SEO Keyword Research: Its Importance & How To Do It

SEO keyword research is the process of identifying the exact terms your audience uses in search engines when looking for your products or services. It’s the starting point of any effective SEO strategy. Rather than guessing, you gain real insights into the language and intent of your ideal customers. This knowledge helps you shape your content, structure your site, and create pages that meet users where they are in their search journey—improving visibility and driving relevant traffic.

• SEO keyword research is the foundation of any strong SEO strategy.
• Keywords must match user intent, not just search volume.
• Long tail keywords offer faster, easier wins for smaller businesses.
• Using keyword tools helps validate assumptions with data.
• Content must align with your keywords to convert visitors effectively.
• Ongoing keyword research ensures your site stays competitive and relevant.

Table of Contents

1. Key Takeaways
2. Why Is SEO Keyword Research Important?
3. Understanding Key SEO Terminology
   • Keyword vs Keyphrase
   • Long Tail Keywords
   • Head Terms
   • Search Intent
4. How To Conduct SEO Keyword Research
   • Understand Your Business Goals
   • Find the Right Keywords
   • Analyse Search Intent
5. Best Tools for SEO Keyword Research
6. Using Keyword Research to Guide Content Strategy
7. Frequently Asked Questions

SEO keyword research ensures that your website speaks the same language as your audience. Instead of writing content based on assumptions, you use real search data to guide content decisions. By targeting keywords with the right search intent, you increase your chances of ranking higher in search results and attracting more qualified leads. Without this research, even the best content can go unnoticed. It forms the foundation of on-page SEO, influencing page titles, meta descriptions, content structure, and internal linking.

A keyword is a search term that helps connect your content with the right audience. While it used to refer to single words, most modern searches involve keyphrases, which are groups of words like “best vegan protein powder.” Many SEO tools and plugins (like Yoast) now prefer the term focus keyphrase because it better reflects how people search today—using conversational queries rather than one-word inputs.

Long tail keywords are specific, low-competition phrases like “affordable graphic design for small businesses.” These terms have lower search volume but typically attract users with strong intent. Targeting them is easier and often leads to higher conversion rates. They help small businesses compete in niche areas where broader terms may be too competitive or vague. If you’re just starting with SEO, long tail keywords offer the quickest path to visibility.

Head terms are short, broad search terms such as “photographer” or “yoga.” They usually have high search volume but are difficult to rank for due to heavy competition. While appealing at first glance, they often attract general traffic with unclear intent. It’s usually more strategic to pair head terms with modifiers or local tags, e.g., “wedding photographer Melbourne,” to increase relevance and attract high-quality visitors.

Search intent refers to the reason behind a user’s search. Are they looking to buy something? Learn something? Find a specific website? The four types of search intent are:

• Informational – “How to grow tomatoes”
• Navigational – “Spotify login”
• Transactional – “Buy running shoes online”
• Commercial – “Best home printers 2025”

Matching your content to the correct intent is crucial. For example, targeting “affordable SEO agency Melbourne” shows higher buyer intent than simply “SEO.”

Before choosing keywords, you need to clearly understand what your business offers and who it serves. SEO keyword research must be tied to real business goals—not just search volume. Ask:

• What products or services do we offer?
• What sets us apart?
• Who is our target audience?
• Are we targeting local, national, or global customers?

Clarifying this helps you prioritise keywords with strong buyer intent and align content with the value you deliver.

Start by brainstorming terms your ideal customer might search for. Then, use SEO tools to validate these ideas. Look at:

• Search volume
• Keyword difficulty
• CPC (cost-per-click)
• Trends over time
• Competitor usage

The right keywords balance volume with intent. Don’t chase only high-volume terms—choose keywords that reflect how customers search when they’re ready to buy, inquire, or learn.

Even if a keyword looks good on paper, it won’t help unless it aligns with what users want. Study the search results (SERPs) to understand what content ranks. Are users looking for product pages, blog posts, or service comparisons?

Group your keywords by intent:

• Use informational terms for blog content
• Use transactional keywords for service/product pages
• Use commercial intent phrases for comparison pages or lead magnets

Matching content type to search intent is key to ranking well and converting users.

Use these tools to make informed keyword decisions:

Google Keyword Planner

Free tool that offers keyword suggestions and CPC data. Ideal for understanding how Google sees your industry terms.

KWFinder

KWFinder focuses on long-tail keywords and gives clear data on difficulty and trends. Great for low-competition targeting.

Moz Keyword Explorer

Offers keyword suggestions, SERP analysis, and click-through rate predictions to help prioritise opportunities.

SEMrush

Excellent for competitor keyword analysis. It helps find keyword gaps and explore ranking data across global markets.

Answer The Public

Generates content ideas based on real user queries. Ideal for blog posts and FAQ targeting based on search behavior.

Other helpful tools include Ubersuggest, Keywords Everywhere, Jaaxy, Serpstat, and Google Search Console.

Once your keywords are chosen, structure your site and content around them:

• Use focus keyphrases in H1s, H2s, and meta descriptions
• Assign each main keyword to a dedicated page or blog post
• Group related keywords into content clusters
• Create internal links between related topics
• Monitor performance and adjust based on ranking changes

Keyword research isn’t a one-time task. Revisit your strategy regularly to find emerging trends, shifts in search behavior, or gaps in your content.

SEO keyword research is a critical first step before an active SEO Monthly Campaign should commence. It is also important to review and revise your SEO Campaign to identify any new search phrases or trending products or services that may not have existed previously. TopRankings continues to use SEO Keyword Research and copywriting toward an effective client SEO Campaign. The final tip is to marry up the keyword phrase data to align with the service or product that translates to the highest transaction value or lifetime value from a client. For an obligation free strategy discussion, feel free to get in touch with TopRankings today.

What is the difference between a keyword and a keyphrase?

A keyword is usually a single word, while a keyphrase is a group of words that reflect how people search (e.g., “best digital marketing agency”).

How often should I do keyword research?

It’s recommended to review your keyword strategy quarterly, or whenever you launch new services or update your website content.

Are long tail keywords really that effective?

Yes. They may have lower search volume but typically convert better because they attract users with clear, specific intent.

Do I need to use every keyword exactly as it appears?

No. Google understands natural language. Focus on creating helpful, human-readable content that includes keywords in meaningful ways.

Can I do keyword research without paid tools?

Absolutely. Free tools like Google Keyword Planner, Answer The Public, and Google Search Console are great starting points.