You want people to find your website. But you have no idea which words to focus on. That feeling is completely normal — and keyword research is the simple process that fixes it.
Here is the thing: around 39.8% of all clicks go to the very first result on Google. The second page? Almost nobody goes there. That means the words you choose to build your content around matter a lot more than most people realise.
This guide will walk you through keyword research from the very beginning. No jargon, no guessing. Just a clear, step-by-step process so you know exactly where to start, where to look, and how to make sense of the data you find. By the end, you will have everything you need to build your first keyword list.
What Is Keyword Research (and Why It Matters)
Think of it like a map for your content
Keyword research is simply the process of finding out what words and phrases people type into Google when they are looking for something. That is it. No magic, no mystery.
Think of it like street signs. Without them, drivers would not know where to go. Keywords work the same way for search engines. They help Google understand what your page is about, so it can show your content to the right people at the right time.
Why skipping this step wastes time
If you publish a page without checking whether anyone actually searches for that topic, it might sit there with zero visitors. Keyword research prevents that. It tells you where the demand is before you spend hours writing.
Where to Start: Seed Keywords
What a seed keyword is
A seed keyword is a broad, simple term that describes your topic. It is your starting point — the place where everything else begins.
For example, if you run a small online bakery, your seed keywords might be words like "baking", "cakes", or "bread recipes". These are short, general terms. They are not your final target keywords. They are just the door you walk through to find the good ones.
How to brainstorm your first seed keywords
You do not need a fancy tool to get started. The best place to begin is your own brain. A simple approach is to think about the main categories and topics related to your business, and write them down without overthinking it. Just get ideas down first.
After that, go to the places where your audience hangs out online. Forums, Reddit threads, and even customer reviews on Amazon can reveal the exact language real people use when they search for things like yours. That language is gold.
- Write down 5–10 broad words or phrases that describe what you do
- Google those words and see what other terms people are searching for
- Browse forums or Q&A sites in your niche and note the questions people ask
- Look at what your competitors write about on their websites
How to Expand Your Keywords: Short-Tail vs Long-Tail
What is the difference between short-tail and long-tail keywords?
This is one of the most important ideas in keyword research, and it is easier to understand than it sounds.
Short-tail keywords are short, broad terms — usually one or two words. Something like "shoes" or "baking". Lots of people search for them, which also means lots of competition.
Long-tail keywords are longer, more specific phrases — usually three words or more. Something like "best shoes for flat feet" or "simple bread recipes for beginners". Fewer people search for them, but the people who do know exactly what they want.
| Keyword Type | Example | Search Volume | Competition | Conversion Rate |
|---|---|---|---|---|
| Short-tail | "shoes" | Very high | Very high | Low |
| Mid-tail | "running shoes" | High | Medium – High | Medium |
| Long-tail | "best running shoes for flat feet" | Low – Medium | Low | High |
Why long-tail keywords are your best friend as a beginner
If you are just starting out, long-tail keywords are where you should focus your energy. Here is why: long-tail keywords account for around 70% of all search traffic. That is the majority of searches happening on Google every single day.
On top of that, long-tail keywords have less competition. Big, established websites already own the short-tail keywords. But the longer, more specific phrases? There is plenty of room for you there.
The secret is not to find one big keyword. It is to find dozens of smaller, specific ones that together bring in steady, targeted traffic.
Where to Look: Free Tools and Where to Find Data
What tools can I use for keyword research for free?
The good news is that you do not need to spend money to get started. There are several free tools that give you real, useful data. Here are the three you should know about straight away.
Google Keyword Planner is made by Google itself. It shows you keyword ideas and gives you search volume ranges. It was designed for ads, but it works well for SEO too — especially for finding new keyword ideas from your seed terms.
Google Trends lets you see how popular a keyword is over time and compare different keywords side by side. It is great for spotting whether a topic is growing or dying out.
Google Autocomplete is the simplest one of all. Just start typing a keyword into the Google search bar and look at the suggestions that appear. Those suggestions are based on what real people are actually searching for. Free, instant keyword ideas.
How do I use Google Keyword Planner?
Here is a simple way to get started. Create a free Google Ads account (you do not need to run any ads). Then go to Tools and select Keyword Planner. Choose "Discover new keywords" and type in one of your seed keywords. Google will give you a list of related keywords, sorted by how relevant they are to your seed term.
How to Analyse the Data You Find
Now you have a list of keywords. But what do the numbers actually mean? This is where most beginners get stuck. Let us break it down into the three things that matter most.
What does search volume actually mean?
Search volume is simply how many times a keyword gets searched in a month. If a keyword has a search volume of 2,000, that means around 2,000 people type that exact phrase into Google every month.
Higher volume means more potential visitors. But it also usually means more competition. A keyword with 50,000 monthly searches sounds exciting, but if every big website in your niche is already targeting it, your chances of ranking are very slim.
What is keyword difficulty and should I care about it?
Keyword difficulty is a score — usually between 0 and 100 — that tells you how hard it would be to rank for a keyword. A score of 10 means it is very easy. A score of 80 means you are up against some very strong competition.
The difficulty score is based on how competitive the keyword already is — meaning how many other strong websites are already ranking for it. Tools calculate this by looking at factors like how many links those top-ranking pages have and how trusted those websites are.
How do I know if a keyword is worth targeting?
A good keyword hits a sweet spot. It has enough search volume to bring in real visitors, but a low enough difficulty score that you can actually rank for it. As a beginner, aim for keywords with a difficulty score under 30 and a search volume of at least 100 per month. That combination gives you a realistic chance of getting traffic without fighting impossible odds.
If this feels confusing at first, that is completely normal. Most people struggle with this part. The more you practise looking at keywords and their scores, the faster you will learn to spot the good ones.
Putting It All Together: Your First Keyword List
A simple step-by-step process from seed to final list
Here is the whole process in one place. Follow these steps and you will have a solid keyword list ready to work with.
- Pick 5–10 seed keywords that describe your topic or business.
- Expand them using Google Keyword Planner or Google Autocomplete to find related phrases.
- Identify long-tail keywords from that list — the ones that are more specific and feel like real questions or searches.
- Check the search volume and difficulty for each keyword. Remove the ones that are too competitive for where you are right now.
- Pick your winners — keywords with good volume, low difficulty, and a clear match to what your content is about.
How to organise your keywords (one keyword per page)
Once you have your list, the next step is simple: assign one main keyword to each page or blog post you create. Do not try to target five keywords on one page. That spreads your focus too thin and confuses search engines about what your page is actually about.
Think of it like this. Each page is a single answer to a single question. If someone searches "how to make sourdough bread", your page should be all about that — not also trying to cover cake recipes at the same time.
You Are Ready to Start
Keyword research does not have to feel overwhelming. It comes down to three things: finding the right words people are searching for, understanding how competitive those words are, and picking the ones you can realistically rank for.
Start with your seed keywords. Expand them using free tools. Focus on long-tail keywords with low difficulty. And assign one keyword per page. That is the process. It is simple, it is repeatable, and it works.
If you want to skip the manual guesswork and let a tool do the heavy lifting for you, take a look at Keywords Cluster. It is built specifically for people who are new to keyword research and want clear, useful data without the complexity. See what is included and decide if it is the right fit for you.