    keyword planner search results
    • Important: The search volumes given by the Keyword Planner are not accurate most of the times but give you an idea if a keyword is searched for often or not.
    • Remember: “Near me” is not a keyword you should include in the content of your website. To learn more about how “Near me” works, read our dedicated article on how to rank for near me searches.
  3. Refine Your Keyword List
    • Look for relevant keywords with moderate to high search volume and low competition to find long tail keywords (for example: “hot water heater replacement”) that are easier to rank for.
    • Use filters to narrow your list by region, language, or other parameters.

Key Benefits

  • Access to accurate search volume data for free.
  • Identify high search volume keywords while filtering out highly competitive ones.
  • Refine your keyword strategy based on search trends and competition analysis.

Pro Tip: Use the tool’s “Refine Keywords” feature to focus on location-specific keywords for local SEO efforts.

Step 3: Advanced Keyword Research with Paid Keyword Research Tools

For a deeper dive into keyword research, paid tools like Ahrefs, SEMrush, and Moz offer powerful insights. These tools provide access to advanced metrics like keyword difficulty, competitor analysis, and search trends. While they require a subscription, the benefits are significant for anyone serious about search engine optimization and building a strong keyword strategy.

How to Use Advanced Keyword Research Tools

  1. Start with a Keyword or URL
    • Enter a keyword (e.g., “emergency plumbing services”) into a keyword tool like Ahrefs or SEMrush.
    • Alternatively, analyze a competitor’s URL to see which keywords they rank for.
  2. Explore Metrics
    • Review critical data, including:
      • Keyword difficulty: Indicates how hard it is to rank for a keyword.
      • Search volume: Check for high-potential keywords with moderate to high monthly search volume and manageable difficulty.
      • SERP features: Understand if the keyword triggers featured snippets or local results.
  3. Discover Keyword Gaps
    • Use a keyword gap tool to compare your site to competitors. This reveals keywords they rank for that you haven’t targeted yet.
  4. Refine Long Tail Keywords
    • Look for long tail keywords that align with specific user needs or intent.

Key Benefits of Using Advanced Tools for Keyword Research

  • Detailed insights into keyword difficulty and competition.
  • Identify popular keywords and content gaps.
  • Track your performance over time and adjust your strategy based on data.

Pro Tip: For those not ready to commit to a subscription, try the Ahrefs Keyword Generator, a free keyword tool that offers basic functionality for generating keyword suggestions and checking search volume.

What to Do With Your Keyword Research Results

So now that you know what your target audience is looking for, what do you actually need to do to get the traffic for these keywords?

Broad vs. Long Tail Keywords

Before creating content, it’s essential to understand the difference between broad keywords and long tail keywords so you can target them effectively:

  • Broad Keywords are short and generic, like “plumbers” or “hiking gear.” These terms usually have high search volume, but they are very competitive and harder to rank for.
    hiking gear search query
  • Long Tail Keywords are longer, more specific phrases, like “emergency plumbers in Chicago” or “best waterproof hiking backpacks under $100.” These keywords typically have lower search volume, but they are easier to rank for and often attract more targeted traffic.
detailed long tail keyword in search query

Why Long Tail Keywords Are Valuable:

  • Low-hanging fruit: Easier to rank for compared to broad terms.
  • Higher conversion rates: These keywords align with specific user needs, making them more likely to convert.
  • Less competition: Long-tail phrases often have fewer competitors targeting them.

Pro Tip: Build your strategy around a mix of broad and long-tail keywords. Use broad keywords for cornerstone content and long-tail keywords for targeted, dedicated pages.

Turn Keywords Into Dedicated Pages

Once you’ve completed your keyword research, it’s time to take action by creating content tailored to your findings. Each keyword, especially long tail keywords and location-specific phrases, should have a dedicated page to maximize its ranking potential.

Showing different search queries linked to different individual pages

Why This Matters:

  • Dedicated pages allow you to appear in searches for specific queries.
  • They help match search intent, providing exactly what users are looking for.
  • Well-structured pages make it easier for search engines to understand your content and rank it effectively.

