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.
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.
Before diving into tools, understand that different keywords have different purposes.
Users want to learn something. Examples: “how to fix a leaky faucet” or “what is local SEO”.
Users want to find a specific website or page. Examples: “Facebook login” or “Digital Marketing Charlotte contact”.
Users are researching before buying. Examples: “best running shoes” or “top plumbers in Charlotte”.
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.
Follow this process to find the best keywords for your business.
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.
Enter your seed keywords into research tools to discover related terms, search volumes, and competition levels.
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.
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.
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.
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).
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.”
Beyond keyword tools, these sources provide valuable keyword insights.
Start typing in Google’s search box and note the autocomplete suggestions. These show real searches people make.
Google’s “People Also Ask” boxes show related questions people search for. Each question is a potential keyword.
Scroll to the bottom of Google search results to see related search terms Google suggests.
What questions do customers ask you? What problems bring them to your business? These indicate search terms.
Browse industry forums and relevant Reddit communities to see how people naturally describe problems and ask questions.
Not all keywords are worth targeting. Evaluate each keyword using these criteria.
Does the keyword match what your business offers? Irrelevant traffic won’t convert.
Is there enough search volume to make the effort worthwhile? Too low means minimal traffic potential.
Can you realistically rank given your site’s current authority? Be honest about your starting point.
Will people searching this keyword become customers? Informational keywords drive traffic, but transactional keywords drive revenue.
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.
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.
Avoid these errors that waste time and effort.
After research, use keywords strategically in your content.
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.
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.
We’ll review your needs, explain your options, and give you a clear quote. No obligations. No sales pitch.
