Finding the right keywords separates websites that generate revenue from those that simply attract visitors. Keyword research is the foundation of every successful SEO strategy. It reveals exactly what your potential customers search for before making a purchase decision. With Google handling billions of searches per day and AI search platforms like ChatGPT and Perplexity rapidly growing, understanding how to research keywords has never been more critical. This guide will show you the exact keyword research process we use to help our clients achieve measurable results. Our B2B AI SEO case study demonstrates how strategic keyword research contributed to $5.9M in revenue growth within 17 months.

A Quick Guide to Keyword Research

Keyword research is the process of discovering and analysing the words and phrases people type into search engines when looking for products, services or information. The goal is to identify terms with strong commercial potential that you can realistically rank for. Effective keyword research considers search volume, competition levels, search intent and relevance to your business. Rather than chasing high-volume vanity metrics, focus on keywords that align with your ideal customer's buying journey.

What Is Keyword Research, and Why Does It Matter?

Keyword research is the systematic process of finding and evaluating search terms that people enter into search engines. These terms become the foundation for your content strategy, helping search engines understand what your pages are about and matching them with relevant searches.

The importance of keyword research extends beyond simply ranking higher. When you understand the exact language your customers use, you create content that resonates with their needs and guides them toward conversion. On average, the first organic result in Google search receives the highest share of clicks, often around one‑third to two‑fifths of all organic traffic, with a substantial drop‑off for the second and third positions, which typically capture noticeably smaller but still meaningful portions of clicks. Targeting the right keywords determines whether you capture that valuable traffic or lose it to competitors.

The Shift From Keywords to Topics

Search engines have evolved significantly over the past decade. Google's algorithms now understand context, synonyms and user intent rather than simply matching exact keyword phrases. This shift means modern keyword research must consider entire topic clusters rather than isolated terms.

Building topical authority has become essential for ranking success. When you comprehensively cover a subject through interconnected content, search engines recognise your expertise and reward you with higher rankings across related queries. This approach also positions your content for AI search platforms, which prioritise authoritative sources when generating responses.

Understanding Search Intent

Search intent describes the reason behind a query. Someone searching for "what is keyword research" has different needs than someone searching for "keyword research agency Sydney." Understanding these differences helps you create content that satisfies user expectations and converts visitors into customers.

The Four Types of Search Intent

Four primary categories of search intent shape how you approach keyword targeting: 

• Informational intent represents users seeking knowledge. These queries often start with "what," "how" or "why." Examples include "how to do keyword research" or "what are long-tail keywords." Informational content builds awareness and establishes your expertise with potential customers.
• Navigational intent occurs when users want to find a specific website or page. Branded searches like "Rankmax contact" or "Google Keyword Planner login" fall into this category. These queries typically favour the brand being searched.
• Commercial intent describes research-focused searches where users compare options before purchasing. Queries like "best keyword research tools 2025" or "keyword research software comparison" indicate someone evaluating solutions but not ready to buy immediately.
• Transactional intent signals users ready to take action. Terms containing "buy," "hire" or "get started" often indicate high purchase intent. These keywords typically have the highest conversion rates despite sometimes having lower search volumes.

Why Intent Matters More Than Volume

Chasing high-volume keywords without considering intent wastes resources. A keyword with 50,000 monthly searches but informational intent will convert far fewer visitors than a 500-search transactional keyword where users are ready to purchase.

Our approach prioritises keywords that align with commercial outcomes. When we developed the strategy for our SaaS SEO case study client, we focused on keywords with strong buying signals rather than broad informational terms. This strategic focus contributed to $1.31M in revenue growth within 12 months.

How to Do Keyword Research: A Step-by-Step Process

Effective keyword research follows a systematic approach that balances data analysis with strategic thinking. Here's the process we use with our clients.

Step 1: Start With Seed Keywords

Seed keywords are the broad terms that describe your core products, services or topics. They form the foundation for expanding your keyword list.

Begin by brainstorming the main categories your business addresses. If you're a law firm, seed keywords might include "commercial litigation," "employment law" and "contract disputes." For an eCommerce store selling running shoes, you'd start with "running shoes," "trail runners" and "marathon trainers."

Consider how your customers describe their problems, not just your solutions. Often, the language you use internally differs from what customers type into search engines. Review customer enquiries, support tickets and sales conversations to identify natural language patterns.

Step 2: Expand With Keyword Research Tools

Once you have seed keywords, use specialised tools to discover related terms, variations and long-tail opportunities. Popular options include:

• Google Keyword Planner
• Ahrefs Keywords Explorer
• Semrush's Keyword Magic Tool.

