Key Takeaways
👉 Define Clear Goals: Identify target audience needs and content objectives before diving into research.
👉 Use Multiple Tools: Leverage tools like SEMrush and Ahrefs to gather comprehensive keyword data and trends.
👉 Analyze Keyword Metrics: Focus on search volume, competition, and keyword difficulty to prioritize opportunities.
👉 Focus on Search Intent: Classify keywords by intent (informational, navigational, transactional) to align content with user needs.
👉 Prioritize Long-Tail Keywords: Target specific, less-competitive keywords for quicker ranking potential and better relevance.
👉 Cluster Related Keywords: Group similar keywords to build topic clusters, enhancing content depth and internal linking.
👉 Validate with SERP Analysis: Check the search engine results to understand competition and user expectations for top keywords.
Alright, let’s kick things off.
Imagine you’re setting out on a road trip—exciting, right?
But before you hit the highway, you wouldn’t just jump in the car and hope for the best.
You’d map out your route, pick the best stops, and maybe even plan a few detours for fun.
That’s exactly what keyword research is for your SEO journey.
It’s your roadmap, and without it, you’re just driving in circles hoping to stumble upon the right audience.
In this post, I’m going to walk you through a keyword research checklist that’s not just a list of steps but your trusty co-pilot in finding the keywords that will actually get you where you want to go.
In simple terms, keyword research is the process of finding and analyzing the words and phrases that people type into search engines.
It’s like eavesdropping on a conversation between your potential customers and Google.
By knowing what they’re searching for, you can create content that speaks directly to their needs—and makes them want to stick around.
Why a Checklist is Essential?
Now, why do you need a checklist for this?
Well, without one, keyword research can feel like trying to find a needle in a haystack.
A checklist keeps you on track, ensuring you don’t miss any steps.
It’s your game plan for uncovering the best keywords, so you can spend less time guessing and more time creating content that actually ranks.
Now, I’m here to share my keyword research checklist that’s been proven and tested to work in my campaigns for my 9 years doing SEO.
My Personal Keyword Research Checklist: Proven and Tested Over 9 Years in SEO
Let me walk you through how I do keyword research step by step.
After nearly a decade of tweaking, testing, and fine-tuning, this checklist is my go-to for every SEO campaign.
And trust me, it works.
Define Your Goals and Audience
First things first—what are you trying to achieve?
Whether you’re aiming to boost traffic, generate leads, or build brand awareness, knowing your goals is key.
But it’s not just about you; it’s about your audience too.
Who are they?
What do they care about?
Get inside their heads.
Think about their pain points, their dreams, and what they’re likely typing into Google at 2 a.m.
This understanding is the foundation of effective keyword research.
When you know what your audience wants, you can tailor your content to meet their needs—and that’s when the magic happens.
Brainstorm Seed Keywords
Now that you’ve got your goals and audience nailed down, it’s time to get creative.
This is where you start brainstorming seed keywords—those basic, broad terms that are the starting point for your keyword research.
What Are Seed Keywords?
Seed keywords are the foundation of your keyword strategy.
They’re the simple, core terms that directly relate to your business, product, or service.
Think of them as the building blocks.
For example, if you run a coffee shop, your seed keywords might be “coffee,” “espresso,” “latte,” or “café.”
Here are great sources to better know what are seed keywords.
From Semrush: A Simple Guide to Seed Keywords.
From Ahrefs: What are Seed Keywords?
How to Come Up with Seed Keywords?
Start by putting yourself in your customers’ shoes.
What would they type into Google if they were looking for what you offer?
Jot down any ideas that come to mind—don’t worry about being perfect at this stage.
The goal is to generate a broad list of potential keywords.
Here are a few tips to help you brainstorm:
- Think About Your Products or Services: List out the main products or services you offer. Each one can be a seed keyword.
- Consider Your Industry: What are the common terms and phrases used in your industry? These can also be great seed keywords.
- Look at Competitors: Peek at what keywords your competitors are targeting. Tools like Ahrefs or SEMrush can help you see what’s driving traffic to their sites.
- Use Google Autocomplete: Start typing a few words into Google and see what suggestions pop up. These are often popular searches that can inspire new seed keywords.
