Keyword research plays a vital role in search engine optimization (SEO), enabling businesses to boost conversions and generate higher revenue. Regardless of your digital marketing experience, understanding how to conduct effective keyword research is essential for building an SEO strategy that works in 2025.
In this beginner’s guide to keyword research, you’ll learn how to find and choose the best keywords to maximize your website’s SEO performance and return on investment (ROI).
We’ll cover the following topics:
- What is keyword research?
- Why is keyword research important in 2025?
- How to research and incorporate keywords
- How to choose the best keywords
- Best keyword research tools for your business in 2025
1. What is keyword research?
Keyword research is the process of finding the words and phrases people type into search engines, like Google, when they’re looking for something. These words, called keywords, help us understand what topics people are interested in and what they want to know.
Keyword research is the first step to creating content or optimizing a website. By choosing the right keywords, you make it easier for your website to show up when people search for those topics. Think of it like knowing the exact questions your audience is asking so you can provide the best answers.
2. Why is Keyword Research Important in 2025?
Keyword research is important because it helps you know what people search for online. In 2025, search engines have become more advanced, so knowing what your audience wants is more crucial than ever. Let’s explore why keyword research matters in detail.
It Helps You Understand Your Audience
Keyword research allows you to discover what your audience is searching for and the exact words they use. For example, if someone searches for “best running shoes for beginners,” they are likely looking for advice on choosing their first pair of running shoes. On the other hand, someone searching for “discount Nike running shoes” is ready to buy but wants to save money. With this information, you can create content or products that match their needs. For instance, if you sell running shoes, you could write a blog titled “Top 5 Running Shoes for Beginners in 2025” or offer discounts on Nike shoes to attract potential customers.
It Brings More Visitors to Your Website
Using the right keywords helps your website rank higher in search results, which brings in more visitors. For example, if you run a bakery in Riyadh, targeting keywords like “best bakery in Riyadh” or “fresh cakes near me” can help attract local customers. In 2025, long-tail keywords—longer, more specific phrases—are especially important because people often use voice search. For example, instead of typing “bakery Riyadh,” someone using voice search might say, “Where can I find the best bakery near me in Riyadh?” Using these specific phrases in your content can help more people visit your website.
It Helps Increase Sales
Not all keywords bring in the same type of visitors. Some people search to learn (informational keywords), while others are ready to buy (transactional keywords). For example, “how to bake a chocolate cake” is an informational keyword that works well for a blog post, while “buy chocolate cake online Riyadh” is a transactional keyword, ideal for a product page. By focusing on transactional keywords, you can attract visitors who are more likely to make a purchase, which helps increase your sales and revenue.
It Keeps You Ahead of Competitors
Keyword research helps you stay ahead of your competitors by showing you what they are ranking for and helping you find opportunities they might have missed. For example, if your competitor ranks for “affordable gym equipment Riyadh,” you could target “high-quality gym equipment in Riyadh” to attract customers looking for premium products. By focusing on these gaps, you can position your business better and attract a different group of customers.
It Saves Time and Money
Without keyword research, you risk creating content or ads that don’t attract any visitors. Imagine spending hours writing a blog post or running an ad campaign that no one sees because it doesn’t match what people are searching for. Keyword research ensures that you focus on topics and phrases your audience cares about, saving you time, effort, and money. This way, you can create content that gets results and avoid wasting resources on ineffective strategies.
Steps to Research and Use Keywords Effectively
Finding and using the right keywords is key to making your website successful online. By understanding what people search for and creating content that meets their needs, you can increase traffic and boost conversions. Here’s how to research and use keywords effectively.
Step 1: List Down Keyword Ideas
Start by brainstorming words and phrases that describe your business, products, or services. Think about what your customers would search for when looking for your offerings. Keep your list broad and include location-specific terms if you operate in a specific area.
