How to do Keyword Research

TL;DR

• Keyword research aligns your content with what your audience is actually searching for.
• It’s the cornerstone of SEO – helping you rank, get traffic, and drive conversions.
• Balance short-tail (broad) and long-tail (specific) keywords to capture both volume and intent.
• Use tools like Google Keyword Planner, Search Console, Ahrefs, SEMRush, and AI (ChatGPT/Gemini) to uncover opportunities.
• Prioritise user-focused, valuable content while strategically placing keywords in titles, headings, URLs, and body copy.
• Track metrics like search volume and keyword difficulty to guide decisions.
• Stay natural, relevant, and data-informed – that’s how you win long-term.

Table of Contents

1. What Is the Purpose of Keyword Research
2. Why Keyword Research Is the Cornerstone of SEO Success
3. Short-Tail vs Long-Tail Keywords
4. The Best Keyword Research Tools
5. How to Find the Best Keywords for Your Business
6. Keyword Metrics to Prioritise
7. Best Practices for Website Keyword Optimisation
8. Final Thoughts

What is the purpose of keyword research?

The purpose of keyword research is to discover the search terms your target audience use to find your service or product so you can optimise your content to match their intent. It helps you prioritise opportunities that drive qualified traffic and improve rankings.

While Google does not share its search volume data, according to statcounter.com we do know that the search engine giant controls 90.14 (February 2025) per cent of the market share, which obviously makes it the most important search engine to consider. According to ChatGPT it is estimated that 99,000 queries are carried out every second across the world, which equates to 8.5 billion searches every day – an enormous volume of activity.

In this article, we will dive into the significance of keyword research, exploring how it shapes your SEO efforts, uncovers opportunities, and connects your business with the right audience. Whether you’re new to SEO or looking to refine your approach, this comprehensive guide will provide you with the tools and insights needed to elevate your strategy and drive results.

Why keyword research is important for SEO success

Keyword research identifies the terms your audience searches for, helping you create targeted content that matches their intent. It guides your SEO strategy by focusing on high-value, low-competition keywords to boost visibility and traffic.

Keyword research forms the backbone of a strong SEO strategy, shaping how search engines interpret and rank your content. Search engines like Google use bots to crawl your website, analysing the phrases you include to determine how and where your pages should appear in search results.

By identifying and targeting the terms your audience uses most often, you can create content that aligns with their needs and increases your chances of ranking higher. Without this strategy, you risk losing valuable visibility to competitors who are effectively targeting those same keywords.

In the evolving landscape of SEO, there has been a shift toward creating user-focused content. While keyword research remains essential, the emphasis is now on generating original, relevant, and topical content that resonates with your audience.

What are short-tail and long-tail keywords?

• Short-tail keywords are broad, 1–2 word terms like “accountant sydney” that attract high traffic but have more competition.
• Long-tail keywords are longer, specific phrases like “best tax accountant in Sydney” that target users with clear intent and lower competition.
• Body keywords fall in the middle, e.g. “tax accountants.”
  
  A mix of all three helps you reach a wider audience while also attracting highly targeted traffic.

What is the best keyword research tool?

When it comes to keyword research, the right tool can make or break your SEO strategy. Among the best in the industry are Google Keyword Planner, Google Search Console, Ahrefs, and SEMRush, each offering unique strengths.

• Google Keyword Planner is a favourite for its simplicity and accuracy. As a free tool, it provides insights into search volume, competition, and keyword trends. It’s an excellent starting point for PPC campaigns and organic keyword ideas.
• Google Search Console takes a different approach, focusing on performance data directly from your website. It highlights which keywords are already driving clicks and impressions, offering real-time insights to refine your strategy. It’s especially valuable for discovering long-tail keywords that resonate with your audience.
• Ahrefs is a powerhouse for SEO professionals. Known for its extensive keyword database and in-depth metrics like Keyword Difficulty (KD) and click potential, it’s perfect for building data-driven strategies. Ahrefs also excels at competitor analysis, helping you uncover untapped opportunities.
• SEMRush is another all-in-one tool, renowned for its versatility. It goes beyond keyword research, offering insights into PPC campaigns, content ideas, and competitive intelligence. Its user-friendly interface makes it a great choice for beginners and experts alike.