Tools to Help You Brainstorm
If you’re stuck or just want some extra inspiration, there are plenty of tools that can help you generate seed keywords:
- Google Keyword Planner: A classic tool that’s great for finding basic keywords.
- Ahrefs: Offers in-depth insights into what keywords are driving traffic for your competitors.
- Ubersuggest: A simple, user-friendly tool for generating keyword ideas.
- AnswerThePublic: Visualizes search queries and gives you tons of keyword ideas based on what people are asking.
Once you’ve got your list of seed keywords, you’re ready to go deeper and start expanding them into more targeted, long-tail keywords.
But for now, just focus on gathering as many good ideas as you can.
This is the creative part, so have fun with it!
Expand Your List with Long-Tail Keywords
These are the more specific, detailed phrases that people search for when they’re closer to making a decision—think “best organic coffee shop in Utah” instead of just “coffee shop.”
Why Long-Tail Keywords Matter?
Long-tail keywords might not have as much search volume as broader terms.
But here’s the thing: they’re often less competitive and more targeted.
Meaning you’re more likely to attract visitors who are ready to take action—whether that’s making a purchase, signing up for a newsletter, or booking an appointment.
Plus, these keywords help you connect with your audience on a more personal level by matching their exact needs.
How to Expand Your Seed Keywords?
Get Specific
Take your seed keywords and start thinking about the specifics people might search for.
For example, instead of just “running shoes,” you might come up with “best running shoes for flat feet” or “lightweight trail running shoes.”
Consider User Intent
Think about what your audience is trying to achieve with their search.
Are they looking for information, ready to buy something, or just browsing?
Tailoring your long-tail keywords to match this intent will help you attract the right people.
Use Question-Based Keywords
People often search in the form of questions.
Adding “how,” “what,” “why,” or “best” to your seed keywords can help you uncover great long-tail opportunities, like “how to clean suede shoes” or “best coffee for French press.”
Tools to Use
To make this process easier, tools like Ahrefs and Semrush are your best friends.
They can help you take those seed keywords and discover all the variations and related terms people are searching for.
Ahrefs
Use the Keyword Explorer to find long-tail keywords with lower competition.
It also shows you how these keywords rank and gives you an idea of their traffic potential.
Semrush
The Keyword Magic Tool is perfect for finding long-tail keywords.
Just enter your seed keyword, and it’ll generate a ton of related phrases that you can use to expand your list.
Analyze Keyword Metrics
Now that you’ve got a solid list of keywords—both seed and long-tail—it’s time to get analytical.
Not all keywords are created equal, so you’ll want to dig into the data to figure out which ones are worth targeting.
This is where you separate the winners from the duds.
What Keyword Metrics Should You Look At?
When analyzing your keywords, there are a few key metrics you’ll want to pay attention to:
Search Volume
This tells you how many people are searching for a particular keyword each month.
Higher search volume means more potential traffic, but it also usually means more competition.
Look for a balance—keywords with decent search volume but not so high that you’re up against the big players.
Keyword Difficulty (KD)
This metric shows how hard it will be to rank for a specific keyword.
A high KD means tough competition, while a lower KD suggests you have a better chance of ranking.
It’s a good idea to target a mix of low and medium-difficulty keywords, especially if you’re just starting out.
Cost Per Click (CPC)
Even if you’re not running paid ads, CPC can give you an idea of how valuable a keyword is.
High CPC means advertisers are willing to pay more for that keyword, which often indicates commercial intent—users are more likely to make a purchase.
How to Analyze Keyword Metrics?
To analyze these metrics, you’ll need to fire up your tools—Ahrefs and Semrush are great for this:
Ahrefs
Use the Keyword Explorer to check search volume, keyword difficulty, and other important metrics.
It’s also useful for identifying trends over time, which can help you spot keywords that are growing in popularity.
Semrush
Their Keyword Overview tool gives you detailed insights into search volume, CPC, and difficulty.
Plus, you can see related keywords and their metrics, which can help you expand your list even further.
Making Data-Driven Decisions
Once you’ve gathered all your data, it’s time to make some decisions.
Focus on keywords that have a good mix of search volume and low to medium difficulty.