For example, if you run a coffee shop in Seattle, your list might include phrases like “coffee shop,” “specialty coffee,” “Seattle coffee roasters,” or “best latte near me.” Don’t forget to include local keywords like “top coffee shop in downtown Seattle” to target nearby customers.
Step 2: Analyze Competitors for Inspiration
Look at your competitors’ websites to see what keywords they’re using to promote similar products or services. This can inspire new ideas and help you spot opportunities they may have missed.
For instance, if a competitor is targeting “specialty coffee Seattle,” you could focus on unique keywords like “locally roasted coffee beans in Seattle” or “family-owned coffee shops in Seattle.” This approach not only helps you stand out but also attracts customers who are looking for something specific.
Step 3: Focus on Long-Tail Keywords
Long-tail keywords are longer, more specific phrases that attract a niche audience. They often have less competition than short, generic terms and are more likely to match user intent.
For example:
- Instead of “coffee shop,” try “best coffee shop with free Wi-Fi in Seattle.”
- Instead of “coffee,” use “organic cold brew coffee in Seattle.”
Long-tail keywords are especially important for local businesses in the USA, as they help you attract customers in your area who are ready to make a decision.
Step 4: Use Keyword Tools for Deeper Insights
Keyword research tools, such as Google Keyword Planner, Ubersuggest, or Moz, can help you expand your list and provide valuable data like search volume and competition. Enter one of your initial ideas, and these tools will suggest related keywords along with their popularity.
For example, typing “coffee shop Seattle” might return suggestions like:
- “coffee shops near Pike Place Market”
- “Seattle’s best espresso”
- “specialty coffee downtown Seattle”
These insights help you identify high-value keywords that align with your business goals.
Step 5: Choose Keywords That Make Sense for Your Business
Once you’ve built a list of potential keywords, narrow it down by focusing on those that are:
- Relevant: Does the keyword align with your services?
- Popular: Does it have enough search volume?
- Realistic: Can your website realistically rank for it?
For example, “best coffee shop near Pike Place Market” might be a good choice for a small Seattle coffee shop because it’s specific, relevant, and has a local focus. Avoid overly broad terms like “coffee,” which are too competitive and lack focus.
Step 6: Add Keywords Naturally to Your Website
After selecting your keywords, incorporate them into your website content naturally. Adding too many keywords to your pages can hurt your rankings and make your content harder to read. Instead, place keywords in strategic areas such as:
- Page Titles: Example: “Best Coffee Shop Near Pike Place Market – Fresh Brews Daily”
- Headings: Example: “Why Our Coffee is a Seattle Favorite”
- Body Text: Example: “Our coffee shop in downtown Seattle serves locally roasted beans and handcrafted lattes.”
- URLs: Example: www.yourwebsite.com/seattle-coffee-shop
- Meta Descriptions: Example: “Visit our coffee shop near Pike Place Market for freshly brewed coffee and local treats.”
- Alt Text for Images: Example: “Handcrafted latte art in a Seattle coffee shop.”
For example, if your keyword is “best coffee shop with free Wi-Fi in Seattle,” you might create a blog post titled “Top 5 Coffee Shops in Seattle with Free Wi-Fi.”
Step 7: Structure Your Keywords and Content
Organize your keywords by grouping them into related topics and assigning them to specific pages. This helps search engines understand your website’s layout and makes it easier for visitors to find what they’re looking for.
For example:
- A parent page titled “Coffee Shops in Seattle” could link to subpages like:
- “Best Espresso Bars in Seattle”
- “Locally Roasted Coffee Beans in Seattle”
- “Cozy Coffee Shops with Free Wi-Fi in Seattle”
This structure creates a clear hierarchy and ensures your site is user-friendly while being optimized for SEO.
Step 8: Regularly Update Your Keywords
Search trends change frequently, so it’s essential to revisit your keyword strategy over time. Updating your website regularly keeps it current and competitive.
For instance, in 2025, “best coffee shop near Pike Place Market” might be trending, but by 2027, people may search for “new coffee shops in downtown Seattle.” By keeping up with trends, you can adjust your content and keywords to match what your audience is searching for.
