How to Do Keyword Research [Step-By-Step]

Keyword research is the foundation of successful SEO.

It’s all about figuring out the exact words and phrases your audience types into Google, so you can create content that actually gets found.

You could have the most amazing blog post or product page in the world, but if it doesn’t match what people are searching for, it might never see the light of day.

In fact, over 90% of web pages get zero traffic from Google—mostly because they target topics no one is looking for.

Good keyword research helps you avoid that. It shows you what people care about and where the opportunities are.

This guide breaks down everything you need to know to get started—from understanding key concepts like search intent and keyword difficulty to using tools like Ahrefs to uncover great content ideas.

We’ll also go over common mistakes to avoid, real-world examples, and how to stay on top of SEO trends as search evolves.

By the end, you’ll know how to build a solid keyword strategy that helps your content rank, attract the right audience, and grow over time.

Key Concepts of Keyword Research

Before diving into the “how,” let’s break down the “what” and “why” behind keyword research. These core ideas will guide every decision you make during the process.

What Are Keywords and Why Do They Matter?

Keywords are the words or phrases people type into search engines when they’re looking for something—answers, solutions, products, or ideas. They’re the connection point between what people want and the content you create. If your content uses the same language your audience is searching for, Google is more likely to consider it relevant.

There’s a difference between short-tail and long-tail keywords:

• Short-tail keywords (e.g., “coffee”) have high search volume, high competition, and vague intent.
• Long-tail keywords (e.g., “how to make whipped coffee without sugar”) are more specific, have lower volume, and clearer intent—making them better for conversions.

Understanding Search Intent

Search intent is the “why” behind a search. Is the person trying to learn something, compare options, make a purchase, or find a specific site? Intent usually falls into four categories:

• Informational – learning something (“how to roast coffee beans”)
• Commercial – researching options (“best home coffee roaster”)
• Transactional – ready to act or buy (“buy coffee roaster online”)
• Navigational – looking for a specific brand or site (“Ahrefs blog coffee guide”)

Google prioritizes pages that match the user’s intent. If someone searches “coffee cake recipe,” they want a recipe—not a product listing.

Keyword Difficulty & Competition

Not all keywords are equally easy to rank for. Keyword Difficulty (KD) scores estimate how hard it is to reach page one for a given term. Tools like Ahrefs calculate this based on how many backlinks the top-ranking pages have.

• Low KD = easier to rank, ideal for newer sites
• High KD = tougher to rank, often dominated by authoritative brands

But don’t rely solely on numbers—manual SERP checks reveal the nuance, like weak content ranking for harder keywords or highly optimized pages on low-KD terms.

Topical Relevance & Semantic Search

Google understands context now more than ever. Thanks to advancements in AI, it can recognize related terms and different phrasings that all point to the same idea. For example, it knows that “charcuterie board,” “cheese board,” and “cheese platter” are variations of the same concept. That means you don’t need separate pages for each—one well-rounded, in-depth article can cover the topic and rank for all of those terms.

This shift encourages a focus on covering entire topics, not obsessing over individual keyword phrases. It also reinforces the importance of writing for people, not algorithms. When you create genuinely helpful, comprehensive content that answers real questions, Google can pick up on the relevance—even if you’re not using the exact same keywords every time.

How Search Has Evolved

SEO has come a long way from the days of keyword stuffing and low-quality, keyword-first content. Today, it’s all about delivering real value. Google’s algorithm updates—like Panda, Hummingbird, BERT, and most recently the Helpful Content System—have pushed things in a people-first direction.

Search behavior has changed too. Nearly 30% of Google searches now display featured snippets, and around half of all searches end without a click. That’s because Google often serves up quick answers right on the results page, without users needing to visit a website.

This means keyword research can’t just be about chasing high-volume terms. You also need to analyze how search results are structured, what kind of content ranks, and where you can provide something more useful or complete. The better your content matches both the query and the format of what Google tends to reward, the better chance you have of standing out.

