How To Research SEO Keywords To Drive Traffic And Conversions

SEO keywords are terms and phrases you include in your online content to help your website rank better for those specific queries. When someone searches for that keyword on any search engine like Google, your website will appear as one of the top search results.

What are Keywords?

Keywords are the words people type into search engines to find what they need. They tell Google what your page is about and help match your content with the right audience.

Why Keywords Matter for SEO

Keywords are not the only factor in SEO, but they are the core mechanism by which search engines connect what users search for with the pages that answer those questions. Here's why they matter in practical terms:

Keywords show Google what your page should compete for.

Without clear keywords, the search engines don't know which search queries your page belongs to. With the right keywords, your page is competing in the right race, not just floating on the internet hoping to get discovered.

Keywords tell you what to create ,not what to guess.

Instead of relying on “ideas,” you build content based on actual search demand. Keywords eliminate guesswork and make your content plan data-driven, not opinion-driven.

Keywords align your content with what users expect.

If your content matches what people intended to find, they stay, read, click, and convert. If it doesn’t, they bounce. That user behavior is what makes Google move you up or down.

Types of Keyword :

Types of keywords help you understand how people search and how to organise your SEO strategy around their behaviour.

Branded Keywords

These are searches that include your company or product name. They show that the user already knows you and is specifically looking for you. Branded keywords usually come from people further along in the buying journey, which is why they convert faster.

Example : Nike running shoes

Non-Branded Keywords

These are general searches without your brand name. They come from users who are exploring options, comparing solutions, or trying to understand a problem. Non-branded keywords help you reach new audiences and grow visibility beyond people who already know your brand.

Example : best running shoes for men

Short-Tail Keywords

Broad, 1–2 word phrases with high search volume. They bring a lot of traffic but are extremely competitive. Example: running shoes

Long-Tail Keywords

Longer, more specific phrases with clear intent. These are easier to rank for and often convert better. Example: best running shoes for flat feet men

What is Search Intent

Search intent is the reason why a user types a particular word or phrase into a search engine. When someone searches for something online, they want to solve a problem, answer a question, or get more information about a topic.

If your content doesn’t match the search intent of your keyword, it won’t rank. Even more importantly, your content should align with whether that intent actually makes sense for your business.

For example, if you're a B2B SaaS company, targeting a keyword like “Best CRM for small businesses” matches your business intent, but targeting “how to fix a laptop” does not, even if it has high search volume.

Informational intent

Is when users want answers or explanations. This is where blogs, guides, and educational content perform best.

Navigational intent

Is when users are trying to reach a specific website or brand. Pages like brand pages or service pages match this intent.

Transactional intent 

Signals that the user is ready to buy. Product pages, landing pages, and strong CTAs are what Google expects here.

Commercial intent 

Happens when users compare options before buying. Comparison pages, reviews, and buying guides fit this intent perfectly.

Match your content to the intent, and Google will understand your relevance immediately. That’s the part most websites skip and the reason they don’t rank.

How to Understand Search Intent 

Before targeting any keyword, you need to understand what the user actually wants when they search for that term. This helps you decide what type of content to create — a blog, a comparison, a landing page, or a product page. The process is simple if you follow these steps:

Identify what the user is actually trying to do

Look at the keyword and decide whether the user wants to learn, compare, or buy. This instantly tells you the type of page they expect. Example: Project management software comparison, the user wants to evaluate options (commercial intent).

Check the top results to see what format Google rewards

Search the keyword and study the top 3–5 results. The repeated format shows what users prefer and what Google already trusts. This isn’t copying — it’s understanding user behaviour and intent. Example: If the top results for “Email automation tools” are all comparison articles, users clearly expect a side-by-side breakdown, not a sales page.

Create the content format that satisfies that intent

Build the type of page that aligns with what the user wants and what the top results confirm. When your content matches intent, engagement increases — and Google ranks it higher. Example: HR software pricing deserves a transparent pricing page because the user wants cost clarity before making a decision.

