Summary
SEO keyword research is the process of identifying the words and phrases people use to search for information, products, or services. Utilizing free tools like Google Trends and Google Keyword Planner allows you to build a data-backed content strategy without an initial investment in expensive software.
Key Takeaways
- Define Search Intent: Always identify whether a user wants to learn, buy, or find a specific website.
- Balance Volume and Difficulty: Target keywords with enough interest to drive traffic but low enough competition to rank.
- Use Free Google Tools: Leverage Google Trends for seasonal insights and Keyword Planner for specific volume data.
- Focus on Humans First: Write content that answers the user’s question rather than just repeating a keyword.
- Build a Foundation: Use keyword research as the starting point for every piece of content you create.
In the world of digital marketing, some people treat SEO keyword research like it’s a guessing game. They make a list of keywords about topics they think relate to their product or service, create content around those keywords, and hope that someone, somewhere, is typing those words into a search bar. But guesswork and hope isn’t a strategy. To make sure your audience actually finds your website, you need to understand the data behind their searches.
Keyword research is the foundation of a successful SEO campaign. It’s the strategic bridge between you and your ideal customer. When done right, keyword research reveals what your target audience is actually looking for. Then, you can create content that provides exactly what your customers need – when they need it. SEO keyword research can also help you outshine your competition.
So how does keyword research work? At Redefine Marketing Group, we don’t believe in gatekeeping SEO knowledge. While we love rolling up our sleeves and doing keyword research for our clients, there are many basics that you can perform yourself. In this article, we’re explaining how to get started with keyword research.
What is SEO keyword research?
Search engine optimization is all about making your website findable on search engines like Google. How do these search engines work? In a nutshell, they analyze the words and phrases people use in their search queries. Then, the engine’s algorithm serves the user with websites that it believes matches the intention of their search.
Keyword research is the process of figuring out which terms you need on your site to align with your ideal customer’s search intent. But it’s more than just assembling a list of words. True SEO keyword research is about finding insights into human behavior. After all, every search query is a window into a problem, a need, or a desire. If you can identify those patterns, you can position your brand as the solution.
Search Volume vs. Keyword Difficulty
When you start looking at keyword data, two primary metrics will dictate your research strategy: Search Volume and Keyword Difficulty. Understanding how these two interact is essential for choosing the right targets for your SEO campaign.
Search volume
Search volume (SV) tells you how many times a specific keyword is searched for in a given timeframe, usually per month. High search volume means that a lot of people are searching for that particular term.
But volume can be a misleading SEO keyword research metric. A keyword with 50,000 searches a month is only valuable if the people searching for it are actually interested in what you offer.
Keyword difficulty
Keyword difficulty, often abbreviated as KD, measures how hard it would be to rank on the first page of Google for that term. This metric is usually based on the authority of the websites already ranking in the top ten spots. If the first page is filled with massive global brands, the difficulty will be high.
The sweet spot between SV and KD
The “sweet spot” in SEO keyword research is finding keywords with moderate-to-high search volume and low-to-medium difficulty. These keywords allow you to gain traction and drive traffic while you build the authority necessary to compete for more difficult terms later.
Free tools for SEO keyword research
You don’t need a massive budget to get started with keyword research for SEO. Some of the best information comes directly from the source: Google! The search engine giant offers many free resources that you can use to explore your business’ niche and find the right keywords to target. Some of our favorites are Google Trends and Keyword Planner.
Google Trends
Google Trends is an excellent tool for understanding the overall picture of search. While it doesn’t provide specific search volume numbers, you can use it to discover the popularity of a topic over time. This makes it very useful for identifying current trends, as well as new topics that you competitors may not cover yet.
Google Keyword Planner
Google Keyword Planner was originally designed for advertisers using Google Ads, but it’s also a powerful tool for organic SEO keyword research. Once you set up a free account, you can enter “seed keywords” (basic ideas related to your business) and the tool will generate hundreds of related suggestions.
Keyword Planner provides specific data on monthly search volumes and competition levels. It is one of the most accurate ways to do keyword research because the data comes directly from Google’s own database.
How to do SEO keyword research: A step-by-step guide
Starting from scratch? Keyword research can feel overwhelming. But once you have a foundational understanding of the principles behind keyword research, and you’re armed with a few tools, you’ll be able to get started easily.
Here’s our basic framework for conducting keyword research for SEO:
1. Brainstorm seed topics
Start by listing the broad categories related to your business. These are called seed topics. If you run a bakery and bakery supply store, your seed topics might be “wedding cakes,” “bread,” or “baking supplies.”
Seed topics won’t necessarily make it to your final list, but they’ll get you started in your research. As you narrow-in on these seed topics, you’ll discover more niche keywords to target.
2. Expand your list using tools
Plug your seed topics into a tool like Google Keyword Planner. Look for variations that you might not have considered. Instead of just “wedding cakes,” you might find people searching for “gluten-free wedding cake” or “wedding cake tasting near me.”
3. Analyze search intent
This is a critical step that many people skip. Before you finalize your keyword list, you must ask yourself: “What is the user trying to achieve?”
Search intent generally falls into four categories:
- Informational: The user wants an answer to a question (e.g., “how to bake sourdough”).
- Navigational: The user is looking for a specific website (e.g., “King Arthur Flour”).
- Commercial: The user is investigating products but isn’t ready to buy yet (e.g., “best stand mixers 2026”).
- Transactional: The user is ready to make a purchase (e.g., “buy proofing basket online”).
Your content must match the intent. If a user wants to buy a product and they land on a 3,000-word history of bread, they’ll probably leave.
4. Narrow your focus
Finally, review your list and remove keywords that are too difficult or too irrelevant. Focus on a core group of keywords that align with your business goals and your current ability to rank.
Why a human-first approach wins
At Redefine Marketing Group, we emphasize that while keywords are important, the reader is the priority. Today, Google’s algorithms are incredibly sophisticated. They look for more than word count and keyword repetition. You content needs to be helpful, original, and engaging.
So when you perform SEO keyword research, don’t just go for quantity over quality. Look for the questions your audience is asking and answer them better than anyone else. If you provide genuine value, the rankings will follow.
Finally, remember that keyword research isn’t a one-and-done task. As trends change, you’ll need to adapt and refresh your list of keywords. By staying curious and consistently checking the data, you ensure that your website remains a valuable resource for the people you serve.
Need some hands-on help with your SEO keywords? Contact the team at Redefine today!
