Keyword Research
Keyword research is how I figure out what people actually search for, then decide which pages to build or optimize based on real demand and competition.
What I’d do first
- Start with seed topics from your audience, not a blank tool.
- Evaluate volume, difficulty, and intent as a trio.
- Check competitors for gaps and weak spots.
- Cluster related keywords into topics before mapping to URLs.
- Stop when you have enough to write or optimize—don't over-research.
It's not about finding the perfect keyword—it's about finding the right one for your situation.
More on Keyword Research
I start with seed topics. Not keywords. I ask: what does my audience actually care about? What problems do they have? What questions do they ask? That comes from customer conversations, support tickets, or even just browsing forums. Then I take those seeds and expand them using Google's autosuggest, related searches, and sometimes a tool like Keyword Planner. I'm not looking for volume yet—I'm looking for language. What words do people use? That's the raw material.
The path I'd take
Once I have a decent list of terms, I work through these steps:
- Evaluate volume, difficulty, and intent together. I don't trust volume alone. I check if the search results show informational pages, product pages, or something else. If the intent is commercial but my page is informational, it's a mismatch.
- Check the SERPs for each term. I look at who's ranking. If it's all big brands with high authority, I might skip it unless I have a solid plan. But sometimes a low-difficulty term with 50 searches a month is worth more than a high-volume one that's impossible to crack.
- Do competitor analysis. I pick 2-3 direct competitors and see what keywords they rank for that I don't. Tools like Semrush or Ahrefs make this easy, but even manual searching works. I look for gaps: terms they're missing or pages they've written poorly.
- Cluster and map. I group related terms into topics. For example, all the 'how to fix a leaky faucet' variations go into one cluster. Then I assign one primary keyword per page and 2-3 secondary ones. This prevents cannibalization and keeps my site organized.
- Prioritize. I choose the cluster that has the best balance of demand, competition, and business value. I don't try to do everything at once. Usually one or two clusters per month is enough.
Watch-outs
Don't chase volume. I've seen people pick a keyword with 10,000 monthly searches, but every result is a big brand or a Wikipedia page. You'll never rank. Instead, look for terms with lower competition and clearer intent. Don't target too many keywords on one page. I've done that—it dilutes the topic and confuses Google. Don't ignore the SERPs. If the top results are all listicles and your page is a buying guide, you're probably not going to win. Don't treat it as a one-time task. Keyword demand changes. I revisit my lists every few months.
When to stop
Stop when you have enough to create or optimize a page. You don't need a perfect long-tail list. You need one primary keyword, a few related terms, and a clear understanding of the searcher's intent. I've wasted hours digging for the 'perfect' low-competition gem when I could have just written a good page. The goal is to act, not to have the most comprehensive spreadsheet.
Next step
Quick answers
What is keyword research?
It's the process of finding and analyzing the search terms people use, so you can create content that matches what they want. I do it to understand demand, intent, and competition before I write a single line.
How do I do keyword research for free?
You can use Google Search Console to see queries your site already ranks for, Google Keyword Planner for volume estimates, and Google's autosuggest and related searches for ideas. No tool is perfect, but you can get a solid list without spending money.
How many keywords should I target per page?
One primary keyword and maybe 2-3 secondary ones. Stuffing more than that usually dilutes relevance. I've seen pages rank for a bunch of related terms by focusing on one core topic.
Sources
Primary documentation is linked directly. Anything commercial is marked nofollow.
- Google Search Central — The official source for how Google recommends understanding query behavior.
- Google Ads Keyword Planner — Primary tool for keyword ideas and volume estimates (though take volume with a grain of salt).
- Google Search Console Help — For finding existing queries and opportunities on your site.
- Yoast — A practical, well-structured guide that covers the workflow and intent-aware planning.
- Semrush — Strong tactical guidance on modern workflows, clustering, and opportunity discovery.
Notes from Callum Bennett.