How to Do Keyword Research [Step-By-Step]

Now that you’ve got the foundational concepts down, let’s walk through the actual process of doing keyword research. Whether you’re building a new site or refining your content strategy, these steps will help you find the right keywords—and more importantly, turn them into content that ranks.

1. Define Your Audience & Goals

Before opening any keyword tool, take a step back. Who are you creating content for? What do they care about? What problems are they trying to solve?

Ask yourself:

• Who is my ideal reader or customer?
• What questions do they ask?
• What kind of content do they expect—informational guides, product comparisons, tutorials?

Your business goals matter too. Are you trying to sell products? Grow a newsletter? Build authority? These answers shape the kind of keywords you should target. For example, a blog might lean into informational queries, while a product site may focus on transactional terms like “buy,” “best,” or “near me.”

2. Brainstorm Seed Keywords

Now start listing out a few broad, core ideas that relate to your niche. These are your “seed” keywords—terms that describe what you do, what you sell, or what you write about.

If you’re a fitness coach, seed ideas might be “workout plan,” “strength training,” or “back pain exercises.” If you run a coffee blog, it might be “coffee beans,” “cold brew,” or “espresso machine.”

At this stage, don’t worry about being too specific—you’ll refine later. Just get a handful of starting points that represent your space.

3. Expand Using Tools

Take your seed keywords and plug them into a research tool like Ahrefs, Semrush, or Google Keyword Planner. You’re looking to generate a big list of real search queries that people are using.

Most tools offer reports like:

• Matching terms: Keywords that include your seed word.
• Related terms: Keywords that are conceptually connected.
• Questions: These reveal pain points and content ideas—things like “how to use a French press” or “why is coffee bitter?”

Other great ways to expand your list include:

• Google autocomplete
• “People Also Ask” boxes
• Answer the Public or AlsoAsked tools
• Competitor research using content gap features in tools like Ahrefs

The goal here is to surface a wide range of possible topics, from head terms to long-tail gold.

4. Refine and Filter

Now that you’ve got a huge list, it’s time to clean it up. You’ll want to:

• Remove irrelevant keywords that don’t fit your brand or offerings
• Group similar terms into clusters (like “whipped coffee” and “how to make whipped coffee”)
• Filter by metrics like search volume, keyword difficulty (KD), and intent

This step helps you narrow your focus to keywords that are not only achievable but also aligned with your goals. A keyword might have low volume, but if it matches your niche and is low competition, it could be a great target.

5. Analyze the SERP

Before locking in any target keyword, do a quick reality check. Google the keyword and look at what’s ranking.

Ask yourself:

• What kind of content is showing up—blog posts, videos, product pages?
• Do you see big-name brands or smaller sites?
• Are there featured snippets, “People Also Ask” sections, or other SERP features?

This will tell you what kind of content you need to create to compete—and whether it’s worth going after that keyword in the first place.

6. Finalize Your Keyword Targets

By this point, you should have a refined list of keyword clusters that are realistic, relevant, and aligned with your goals.

Aim for a healthy mix:

• Some easy wins (low difficulty, niche-specific)
• A few long-term bets (higher volume, more competitive)
• Keywords across different funnel stages (awareness, consideration, decision)

Create a simple keyword map where you match each keyword or cluster to a content type—like blog post, product page, or comparison guide—and note its priority and intended purpose.

7. Create & Optimize Content

This is where the research pays off. Create content that matches the keyword’s intent and offers real value.

Include your primary keyword in places like:

• The title and H1 heading
• The intro paragraph
• Naturally throughout the body of the content

But don’t overdo it. Use synonyms and related phrases naturally, and make sure you’re covering the full topic—not just repeating the same phrase over and over. Add subtopics, FAQs, visuals—anything that makes your page more complete and helpful than what’s already ranking.

8. Monitor & Iterate

Once your content is live, track how it’s performing. Use Google Search Console to see what queries your page is showing up for. You might even discover unexpected keywords you’re ranking for—potential areas to expand on.

