Keyword Research for SEO in 2025: The Complete Step-by-Step Guide

Think of being confronted with an infinite library of content that has not been indexed. Your students need knowledge about particular things, but the shelves go on forever. How can you get them quickly to the materials they want? In the digital sphere, keyword research is one of the most important aspects of mapping out a pathway. And it is not simply about technical or digital marketing jargon; it is a process to help you understand inquiry. It is a process to help you understand the precise words and the combinations of those words that learners, parents, other colleagues, or administrators type into search engines, as they look for information you can provide.

This guide is designed primarily for people who develop educational resources for learners, educators, trainers, curriculum developers and anyone else who has a passion for sharing knowledge and expertise in an online setting. In this guide, we will be moving away from identifying terminology to developing practical strategies. The goal is to change thinking away from keyword research as a dreaded think to an incredible opportunity to make your educational offerings accessible, relevant, and impactful. After we have wrestled with the concept of keyword research, you will have the skills to begin developing a grounded understanding of the vocabulary learners and educators use to search for knowledge, which will enable you to create an accessible website, blog or online resource so that others can engage with your hard-earned, expert educational knowledge and expertise.

How to do keyword research for SEO

Using relevant SEO keywords is key to gaining organic search traffic—but how to get started? Here are 8 easy steps toward keyword discovery and use:

1. Brainstorm Related Keywords –  Think about topics, questions, and phrases your audience may be looking for.

2. Look at Competitors’ Keywords – Examine the terms your competitors are ranking for, and look for gaps.

3. Target Long-Tail Keywords – Use long-tail and phrase-based queries to capture more specific, lower competition search with higher user intent.

4. Use Keyword Research Tools – Total SEO has analytical keyword research tools that can give you data around potential keywords like Google Keyword Planner, Ahrefs, or SEMrush.

5. Choose the Best Keywords – If you are a small business, and new to SEO, you will want to focus on keywords with relative search volume, relevance to you, and are good value.

6. Optimize On-Page Content – Once you know the keywords, you will want to normalize them into your titles, headings, and body copy but also include that keyword research in your extension content (location pages, site pillar content, and blog).

7. Structure Your Keyword Strategy – For SEO terms, map your primary keyword, secondary keyword, and supporting keywords – these will differ from your competitors.

8. Keep researching – SEO is forever changing, and you will want to keep updating your keyword research on a regular basis.

Ready to Transform Insight into Action? Let’s Build Your Strategy Step-by-Step.

Brainstorm Related keywords

The first step in keyword research is creating a list of keywords that can be as generic as you want, and relate to your particular industry, products, or services.

For instance, a bike shop in Harrisburg might utilize keywords like “bike shop,” “bike rack,” “bike seats,” or any other bicycle parts you sell. You can also add location-based keywords, which describe your state, city, region, and area and anything associated with it.

If you’re looking for inspiration, one effective tool to use is to look at keywords that you are already ranking for, and go after similar keywords. An example of a couple of tools that will do that are Google Search Console and Ahrefs.

Check Competitors’ Keyword 

To optimize your own keyword strategy, review your competitors’ websites and explore the terms and phrases they rank for. This can reveal weaknesses in your own keyword strategy and provide inspiration for new terms to target. For your target topics, review the sites that are showing in the first position and work your way down from there. It will also help you to look at competitor sites and see what other keyword opportunities might be available. I recommend utilizing tools that provide keyword data from competitors and opportunities to sort by relevance, traffic volume, and competition/ranking difficulty in order to clarify which ones to prioritize targeting. Just be sure that the keywords you target are relevant to your audience and don’t get caught up trying to chase terms just because your competitors rank for them. If you leverage your competitive landscape strategically you would improve your strategy and get access to new keywords that are potentially high-impact.

Use Long Tail Keyword

Once you have your core keywords, build them into specific long-tail phrases (typically 3–5 words). Unlike broad short-tail keywords (e.g., “bike shops”), long-tail keywords target precise intent and face far less competition.