Don’t be afraid to target some higher-difficulty keywords too, especially if they have a high CPC—these could be worth the effort if they align with your goals.
The goal here is to build a keyword strategy that’s not only realistic but also powerful enough to drive the results you’re after.
With these metrics in hand, you’ll be in a much better position to create content that not only ranks but also attracts the right audience.
Assess User Intent
There’s one more crucial step before you start creating content—assessing user intent.
Understanding why someone is searching for a particular keyword is the key to creating content that meets their needs and, ultimately, ranks well.
What is User Intent?
User intent is the reason behind a search query.
It’s what the user is hoping to find when they type something into Google.
Are they looking for information?
Ready to make a purchase?
Or just browsing?
Understanding the intent behind your keywords helps you tailor your content to exactly what your audience is looking for.
Types of User Intent
There are generally four types of user intent:
Informational
The user is looking for information or answers to a question.
For example, “how to start a blog” or “what is SEO?
Navigational
The user wants to find a specific website or page.
For example, “Facebook login” or “Ahrefs blog.”
Transactional
The user is ready to make a purchase or take a specific action, like signing up for a service.
Keywords like “buy running shoes online” or “cheap flights to Tokyo” fall into this category.
Commercial
The user is considering a purchase and is doing research before making a decision.
Keywords like “best DSLR camera for beginners” or “Ahrefs vs. Semrush” are good examples.
How to Assess User Intent?
To assess user intent, start by looking at your list of keywords and think about what the searcher is likely trying to accomplish.
Here’s how you can break it down:
Analyze the SERPs (Search Engine Results Pages)
Plug your keywords into Google and see what types of content are ranking.
If the top results are blog posts, guides, or how-tos, the intent is probably informational.
If they’re product pages or reviews, the intent might be transactional or commercial.
Match Content to Intent
Once you understand the intent behind each keyword, you can create content that aligns with it.
For example, if the intent is informational, a detailed blog post or tutorial is ideal.
If it’s transactional, you might create a product page or a comparison guide.
Prioritize Intent Over Volume
Sometimes a keyword with a lower search volume but clear user intent can be more valuable than a high-volume keyword that’s too broad.
Focus on keywords where you can meet the searcher’s needs effectively.
Here’s an article from Search Engine Land about An SEO guide to understanding user intent.
Competitor Keyword Analysis
After you’ve got a good handle on your own keywords and user intent, it’s time to see what your competitors are up to.
Analyzing your competitors’ keywords can give you valuable insights into what’s working for them—and where you might find opportunities to outshine them.
Why Analyze Competitor Keywords?
Your competitors have already done some of the legwork for you.
By seeing which keywords they’re ranking for, you can:
Identify Gaps: Find keywords they’re missing that you can target.
Spot Opportunities: See where they’re ranking well and decide if you want to compete for those same keywords.
Get Content Ideas: Discover new topics and angles based on what’s working for them.
How to Conduct Competitor Keyword Analysis?
Identify Your Competitors
Start by figuring out who your main online competitors are.
These could be businesses similar to yours or even websites that rank well for the keywords you want to target.
Use Ahrefs or Semrush
These tools are essential for competitor analysis. Here’s how you can use them:
Ahrefs
Enter your competitor’s URL into the Site Explorer tool.
You’ll get a list of the keywords they rank for, along with their positions in the search results.
Look for keywords where they’re ranking in the top positions, as these are likely driving significant traffic.
Semrush
Use the Organic Research tool to see your competitor’s top organic keywords.
You can also view keyword overlaps between your site and theirs, helping you spot opportunities to improve your rankings.
Analyze Their Content
Take a close look at the content your competitors have created around these keywords.
Is it detailed?
User-friendly?
Full of useful information?
Think about how you can make your content even better—more comprehensive, easier to read, or more visually appealing.
Identify Keyword Gaps
Look for keywords that your competitors are ranking for that you’re not targeting yet.
These could be great opportunities to expand your content and capture more traffic.
Evaluate Difficulty
While it’s tempting to go after all the keywords your competitors rank for, be realistic.
Use the keyword difficulty metrics in Ahrefs and Semrush to decide which battles are worth fighting and which might be too tough right now.
