Keywords are the foundation of any successful SEO strategy. They are the words and phrases your potential customers type into search engines such as Google when looking for information, products, or services you offer.
Solid keyword research determines how visible your site will be in search results and whether you can reach the right audience.
In this article we explain why keyword research matters and how to do it properly.
Why is keyword research critical?
Imagine you sell coffee machines. If you optimize your site for “kitchen appliances”, you may attract many users interested in various gadgets — but not necessarily people looking for a coffee machine.
If you focus on keywords such as “buy espresso machine”, “automatic coffee maker for home”, or “best bean-to-cup coffee machines”, you attract people who are ready to buy.
Here are the main reasons quality keyword research is essential:
— **Understanding audience needs:** Researching what words your potential customers use helps you understand their needs, interests, and problems. You can create content that truly answers their questions.
— **Targeted traffic:** Optimizing for relevant keywords brings users who are interested in your offer. That increases the chance of enquiries, form submissions, calls, or purchases.
— **Better search positions:** Google uses keywords to understand what a page is about and match it to user queries. Well-chosen keywords help your site rank higher.
— **Competitive analysis:** Studying keywords your competitors rank for reveals new traffic opportunities and gaps in their strategy.
— **Effective content planning:** Keyword research shows which topics interest your audience and helps you plan new articles, product descriptions, and other materials.
Keyword research: main steps
The process includes several stages:
1. Brainstorming and core topics
Start by listing the main themes your site covers. What products or services do you offer? What problems do you solve? Write down general words and phrases associated with your business.
Example:
If you sell pet supplies, core topics might include “cat food”, “dog toys”, “aquarium accessories”, “veterinary products”, and similar phrases.
2. Using keyword research tools
Many tools help find relevant keywords, analyse search volume, and assess competition.
Popular keyword research tools:
— **Google Keyword Planner:** A free Google tool showing search volume and estimated competition. Full access may require an active Google Ads account.
— **Ubersuggest:** Paid tool with a free trial — keyword analysis, content ideas, and competitor data.
— **Ahrefs:** Powerful paid SEO suite with detailed keyword research, backlink analysis, and more.
— **Semrush:** Another popular paid platform for SEO, including keyword research and competitor analysis.
— **AnswerThePublic:** Free tool that visualises questions people ask in Google on a given topic — useful for finding specific, lower-volume queries.
3. Analysing competitor keywords
See which keywords your main competitors rank for. Tools such as Ahrefs, Semrush, and Ubersuggest let you analyse competitor sites and spot their strongest keywords.
4. Types of keywords
Keywords fall into several groups:
— **Short-tail (head keywords):** Broad queries of one or two words (for example, “coffee maker”, “mountain tours”). High search volume, high competition.
— **Mid-tail keywords:** More specific queries of two or three words (for example, “buy coffee maker online”, “family mountain tours”). Lower volume and competition, more targeted traffic.
— **Long-tail keywords:** Very specific phrases of four or more words (for example, “which automatic coffee maker with milk frother to buy for home on a budget”, “affordable mountain tours for May holidays”). Lower search volume but often higher intent — the user knows exactly what they want.
A balanced SEO strategy usually combines all three types.
5. Search volume and competition
For each keyword, assess how often people search for it and how hard it will be to rank. Keyword tools provide this data.
Choose keywords with enough search volume but realistic competition for your site — especially at the start.
6. Selecting keywords for optimization
Based on your analysis, build a list of keywords for different pages. Each page should target several closely related terms.
7. Monitoring and adjustments
After implementing keywords, track how your SEO performs. Analyse which terms bring traffic, which positions you hold, and adjust as needed.
Examples of search keywords
Keywords are words or phrases people enter into a search engine to find information.
Choosing and using them correctly is the core of SEO. Keywords vary in length and search intent.
Here are examples:
1. Informational keywords (user seeks information):
— “how to choose a laptop”
— “tomato soup recipe”
— “history of London”
— “what is cryptocurrency”
— “flu symptoms”
2. Navigational keywords (user looks for a specific site or page):
— “Amazon login”
— “Facebook sign in”
— “online banking”
— “courier tracking site”
3. Commercial keywords (user compares options before buying):
— “best smartphones 2026”
— “Samsung fridge reviews”
— “mobile plan comparison”
— “English courses reviews”
4. Transactional keywords (user ready to buy or act):
— “buy iPhone 16”
— “order pizza online”
— “rent apartment Barcelona”
— “download photo editor app”
— “SEO promotion price”
5. Location-based keywords (user searches nearby or in a specific place):
— “café near me”
— “dentist London”
— “food delivery Berlin”
— “computer repair Warsaw”
6. Long-tail keywords — more specific extended phrases:
— “how to clean laptop keyboard crumbs” (informational)
— “buy affordable No Frost fridge in Manchester” (transactional, location-based)
— “best wireless running headphones with noise cancellation” (commercial)
Choosing the right keywords and using them effectively in site content — together with technical optimization and link work — is the basis of successful SEO.
Summary
Keyword research is not a one-off task but an ongoing part of SEO.
Thorough research and proper use of keywords help you attract quality targeted traffic, increase your visibility online, and reach your business goals.
Do not underestimate this stage — it lays the foundation for your site’s growth in search engines.
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