If a page isn’t ranking as expected after a few months, revisit it. Maybe it needs a better headline, clearer structure, or more internal links. Or maybe the content just isn’t meeting the user’s intent fully. SEO is iterative, and the best strategies evolve over time.

Using Ahrefs to Do Keyword Research [Step-By-Step]

Ahrefs is one of the most powerful tools out there for keyword research. If you’re serious about SEO, it can quickly become your best friend. In this section, we’ll walk through how to use it to generate ideas, assess difficulty, find keyword gaps, and build a smarter content strategy.

1. Generating Keyword Ideas

Start in Keywords Explorer. Plug in one or more of your seed keywords—something like “coffee” or “budget travel.” Ahrefs will show you a big overview of search volume, keyword difficulty, and thousands of related keyword suggestions.

To find the good stuff, check out:

• Matching Terms: Keywords that include your seed phrase, like “coffee grinder” or “coffee for French press.”
• Phrase Match and Questions: Great for pulling long-tail, high-intent keywords like “how to brew cold brew at home” or “why does coffee taste sour.”

Use filters to narrow your list—maybe set a minimum search volume (like 100) and a KD limit (say 20) to find easier opportunities.

Pro tip: Don’t forget the Questions filter. These queries are often gold for blog content, FAQs, or featured snippet opportunities.

2. Assessing Keyword Difficulty & SERPs

Once you spot a keyword you like, click on it to view the Keyword Overview. Here you’ll see:

• KD score (with an estimate of how many backlinks you’d need to rank)
• Clicks (some high-volume terms don’t lead to actual clicks)
• A list of top-ranking pages, with metrics like:
  • UR/DR (URL and Domain Rating)
  • Backlinks
  • Estimated traffic

This SERP snapshot helps you judge whether the competition is beatable—and what kind of content ranks. Are the top results short listicles, deep guides, videos? That’s your signal for how to structure your content.

You can also use Ahrefs’ SERP comparison tool to check overlap between two similar keywords. If the same pages rank for both, you can target them with one piece of content.

3. Finding Competitor Gaps

One of Ahrefs’ most powerful features is Site Explorer. Enter your own domain, then use the Content Gap tool. Add in a few competitors, and Ahrefs will show you all the keywords they rank for that you don’t.

This is essentially competitive keyword spying—and it’s extremely effective.

Sort by:

• Search volume to find big opportunities
• Keyword Difficulty to spot easier wins
• Or by business relevance—keywords that align closely with your products or services

You can also look at your competitors’ Top Pages to see what content drives most of their traffic. It’s a great way to find inspiration or angles you haven’t covered yet.

4. Tracking & Building a Keyword Strategy

After choosing your target keywords, add them to Ahrefs’ Rank Tracker. It’ll keep tabs on where you’re ranking over time and how traffic estimates change.

You can also:

• Set alerts for new keywords your site starts ranking for
• Track when competitors start ranking for new keywords
• Use Content Explorer to see what topics are trending and what’s performing best in your niche

This ongoing tracking is what helps you stay ahead. SEO is rarely a one-time effort—it’s a cycle of research, creation, optimization, and refinement. Ahrefs helps you stay dialed in at every stage.

Real-World Examples & Case Studies of Keyword Research in Action

Now let's bring everything to life with a few real examples of how smart keyword research turned into serious results.

1. Catching a Trend Early – The Whipped Coffee Boom

In 2020, “Dalgona coffee” (aka whipped coffee) exploded on social media. A food blogger who was paying close attention to search trends saw the spike early and published a comprehensive guide on how to make it—variations, troubleshooting tips, and all. Because they moved fast and clustered related terms like “whipped coffee recipe” and “how to make whipped coffee without sugar” into one post, they ranked quickly and snagged the featured snippet. For a while, that one page brought in thousands of daily visits. Lesson: watch the trends and be first with quality content.

