How to Do Keyword Research
Keyword research is the process of finding the words and phrases that people type into search engines when looking for content like yours. It is the foundation of any SEO strategy because it tells you what to write about and how to optimise your pages.
Step 1: Brainstorm Seed Keywords
Start with broad terms related to your business. If you sell running shoes, your seed keywords might be: running shoes, trail running, marathon training, best running shoes, running shoe reviews.
Step 2: Expand with Free Tools
- Google Search autocomplete — start typing your seed keyword and note what Google suggests
- "People also ask" — search your keyword and look at the related questions Google shows
- "Related searches" — scroll to the bottom of Google results for more keyword ideas
- Google Search Console — check which queries your site already appears for
- RankNibbler keyword density checker — analyse competitor pages to see which keywords they target
Step 3: Evaluate Keywords
Not all keywords are worth targeting. Consider:
| Factor | What to Look For |
|---|---|
| Search volume | How many people search for this term per month? |
| Competition | How strong are the current top-ranking pages? |
| Intent | Is the searcher looking to learn, compare, or buy? |
| Relevance | Does this keyword match what your page actually offers? |
Step 4: Choose Your Target Keywords
For each page, choose one primary keyword and 2-3 secondary keywords. The primary keyword goes in the title tag, H1, and first paragraph. Secondary keywords appear naturally throughout the content.
Step 5: Check the Competition
Search your target keyword and analyse the top 3 results:
- How long is their content? (check with word count checker)
- What is their SEO score? (check with RankNibbler)
- What keywords do they use? (check with keyword density checker)
- How does your page compare? (use SEO compare)
Long-Tail Keywords
Long-tail keywords are longer, more specific phrases like "best waterproof running shoes for wide feet". They have lower search volume but much less competition and higher conversion rates. New sites should focus heavily on long-tail keywords before targeting competitive short terms.
Last updated: March 2026