When evaluating keywords, examine these key metrics:

• Search volume indicates how many people search for a term monthly. Higher volume means more potential traffic but often comes with greater competition.
• Keyword difficulty estimates how challenging ranking will be based on the authority of competing pages. New websites should prioritise lower-difficulty keywords initially.
• Cost per click (CPC) reveals commercial value. Keywords with high CPCs indicate terms where businesses invest advertising dollars, suggesting strong conversion potential.
• Search intent classification helps you understand what type of content will satisfy users. Most tools now include intent indicators for each keyword.

Step 3: Analyse the Competition

Before targeting any keyword, examine what currently ranks. Search for your target terms in an incognito browser and study the top 10 results.

• Look for patterns in content type, format and depth. If the first page is dominated by comprehensive guides exceeding 3,000 words, a brief 500-word post won't compete effectively. Similarly, if product pages dominate, informational content may not satisfy user intent.
• Identify content gaps where existing results fall short. Perhaps competitors cover a topic broadly but miss specific subtopics your audience cares about. These gaps represent opportunities to create superior content that earns higher rankings.

Step 4: Cluster Keywords by Topic

Modern SEO requires organising keywords into clusters that share similar intent. Rather than creating separate pages for "keyword research tools" and "best keyword research software," you'd combine these into a single comprehensive resource.

Keyword clustering improves efficiency by allowing one page to rank for dozens of related terms. It also signals topical depth to search engines, strengthening your authority across an entire subject area.

Group keywords based on:

• Shared search intent (do users want the same type of content?)
• SERP overlap (do the same pages rank for both terms?)
• Topic relevance (do terms belong to the same subject cluster?)

Step 5: Prioritise by Business Impact

Not all keywords deserve equal attention. Prioritise based on potential business impact rather than pure search volume.

Consider these factors when prioritising:

• Revenue potential: Will ranking drive leads or sales?
• Competitive feasibility: Can you realistically outrank current results?
• Resource requirements: What investment is needed to create winning content?
• Strategic alignment: Does this keyword support broader business goals?

We use a keyword opportunity score that weighs these factors together. High-volume keywords with strong commercial intent and achievable competition score highest on our priority lists.

Keyword Research for AI Search

The rise of AI search platforms has introduced new considerations for keyword research. ChatGPT, Perplexity, Google AI Overviews and Microsoft Copilot now answer queries directly, fundamentally changing how users find information.

How AI Search Differs From Traditional Search

Traditional search presents a list of links for users to choose from. AI search synthesises information from multiple sources into direct answers, often without users clicking through to websites.

AI-driven traffic rose from 0.02% in 2024 to 0.15% in 2025, more than a sevenfold increase. While it still represents a small share of overall search traffic, the pace of growth suggests it will become increasingly important. Optimising for AI search now helps ensure your content is ready for this expanding channel.

AI platforms prioritise content that:

• Demonstrates expertise
• Provides clear answers
• Comes from authoritative sources 

The keywords you target matter, but how comprehensively and accurately you address topics matters even more.

Optimising Keywords for AI Visibility

AI search platforms favour content structured for easy extraction. To improve your chances of being cited in AI responses:

• Answer questions directly: Include clear, concise answers to common questions near the top of your content. AI systems often pull these passages verbatim.
• Cover topics comprehensively: AI platforms synthesise information across queries. Thorough coverage of a subject increases the likelihood of being cited for multiple related questions.
• Build authoritative sources: AI systems weigh established, trusted sources more heavily. Focus on building domain authority through quality content and backlinks.
• Structure content clearly: Use descriptive headings, bullet points and numbered lists that help AI understand your content structure.

Our passage optimisation guide explains how to structure content for maximum visibility in Google AI Overviews and ChatGPT citations.

Long-Tail Keywords and Their Importance

Long-tail keywords are longer, more specific phrases that typically have lower search volumes but higher conversion rates. "Running shoes" is a head term; "best stability running shoes for flat feet" is a long-tail variation.

Benefits of Targeting Long-Tail Keywords

Long-tail keywords offer several advantages for businesses seeking qualified traffic:

• Lower competition. Fewer websites target specific long-tail variations, making them easier to rank for, particularly for newer websites still building authority.
• Higher conversion rates. Specificity indicates clearer intent. Someone searching "buy size 10 Brooks Ghost 15 online" knows exactly what they want and is likely ready to purchase.
• Better intent matching. Long-tail queries reveal precisely what users seek, allowing you to create highly targeted content that satisfies their needs.
• Voice search alignment. As voice search grows, queries become more conversational and specific. Long-tail keywords naturally align with how people speak to digital assistants.

Finding Long-Tail Opportunities

Several methods help uncover valuable long-tail keywords:

• Google autocomplete suggests popular completions as you type, revealing actual user queries.
• "People also ask" boxes show related questions users search, each representing potential long-tail targets.
• Forum and community research expose the natural language your audience uses. Reddit, Quora and industry forums contain countless keyword ideas.
• Customer conversations reveal how real customers describe their problems and desired solutions.

