2026-06-08 · en

What is keyword research and how to do it

What is keyword research

Keyword research is the process of finding the exact words and phrases people type into search engines, then deciding which of them your website should target. Get this right and everything else in SEO becomes easier, because you are writing for demand that already exists rather than guessing what people might want.

For a small or medium business, keyword research answers a simple but powerful question: what are my potential customers searching for, and can I realistically show up for it? If you skip this step, you risk pouring effort into content nobody is looking for.

This guide walks you through the whole process, from understanding intent to mapping keywords onto real pages. If you are completely new to search, it pairs well with our overview of what SEO is.

Understand search intent first

Before you look at any numbers, you need to understand why someone searches. This is called search intent, and it falls into three broad types:

  • Informational — the person wants to learn something. Queries like "what is keyword research" or "how to clean leather boots".
  • Navigational — the person is looking for a specific website or brand, like "Lanoar blog" or "Gmail login".
  • Transactional — the person is ready to act or buy, like "buy running shoes online" or "web design agency Lisbon".

Intent matters because Google ranks pages that satisfy what the searcher actually wants. If you write a sales page for an informational query, you will struggle to rank no matter how good your content is. Always check the current results for a keyword: the pages already ranking tell you what intent Google has assigned to it.

Short-tail vs long-tail keywords

Keywords sit on a spectrum from broad to specific.

Short-tail keywords are one or two words, such as "shoes" or "marketing". They have huge search volume but enormous competition, and the intent is vague. A new site has almost no chance of ranking for them.

Long-tail keywords are longer, more specific phrases like "vegan running shoes for flat feet" or "email marketing for small restaurants". Each one has less volume, but they add up, the intent is crystal clear, and they are far easier to rank for. For most SMEs, long-tail keywords are where the real opportunity lives.

A practical rule: the more specific the phrase, the closer the searcher usually is to taking action.

Search volume and difficulty

Two numbers help you prioritise:

  • Search volume — roughly how many times a keyword is searched per month. Higher is not always better; a low-volume term with strong buying intent can be worth more than a popular but vague one.
  • Keyword difficulty — an estimate of how hard it is to rank on page one, based on how strong the competing pages are.

The sweet spot for a smaller site is keywords with reasonable volume and low to medium difficulty. Chasing high-volume, high-difficulty terms early on wastes effort. Build authority on achievable keywords first, then move up.

How to find keywords

You do not need expensive software to build a strong list. Start with what is free and visible:

  • Google autocomplete — start typing your topic and note the suggestions Google offers. These are real searches.
  • People Also Ask — the expandable questions in the results reveal related queries and content gaps.
  • Related searches — scroll to the bottom of a results page for more phrasing ideas.
  • Google Search Console — shows the queries already bringing impressions and clicks to your site, often surfacing keywords you never targeted on purpose.
  • Competitors — look at the pages ranking above you and the headings they use. They have already done research you can learn from.

For a structured list of free options, see our guide to the best free SEO tools for beginners. Tools like Google Keyword Planner and Ubersuggest will expand a seed list into hundreds of ideas with rough volumes.

Group keywords into topics

A raw list of keywords is not a strategy. The next step is to group related keywords into topics. For example, "keyword research", "what is keyword research", and "how to find keywords" all belong to one topic and should live on a single comprehensive page, not three thin ones.

Grouping does two things: it stops you competing against yourself for the same searches, and it helps you build pages that fully cover a subject, which is exactly what Google rewards. Aim for one strong page per topic, with the closely related variations woven into it naturally.

Map keywords to pages

Finally, assign each topic group to a specific page or piece of content:

  • Transactional keywords map to product, service, or pricing pages.
  • Informational keywords map to blog posts and guides.
  • Navigational keywords usually map to your homepage or brand pages.

Keep a simple spreadsheet: one row per target keyword, with columns for intent, the page it belongs to, and its status. This becomes your content roadmap and stops good ideas from slipping through the cracks.

Turning research into results

Keyword research is not a one-off task. Search behaviour shifts, new questions appear, and Search Console keeps revealing fresh opportunities, so revisit your list every few months.

At Lanoar, we help SMEs across Europe turn keyword research into pages that actually rank and convert. If you want a quick, honest read on where your site stands today, run our free website audit and see what is helping or holding back your search visibility.

FAQ

What is keyword research?

Keyword research is the process of finding the words and phrases people type into search engines and deciding which ones your website should target. It tells you what your audience is actually searching for and how much demand exists for each topic. It is the foundation of any SEO strategy because it shapes the content you create.

How do I find keywords for free?

Start with Google autocomplete, the People Also Ask box, and the related searches at the bottom of the results page. Then use free tools like Google Search Console, Google Keyword Planner, and Ubersuggest to expand your list. Your competitors top-ranking pages are another rich source of ideas.

What is the difference between short-tail and long-tail keywords?

Short-tail keywords are one or two words with high volume and high competition, like "shoes". Long-tail keywords are longer, more specific phrases like "waterproof running shoes for wide feet" with lower volume but clearer intent. Long-tail keywords are usually easier to rank for and convert better.

What is search intent?

Search intent is the reason behind a search. It is usually grouped into informational (looking to learn), navigational (looking for a specific site), and transactional (ready to buy or act). Matching your page to the intent behind a keyword is essential, because Google ranks pages that satisfy what the searcher actually wants.

How much search volume should a keyword have?

There is no single right number. For a small business, low-volume keywords with clear buying intent often deliver more value than high-volume terms you cannot realistically rank for. Focus on relevance and achievable difficulty rather than chasing the biggest numbers.

Do I need paid tools to do keyword research?

No. Google Search Console, Keyword Planner, autocomplete, and People Also Ask are enough to build a solid keyword list for most small and medium businesses. Paid tools like Ahrefs or SEMrush speed up competitor analysis and give more precise difficulty scores, but they are not required to get started.