AI tools for keyword research

• ChatGPT, for instance, can assist in brainstorming keyword ideas and generating long-tail variations based on conversational prompts. By asking specific questions or providing context about your niche, ChatGPT can offer creative and contextually relevant keyword suggestions. It’s especially useful for uncovering search intent and understanding how users phrase their queries.

• Gemini, another AI-driven tool, excels in blending keyword research with market trends and user behaviour analysis. It offers real-time insights and predictive analytics to help you stay ahead of the competition. Its ability to analyse large datasets and suggest actionable strategies makes it a valuable companion for SEO campaigns.

These AI tools don’t just complement traditional options; they enhance your ability to understand audience behaviour, generate content ideas, and refine targeting strategies. By combining the power of traditional tools with AI innovation, you can craft a comprehensive and cutting-edge keyword research strategy.

How to find the best keywords for your business

Finding the best keywords for your business is crucial for building a strong online presence and driving targeted traffic through SEO. By choosing the right keywords, you can connect with your audience, rank higher in search engine results, and achieve your business goals. Here’s a step-by-step guide to help you uncover the best keywords for your business:

1. Understand your audience

Start by identifying your target audience and their pain points. Think about what they might search for when looking for your products or services. Consider their location, preferences, and common phrases they use, this is referred to their search intent.

2. Brainstorm and list ideas

Create a list of potential keywords that align with your business. Include both broad and specific terms, such as “kitchen renovations” or “[location] kitchen renovation experts.” You might have multiple keyword list depending on the different services your business offers.

3. Use keyword research tools

Leverage tools like Google Keyword Planner, Ahrefs, SEMRush, and Google Search Console to analyse search volume, competition, and trends. AI tools like ChatGPT or Gemini can also generate creative keyword ideas based on your industry.

4. Analyse competitors

Look at the keywords your competitors are targeting. Tools like Ahrefs and SEMRush can provide insights into their organic rankings and paid campaigns. This can help you find gaps or opportunities to differentiate your business.

5. Focus on long-tail keywords

Long-tail keywords, such as “affordable kitchen renovations in [location],” may have lower search volume but attract highly targeted traffic. These are particularly effective for niche markets or local SEO.

6. Test and refine

Once you have a list, incorporate the keywords into your website, blog posts, and ads. Monitor their performance using tools like Google Search Console and adjust your strategy based on results.

By combining creativity, research, and data, you can find the best keywords that drive traffic and convert visitors into customers.

The metrics you need to consider carefully

One of the primary metrics is Volume, which indicates how many searches are conducted for a particular phrase. Understanding search volume helps you gauge the popularity and potential reach of a keyword.

Another critical metric is Keyword Difficulty. This measures the level of competition and how challenging it is to rank for specific terms. When selecting keywords, aim for those with lower difficulty scores to increase your chances of achieving higher rankings. Targeting keywords with high difficulty might lead to investing resources in terms you won’t easily rank for, making it crucial to strike a balance between search volume and keyword difficulty for optimal results.

Best practices for optimising your website for keywords

Optimising your website for keywords is key to boosting search rankings and improving user experience. Start with strong meta titles that include your primary keyword early and stay under 60 characters. Use keyword-rich headings (H1, H2, H3) to structure content and signal relevance. Keep URLs short, clean, and keyword-focused for better SEO and usability.

In your content, naturally integrate primary and semantic keywords, especially in the opening, subheadings, and conclusion. Prioritise clarity and value for the reader while avoiding keyword stuffing. Strengthen your internal linking by using keyword-rich anchor text to connect related pages, guiding users and search engines through your site more effectively.

But remember…

Unfortunately, there is no hard metric or magic formula to determine how many times is too many to use your keywords. As a rule of thumb, just make sure your content reads naturally and that there is no obvious repetition and you should avoid penalty.

Ready to take your SEO strategy to the next level? Contact the Brisbane SEO team at Edge Marketing today for expert guidance and personalised solutions. Speak with an industry-leading professional and start achieving your business goals with confidence!