Keyword research for beginners: Here's how to do it!

Step 1: Define your purpose and target audience

Before you start your research, you need to know who you are writing for and what you want to achieve

• Want more traffic to your website?
• Want to boost sales?
• Want to inform or inspire?
• Create a buyer persona of your ideal customer: who is it, what is that person looking for online, and what stage of the customer journey is they in? This will help you find relevant keywords that really match their search intent.

Step 2: Collect basic keywords

Start with a brainstorm. What would people type in when they search for your service or product?

Example:
You sell durable running shoes. Possible keywords:

• Running shoes women
• Running shoes for beginners
• Cheap running shoes
• Shoes for long-distance running
• If necessary, use your own website, product descriptions or competitors to get additional inspiration.

Step 3: Use keyword tools for expansion and data

Now you start expanding your list as well as collecting data. Some handy tools:

• Google Keyword Planner (free, via Google Ads account)
• Ubersuggest (free limited, premium for more data)
• Answer the Public (mapping search queries)
• SEMRush / Ahrefs / Moz (professional tools with lots of data)
• Google Suggest (type in Google and see the suggestions)
• Google Trends (check seasonality and search interest)

Some important dates to remember

• Search volume: how many times per month is the word searched for?
• Competition: how hard is it to rank for this keyword?
• Search intent: do people want information, buy something or do something

Step 4: Categorise and select your keywords

Not every keyword is equally valuable. Apply structure by categorising your keywords:

• Main keywords: broad and high-volume (e.g. "running shoes")
• Long-tail keywords: more specific and often with higher conversion (e.g. "Cushioned running shoes for men with knee problems")
• Informative keywords: for blogs or FAQs ("how to choose the right running shoe?")
• Commercial keywords: targeted to purchase ("buy best running shoes")

Choose a mix that suits your content strategy.

Step 5: Strategically incorporate keywords into your content

A list of good keywords is only valuable if you also incorporate them properly into your content. Note:

• Put your main keyword in the title, URL, meta-description and first paragraph.
• Use variants and synonyms in headings and body text.
• Avoid keyword stuffing - always write for people, not just Google.
• Create separate pages or blog posts for important long-tail keywords.

Conclusion

Keyword research is not a one-off study that you do and then forget about. It is an ongoing process that evolves with the search behaviour of your target audience, changes in the market and updates in search algorithms. What works well today may be obsolete in a few months' time. That is why it is important to regularly analyse your performance, follow new search trends and adjust your content and strategy where necessary. That way, you stay relevant, visible and competitive in search results.

Need help with your keyword research or marketing strategy? Contact us - Together, we find the right approach for your business.