How to Master SEO Keyword Research in 10 Steps

Keyword research is the foundation of any successful SEO strategy.

If you are not properly researching and selecting your target keywords, the words and phrases you want to rank for, you are essentially working in the dark.

In this comprehensive guide, our founder Tanner breaks down the ten essential steps to mastering SEO keyword research, ensuring you are equipped to outrank your competition and capture your audience.

Why Keyword Research Matters

Imagine going hunting without knowing what you are looking for, not bringing the right tools or knowledge to even find what you’re hunting for. You might stumble upon something, but chances are, you will come back empty-handed. The same principle applies to SEO.

Keyword research is your roadmap, your guide, your clear foundation that will help you identify “what’s next” when it comes to SEO. It tells you where to go, what to target, and how to prepare.

As Benjamin Franklin once said, “by failing to prepare, you are preparing to fail”. Let that sink in.

In today’s world, where AI and SEO tools are everywhere, it is easy to rely on automation. But here is the truth. Tools alone will not cut it. They often miss out on niche opportunities and leave you targeting the same competitive keywords as everyone else.

To truly stand out, you need to use your human brain and think strategically.

Step 1 - Think Like a Customer

The first step in keyword research is to put yourself in your customer’s shoes. We talk about this a lot in a lot of our marketing blog posts for a reason.

What are they actually searching for when they need your product or service?

For example, if you sell socks, a customer might search for “really cool socks for soccer dads”. Or, if you are in the small gifts space, someone might search for “Valentine’s Day gifts for grandma”.

These specific, long-tail keywords are often overlooked by AI tools but can be goldmines for your business.

At our agency, we even give our clients homework. We ask them to brainstorm keywords because they know their business and customers better than we ever could.

Step 2 - Reverse Engineer Success

You do not need to reinvent the wheel. Chances are, someone is already ranking for the keywords you want to target. Your job is to study their success and learn from it. Here is how.

Google your target keywords and see who is ranking on the first page. Analyze their content. Is it a blog post or a landing page? What is the title? How is the content structured? Are there images or links?

Take notes and add relevant keywords to your list.

For example, if you are a social media agency in Dallas, search for “social media agency New York City”, or a more competitive market if you aren’t near a metroplex, and study the top-ranking websites. Look at their service pages, blogs, and even their meta descriptions.

This will give you insights into what works and what you can replicate.

Step 3 - Leverage Long-Tail Keywords

Long-tail keywords are longer, more specific phrases that are less competitive but highly targeted. Instead of targeting “social media agency” (see what we did there), you could target “best social media agency in Dallas for small businesses”.

These keywords usually have lower search volume, but they often convert better because they match user intent more closely.

To create long-tail keywords, take your primary keywords and add modifiers like:

• Top

• Best

• Company

• Agency

• In [Your City]

For example:

• Top social media agency in Dallas

• Best social media marketing company in Texas

Step 4 - Use Google’s Intuitive Search

Google is a treasure trove of keyword ideas. Start typing a relevant query into the search bar, and Google will suggest popular searches.

For example, if you type “social media marketing”, you might see suggestions like:

• Types of social media marketing

• Benefits of social media marketing

• Social media marketing jobs

These suggestions are based on real user searches, making them highly valuable for your keyword list. So explore and see if you can’t find new keywords.

Step 5 - Explore the People Also Search For Section

This section, often found at the bottom of Google’s search results, provides additional related queries. For example, if you search for “social media management”, you might see questions like:

• Why do businesses need social media management?

• How much does social media management cost?

These questions can inspire new blog post ideas or landing pages, helping you capture more traffic.

Step 6 - Use Location-Based Keywords

If your business serves a specific area, location-based keywords are almost mandatory if you want SEO to drive new business. For example, if you are a social media agency in Dallas, you might target:

• Dallas Social media agency

• Social media marketing company in Frisco

• Best social media agency in Fort Worth

Repeat this process for every city or region you serve. These keywords are less competitive and highly relevant to your local audience.

Step 7 - Know When to Use Blog Posts vs. when to use Landing Pages

Not all keywords require the same type of content. Understanding the difference between blog posts and landing pages is crucial.

• Blog Posts are designed to educate and inform. They are ideal for long-tail keywords and building authority.

• Landing Pages are designed to convert. They are ideal for transactional keywords like buy social media services in Dallas.

A healthy mix of both is key. Blog posts help you rank for educational queries, while landing pages drive conversions.

Step 8 - Pull Keyword Statistics

Once you have built a list of keywords, it is time to prioritize them based on data. Use tools like SEMRUSH, Ahrefs, or Google Keyword Planner to analyze:

• Search volume

• Keyword difficulty

• Cost-per-click (CPC)

• Search trends

Focus on keywords with a balance of search volume and low competition. But do not ignore low-volume keywords. They can still drive valuable traffic.

Step 9 - Prioritize and Pursue

You cannot target all your keywords at once. Start by prioritizing the ones you can realistically rank for. If you are working with a new website, focus on low-competition keywords to build momentum. As you gain traction, gradually target more competitive terms.

We like to plan out content categories monthly, and then search for keywords according to what our focus is on that given month. You can use that method if you like to stay organized like we do. We do this for a living after all.

Step 10 - Analyze and Improve

SEO is an ongoing process.

Regularly analyze your rankings using tools like SEMrush or Ahrefs. Identify keywords where you are close to ranking on the first page and optimize your content to improve your position.

For example, if you are ranking 12 for a keyword, study the top ten results and see how you can outdo them to get on that first page.

It’s extremely rare for a website to just start ranking out of the gate, but there’s a lot of other SEO metrics and strategies for you to still discover. This 10-step guide is really just focused on keywords.

Final Thoughts

Keyword research is the backbone of any successful SEO strategy.

By following these 10 steps, you will be able to build a comprehensive keyword list, create targeted content, and dominate search rankings.

Remember, SEO is a marathon, not a sprint.

So stay consistent, keep optimizing, and the results will follow.

FAQs

What is keyword research and why is it important for SEO?
Keyword research is the process of identifying and analyzing search terms that people use to find information, products, or services online. It's crucial for SEO because it helps you understand your target audience's search behavior, allowing you to create content that matches their intent and improves your chances of ranking higher in search results.

How do I start keyword research if I'm new to SEO?
To start keyword research, begin by brainstorming topics relevant to your business. Then, expand each topic with phrases you think your customers might use. Use tools like Google's autocomplete feature and "People Also Ask" section to discover related terms. Finally, use keyword research tools to analyze search volume and competition for your chosen keywords.

What's the difference between short-tail and long-tail keywords?
Short-tail keywords are brief, general search terms (usually 1-2 words) with high search volume and competition. Long-tail keywords are longer, more specific phrases (usually 3+ words) with lower search volume but higher conversion potential. Long-tail keywords are often easier to rank for and better match user intent.

How often should I conduct keyword research?
Keyword research should be an ongoing process. While you should do comprehensive research when starting a new SEO campaign, it's important to regularly review and update your keyword strategy. This helps you stay current with changing search trends and identify new opportunities. A good practice is to review your keywords quarterly or whenever you're planning new content.

How do I choose which keywords to target?
When choosing keywords to target, consider a balance of search volume, competition, and relevance to your business. Focus on keywords with decent search volume but lower competition, especially if you're just starting. Prioritize keywords that align closely with your products or services and have clear search intent. Use keyword research tools to analyze these factors and make informed decisions.