How to do keyword research in SEO

Start by understanding your client's business model and the problems they solve. This context shapes what keywords actually matter. Then use tools like Ahrefs, SEMrush, or Moz to identify what people are searching for in that space. Enter seed keywords—broad terms related to your client's offerings—and let the tools expand into larger keyword lists. Pay attention to search volume and keyword difficulty metrics, but don't obsess over them. A keyword with 100 monthly searches and low competition that converts is worth more than something with 10,000 searches and impossible ranking difficulty.

The real work happens when you segment keywords by intent. People searching "best CRM for small business" want a comparison or recommendation, while "CRM software" is more exploratory, and "free CRM trial" indicates someone ready to try something. Match these intent categories to your client's actual web pages and sales funnel. This is where most agencies fail—they chase high-volume keywords that don't align with what they can actually rank for or what their client can convert. Look at what's currently ranking in the top ten positions for your target keywords too. If your client is a local plumber and the top results are all national companies, that keyword isn't realistic for them, but "plumber in [city]" probably is.

Don't rely on keyword research tools alone. Spend time in customer discovery—talk to sales teams, read customer support tickets, and check competitor review sites like G2 or Trustpilot. People often use different language than what your tools suggest, and this qualitative data reveals gaps in your research. Test your keywords by actually creating content around them, tracking rankings and traffic over time, then refining. Keyword research isn't something you finish and file away. It's iterative. As your client's business grows, as market conditions shift, and as you gather performance data, you'll discover new opportunities and kill underperforming keyword targets. The best keyword research combines data from multiple sources with real business understanding and ongoing testing.