How to do keyword research for SEO

Start by understanding what your client's target audience actually searches for, not what you think they should search for. Use tools like SEMrush, Ahrefs, or Google's Keyword Planner to pull search volume and difficulty data, but these numbers are only the beginning. Type your potential keywords directly into Google and look at the actual results—if your client's website can realistically rank on the first page given the current competition, it's worth pursuing. Pay attention to search intent too. A keyword with high volume means nothing if people searching for it want a definition when your client offers a product. Someone searching "best CRM software" has different intent than someone searching "what is CRM," even though both mention CRM.

Build your keyword list by starting with seed keywords related to your client's core services, then expand outward. Look at what competitors already rank for using the Site Explorer feature in Ahrefs—this reveals keyword gaps you can exploit. Check Google Search Console if they have historical data showing keywords they already get impressions for. These are your low-hanging fruit since they already have some visibility. Don't ignore long-tail keywords with lower search volume. A specific four-word phrase might only get 200 monthly searches, but if it's easier to rank for and highly specific to what the client offers, it converts better than generic high-volume terms.

Organize your findings into keyword clusters—groups of related terms that could all be addressed by a single page or pillar content piece. This approach works better than trying to optimize individual pages for isolated keywords. Map each cluster to a specific business objective. Are you targeting keywords at the awareness stage to build traffic, or conversion-focused keywords where people are ready to buy? The mix changes everything about your strategy.

Finally, remember that keyword research isn't a one-time project. Search behavior evolves, competitors shift, and new opportunities emerge. Revisit your research quarterly and continuously test whether your chosen keywords actually drive qualified traffic and conversions. The best keyword is the one your target customer uses that your competitors haven't fully dominated yet.