2. Beating Giants with Long-Tail Keywords

A small online shop selling eco-friendly coffee accessories wanted to rank for “reusable coffee cup”—but competing against Amazon and big box stores wasn’t realistic. Instead, they targeted more specific, long-tail searches like “best reusable coffee cup for travel” and “spill-proof coffee cup for commuters.” By creating blog posts and optimized product pages tailored to those phrases, they carved out space in the rankings and started attracting motivated buyers. This is the power of going niche: lower competition, higher intent.

3. Building Topical Authority

A marketing agency used to publish dozens of short blog posts, each targeting a single keyword. Then they switched gears. Instead of spreading thin, they created one giant, well-structured “pillar” guide on email marketing that covered all the subtopics in one place—setup tips, tools, best practices, examples. That one page ended up ranking for over 1,500 related keywords and became their top traffic source. When you go deep and actually satisfy the intent behind a whole topic, Google takes notice.

4. Refreshing Content for Quick Wins

A tech blog had an old post from 2018 about “best smartphones for photography.” It had slipped to page 2. In 2023, they updated the post with new phones, retargeted it to fresher keywords like “best smartphone camera 2023,” added an FAQ section, and cleaned up on-page SEO. Within weeks, the post climbed back to page one. Keyword research isn’t just for new content—it's also for finding opportunities to update and relaunch what you already have.

Common Keyword Research Pitfalls to Avoid

Even if you’ve got a solid grasp on keyword research, it’s easy to trip up. Here are some of the most common mistakes people make—and how to steer clear of them.

1. Chasing Only High-Volume Keywords

It’s tempting to go after those big numbers—“best shoes,” “travel,” “coffee”—but those broad terms are crazy competitive and often vague. Unless you’re a massive brand, you’re better off ranking #1 for a specific keyword with 500 searches than #50 for one with 50,000. Focus on relevance and rankability, not vanity metrics.

2. Ignoring Search Intent

If someone searches “how to brew espresso,” they want a guide—not a product page. Misaligning your content with the searcher’s intent is one of the quickest ways to tank your rankings. Always check what kind of content Google is rewarding for your target keyword and follow suit.

3. Keyword Stuffing

Stuffing your keyword into every sentence doesn’t help—it hurts. Google’s smarter than that now. Just use the keyword naturally in key spots like the title, intro, and headers, then write like a human. If you’re covering the topic well, you’ll naturally hit the right terms and variations.

4. Trying to Target Too Many Keywords on One Page

Don’t overload a single page with 10 unrelated keywords. That just confuses Google (and your reader). Each page should focus on one clear topic. Closely related terms? Sure, group them. But if two keywords are different in intent, they probably deserve their own page.

5. Thinking Keyword Research Alone = Rankings

Picking the right keyword is step one. But you still need to create great content and promote it. If the page is thin or doesn’t answer the searcher’s question well, it won’t rank—no matter how perfect the keyword is.

6. One-and-Done Keyword Research

Your niche evolves, and so do the keywords people use. If you only do keyword research once and never revisit it, your content strategy will go stale. Make it a habit to refresh your keyword list and update your content regularly.

7. Blindly Trusting Tool Data

Tools are amazing, but they’re not perfect. A keyword with “0” volume might still drive traffic in your niche. And sometimes keywords are grouped or mislabeled. Use tools for direction, but always pair them with logic and a quick Google check.

8. Overlooking Regional Language Differences

If you’re targeting different regions, make sure you’re using the right terms. “Vacation” vs. “holiday,” “sneakers” vs. “trainers”—these little differences matter more than you’d think, especially in local SEO.

Final Thoughts: Keyword Research in a Nutshell

Keyword research isn’t just about finding popular words—it’s about understanding what your audience is actually searching for and creating content that answers them better than anyone else.

Keep this in mind:

• Start with intent. If your content doesn’t match what the user wants, it won’t rank.
• Long-tail and low-competition keywords are your best friends, especially early on.
• Tools are helpful—but your brain, experience, and manual SERP checks matter more.
• Great content wins. Keyword research opens the door, but useful, people-first content walks through it.

Keep learning, stay curious, and check back often—because SEO, like your audience, is always evolving.