Prioritize and Organize Your Keywords
You’ve gathered a ton of valuable keywords by now, but here’s the thing: not all of them can be your top priority.
To get the most out of your keyword research, you need to prioritize and organize these keywords strategically.
This step is all about turning that big list into a focused game plan that will drive the best results for your SEO efforts.
How to Prioritize Your Keywords?
Align with Your Goals
Start by revisiting your SEO goals.
Are you trying to increase traffic, generate leads, or build brand awareness?
Choose keywords that align with these goals.
For example, if your goal is to drive conversions, focus on high-intent keywords that signal the user is ready to buy.
Consider Search Volume and Difficulty
Balance keywords with high search volume against their difficulty levels.
Ideally, you want to target keywords that have a good amount of traffic potential but aren’t so competitive that you’ll struggle to rank.
Factor in User Intent
Prioritize keywords that match the user intent you want to target.
For instance, if you’re focusing on informational content, give priority to keywords with informational intent.
If you’re aiming to capture customers ready to make a purchase, prioritize transactional keywords.
Evaluate Quick Wins vs. Long-Term Goals
Some keywords might be easier to rank for quickly, offering you a quick win.
Others might take more time but could be worth the effort for their long-term value.
Strike a balance between the two in your strategy.
Organizing Your Keywords
Once you’ve prioritized your keywords, it’s time to organize them into categories that will guide your content creation.
Group by Topic
Cluster your keywords into related groups based on topics or themes.
This makes it easier to plan out your content strategy and ensures that you’re covering each topic comprehensively.
Map Keywords to Content
Assign each group of keywords to specific types of content. For example:
- Blog posts: Informational keywords that answer common questions or provide how-tos.
- Product pages: Transactional keywords that target users ready to make a purchase.
- Landing pages: Keywords that align with your broader marketing campaigns.
Create a Content Calendar
Use your organized keywords to plan out a content calendar.
This helps you stay on track and ensures you’re consistently creating content that targets your prioritized keywords.
Regularly Revisit and Adjust
SEO isn’t a one-and-done deal.
Regularly revisit your keyword strategy, track your performance, and adjust your priorities as needed.
Search trends and competition change over time, so staying flexible will keep you ahead of the curve.
Validate Keywords with Real Data
This step is all about validating your keywords with real data to confirm that they’re worth pursuing.
Think of it as a final check before you start creating content.
How to Validate Your Keywords?
Check Historical Data
Use tools like Google Search Console to see if you’ve already had any success with these keywords.
Look at metrics like impressions, clicks, and average position over time.
If a keyword has been bringing in traffic, it’s a good sign that it’s worth targeting more aggressively.
Look at Competitor Performance
Analyze how your competitors are performing with these keywords.
Tools like Ahrefs and Semrush can show you where your competitors rank, how much traffic they’re getting, and whether they’re gaining or losing ground.
If your competitors are doing well with certain keywords, those terms might have solid potential.
Analyze Trends and Seasonality
Some keywords might be more popular at certain times of the year.
Use Google Trends to check if your keywords have seasonal fluctuations.
If a keyword spikes during a particular season, you can plan your content strategy accordingly to capitalize on that trend.
Engage with Your Audience
Sometimes, the best data comes directly from your audience.
Use surveys, social media polls, or even ask your current customers what they search for when looking for products or services like yours.
This real-world feedback can validate your keyword choices and might even uncover new ones.
Monitor Search Engine Results Pages (SERPs)
Type your keywords into Google and examine the SERPs.
What kind of content is ranking?
Are there featured snippets, videos, or local results?
This gives you a sense of how competitive the keyword is and what kind of content Google favors for that search term.
Implement Keywords into Your Content Strategy
Implementing your keywords into your content strategy is where the magic happens.
This step is all about strategically placing your keywords in your content so that search engines (and people) can easily find it.
How to Implement Keywords into Your Content Strategy?
Start with a Content Plan
Before diving into writing, map out where your keywords will fit within your content strategy.
This means planning out blog posts, landing pages, product descriptions, and any other content you’ll create.
Align your content topics with the keywords you’ve prioritized.
Use Keywords Naturally
Once you start writing, aim to use your keywords naturally within the content.
