When it comes to digital marketing, there’s one core skill that consistently separates average content from content that ranks: keyword research. Understanding how to uncover the right search terms is the foundation of any strong SEO strategy. It doesn’t matter how beautifully written your blog post is or how sleek your website looks – if you’re not targeting the right keywords, you may never be found by your ideal audience.
Whether you’re a marketer, business owner, or content creator, learning how to do keyword research like a pro will give you the power to attract qualified traffic and increase your online visibility. Keep reading to learn the essentials, best practices, and tools needed to elevate your SEO game. And if you’re ever in doubt or looking to scale, partnering with a specialised SEO agency in Melbourne like SIXGUN can also help you navigate the complexities of keyword targeting and content optimisation more effectively.
What is Keyword Research?
Keyword research is the process of identifying the words and phrases people use when searching for information, products, or services online. These keywords help search engines understand the topic of your content and determine when it should appear in search results. Effective keyword research helps you:
- Understand what your audience is searching for
- Uncover content opportunities
- Prioritise topics based on search volume and competition
- Increase your chances of ranking on the first page of Google
But there’s a difference between simply picking a few popular phrases and actually building a high-performing strategy. That’s where the pro-level approach comes in.
Step 1 – Start with Your Audience in Mind
Before diving into tools and data, consider your audience’s intent. What questions are they asking? What problems are they trying to solve? Keyword research starts with empathy – understanding the language your customers use and aligning your content to their needs. Ask yourself:
- What are their pain points?
- What products or services are they looking for?
- How might they describe your offering in their own words?
Creating a few customer personas can be helpful at this stage, as it allows you to think through their goals and how they might interact with search engines.
Step 2 – Brainstorm Seed Keywords
Seed keywords are the basic starting points – the words or short phrases directly related to your business or industry. For example, if you run a boutique landscaping service, your seed keywords might include:
- landscape design
- garden renovation
- outdoor living
- backyard makeover
These terms form the foundation of your keyword research. From here, you can explore variations, long-tail keywords, and search intent with the help of keyword tools.
Step 3 – Use Keyword Research Tools
Professional keyword research relies heavily on data. Fortunately, there are several powerful tools that can help you uncover insights such as monthly search volume, keyword difficulty, trends, and more. Some popular keyword research tools include:
- Google Keyword Planner: Great for identifying search volumes and ad competitiveness.
- Ahrefs: Offers robust features like keyword difficulty scores, SERP analysis, and competitor tracking.
- SEMrush: Ideal for content marketers who want to monitor keyword trends and gaps.
- Ubersuggest: A beginner-friendly option with a good balance of features.
- Answer the Public: Helps you discover question-based keywords and content inspiration.
Use these tools to explore related terms, search trends, and new opportunities. Look beyond just high-volume keywords and pay attention to lower-competition terms where you can realistically rank.
Step 4 – Focus on Search Intent
Search intent is the “why” behind a search. Understanding intent allows you to tailor your content to match what users actually want to see. There are four main types of search intent:
- Informational: The user is looking to learn something (e.g., “how to plant succulents”).
- Navigational: They want to find a specific site or page (e.g., “Bunnings garden supplies”).
- Transactional: They’re ready to take an action, like making a purchase (e.g., “buy outdoor furniture online”).
- Commercial Investigation: They’re comparing options before making a decision (e.g., “best solar panels for home use”).
Make sure the keywords you target align with the purpose of the page. For instance, an informative blog should target informational keywords, while your product pages should focus on transactional ones.
Step 5 – Analyse the Competition
Once you’ve shortlisted a group of potential keywords, it’s time to evaluate who else is ranking for them. Search the keyword in Google and analyse the top-ranking pages:
- What types of content are ranking (blogs, videos, product pages)?
- How in-depth is the content?
- Are there opportunities to add more value or improve on what exists?
Tools like Ahrefs and Moz can show you domain authority and backlink profiles, helping you assess how difficult it may be to outrank existing pages.
Step 6 – Prioritise Your Keyword List
Not all keywords are created equal. You need to weigh each term based on:
- Search volume: Is there enough demand to justify the effort?
- Keyword difficulty: Can you realistically compete for it?
- Relevance: Does it match your business goals and audience needs?
- Intent alignment: Will it attract the right type of traffic?
Long-tail keywords (phrases with 3+ words) often have lower competition and higher conversion potential. For example, “affordable landscape design ideas for small yards” might bring in more qualified traffic than just “landscape design”.
Step 7 – Map Keywords to Content
Once you’ve got your keyword list, map them strategically to your site’s pages and blog content. Avoid targeting the same keyword across multiple pages – that can lead to keyword cannibalisation, where your own pages compete against each other. Here’s a simple structure you might use:
- Homepage: Broad, high-level keywords
- Service pages: Specific, transactional keywords
- Blog posts: Informational, long-tail keywords
- FAQ or glossary pages: Question-based or niche industry terms
This kind of mapping ensures your site is well-structured, easy for Google to crawl, and helpful for your visitors.
H4: Step 8 – Monitor and Adjust
Keyword research isn’t a “set it and forget it” task. Search trends evolve, competitors change their strategies, and new opportunities emerge. Set a schedule – monthly or quarterly – to revisit your keyword list, analyse what’s working, and tweak your approach accordingly. Use tools like Google Search Console and Google Analytics to track which keywords are driving traffic, how users are engaging with your content, and where you might improve.
Ready to get started?
Mastering keyword research is one of the most valuable skills you can develop in digital marketing. When done well, it not only drives organic traffic but ensures that traffic is highly relevant and likely to convert. By focusing on your audience, leveraging the right tools, and continuously refining your strategy, you can create content that truly performs.
