In this guide
Keyword research is simply finding out what words real people type into Google when they need something you can help with. You do not need a paid tool to get started.
What a keyword really is
A keyword is not just a word. It is a question in disguise. "best running shoes flat feet" really means: "I have flat feet, my feet hurt, and I want a recommendation I can trust."
Free tools you can use
- Google Autocomplete: start typing and note the suggestions.
- People Also Ask: the expandable questions in search results.
- Related searches: at the bottom of the results page.
- Google Search Console: shows what you already appear for.
- Google Trends: compares interest over time and by region.
A simple 5-step process
- List 5–10 seed topics your audience cares about.
- Expand each seed using Autocomplete and People Also Ask. Write every variation down.
- Group similar keywords. One page should target one main topic, not one exact phrase.
- Check the current results. Who is ranking? Big brands or small blogs? Can you do better?
- Prioritise: start with specific, longer phrases where the competition looks beatable.
💡 Beginner advantage: long, specific keywords have less competition and usually convert better, because the searcher knows exactly what they want.
Search intent matters most
Look at what Google already ranks for a keyword. If the top 10 are all step-by-step guides, writing a product page will not work. Match the format people expect:
- Informational: "how to…", "what is…" → guides, tutorials
- Commercial: "best…", "vs", "review" → comparisons
- Transactional: "buy…", "price" → product or service pages
- Navigational: a brand name → the brand's own site
Find the question. Understand the person asking it. Then write the best answer on the internet.