How Do I Do Keyword Research for SEO?

Keyword research identifies what people search for so you can target those phrases in your content. Tools like Google Keyword Planner or Semrush help you find relevant, low-competition terms.

Effective keyword research is the foundation of successful SEO. It ensures you’re creating content for topics people actually search for, not just what you think they might want.

Why Keyword Research Matters

Without keyword research, you’re guessing what your audience searches for. Keyword research removes the guesswork and shows you exactly what terms to target.

The right keywords connect your content with people actively looking for your products or services. The wrong keywords waste time creating content nobody searches for.

Understanding Search Intent

Before diving into tools, understand that different keywords have different purposes.

Informational Intent

Users want to learn something. Examples: “how to fix a leaky faucet” or “what is local SEO”.

Navigational Intent

Users want to find a specific website or page. Examples: “Facebook login” or “Digital Marketing Charlotte contact”.

Commercial Intent

Users are researching before buying. Examples: “best running shoes” or “top plumbers in Charlotte”.

Transactional Intent

Users are ready to take action. Examples: “buy Nike Air Max” or “plumber near me”.

Match your content to the intent behind keywords. Informational keywords need educational content, while transactional keywords need service or product pages.

Step-By-Step Keyword Research Process

Follow this process to find the best keywords for your business.

Step 1: Brainstorm Seed Keywords

Start with broad terms related to your business. If you’re a Charlotte bakery, seed keywords might be “bakery,” “wedding cakes,” “custom cookies,” and “Charlotte desserts”.

Think about what your customers call your products or services. Don’t overthink it at this stage.

Step 2: Use Keyword Research Tools

Enter your seed keywords into research tools to discover related terms, search volumes, and competition levels.

Google Keyword Planner: Free tool showing search volume and competition. Good starting point for beginners.
Semrush: Comprehensive paid tool with keyword difficulty scores, competitor analysis, and related keyword suggestions.
Ahrefs: Similar to Semrush with detailed keyword metrics and powerful competitor research features.
Ubersuggest: Budget-friendly option with decent keyword data and content ideas.

Step 3: Analyze Search Volume

Search volume shows how many people search for a keyword monthly. Higher volume means more potential traffic, but also usually more competition.

Don’t ignore low-volume keywords. Specific, long-tail keywords with lower volume often convert better than broad, high-volume terms.

Step 4: Evaluate Keyword Difficulty

Keyword difficulty scores estimate how hard it is to rank for a term. New sites should target easier keywords, while established sites can pursue more competitive terms.

Start with keywords in the easy to medium difficulty range to build momentum.

Step 5: Check Competitor Rankings

Look at which keywords your competitors rank for. Tools like Semrush and Ahrefs show you competitor keyword rankings.

Identify gaps where competitors rank but you don’t. These represent opportunities to create better content.

Step 6: Identify Long-Tail Keywords

Long-tail keywords are longer, more specific phrases. They have lower search volume but also lower competition and higher conversion rates.

Instead of targeting “web design” (very competitive), target “affordable web design for small businesses in Charlotte” (more specific, easier to rank).

Step 7: Group Keywords By Topic

Organize related keywords into topic clusters. One comprehensive page can target multiple related keywords.

For example, a page about local SEO might target “what is local SEO,” “local SEO tips,” and “how to do local SEO.”

Where To Find Keyword Ideas

Beyond keyword tools, these sources provide valuable keyword insights.

Google Autocomplete

Start typing in Google’s search box and note the autocomplete suggestions. These show real searches people make.

Customer Questions

What questions do customers ask you? What problems bring them to your business? These indicate search terms.

Forum and Reddit Discussions

Browse industry forums and relevant Reddit communities to see how people naturally describe problems and ask questions.

Evaluating Keyword Opportunities

Not all keywords are worth targeting. Evaluate each keyword using these criteria.

Relevance

Does the keyword match what your business offers? Irrelevant traffic won’t convert.

Search Volume

Is there enough search volume to make the effort worthwhile? Too low means minimal traffic potential.

Competition

Can you realistically rank given your site’s current authority? Be honest about your starting point.

Commercial Value

Will people searching this keyword become customers? Informational keywords drive traffic, but transactional keywords drive revenue.

Local Keyword Research

For local businesses, include location modifiers in your keyword research.

Add your city, neighborhood, or region to seed keywords. “Web design” becomes “web design in Charlotte” or “South End Charlotte web designer.”

Research local competitors to see what location-based keywords they target.

Organizing Your Keywords

Create a spreadsheet tracking keywords, search volume, difficulty, and assigned pages. This keeps your strategy organized and prevents duplicate targeting.

Group keywords by topic and priority. Focus on high-priority keywords first, then expand to secondary terms.

Common Keyword Research Mistakes

Avoid these errors that waste time and effort.

Targeting only high-volume keywords: Competition is fierce for popular terms. Include easier, long-tail keywords too.
Ignoring search intent: Ranking for keywords with the wrong intent won’t convert visitors.
Not considering competition: New sites can’t immediately rank for highly competitive terms.
Keyword cannibalization: Targeting the same keyword on multiple pages confuses search engines.
One keyword per page: Good pages can rank for dozens of related keywords, not just one.

Using Keywords In Your Content

After research, use keywords strategically in your content.

Title tag: Include your primary keyword near the beginning.
Headings: Use keywords naturally in H1, H2, and H3 tags.
First paragraph: Mention your primary keyword early in the content.
Throughout content: Use your keyword and variations naturally. Don’t force it.
URL: Include your primary keyword in the page URL.
Meta description: Use your keyword to improve click-through rates.

Updating Keyword Research

Keyword research isn’t one-time work. Search trends change, new competitors emerge, and your site gains authority.

Review and update your keyword strategy every 3 to 6 months. Look for new opportunities and adjust based on performance data.

Working With An SEO Professional

Keyword research takes time and experience to do well. At Digital Marketing Charlotte, we conduct thorough keyword research as part of every SEO strategy.

We identify the best opportunities for your business, considering search volume, competition, and commercial value to create content strategies that drive actual results.

Want to know How your Website is ranking or what you can do to improve it?

We’ll review your needs, explain your options, and give you a clear quote. No obligations. No sales pitch.