Building Topical Authority Through Keyword Research

Topical authority describes a website's recognised expertise on a particular subject. Search engines reward sites that demonstrate comprehensive knowledge across related topics with improved rankings and greater visibility.

Creating Topic Clusters

Topic clusters organise content around pillar pages and supporting cluster content. The pillar page provides broad coverage of a main topic, while cluster pages explore specific subtopics in depth. Internal links connect all related content, signalling topical relationships to search engines.

For example, a pillar page on "keyword research" might link to cluster pages covering:

• Keyword research tools comparison
• Search intent optimisation
• Long-tail keyword strategies
• Competitor keyword analysis
• Keyword clustering techniques

This structure demonstrates comprehensive expertise while creating natural internal linking opportunities that distribute authority across your content.

Mapping Keywords to the Buyer Journey

Effective keyword strategies address customers at every stage of their decision process.

• Awareness stage: Target informational keywords where prospects identify problems. "Why is my website not getting traffic?" attracts users beginning their research.
• Consideration stage: Focus on commercial keywords where prospects evaluate solutions. "SEO agency vs in-house team" addresses users comparing options.‍
• Decision stage: Prioritise transactional keywords where prospects are ready to act. "AI SEO services pricing" indicates strong purchase intent.

Mapping keywords across this journey ensures you capture and nurture potential customers regardless of where they enter your marketing funnel.

Common Keyword Research Mistakes to Avoid

Even experienced marketers make errors that undermine their keyword strategies. Avoiding these common mistakes improves your results significantly.

1. Ignoring Search Intent

Targeting keywords without understanding intent leads to content that fails to rank or convert. Always analyse current search results to understand what users expect before creating content.

2. Chasing Only High-Volume Terms

High-volume keywords attract competition and often have broad intent. A balanced strategy includes lower-volume terms with clearer commercial value.

3. Neglecting Competitor Analysis

Understanding what works for competitors provides a roadmap for your own success. Study their top-ranking content to identify both opportunities and threats.

4. Keyword Stuffing

Forcing keywords unnaturally into content damages readability and triggers search engine penalties. Write naturally for users while incorporating keywords thoughtfully.

5. Failing to Update Research

Search behaviour evolves constantly. Keywords that performed well last year may have declined in relevance. Review and refresh your keyword strategy regularly.

6. Overlooking Local Keywords

For businesses serving specific geographic areas, local keyword variations often deliver the highest-intent traffic. Terms including city names, "near me" or regional identifiers capture ready-to-buy local customers.

Frequently Asked Questions

Can you do keyword research without paid tools?

Yes, though with limitations. Free methods include analysing Google autocomplete suggestions, studying "people also ask" boxes, reviewing competitor content, mining customer conversations and using Google Search Console data. Paid tools accelerate the process and provide more comprehensive data. That said, resourceful marketers can build effective keyword strategies using only free resources.

How do keywords affect AI search visibility?

Keywords remain essential for AI search, but context matters more than exact matches. AI platforms evaluate topical authority, content quality and source credibility when selecting information for responses. Focus on comprehensively covering topics rather than obsessing over individual keyword placement. Clear, authoritative content structured for easy extraction performs best across both traditional and AI search.

How many keywords should you target per page?

Focus each page on one primary keyword plus two to five closely related secondary keywords that share the same search intent. Attempting to target unrelated keywords on a single page dilutes focus and confuses both users and search engines. Create separate pages for keywords with different intent, even if they seem topically related.

How often should you do keyword research?

Conduct comprehensive keyword research quarterly and perform lighter refreshes monthly. Search behaviour shifts continuously as new trends emerge, seasonal patterns change, and competitors adjust their strategies. Regular research ensures your content targets currently relevant terms rather than outdated opportunities.

What are the best free keyword research tools?

Google Keyword Planner provides reliable search volume data directly from Google. Google Search Console reveals which keywords already drive traffic to your site. AnswerThePublic visualises questions people ask around your topics. Google Trends shows how keyword popularity changes over time. While paid tools offer more comprehensive features, these free options provide solid foundations for keyword research.

What is the difference between short-tail and long-tail keywords?

Short-tail keywords contain one to two words and have high search volume but broad intent and fierce competition. Long-tail keywords contain three or more words, have lower volume but clearer intent and less competition. Most effective SEO strategies balance both, using long-tail terms to build momentum and authority before tackling competitive short-tail variations.

Your Path to Keyword-Driven Revenue

Keyword research is where every successful SEO campaign begins. With the right terms, your content meets customers who are already looking for what you offer and organic search becomes a clear revenue driver. The strategies in this guide mirror the approach we use with clients who achieve outcomes such as the $7.7M revenue increase in our B2C AI SEO case study. They combine smart keyword selection with high-quality content and consistent optimisation. Whether you apply these steps yourself or work with an experienced partner, a rigorous keyword research process will compound returns across every piece of content you create.