Keyword research finds out which words people actually use when searching for what you offer. It almost always turns out that they ask differently from the way you talk about your product.
What is keyword research?
Keyword research is the process of finding, studying and selecting the words or phrases that search engine users target when looking for information, products or services on the internet. This process is not only about finding the most frequently used terms but about taking a deep dive into the thinking and behaviour of your target audience. Keyword research reveals which expressions users type when searching the internet and helps you target both content and advertising more precisely.
The keyword research process
The keyword research process involves several steps: 1. Data collection: The first step is collecting the underlying data, which includes relevant queries that people might search for in search engines. Data can be drawn from existing websites and running campaigns, such as AdWords or Sklik, and from measurement tools such as Google Analytics. 2. Data mining: The second step is obtaining the underlying metrics for the queries, such as search volume and competitiveness. This provides accurate data on the real search volume of keywords, which is important for effective marketing. 3. Data cleaning: The third step is creating a single unified output and removing queries that do not belong in the research. This ensures that the research contains only relevant and useful information. 4. Categorisation / Classification: The fourth step is sorting the queries into groups that show aggregate statistics for similar or identical topics. This helps create a clear and easy-to-read analysis. 5. Creating the output: The final step is creating the output document and the follow-up processes. Keyword research outputs are usually visualised according to their classification (the main segments of search queries) and serve as the basis for subsequent activities, such as content strategy, website architecture design, building PPC campaigns and website optimisation.
Strategic use of keyword research
Carrying out keyword research properly is an essential prerequisite for a successful online strategy. Keyword research helps you target both content and advertising more precisely, which is crucial for effective marketing.
Editor’s tip
Keyword research is essential for anyone who wants to succeed in online marketing. It is a process that helps you better understand the needs of your target audience and build strategies that bring relevant traffic and increase your website’s visibility in search engines.
Competitor keyword research step by step
Competitor keyword research shows you which terms already bring visitors to companies that sell to the same customers as you. You learn from what already works in your market and find the gaps your competitors have left open.
- Identify your real competitors: These are not always the firms you meet in tenders. Look at who appears on the first page for the topics you care about. This often includes publishers and comparison sites.
- Collect their ranking terms: Most keyword tools let you enter a competitor’s domain and see the phrases its pages rank for, along with estimated traffic.
- Compare them with your own list: Sort the results into three groups. These are terms you share, terms only they cover, and terms nobody covers well.
- Check the pages behind the terms: Open the competing pages and judge their depth, format and freshness. A weak page on a valuable topic is an opportunity for you.
- Set priorities: Start with gaps that match your offer and where the existing content is thin or outdated.
Local keyword research for businesses serving one area
If your customers come from a specific city or region, local keyword research focuses on phrases that include a place or imply one. Someone looking for an accountant usually wants one nearby, even if they do not type the name of the town.
Start with your core services and combine them with the places you serve. These can be city names, districts, neighbouring towns and common local nicknames. Add phrases such as “near me” or “open now” where they fit your business. Then check how people in the region actually phrase things. In Central Europe, for example, the same service may be described differently in Czech, Slovak or German, and a direct translation of your English terms rarely matches local usage. Local phrases usually have small volumes, but the visitors they bring tend to be close to a purchase.
Practical keyword research tips
- Match intent before volume: Decide whether a phrase signals a wish to learn, compare or buy, and plan the type of page accordingly.
- Group related phrases: Cover close variants on one page instead of writing a separate article for each of them.
- Look at the results page yourself: If it shows only product pages, a blog post will struggle to compete, and the reverse is also true.
- Treat volume figures as estimates: Different tools give different numbers. Use them to compare phrases with each other, not as exact forecasts.
- Listen to your customers: Phrases from sales calls and customer emails often show no volume in tools, yet they reveal real problems that your content can solve.
- Revisit your research: Language, products and competitors change, so treat the research as a living document rather than a one-off task.
Frequently asked questions about keyword research
What is keyword research in simple terms?
It means finding out which words your potential customers use when they look for what you offer. You then choose which of those phrases your website should focus on. It connects the language of your audience with the content you create.
How do you do competitor keyword research?
Enter your competitors’ domains into a keyword tool and list the phrases their pages rank for. Compare them with your own list and look for relevant topics where their pages are weak or missing. Those gaps are usually the best place to start.
Is local keyword research different from regular keyword research?
The process is the same, but you add place names and local phrasing. It matters most for businesses that serve customers in a defined area, such as clinics, shops or service firms. It also helps when you enter a new country where people describe your product differently.
How often should you update your keyword research?
Review it at least once a year and whenever you launch new products, enter a new market or notice a drop in traffic. You can check your most important phrases more often, for example every few months.
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