Avoid keyword stuffing (repeating the keyword over and over) as it can hurt readability and even lead to penalties from search engines.
Instead, think about how the keyword fits into the context of what you’re saying.
Place Keywords in Key Spots
Titles and Headings: Include your primary keyword in the title (H1) and in at least one subheading (H2 or H3). This helps search engines understand the main topic of your content.
Introduction: Mention your keyword early in the content, ideally within the first 100 words. This signals to both readers and search engines what your content is about.
Body Content: Sprinkle your keywords throughout the body of your content, but make sure it reads naturally. Use variations and related terms to keep things fluid and engaging.
Meta Descriptions and Alt Text: Don’t forget to include your keyword in your meta descriptions and in the alt text of any images. These are additional signals to search engines that reinforce your content’s relevance.
Leverage Long-Tail Keywords
In addition to your main keywords, incorporate long-tail keywords naturally throughout your content.
These are more specific phrases that often capture a more targeted audience.
For example, instead of just “keyword research,” you might use “keyword research for beginners” or “advanced keyword research tips.”
Create Supporting Content
Develop supporting content that links back to your main keyword-targeted pages.
This could be blog posts, FAQs, or guides that cover related topics.
Internal linking between these pieces of content helps create a strong network of related pages, boosting your overall SEO.
Optimize for User Experience
Make sure your content is easy to read and navigate.
Break up long paragraphs, use bullet points, and include images or videos where relevant.
A well-structured page not only keeps users engaged but also helps with SEO.
Advanced Tips for Effective Keyword Research
Using AI and Machine Learning Tools
AI and machine learning are transforming keyword research, making it smarter and more efficient.
One of the tools that’s gaining traction in this space is ChatGPT, an AI language model that can help generate keyword ideas and content suggestions.
How ChatGPT Can Help?
ChatGPT can be used to brainstorm keyword ideas by simulating real conversations.
You can ask it to generate related keywords, explore long-tail variations, or even suggest content topics based on specific keywords.
While it’s not a replacement for dedicated SEO tools like Ahrefs or Semrush, ChatGPT offers a unique, creative approach to uncovering keywords you might not have considered.
To try it out, simply interact with ChatGPT by asking it questions related to your niche or seed keywords.
For example, you could ask, “Give me 10 keyword ideas about freelance SEO” or “Can you suggest long-tail keywords for [specific term]?”
The results can inspire new angles and opportunities for your keyword strategy.
Here’s a great article from Search Engine Journal on How To Use ChatGPT For Keyword Research.
Incorporating Voice Search Keywords
With the growing use of voice assistants like Siri and Alexa, optimizing for voice search is crucial.
Voice searches are more conversational and often phrased as questions, so it’s important to include long-tail, natural-sounding keywords in your strategy.
Quick Tips:
Think Conversational: Focus on how people speak, using phrases that start with “how,” “what,” “where,” etc.
Optimize for Questions: Include common questions related to your topic as headings or subheadings.
Use Long-Tail Keywords: Prioritize longer, more specific keywords that match the way people use voice search.
Localized Keyword Research
If your business targets a specific area, localized keyword research is key.
It’s all about finding keywords that include your location, so you can reach people searching for services or products nearby.
Quick Tips:
Include Location in Keywords: Add your city, neighborhood, or region to your keywords, like “SEO services in the Philippines” or “best pizza in Brooklyn.”
Use Local SEO Tools: Tools like Ahrefs and Semrush can help you find popular local search terms.
Check Out Local Competitors: See what keywords your local competitors are ranking for and use them as inspiration.
Takeaway
Keyword research is the foundation of any successful SEO strategy.
By following a proven checklist, staying focused on user intent, and avoiding common pitfalls, you can drive the right traffic to your site and boost your rankings.
Need keyword research help? Let’s talk!
As a Freelance SEO Specialist in the Philippines, I’ve honed my keyword research skills over years of experience.
If you’re looking to take your SEO game to the next level, I’m here to help you find the best keywords and create a strategy that works. 🙂
Kerel Finn Villahermosa is a Freelance SEO Specialist in the Philippines, specializing in enhancing website rankings and driving organic traffic. His innovative SEO strategies help businesses achieve their digital marketing goals.