Keyword research is really just finding out what your customers actually type into Google, so you can write the page that answers it. Skip this step and you end up guessing, since guessing is a slow way to build a website. This is part of our full guide to website SEO, focused specifically on finding the right keywords.

Key takeaways

  • Match content to search intent, informational, transactional, or comparison, or visitors bounce straight back to the results page.
  • Long-tail keywords bring fewer visitors but a much higher share of them actually get in touch.
  • Google's own autocomplete, "People also ask" and Search Console are free and give real search data.
  • Keyword research is ongoing, not a one-off task, search behaviour and competitors both keep shifting.

Keyword research shown as a search bar branching into related question topics

1. Understand what someone actually wants

Not every search means the same thing. Someone typing "how to remove paint stains" wants information, not a sale. Someone typing "buy carpet cleaner UK" is ready to spend money. Someone comparing "best carpet cleaners 2026" is deciding between options. Match your content to which of these your visitor actually is, and they'll stay; get it wrong and they'll bounce straight back to the results page.

2. Favour longer, more specific phrases

"SEO tools" is short, competitive, and vague about what the searcher actually wants. "Best SEO tools for small businesses" is longer, easier to rank for, and the person searching it already knows roughly what they're after. Long-tail keywords bring fewer visitors than the short, generic ones, but the visitors they bring are considerably more likely to actually get in touch.

3. See what's already working for competitors

Tools like Ahrefs, SEMrush or Ubersuggest will show you which keywords are already sending traffic to businesses similar to yours. You're not copying their content, you're finding gaps: topics they haven't covered properly, or specific phrases they rank for that you could realistically compete on too.

4. Use what Google's already telling you, for free

Start typing into Google and its autocomplete suggestions are genuine search data. The "People also ask" box and "Related searches" at the bottom of a results page do the same job, and both are a reliable source of real questions worth answering with a blog post or an FAQ, which is also the foundation of answer engine optimisation if you want AI tools to quote your answer directly.

5. Pick your tools, and use more than one

Google Keyword Planner is free and gives you search volume; Ahrefs and SEMrush add keyword difficulty and competitor data; AnswerThePublic turns a single keyword into a list of real questions people ask around it. No single tool tells the whole story, using two together usually gives a clearer picture than relying on one.

6. Balance competitiveness against realism

Chasing only the highest-volume keywords means competing against sites with a decade's head start. A better mix is a handful of realistic, medium-difficulty keywords you can genuinely rank for soon, alongside long-tail phrases that bring in a smaller but more qualified audience. If you serve a specific area, add the location: "web design agency in Sheffield" will bring you far fewer searches than "web design agency" but a much higher share of them will actually be relevant.

The mistake of chasing volume alone

A keyword with 10,000 monthly searches looks more attractive on paper than one with 90, but if the 10,000 is dominated by national brands and the 90 is a specific local phrase nobody else has bothered targeting properly, the smaller number is usually the better use of your time. Search volume is one input, not the whole decision.

7. Treat keyword research as ongoing, not a one-off

Search behaviour shifts and competitors update their content, so keyword research isn't something you do once and file away. Check Google Search Console periodically to see what you're actually ranking for, since sometimes it's a phrase you never deliberately targeted, and refresh older posts rather than leaving them as they were the day you published them. Google's own SEO starter guide covers the fundamentals this all builds on.

A simple keyword research routine you can actually keep up

Block out half an hour once a month rather than trying to do it properly once and never again. Check Search Console for any new phrases you're ranking for that you didn't deliberately target, they're often the easiest wins since you're already partway there. Type your main services into Google and note what autocomplete and "People also ask" surface that month. Glance at one competitor's newest content. That's the whole routine, and it takes less time each month than the first attempt did.

Frequently asked questions

Do I need a paid tool to do keyword research properly?

Not to start. Google's own autocomplete, "People also ask," and Search Console are all free and give you real search data. Paid tools like Ahrefs or SEMrush add competitor data and keyword difficulty scores, useful once you're going deeper.

What's the difference between short-tail and long-tail keywords?

Short-tail phrases like "web design" are short, vague and heavily competed for. Long-tail phrases like "web design for a small trades business in Sheffield" bring fewer searches, but the people searching them already know roughly what they want.

How often should keyword research actually happen?

It's ongoing rather than a one-off task. Search behaviour shifts and competitors update their content, so checking Google Search Console periodically and refreshing older posts keeps your keyword targeting from quietly going stale.