How to Conduct Keyword Research That Drives Results
In the world of digital marketing, keyword research is the foundation of successful SEO, content creation, and paid advertising campaigns. It’s more than just finding popular search terms—it’s about uncovering the right keywords that drive relevant traffic and business results.
Whether you’re building a blog, optimizing a product page, or launching a Google Ads campaign, knowing how to conduct keyword research can make the difference between crickets and conversions.
In this guide, we’ll walk you through a proven keyword research process that actually drives results.
What Is Keyword Research?
Keyword research is the process of identifying the words and phrases that people use when searching for products, services, or information online. These terms inform how you create content, structure your website, and develop your overall SEO strategy.
Step 1: Define Your Goals
Before you start pulling keywords, ask yourself:
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What is the main goal of my content or campaign?
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Who is my target audience?
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What action do I want them to take?
Your answers will guide you toward keywords that align with business goals, not just search volume.
Example: A B2B software company focused on lead generation should prioritize keywords with high commercial intent over broad informational ones.
Step 2: Brainstorm Seed Keywords
Start with a list of “seed” keywords—basic terms that describe your product, service, or topic.
For example, if you sell project management software, your seed keywords might include:
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Project management
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Team collaboration tools
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Task tracking software
These will serve as the foundation for your keyword research tools to expand upon.
Step 3: Use Keyword Research Tools
Use trusted tools to find related terms, search volumes, competition, and keyword variations.
Popular Tools:
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Google Keyword Planner (free with a Google Ads account)
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Ahrefs
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SEMrush
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Ubersuggest
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AnswerThePublic
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Moz Keyword Explorer
Look for:
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Search Volume – How many times a term is searched per month.
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Keyword Difficulty (KD) – How hard it is to rank for that keyword.
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CPC (Cost Per Click) – Useful if you’re running paid ads.
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Search Intent – Is the searcher looking to buy, learn, or compare?
Step 4: Analyze Search Intent
Not all keywords are created equal. To drive results, match your content to the search intent behind each keyword.
Types of Intent:
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Informational – Looking for knowledge (e.g., “how to manage a team”)
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Navigational – Looking for a specific site (e.g., “Asana login”)
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Commercial – Comparing options (e.g., “best project management tools 2025”)
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Transactional – Ready to buy (e.g., “buy project management software”)
Tip: Use informational intent for blog posts and educational content; use commercial and transactional intent for product pages and landing pages.
Step 5: Group and Prioritize Keywords
Once you have a long list, group your keywords into themes or topics. This helps you:
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Plan content clusters or pillar pages
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Avoid keyword cannibalization
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Create a logical site structure
Then, prioritize based on:
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Relevance to your business
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Search volume
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Difficulty
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Intent alignment
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Your current domain authority
Aim for a balance between high-opportunity and low-competition keywords.
Step 6: Map Keywords to Content
Once you’ve narrowed your keyword list, assign each keyword (or group) to a specific piece of content. This ensures each page targets a unique keyword set and meets the right user intent.
Examples:
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Blog Post: “How to Choose a Project Management Tool” → Informational keyword
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Landing Page: “Best Project Management Software for Remote Teams” → Commercial keyword
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Product Page: “Project Management Software for Small Businesses” → Transactional keyword
Step 7: Monitor and Refine
Keyword research isn’t one-and-done. Trends change. Competitors evolve. Tools update.
Track your keyword performance in tools like Google Search Console, Ahrefs, or SEMrush. Monitor:
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Rankings over time
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Click-through rate (CTR)
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Pages with high impressions but low clicks
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New keyword opportunities from user queries
Use this data to optimize existing content and uncover fresh topics.
Final Thoughts
Effective keyword research is part art, part science. It’s not just about volume—it’s about choosing the right keywords that bring in the right audience and drive them toward your goals.
When done right, keyword research fuels every part of your digital marketing strategy—from SEO to PPC to content creation.
