If you’re new to SEO, one of the first and most important skills to master is keyword research. It’s the foundation of every effective content strategy that plays a huge role in whether your website shows up on Google or gets buried under page ten.
So if you’ve been wondering what keyword research is, how to do it, or why it matters, this beginner-friendly guide is here to walk you through the process.
Content is king, but it’s useless without the right keywords. - Brian Dean (Founder of Backlinko)
What Is Keyword Research?
Keyword research is the process of finding and analyzing the specific words and phrases people type into search engines when looking for information, products, or services. These are the keywords you want to target in your content so that it appears in front of the right audience.
For example, if you run a skincare blog, keywords like “best moisturizer for oily skin” or “natural acne treatments” might be what your readers are actively searching for. Knowing this gives you a roadmap for what content to create.
Why Is Keyword Research Important?
You might have a beautiful website or publish great content, but if no one’s searching for what you’re offering, you’re shouting into the void.
Here’s why keyword research is essential:
🎯 Targets the right audience: Helps you attract visitors who are already looking for what you offer.
📈 Boosts search rankings: Google rewards relevant content that matches user intent.
💰 Increases conversions: More targeted traffic means higher chances of turning visitors into customers.
🧠 Reveals market trends: Shows what your potential audience is curious about, buying, or struggling with.
Without it, your SEO efforts are based on guesswork. For a deeper dive, check out Google’s Search Engine Optimization Starter Guide.
How to Do Keyword Research (Step-by-Step)
If you’re just starting out, keyword research might feel intimidating — but it doesn’t have to be. Here’s a simple 5-step process you can follow:
1. Understand Your Niche
Start by asking:
- What is your website or business about?
- What topics do your audience care about?
- What problems do they need help solving?
This helps you generate a list of seed topics to begin your keyword hunt.
2. Use Keyword Research Tools
There are several tools that can help you discover keywords and assess their potential. More on that below.
3. Find Long-Tail Keywords
Instead of going after broad terms like “shoes,” try more specific ones like “comfortable running shoes for flat feet.” These long-tail keywords are less competitive and more likely to bring in qualified traffic.
4. Analyze Keyword Metrics
Look at key metrics such as:
- Search Volume: How many people search for this term monthly?
- Keyword Difficulty: How hard is it to rank for this term?
- CPC (Cost-per-click): Indicates commercial value.
5. Check Search Intent
Is the user looking to buy something, learn something, or compare options? Understanding search intent helps you match your content type to what users want.
Best Tools for Keyword Research
Thankfully, you don’t need to do all of this manually. Here are some of the best keyword research tools (free and paid) that beginners can use:
Free Tools:
- Google Keyword Planner – Great starting point for discovering keyword ideas.
- Ubersuggest – Beginner-friendly tool offering keyword suggestions and SEO difficulty.
- Google Search & Autocomplete – Type a phrase in Google and see what it suggests.
- AnswerThePublic – Visualizes questions people are asking about your topic.
Paid Tools:
- SEMrush – Comprehensive SEO suite with deep keyword analytics.
- Ahrefs – Excellent for finding competitor keywords and backlinks.
- Moz Keyword Explorer – User-friendly tool with accurate keyword difficulty scores.
Even with limited resources, you can do quite a bit using just the free tools.
Types of Keywords You Should Know
Understanding the different types of keywords helps you build a stronger content strategy:
- Short-tail keywords – e.g., “shoes” (high volume, high competition)
- Long-tail keywords – e.g., “best trail running shoes for beginners” (lower volume, higher intent)
- LSI (Latent Semantic Indexing) keywords – Related terms that help Google understand your topic better
- Branded keywords – Keywords that include your brand name or product
Mixing these into your content helps cover a wider search landscape.
Pro Tips for Finding Keywords That Actually Rank
Want to increase your chances of ranking? Keep these beginner tips in mind:
- Look at your competitors – See what keywords they rank for using tools like Ubersuggest or Ahrefs.
- Target keywords with low difficulty and decent search volume – Especially helpful if your site is new.
- Create content around user intent – Are they looking for information, a product, or a comparison? Match your content format accordingly.
Don’t forget about local keywords – Especially if you’re offering a service in a specific area. Example: “keyword research services in the Philippines.”
Mastering Keyword Research Is Your First SEO Win
Learning how to do keyword research may feel like a learning curve at first, but it’s one of the most valuable skills you can develop in digital marketing. It not only helps you drive more traffic to your website but also makes your content more useful to real people — not just search engines.
So whether you’re blogging for fun, building an online store, or promoting your freelance services, start your SEO journey by understanding keyword research. It’s the compass that guides everything else.
Need Help With Your Keyword Strategy?
If you’re overwhelmed or not sure where to begin, I can help. As a certified SEO specialist in the Philippines, I offer affordable SEO services including keyword research, content optimization, and local SEO strategies.
Contact me today for a free consultation or view my SEO services to get started.