For local businesses, ranking for generic terms is nearly impossible. Instead, focus on highly specific phrases that match what your audience actually searches for:

🔑 Instead of: “bike shops”
✅ Target: “road bike repair shop in Bangalore” or “specialized sports bike parts near me”

These detailed phrases:

• Attract customers ready to buy or visit

• Face lower competition

• Align with local search intent

• Drive higher-quality traffic

Prioritize keywords that reflect your unique services and location to connect with motivated customers.

Key improvements:

• Stronger opening hook

• Clear contrast between short-tail (broad/competitive) vs. long-tail (specific/targeted)

• Practical local business focus with concrete examples

• Added bullet points to highlight benefits

• Concise phrasing while preserving all key insights

• Visual emphasis on keyword transformation

Use Keyword Research Tool

When you type “bike showroom” into Google, and you See “Hero Bike Showroom in Bangalore” Is coming Up, it means that users Are searching for that exact phrase Pretty frequently. This clearly shows that there Is considerable local search try. If you Are Selling Products that Are compatible with those Specific Bikes and not under much the Bikes themselves, you could be well Positioned To Target that specific keyword.

Using this method dog Create Long and detailed Lists of Suggestions. You should only Focus on the Suggestions that Are most closely Related To Your Products. For example, Concentrate on: types of Products, brands, and geographical Area that you serve, in Relation To the Suggestions.

You can systematically expand your keyword research by doing the same for each of the Terms on your original set of Keywords. Type each core keyword into Google and check the suggested Terms. Find what other Terms Are most relevant using this autocomplete feature. This Is to smart Way of continuing To Expand your keyword opportunities by mapping Valuable and High Intent Search Terms that Are clearly telling you what potential customers are searching for At this moment. Focus on making Your selection ace relevant ace possible, under you dog bee better Positioned To Target them.

Choose the Best Keyword

With your potential keywords list expanded, it is time to think strategically about the terms you want to go after. These three factors can help you determine your keywords’ importance and order of priority: Relevance (how closely these keyword terms reflect your product/service (and user intent)); Authority (the level at which your site is capable of ranking for the term compared to other sites); Search Volume (the approximate number of times the term gets searched in a month). We’ll come back to evaluating these factors further into this page.

Now that you have found the most promising keywords – keywords that best balance relevance to your product/service, a reasonable level of authority, and adequate search volume – you can start adding them naturally to your website content, product pages, and blog posts.

Key improvements:

Stronger Opening: Using “strategically select” is more professional than using “pick”.

Clarity on Factors: Explicitly lists the three factors with very short very clear descriptions in parentheses for immediate understanding for the consumer.

Better Transition: Stating “We’ll come back to evaluating these factors further into this page…” is a smoother transition than “You can find out more about how to choose…”.

Action-Oriented Conclusion: Each line following the sentence ‘three factors to help you think about the importance of your keywords and the order’ improved specificity and action-ability to the phrase, “start adding to those keywords to your content”. It also very clearly states how and where to use them.

Optimise on-page Content

Simply sprinkling keywords on pages is not enough. You have to create new content that is directly tailored with your keywords in mind. This way the content fully satisfies the user’s search intent.

For example: If you are targeting “why is pest control important”? Just search it on Google and see what comes up on the top-ranking pages (which are mostly information articles or lists). This gives you the intent: users want to know reasons and benefits; so create a blog post titled “The Top 5 Reasons Pest Control is Important for Your Home”. Now you have given them what they want.

While developing this content, promote your keywords responsibly:

Target One Main Keyword – Each page should be based on one main keyword.

With 3-5 Supporting keywords – Add supporting keywords to reinforce the page topic.

Where you put them matters – Make sure that you put your main keyword into:

• Page Title (H1)
• HTML Title Tag (Browser Tab)
• Meta Description
• First 100 words of content
• Natural Use – Use your primary and supporting keywords 2-3 times naturally in the content. Don’t force it.
• Never keyword only links – Don’t ever use your exact target keyword in outgoing links as anchor text
• Always check density – Use our keyword density tool to follow your usage visually and see if you naturally need to add or reduce the occurrences.

Structure your keyword strategy

Consult the List of Keywords. This is your roadmap. The Keywords must be incorporated strategically to demonstrate topical relevance to both users and search engines.

Optimize Current Content: Where you have Pages that match Keywords:

Put them in the main on-page elements: title tags, headings (H1/H2), and meta descriptions.

