Keyword Research
The process of finding and prioritising search terms users use to find content.
Key takeaways
- Keyword Research is the process of finding and prioritising search terms users use to find content.
- Start from customer questions, then check demand and difficulty in a research tool.
- Avoid: chasing high-volume head terms a new site can't rank for.
What is Keyword Research?
Modern keyword research blends search volume, intent classification and competitor gap analysis. The output is a content brief, not a spreadsheet of words.
For a step-by-step method, see Ahrefs' keyword research guide.
Why Keyword Research matters for SEO in 2026
Keyword research shows you the words people actually use and what they want when they search. Without it, you can write excellent pages for searches nobody makes.
For a wider view of where this fits, see our full SEO glossary or explore the SEO and GEO service we run for clients.
How to apply Keyword Research on your site
Knowing the concept is only half of it. Work through these steps in order to put Keyword Research into practice on your own pages:
- Start from customer questions, then check demand and difficulty in a research tool.
- Group keywords by intent so one page targets one need.
- Prioritise terms where you can realistically compete and that lead to business.
Common mistakes to avoid
Most sites that struggle with Keyword Research fall into the same traps. Check your pages against each of these before moving on:
- Chasing high-volume head terms a new site can't rank for.
- Creating a separate page for every minor keyword variation.
- Ignoring the long, specific queries buyers type just before they act.
Questions about Keyword Research
The process of finding and prioritising search terms users use to find content.
Keyword research shows you the words people actually use and what they want when they search. Without it, you can write excellent pages for searches nobody makes.
Start here: start from customer questions, then check demand and difficulty in a research tool. Then group keywords by intent so one page targets one need.
The most common is chasing high-volume head terms a new site can't rank for. Another is creating a separate page for every minor keyword variation.