How to Do Keyword Research: A Step-by-Step Guide

Every successful SEO strategy starts with one crucial task: keyword research. It’s the process of understanding how your audience searches online, what they type into Google, what questions they ask, and what problems they’re trying to solve.

But learning how to do keyword research isn’t just about finding high-volume terms and stuffing them into blog posts. It’s about identifying real search intent, uncovering content opportunities, and building a structured content plan that’s designed to attract, engage, and convert.

At Zeal, we approach keyword research as both a science and an art. We use industry-leading tools, pair them with human insight, and focus on strategic outcomes, not just rankings, but measurable business impact.

In this guide, we’ll walk you through:

• What keyword research actually is
• Why it matters to your SEO strategy
• The tools we use (and how to combine them)
• A proven, step-by-step process
• And common mistakes to avoid

Whether you’re a marketer, a business owner, or part of an in-house SEO team, this is your blueprint for smarter, more strategic keyword research.

What Is Keyword Research?

Keyword research is the process of identifying the words, phrases, and questions your target audience types into search engines when they’re looking for information, products, or services related to your business.

It’s the foundation of any successful SEO strategy, because if you don’t know what people are searching for, you can’t create content that meets their needs or ranks effectively in search results.

But keyword research isn’t just about traffic. It’s about relevance and intent. Good keyword research helps you understand:

• What your audience wants
• How they express that need
• What type of content they’re expecting to find
• Which search queries signal commercial interest (vs general curiosity)

The result? You can create content that ranks, connects, converts, and compounds over time.

Why Is Keyword Research Important?

Here’s what keyword research allows you to do:

• Target the right traffic – Not all visitors are valuable. Keyword research helps you attract people who are actively searching for what you offer.
• Map content to customer journeys – Understand which keywords align with awareness, consideration, or decision-making.
• Identify gaps and opportunities – Find what your competitors have missed or what your audience is struggling to find answers to.
• Inform your content strategy – Build a structured plan for blogs, landing pages, and service content based on real search behaviour.
• Improve ROI across channels – Keyword insights also fuel paid search, email marketing, and even product development.

The Shift from Keywords to Search Intent

Years ago, SEO was focused on exact-match keywords and search volume. But Google’s algorithm is now far more sophisticated, it focuses on search intent.

That means your content doesn’t need to match the query word-for-word. It needs to match the reason behind the query.

For example:

• A search for “best running shoes” suggests a commercial intent, the user is comparing products before buying.
• A search for “how to run a 5k” is informational, the user wants guidance, not a product page.

Understanding this nuance is what makes keyword research valuable. You’re not just finding words, you’re finding opportunities to be helpful and relevant.

How Does Keyword Research Fit into Your SEO Strategy?

Keyword research isn’t just the first step in your SEO process, it’s the framework that shapes everything that follows. From technical SEO and content strategy to on-page optimisation and internal linking, keyword research provides the data, structure and direction that guide your entire approach.

Think of it as the blueprint for how your site will attract and serve the right audience.

1. It Shapes Your Content Strategy

At its core, keyword research tells you:

• What your audience is actively searching for
• How competitive those terms are
• What kind of content is expected (a blog, service page, product comparison, etc.)

Armed with that knowledge, you can:

• Plan content that targets real, high-intent queries
• Group keywords into topic clusters to support internal linking
• Avoid duplication and overlap by assigning unique keywords to each page

At Zeal, we often use keyword research to map out pillar pages (broad, authoritative content) and supporting blog posts that together build topical authority.

2. It Informs Technical SEO Decisions

Beyond content, keyword research helps:

• Shape your site architecture, ensuring each URL targets a distinct theme
• Create optimised page titles and meta descriptions that improve click-through rates
• Guide your internal linking strategy, connecting related topics to improve crawlability and relevance

When used strategically, keyword data ensures your site is built with both users and search engines in mind.

3. It Supports User Experience and Conversion

Keyword research isn’t just about visibility, it’s about alignment.

When your pages reflect the exact language and needs of your audience:

• Users find what they’re looking for more easily
• Bounce rates decrease, and time-on-page increases
• Conversions improve, because you’re meeting intent more precisely

This alignment is particularly important for landing pages, ecommerce product pages, and service descriptions, where clarity and relevance directly impact performance.

4. It Feeds Other Marketing Channels

The benefits of keyword research extend beyond SEO:

• PPC campaigns: Keyword insights help refine paid search targeting and reduce wasted spend.
• Email marketing: Knowing what your audience is searching for helps shape subject lines, CTAs and newsletter content.
• Social media: Trending keywords and questions can inspire relevant, timely content that performs well on social platforms.