Example Process: Plumbing Business

  1. Keyword: “Emergency plumbing services in Chicago.”
  2. Page Title: “24-Hour Emergency Plumbing Services in Chicago.”
  3. Content Focus: Clearly explain your emergency services, include a call to action (e.g., “Call Now for Immediate Assistance”), and incorporate the keyword naturally throughout the page.

Example Process: Outdoor Gear Blog

  1. Keyword: “Best waterproof hiking backpacks.”
  2. Page Title: “Top 10 Waterproof Hiking Backpacks for 2024.”
  3. Content Focus: Highlight product features, comparisons, and recommendations while naturally integrating the keyword.

Pro Tip: If you’re using WordPress for your website, we have a guide on How to Bulk Create Pages in WordPress which shows you can easily create dedicated pages for all your keywords to get more free traffic.

Optimize for Search Intent

Align your pages with the user’s intent behind each keyword:

  • Informational Keywords: Provide guides, tutorials, or answers (e.g., “How to Choose a Hiking Backpack”).
  • Transactional Keywords: Include clear CTAs to drive purchases or inquiries (e.g., “Book Your Emergency Plumbing Service Now”).
  • Navigational Keywords: Help users find specific locations or services (e.g., “Plumbing Store in Chicago”).

Link Your Content Together

Use internal links to connect your new pages to related content. This enhances the internal linking structure, helps distribute link equity, and makes it easier for users and search engines to navigate your site.

Pro Tip: Regularly review your content and use Google Search Console to check for new keyword opportunities and monitor performance.

Local SEO Keyword Research

For businesses that rely on local customers, targeting location-specific keywords is essential to attract nearby audiences. Keywords like “plumbers near me” or “best coffee shop in Seattle” can help you:

  • Appear in local search results and Google’s Local Pack.
  • Reach users actively looking for services in your area.

Quick Tips for Finding Local Keywords

  1. Combine your services or products with location-based terms (e.g., “emergency plumbers Chicago”).
  2. Use tools like Google Keyword Planner or Ahrefs Keyword Generator to refine your list with search volume data.
  3. Analyze competitors to identify local keyword opportunities.

Pro Tips for Effective Keyword Research

Some more tips on how to get the most out of your keyword research.

Combine Short-Tail and Long-Tail Keywords

A successful keyword strategy includes both short-tail keywords (e.g., “hiking backpacks”) and long tail keywords (e.g., “best lightweight hiking backpacks for beginners”). This mix allows you to:

  • Target high-volume, competitive terms for long-term growth.
  • Capture low-hanging fruit with specific, easier-to-rank phrases.

Focus on Search Intent

Understand the intent behind a user’s query to create content that meets their needs. There are three main types of search intent:

  1. Informational: The user is looking for knowledge (e.g., “how to choose a hiking backpack”).
  2. Transactional: The user wants to make a purchase or take action (e.g., “buy hiking backpacks online”).
  3. Navigational: The user is searching for a specific brand or location (e.g., “REI hiking backpacks store”).

Pro Tip: Tailor your pages to the specific search intent of your target keywords. For example, use clear calls to action on transactional pages or provide in-depth answers for informational queries.

Regularly Update Your Keyword List

Search trends and user behavior change over time. To stay relevant:

  • Revisit your keyword lists every few months.
  • Use tools like Google Search Console to discover new search queries driving traffic to your site.

Pro Tip: Keep an eye on seasonal trends. For example, searches for “hiking backpacks” might spike in spring, while “snow gear” gains traction in winter.

Picture of Jonas Lindemann

Jonas Lindemann

I’m an experienced SEO professional with over a decade of helping over 100 businesses rank higher online, especially local businesses, e-commerce stores and SaaS. As the co-founder of LPagery, I specialize in practical, proven strategies for regular SEO and Local SEO success.

About The Author

Picture of Jonas Lindemann

Jonas Lindemann

I’m an experienced SEO professional with over a decade of helping businesses rank higher online, especially local businesses, e-commerce stores and SaaS. As the co-founder of LPagery, I specialize in practical, proven strategies for regular SEO and Local SEO success.

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