How to do Keyword Research

You can’t rank for keywords you don’t know exist, and you can’t build a solid content strategy without understanding which topics actually matter. This section shows you how to move from zero to a focused, structured keyword plan in four simple steps.

What you’re building isn’t a random list of 1,000 keywords in a spreadsheet. You’re building a clear strategy that connects your business goals, your audience’s needs, and the content you create into one direction that actually drives results.

​Define What You Actually Want to Rank For

Before you look for keywords, get clear on what you actually want to rank for. Identify the core topics, products, or services that matter most to your business. Think about the problems your customers face and the questions they ask before making a decision.

Once you know the themes you want to own, list 5–10 core topics that truly represent your business. These become the foundation of your keyword strategy and guide everything you research next.

For example, if you run a digital marketing agency, your core topics could be: SEO services, Google Ads management, content strategy, and social media marketing.

Find Your Seed Keywords

Seed keywords are the basic terms people use when searching for what you offer. They act as the starting point for your entire keyword research process.

To find strong seed keywords, begin by analyzing the most common questions customers ask your team — these usually highlight what people truly want to know. You can also check the internal search bar on your website to see what visitors type when they’re looking for something specific. Another useful method is reviewing competitor pages; often their URLs, titles, and opening paragraphs reveal the core keywords they are targeting.

Example: A gym owner notices customers frequently asking, “best workout plan for beginners,” which becomes a natural seed keyword to explore further.

Expand Your Keywords (Use Tools)

One seed keyword can become 50+ variations and long-tail opportunities. Use tools to find them.​

Which tools matter (Pick ONE to start):

Metrics to look at while selecting keywords

Metrics are the measurable factors that help you decide which keywords are worth targeting and which ones to avoid. These metrics show demand, competition, user intent, and ranking difficulty.

Key Keyword Metrics

Search Volume: How many people search for the keyword each month. Keyword Difficulty (KD): How competitive the keyword is and how hard it will be to rank. Search Intent: What the user wants — information, comparison, or a purchase. Long-Tail Keyword: Specific phrases with lower competition and higher conversion potential.

On-Page SEO: Where and How to Use Your Keywords

Keywords live on pages. This part covers how to use keywords naturally - signaling to Google what your page is about WITHOUT sounding robotic.

The rule: Write for humans first. Search engines second.

The On-Page Elements That Matter

Your on-page optimization tells Google what your page is about and helps users quickly understand your content. Focus on these core elements:

1. Page Title (H1)

Include your primary keyword early, keep it under 60 characters, and make it clear. Your title sets expectations for both users and search engines.

2. URL Slug

Keep it short, clean, and keyword-focused. Simple URLs help both Google and users trust the page.

3. Meta Description

Explain the benefit of the page in one short sentence. Use your keyword naturally and stay within 155–160 characters. A good description increases clicks.

4. Headers (H2 / H3)

Use descriptive, logical headings to guide readers. They help Google understand your structure and improve readability.

5. Body Content

Answer the main question early, use the primary keyword naturally, write short paragraphs, and provide clear, useful information. No keyword stuffing — clarity wins.

6. Image Alt Text

Describe each image briefly so Google understands it. Include the keyword only if it fits naturally.

Best Practices for SEO Keywords

These simple practices ensure your keywords actually help your pages rank. Even strong keywords fail if they are not used correctly across your site.

Assign a Keyword to Every Page. Each page 

should have one primary keyword that defines its main topic. Add two to four supporting keywords naturally within your headers and content to reinforce the topic. Keeping your page tightly focused helps Google clearly understand what the page is about, improving your chances of ranking.

Use Primary Keywords as Anchor Text for Internal Linking

 When connecting pages through internal links, use natural anchor text that includes either the primary or supporting keyword. This helps Google understand the relationship between your pages and strengthens your site’s topical authority. For example, instead of writing “read more,” you can write “Compare SEO keyword types” to add more context and clarity.

Identify the right keywords, match intent, optimise your pages, and measure results. Repeat the process  that’s how you build sustainable search visibility.