How to do keyword research (step-by-step)

The keyword research process (overview)

Keyword research is a decision-making workflow:

1. Seed: start with product + problem keywords.
2. Expand: generate variations, questions, and long-tail terms.
3. Intent: classify what the searcher is trying to do.
4. SERP: validate by looking at what ranks.
5. Prioritise: pick targets you can actually win.
6. Map: assign each keyword to one page.
7. Track: monitor ranking and iterate.

If you want the “big picture” first, start with the pillar:
Keyword Research Tool: build a plan that ranks

Step 1: Build your seed list

Seed keywords are short phrases that describe:

• your categories (“running shorts”)
• your products (“linen shirt”)
• pain points (“sweat proof t shirt”)
• comparisons (“linen vs cotton”)

Aim for 10–30 seeds to start.

Step 2: Expand seeds into keyword sets

Expansion is where a tool helps most. You’re looking for:

• Questions (great supporting articles)
• Modifiers (best, near me, under $50, for beginners)
• Long-tail terms (low competition wins)

Long-tail strategy is worth learning separately:
Long-tail keywords guide

Step 3: Assign intent (fast rules)

You can classify most terms with a simple rule:

• Transactional: buy, price, coupon, near me, product/category names
• Commercial investigation: best, top, vs, review, alternatives
• Informational: how, what, why, guide, tips

Intent tells you what type of page should rank.

Step 4: SERP validation (the “truth test”)

Metrics are estimates. The SERP is real.

Search your candidate keyword and look at the top 5–10 results:

• Are they category pages or product pages?
• Are they guides?
• Is the SERP dominated by huge brands?
• Are results local, video-heavy, or shopping-heavy?

If your intended page type doesn’t match, either change the target or create the right page.

Step 5: Prioritise the shortlist

Create a shortlist of 20–100 keywords and score them on:

• Relevance: will a buyer search this?
• Opportunity: is volume meaningful for you?
• Difficulty: can you compete with your current site authority?

If you’re unsure whether a paid tool is worth it for your situation, read:
Free vs paid tools

Step 6: Map each keyword to one page

Mapping prevents cannibalisation:

• One keyword (or keyword group) → one page.
• Supporting articles link into the main money page or pillar.

Example mapping:

• “keyword research tool” → pillar page
  (this cluster’s pillar)
• “how to do keyword research” → supporting guide (this page)
• “competitor keyword analysis” → supporting guide
  (competitor workflow)

Step 7: Track and iterate

Pick a small set of targets, publish, interlink, then track ranking.

The biggest win is consistency: update pages as you learn what Google is rewarding in the SERP.