At Zeal, we often use keyword research to drive multi-channel alignment, making sure your SEO, paid media and content marketing all work from the same playbook.

In Summary

Keyword research doesn’t just help you rank. It helps you:

• Understand your audience
• Build content with purpose
• Improve your site’s structure
• Enhance performance across channels

It’s not an isolated task, it’s the backbone of every strong, scalable SEO strategy.

How to Do Keyword Research: Tools You Can Use

You don’t need dozens of tools to do great keyword research, just the right ones. At Zeal, we combine a mix of free, premium, and manual research methods to uncover the full picture of how your audience searches.

Here are some of the most effective tools available, and what they’re best at.

1. Google Search Console

Best for: Understanding what your site already ranks for

Search Console shows:

• Keywords bringing traffic to your site
• Click-through rates (CTR)
• Average positions in search
• Queries where you’re just off page one (and worth targeting)

Pro tip: Filter for queries with high impressions and low CTR, these are often quick wins for improved page titles or meta descriptions.

2. Google Keyword Planner

Best for: Initial keyword ideas, volumes, and CPC data

Originally designed for PPC, Keyword Planner remains a solid starting point. Use it to:

• Discover seed keywords
• Gauge competition levels
• Understand commercial value (via Cost Per Click)

It’s not perfect for SEO (volumes can be broad or rounded), but it’s still a helpful, accessible resource.

3. Ahrefs / SEMrush / Moz

Best for: In-depth keyword research and competitive analysis

These all-in-one SEO platforms offer:

• Search volume, keyword difficulty, and traffic potential
• SERP snapshots and competitor rankings
• Related keyword suggestions
• Content gap analysis

At Zeal, we use these tools to:

• Build keyword clusters
• Assess content opportunities
• Prioritise based on difficulty and commercial intent

If you’re managing SEO seriously, one of these platforms is worth the investment.

4. AnswerThePublic / AlsoAsked.com

Best for: Discovering question-based keywords and understanding user intent

These tools visualise the common questions people are asking around a topic, especially valuable for:

• Informational blog content
• Featured snippet opportunities
• FAQ pages

They’re ideal for moving beyond keywords into real search behaviour.

5. Google Autocomplete and People Also Search For

Best for: Uncovering real-world variations and phrasing

Start typing a query into Google, and you’ll see:

• Google Autocomplete suggestions
• Related searches at the bottom of the page

These aren’t just helpful, they’re based on real-time data and can highlight content gaps your competitors may have missed.

6. Google Trends

Best for: Comparing keyword popularity over time

Google Trends helps you:

• Spot seasonal changes in search demand
• Compare related topics or branded vs generic searches
• Avoid investing in declining keywords

It’s especially helpful for planning campaign timing, editorial calendars, or product launches.

Don’t Just Rely on One Source

Every tool has its own data set, strengths, and blind spots. That’s why at Zeal, we combine tools, layering insights from Google, Ahrefs, Autocomplete and more to create a more accurate and nuanced picture.

How to Do Keyword Research: Step-by-Step

You’ve got the tools, now it’s time to put them to work.

Whether you’re building your first content strategy or refining an existing one, this proven step-by-step process will help you identify the right keywords, prioritise them effectively, and build a structure that supports both SEO and user experience.

Step 1: Start with Seed Topics

Begin by listing out broad themes or “seed topics” that relate to your business, products, services, or customer problems.

Ask:

• What do you sell or offer?
• What does your ideal customer care about?
• What are the main categories of your website?

Example: A Leeds-based interior design studio might start with seed topics like “home renovation”, “kitchen design”, “colour palettes”, and “interior trends”.

Step 2: Use Tools to Generate Keyword Ideas

Take your seed topics and run them through your chosen keyword research tools. You’re looking for:

• Keyword suggestions and variations
• Related questions
• Long-tail opportunities
• Search volume and keyword difficulty

At this stage, you’re gathering ideas, not filtering them yet.

Step 3: Analyse Search Intent

Every keyword has an underlying intent. Understanding it is essential to creating the right kind of content.

There are typically four types:

• Informational – “What is SEO?”, “How to design a kitchen”
• Navigational – “Zeal agency Leeds”, “Shopify login”
• Transactional – “Buy kitchen worktops”, “SEO agency prices”
• Commercial investigation – “Best project management software”, “WordPress vs Shopify”

Match each keyword to the appropriate content type, blog post, product page, landing page, guide, etc.