Incorporate them naturally in the Body copy of the webpage where relevant.

Create New Content Where You Have Gaps: If you have Keywords in Your Roadmap that don’t have Pages, take that ace to Good, Clear opportunity:

Create specific, high Quality content (this could Include Blog Posts, Guides, Product page) that Is dedicated To these keywords and take into account what the user Try Is.

Do not place the Keywords on unrelated or unrelated pages.

Differentiate Diaries With Internal Linking: Related keywords and content:

When it makes Sense To do under, link Related pages together (for example, you Might link from a “Bike Parts” hub page to It’s respective “Bike Racks” or “Chains” pages).

Always Use to descriptive anchor text that reflects the topic or keyword of the Target page.

Most of All: Don’t forget To write for humans first.

Avoid Keyword Stuffing: Never cram keywords into the content unnaturally where they had no Place or added no value.

Provide Value To the User: Make Sure the content you develop Actually helps and informs potential customers. Relevance and usefulness are the most important Factors To Kick Your SEO into Full Gear.

Continuous Keyword Research

Think of keyword research as a continuous process rather than a singular task. You should be consistently going back to the list of keywords you created in the last exercise from time to time. This is a long-term SEO endeavour that will only be truly effective for your business if recurring keyword research is done. Your business will benefit from carrying out continuous keyword research because it:

Discovers New Opportunities: It allows you to consistently identify new opportunities to find valuable, new keywords that will serve your customers’ improving needs.

Keeps you Relevant: It allows you to continuously adjust your keyword targets based on changing search volume, trends, and user language.

Future-Proofs your content: Keyword value diminishes over time. For example, “bike rack for 2025 Subaru Forester” is valuable today, but it will become irrelevant when users inevitably search for a newer model. Continuous research allows you to get ahead of the changes.

Why it works:

Stronger First Sentence: “Think of keyword research as a continuous process” is a directive and that it had to be done.

Clear Takeaways: It clearly outlines the benefits (Discover new opportunities, keep you relevant, future-proof) in bullet points.

Conciseness: It uses fewer functions words (for example, it does not say “as much as you need,” “over time,” “even though,” “might be”).

Stronger Example: It states the bike rack example strongly and emphasises the inevitability of keyword decay (“it will become irrelevant when users inevitably search for a newer model”).

Actionable: Implicitly, makes the point that if you don’t do continuous research, you will be forgotten.

How to choose the best keywords

Picking the right keywords isn’t about finding magic words – it’s about understanding what real people are searching for and whether you can realistically show up for those searches. To get this right, focus on three big things: relevance, authority, and volume. Get these dialed in, and you’re way more likely to connect with the right audience.

Start with Relevance: Match the Searcher’s Mindset
Think about it this way: when someone types a query into Google, they have a specific need. Maybe they want to buy something, solve a problem, or learn quick facts. Your keyword needs to truly align with that intent. If it doesn’t, Google’s unlikely to show your page – they’d rather send people to results that actually help.

A great way to stay on track? Group keywords by shared purpose (like “how to fix a leaky faucet” vs. “best plumber near me”). This keeps your content focused on what searchers actually want.

Then Consider Authority: Can You Compete?
Here’s the reality check: Google trusts some sources more than others. Big, established sites – think well-known publishers, universities, or brands – often get priority. If you’re trying to rank for a keyword where giants like Mayo Clinic or The New York Times dominate, it’ll be an uphill climb.

But don’t get discouraged! You can build your credibility:

• Create genuinely helpful content that answers questions better than anyone else.

• Earn backlinks from reputable sites (it’s like a vote of confidence).

• Focus on being an expert – showcase your knowledge, trustworthiness, and experience (that’s the E-A-T principle insiders talk about).
  Study what trusted players in your space are doing right. Learn, adapt, and find your niche.

Don’t Forget Volume: Is Anyone Searching?
Even if you rank #1, it means nothing if nobody’s looking for that phrase. Monthly Search Volume (MSV) tells you roughly how often people search for a keyword each month.

Target keywords with meaningful search volume that also make sense for your business. Super popular terms might be too competitive, while super obscure ones won’t bring traffic. Find your sweet spot.

