Keyword research is how you find out what your audience actually types into Google, so you can create pages that answer those searches. Skip it, and you end up writing great content that nobody searches for.
In this guide I’ll show you how to do keyword research step by step, using free keyword research tools, and how to choose keywords a new or small website can realistically rank for.
What is keyword research?
Keyword research is the process of finding the words and phrases (keywords) people use in search engines, then choosing which ones to target with your content. Good keyword research tells you:
- what people want to know about your topic
- how they phrase it
- how many people search for it, roughly
- how hard it will be to rank
- what kind of page Google prefers to show for it
That last point, search intent, matters more than any number in a keyword tool.
Step 1: Start with seed keywords
Seed keywords are the basic terms that describe your topic, products or services. Write down 5–10 of them. If you run a bakery in Pune, seeds might be “birthday cakes”, “eggless cake” and “bakery near me”. If you run a tech blog, they might be “Google Classroom”, “AI tools for students” and “fix Wi-Fi”.
Ask yourself: what would a customer type before they know your brand exists?
Step 2: Expand your list with free keyword research tools
You don’t need expensive tools to start. These free sources are enough for most beginners:
| Tool | What it’s good for |
|---|---|
| Google autocomplete | Type a seed into Google and note the suggestions. They reflect real searches. |
| People also ask | Questions people ask about a topic. Great for FAQ sections. |
| People also search for | Related searches shown after you visit a result and come back. See my People Also Search For guide. |
| Related searches | Suggestions at the bottom of Google’s results page. |
| Google Search Console | Queries you already get impressions for. The most valuable source once your site has data. |
| Google Keyword Planner | Search volume estimates and keyword ideas. Google says you need a Google Ads account with setup and billing details completed to use it. |
| Google Trends | Whether interest in a topic is rising, falling or seasonal. |
Paid tools such as Ahrefs and Semrush add more accurate volumes, difficulty scores and competitor data. They’re useful, but they’re estimates too.
Step 3: Understand search intent
Search the keyword in Google and look at the top results. They tell you what Google thinks the searcher wants. There are four common types of search intent:
- Informational: they want to learn (“what is SEO”, “how to do keyword research”).
- Navigational: they want a specific site (“Google Classroom login”).
- Commercial: they’re comparing options (“best SEO tools”, “Quizlet vs Anki”).
- Transactional: they’re ready to act (“buy eggless cake online”).
If the top 10 results are all step-by-step guides, a product page won’t rank for that keyword, however well optimized it is. Match the format that’s already ranking: guide, list, comparison, tool or product page.
Step 4: Check search volume and difficulty (but don’t obsess)
Search volume is the estimated number of searches per month. Keyword difficulty estimates how hard it is to reach page one. Both are useful for comparing keywords, but treat them as rough guides:
- Different tools give different numbers for the same keyword.
- Low-volume keywords can still bring valuable, ready-to-buy visitors.
- A keyword’s volume doesn’t include all the related phrases one page can rank for.
For a new site, I’d focus on keywords where the top results come from small or medium sites, forums or older pages. That’s a sign you can compete.
Step 5: Target long-tail keywords first
Long-tail keywords are longer, more specific phrases, such as “how to join Google Classroom with a class code” instead of “Google Classroom”. They usually have:
- lower search volume
- less competition
- clearer intent, so visitors are more likely to find exactly what they need
A new website will usually get its first traffic from long-tail keywords. As your site earns trust and links, you can go after broader terms.
Step 6: Group keywords into topics
Don’t create one page per keyword. Google understands that “keyword research tools”, “free keyword research tools” and “best tools for keyword research” mean almost the same thing. Group close variations together and target the whole group with one strong page.
Then build topic clusters: one main guide (the pillar) on a broad topic, linked to several detailed guides on subtopics. This internal linking helps readers and helps Google understand that your site covers the topic in depth.
Step 7: Map keywords to pages
Create a simple keyword map in a spreadsheet:
| Page | Primary keyword | Secondary keywords | Intent | Status |
|---|---|---|---|---|
| /seo/keyword-research-for-beginners/ | how to do keyword research | keyword research tools, long-tail keywords | Informational | Published |
| /seo/on-page-seo-checklist/ | on-page SEO checklist | title tag optimization, meta description best practices | Informational | Published |
This stops two of your pages from competing for the same keyword (sometimes called keyword cannibalization) and shows you gaps to fill.
Step 8: Use the keyword naturally in your content
Once you’ve chosen a keyword, use it where it helps readers: in the title, the main heading, the URL, the introduction and a few subheadings. Then write naturally. Google’s own SEO Starter Guide says keyword stuffing is against its spam policies, and it doesn’t use the meta keywords tag at all. My on-page SEO checklist covers this step in detail.
Keyword research for AI search
AI Overviews, ChatGPT and other AI tools answer longer, conversational questions. That makes question-style long-tail keywords even more useful. Collect the exact questions people ask (from People also ask, forums and your own customers) and answer them clearly and directly in your content. Google says there are no special requirements for its AI features beyond normal SEO best practices.
Common keyword research mistakes
- Chasing only high-volume keywords your site can’t rank for yet.
- Ignoring search intent, so the page type doesn’t match what Google shows.
- Creating separate pages for tiny keyword variations.
- Trusting one tool’s numbers as exact.
- Never revisiting your research. Check Search Console every few months for new queries you’re getting impressions for.
Frequently asked questions
What is the best free keyword research tool? For an existing site, Google Search Console, because it shows real queries you already appear for. For new ideas, Google autocomplete, People also ask and Google Keyword Planner are free starting points.
How many keywords should I target per page? One main keyword plus a group of closely related variations and questions. Don’t force unrelated keywords onto one page.
What are long-tail keywords? Longer, more specific search phrases with lower volume and competition. They’re usually the easiest way for a new site to start ranking.
How often should I do keyword research? Do it before you create each new page, and review your existing pages’ queries in Search Console every few months.
Related guides on WebTechHelp
- On-page SEO checklist
- Google Search Console tutorial for beginners
- People Also Search For: what it is and how to use it
Sources
- Google Search Central: SEO Starter Guide
- Google Ads Help: Use Keyword Planner
- Google Search Central: AI features and your website
- Google Search Console Help: Performance report