Step 4: Group Keywords into Clusters

Rather than targeting keywords individually, group related ones together to form topic clusters. This supports:

• Internal linking
• Content depth and coverage
• Google’s understanding of your authority in that topic area

Example Cluster:
Main Topic: “Ecommerce SEO”
Supporting Keywords:

• “How to optimise product pages for SEO”
• “Best ecommerce platforms for SEO”
• “Ecommerce SEO checklist”
• “Technical SEO for online stores”

Step 5: Prioritise Based on Value and Opportunity

Once you’ve gathered and grouped your keywords, it’s time to prioritise. Use a spreadsheet or tool to score keywords based on:

• Search volume – How many people are searching monthly?
• Keyword difficulty – How competitive is it?
• Intent relevance – Is it aligned with your product or service?
• Traffic potential – Will this bring qualified leads?
• Current performance – Do you already rank? Can you improve?

At Zeal, we often use a keyword matrix, a scoring model that helps us identify quick wins, strategic investments, and long-term targets.

Step 6: Map Keywords to Your Site

Now that you’ve selected the right keywords, assign them to:

• New pages – Target keywords with fresh content opportunities
• Existing pages – Optimise content you already have
• Blog strategy – Create posts around informational, long-tail queries
• Landing pages – Support paid media or campaign goals

Each important page should have one primary keyword target and a few closely related secondary ones, not 10 overlapping terms.

Step 7: Track, Test, and Evolve

Keyword research isn’t a one-time task.

You should regularly:

• Monitor your rankings in tools like Ahrefs or Search Console
• Update content to improve relevance and performance
• Add new keywords based on trends or user behaviour
• Refine your strategy based on what’s working

Great SEO strategies are iterative. The more you learn, the more precise your targeting becomes.

Common Keyword Research Mistakes to Avoid

Even with the best tools and intentions, keyword research can go wrong. In fact, many SEO struggles stem from fundamental missteps made during this early phase of strategy.

Here are the most common keyword research mistakes we see, and how to avoid them.

1. Prioritising Search Volume Over Relevance

It’s tempting to go after keywords with thousands of monthly searches. But high volume doesn’t always mean high value, especially if the query has little to do with what your business offers.

Instead, focus on relevance and intent. A lower-volume keyword with clear commercial intent (e.g. “Shopify SEO agency Leeds”) is likely to convert better than a generic, high-volume term like “SEO”.

Ask yourself: Will this keyword bring the right visitor, someone who is likely to convert or take meaningful action?

2. Targeting Too Many Keywords on One Page

Trying to optimise a single page for 10 unrelated keywords is like casting a wide net with holes in it. Google prefers focused, relevant content that answers a specific query clearly.

Each core page on your site should target:

• One primary keyword
• A few closely related variations or secondary terms

If you have several keywords with different intents, you probably need multiple pieces of content, not one overloaded page.

3. Ignoring Search Intent

Not all keywords mean the same thing, even if they look similar. If you write a blog post when users actually want a comparison page or product listing, you won’t rank, no matter how well-optimised your content is.

Before writing:

• Google the keyword
• Look at the top 10 results
• Ask: What type of content is Google rewarding here?

Match intent before format, always.

4. Over-Reliance on Metrics Like Keyword Difficulty

Metrics like Keyword Difficulty (KD) are helpful guides, but they’re not absolute. They’re calculated differently by each tool, and they don’t account for:

• The strength of your domain
• Topical relevance
• Content quality
• Backlink profile

Some “difficult” keywords are still worth targeting if you can provide superior content or find an angle others have missed.

5. Neglecting Long-Tail Keywords

Long-tail keywords (e.g. “how to optimise product pages for SEO in Shopify”) typically have lower competition and higher intent. They’re especially useful for:

• Niche products or services
• Informational blog content
• Capturing voice search queries

They may not generate huge volumes, but they often convert better and build topical depth on your site.

6. Not Revisiting or Updating Keyword Data

Markets evolve. Language shifts. New competitors enter the scene. What worked last year might not work today.

Review your keyword targeting regularly, at Zeal, we recommend doing a light refresh every six months and a full strategy review every 12 months.

Keyword Research That Fuels Real Growth

Keyword research isn’t just about rankings, it’s about understanding your audience, anticipating their needs, and creating content that speaks directly to them. When done well, it forms the backbone of a scalable SEO strategy that drives not just traffic, but meaningful results.

From blog posts and landing pages to product listings and pillar content, every high-performing page starts with smart keyword targeting.

At Zeal, we help businesses build that foundation, using data, experience, and a deep understanding of search intent to guide every decision. Whether you’re launching a new website, scaling your content strategy, or simply want to be more visible in the right places, we’d love to help.

Get in touch with the SEO team at Zeal, and let’s put the right keywords to work for your brand.