Keyword research sounds technical. It’s not. It’s just figuring out what words people type into Google when they want what you sell.
Get this right, and Google sends you customers. Get it wrong, and you’re invisible.
The Simple Version 🎯
Keyword research answers one question: “What do my customers actually search for?”
Not what you think they search for. Not what you’d search for. What they actually type into Google.
Step 1: Spy on Your Competitors
Why reinvent the wheel? Your competitors already did the research. Just look at what’s working for them.
- Go to SEMrush (free version works)
- Enter a competitor’s website
- See which keywords they rank for
- Write them down
Do this for your top 5 competitors. You’ll have a solid starting list in 20 minutes.
Step 2: Expand with Google’s Free Tool
Google Keyword Planner is free (you just need a Google Ads account – you don’t have to run ads).
Enter your competitor keywords. Google will suggest related terms you might have missed. It also shows you how many people search for each term monthly.
One warning: Google inflates these numbers to make you spend on ads. Use them for comparison, not as gospel.
Step 3: Check the Competition
Found a keyword you like? Search for it. Look at who’s ranking on page one.
✅ Good sign
Sites similar to yours ranking. Businesses offering similar services. This means you can compete.
❌ Bad sign
Giant brands dominating. Wikipedia. Amazon. Government sites. Pick a different keyword.
Short-Tail vs Long-Tail Keywords
Short-tail: “shoes”
- Huge search volume
- Massive competition
- Vague intent (buying? researching? bored?)
- Hard to rank
Long-tail: “waterproof hiking boots for women”
- Lower search volume
- Less competition
- Clear intent (ready to buy)
- Easier to rank
New to SEO? Go 80% long-tail, 20% short-tail. Win the easy battles first.
Free Tools to Get Started 🛠️
- Google Keyword Planner – Search volumes and suggestions
- Google Search – See who you’re competing against
- Google Trends – Is this keyword growing or dying?
- AnswerThePublic – What questions do people ask?
- SEMrush (free tier) – Competitor keyword spying
The Honest Take
Keyword research isn’t complicated. It’s just tedious. The companies that rank well did this work – they figured out exactly what their customers search for, then created content around those terms.
Start with your competitors. Expand with Google’s tools. Check the competition before committing. And focus on long-tail keywords if you’re just starting out.
The whole process takes a few hours. The results last for years. 🔍