How to Choose the Best Keywords
Choosing the right keywords for your business is a crucial step in improving your website’s visibility and attracting the right audience. To do this effectively, you need to focus on three key factors: relevance, authority, and volume. Let’s take a closer look at what each of these means and how they can help you.
1. Relevance: Matching the User’s Intent
Relevance is about how closely your keywords match what people are searching for. When someone types a query into Google, they have a goal or purpose behind their search. Your keywords and content should align with that purpose to rank well.
For example, if a user searches for “how to fix a leaking tap,” they’re looking for a guide, not a service advertisement. Similarly, if someone types “buy affordable furniture,” they want to see products, not tips on furniture maintenance. Google prioritizes showing results that answer the searcher’s question, so your keywords need to directly address their needs.
To stay relevant, group your keywords by intent. For example, use informational keywords like “how to choose a dining table” for blog posts and transactional keywords like “buy wooden dining tables near me” for product pages. This ensures your content serves the purpose of the search.
2. Authority: Building Trust with Google
Authority is how trustworthy and reliable Google perceives your website to be. Websites with a strong reputation and useful content are ranked higher because they offer better experiences to users.
To increase your authority, focus on creating high-quality content that answers common questions or solves problems. For example, writing an article like “Top 10 Tips for Choosing the Best Office Chair” can show your expertise. Earning backlinks from other reliable websites also helps build trust. These links show Google that your website is a trustworthy and reliable source of information.
If you’re in an industry dominated by big names, like Amazon or WebMD, don’t compete directly for general keywords. Instead, focus on specific niches where you can shine. For example, instead of targeting “office chairs,” you could try “ergonomic office chairs for small spaces.”
3. Volume: Understanding Search Demand
Volume is the number of times people search for a keyword in a month. High search volume means more people are searching for that term, but it also means more competition. On the other hand, low-volume keywords may be easier to rank for but attract fewer visitors.
The goal is to find keywords with enough search demand to bring in traffic, while still being achievable to rank for. For example, a keyword like “laptops” has very high volume but is too broad and competitive for most websites. Instead, a keyword like “best laptops for college students under $500” is more specific and likely easier to rank for.
Using tools like Google Keyword Planner or Ahrefs can help you find keywords with the right balance of search volume and competition.
4. Cost-Per-Click (CPC) for Paid Ads
If you plan to run paid ads, cost-per-click (CPC) is another factor to consider. CPC tells you how much advertisers are bidding to display ads for a specific keyword. High CPC means the keyword is competitive and expensive, while low CPC means there’s less competition.
For example, “best smartphones” might have a high CPC because many businesses are targeting it. On the other hand, “best smartphones under $300” might have a lower cost and still bring in your target audience. By finding keywords with high search volume and low CPC, you can get better results for your advertising budget.
Top 3 Keyword Research Tools for Your Business in 2025
Choosing the right keyword research tool can make a big difference in your SEO strategy. Here are the top three tools that stand out for their reliability and effectiveness in 2025.
1. Google Keyword Planner
Google Keyword Planner remains a top choice because it’s free and provides accurate data directly from Google. It helps you discover keyword ideas, understand their search volume, and assess competition. For example, if you search for “home fitness equipment,” it might suggest keywords like “affordable dumbbells” or “compact treadmills.”
2. Ahrefs
Ahrefs is a powerful tool for advanced keyword research and competitor analysis. It shows you which keywords your competitors rank for, their top-performing pages, and related terms to target. For instance, if your competitor ranks for “vegan protein powders,” Ahrefs can help you find similar keywords like “organic plant-based protein.”
3. SEMrush
SEMrush is an all-in-one platform that provides keyword suggestions, search trends, and competitive data. It’s particularly useful for tracking keyword rankings and creating content plans. If you’re targeting “luxury skincare,” SEMrush might suggest related keywords like “anti-aging creams” or “natural skincare products.