Bonus for Paid Ads: Keep an Eye on Cost
If you’re running Google Ads, add one more factor: Cost-Per-Click (CPC). This tells you how much advertisers pay when someone clicks their ad for that keyword. High CPC means fierce competition and expensive clicks.

The dream scenario? A keyword with high search volume but low CPC – lots of people searching, without tons of advertisers fighting over it.

The Bottom Line
For organic traffic, nail relevance, authority, and volume.
For paid ads, add CPC to your checklist.

Best keyword research tools

You know you need a keyword tool. (We talked about why it’s non-negotiable earlier!). But staring at a list of 50+ options? Overwhelming.

Don’t panic. While personal preference plays a role, three tools consistently rise to the top for power, data, and results: Ahrefs, Semrush, and Google Keyword Planner.

1. Ahrefs: The SEO Investigator & Competitor Research Tool

Imagine: Being able to see with a microscope why your competitors rank… And how to beat them. And that’s Ahrefs.

Superpowers:

– Unrivaled Backlink Analysis: You can see who links to your competitors (very important for building Authority).

– Accurate Keyword Difficulty Scores: You can understand upfront if a keyword is a realistic chance of ranking.

– Competitor Keyword Treasure Trove: You can know every keyword your competitors rank for (hello opportunity!).

Best For: SEO consultants, agencies, and others who take their competition research seriously and want real, actionable insights into how **to rank**. If diving into data-driven strategy excites you, you are going to love this.

2. Semrush: One-Stop Shop for Marketing

Think of this: one dashboard connecting your SEO, PPC, content, and social. Semrush is the hub.

Superpowers:

Vast database of keywords + solid difficulty scores: volume and work effort.

“People Also Ask” & Long-tail goldmines: extract questions that real users actually type.

More than keywords: site audits, rank tracking, PPC research (CPC estimates!), content ideas. It integrates your entire marketing strategy.

Best for: marketers, business owners, and teams with multiple somebodies. If you are looking for efficiencies and centralized view of your entire digital landscape, Semrush is here for you.

Vibe: The digital marketer’s most important Swiss Army knife.

3. Google Keyword Planner: The (Free) Foundation Builder

Picture This: Obtaining your keyword intel right from the source (Google itself) and that’s what Keyword Planner is for – your essential building block.

Superpowers:

Google Direct Search Data: Volume & trends right from the horse’s mouth.

Important CTC Data: Your first reference point for prioritizing paid ads costs.

Brainstorming Machine: Good for first discovery of keywords in your niche.

Things to Know:

Search volume can sometimes be a bit range-y (e.g., 1K-10K).

Heavy emphasis on the ads viability of keywords (CPC).

Requires a free google ads account BUT you don’t have to actually run ads!

Best For: Beginners, bootstrappers, freelancers, and Google Ads users. Great for idea validation and understanding basic volume/competition for ads.

Vibe: Your dependable (and free!) training wheels.

Think of keyword research as tuning into your audience’s actual conversations. It’s how you discover exactly what people type into Google when looking for solutions you offer. Skip this step, and you’re essentially creating content in the dark.

Here’s why it’s non-negotiable for everyone in the digital space:

🔍 1. For Search Engines: Your “Context Clues”

Google’s job is to match queries with helpful content. Keywords are the context clues that tell search engines: “Hey, my page solves THIS specific problem!”
→ Example: A page targeting “best trail running shoes” shouts relevance to Google for that exact search. No keywords? Your content becomes invisible.

👥 2. For Users: Your Relevance Signal

Searchers scan results in milliseconds. Keywords in your title tag, headings, and content act like signposts saying: “Your answer is here!”
→ Example: Someone searching “how to fix leaky faucet” will instantly trust a guide with that phrase prominently displayed. Miss the mark, and they click your competitor.

💼 3. For Your Business: Your ROI Engine

Smart keyword research = higher returns. By targeting terms people actually search for (especially long-tail, low-competition keywords), you:
→ Attract qualified visitors ready to engage
→ Spend less effort outranking giants for impossible terms
→ Build content that consistently pulls traffic over time

Keyword Research FAQs: Quick Answers