Keyword Research Guide: How to find the best keywords for SEO and conversions

What Are Keywords? Why Do They Matter?

Keywords are the words and phrases people type into search engines to find information. They connect your content with potential customers actively searching for products, services, or answers related to your business.

Choosing the right keywords is essential for SEO because they help Google understand what your page is about and match it to relevant searches. But it’s not just about rankings – selecting the right keywords can also increase conversions by bringing in visitors who are genuinely interested in what you offer.

How to Carry Out Keyword Research

Effective keyword research isn’t just about finding words with high search volume. It’s about understanding what your audience is looking for and aligning your content with their needs.

Here’s a simple step-by-step approach to finding the right keywords:

1. Brainstorm Relevant Topics – Start with broad topics related to your business. For example, if you sell handmade candles, your topics might include “scented candles,” “eco-friendly candles,” and “candle gift sets.”
2. Use Keyword Research Tools – Tools like Google Keyword Planner, Ahrefs, or Ubersuggest can help generate keyword ideas and show search volume, competition, and trends.
3. Check Search Intent – Look at search results to see what type of content ranks for your chosen keywords. This helps you understand what Google thinks users want.
4. Find Long-Tail Keywords – Instead of broad terms like “candles,” look for specific phrases like “best non-toxic candles for relaxation.”
5. Analyse Competition – High-volume keywords are often dominated by big brands. Finding lower-competition, high-intent keywords can be more effective.
6. Use Google Search Console & Analytics – These tools show which keywords are already driving traffic to your site, helping you refine your strategy.

Here’s a bit more detail…

User Intent, Relevance, and Context: The Three Key Factors in Keyword Research

SEO isn’t just about choosing high-traffic keywords anymore. Search engines have evolved, and ranking well depends on understanding user intent, providing relevant content, and considering context.

User Intent: Why Are People Searching?

User intent refers to the reason behind a search query. Search engines prioritise pages that best satisfy what users are looking for. For example:

• Someone searching “best hiking boots” is likely comparing options before making a purchase.
• Someone searching “how to break in hiking boots” needs guidance, not a product page.

Google’s Search Quality Evaluation Guidelines emphasise that pages rank well when they fully satisfy the most common reasons people search for a term. This means your keyword research should align with user intent to create content that search engines – and real people – find valuable.

There are four main types of search intent:

1. Informational – The user is looking for answers or learning something.
   Example: “How to plant a herb garden” (They want a guide, not a product page.)
2. Navigational – The user is looking for a specific brand, website, or service.
   Example: “Nike running shoes” (They already know what they want.)
3. Commercial – The user is researching before making a purchase decision.
   Example: “Best organic shampoo for dry hair” (They’re comparing options but not ready to buy just yet.)
   Actionable Tip: Commercial intent searches often involve phrases like “best,” “top-rated,” “reviews,” or “comparison.” If you sell products or services, creating detailed comparisons, listicles, and review-based content can help attract these high-intent visitors.
4. Transactional – The user is ready to buy or take action.
   Example: “Buy waterproof garden boots online” (They’re looking for a direct purchase link.)
   Actionable Tip: Use clear CTAs (Call to Actions) and ensure the checkout process is smooth to convert these searchers into customers.

Understanding which intent category your keywords fall into helps you tailor your content to match what users need at each stage of their journey.

Relevance: Are You Targeting the Right Keywords?

A keyword is only valuable if it’s relevant to your business and audience. High-traffic keywords might seem appealing, but if they don’t match what you offer, they won’t bring the right visitors.

For example:

• If you sell organic skincare, targeting “best skincare products” is too broad.
• Instead, “best organic moisturiser for dry skin” speaks directly to your ideal customer.

Choosing niche, high-intent keywords ensures your content reaches the people most likely to convert.

Context: The Bigger Picture Matters

Google doesn’t just match individual keywords—it analyses the context of your content. This means:

• The overall theme of your website matters – If your site is about vegan skincare, Google is more likely to rank your content for related searches, like “best plant-based face cream.”
• Related terms (synonyms, variations) help Google understand the bigger picture – Instead of repeating “handmade candles,” use variations like “soy wax candles” and “artisan-scented candles.”
• Search trends and user location impact rankings – Someone searching “best yoga classes” in London will see different results than someone searching in New York.

By considering intent, relevance, and context, your keyword strategy will be far more effective – helping you attract the right audience and drive real conversions.

Short-Tail vs. Long-Tail Keywords: Which Should You Focus On?

When it comes to keyword research, not all keywords are created equal. Understanding the difference between short-tail and long-tail keywords can help you choose the right ones for both traffic and conversions.

Short-Tail Keywords

These are broad, high-volume search terms that typically consist of one or t words.

Examples: “shoes,” “yoga classes,” “digital marketing”

Pros: Attract large amounts of traffic
Cons: Extremely competitive, often too vague, and less likely to convert

While ranking for short-tail keywords can drive more visitors to your site, they don’t always attract the right audience. Someone searching for “shoes” could be looking for anything – from running shoes to designer heels – making it hard to meet their specific needs.

Long-Tail Keywords

Long-tail keywords are more specific phrases that usually contain three or more words.

Examples: “best running shoes for flat feet”, “online yoga classes for beginners”, “affordable SEO services for small businesses”

Pros: Lower competition, better quality traffic, higher conversion rates
Cons: Lower search volume, less traffic

Since long-tail keywords match more precise search intent, they attract visitors who are further along in their buying journey – meaning they’re more likely to convert.

Why Long-Tail Keywords Matter for SEO

If your goal is to attract highly relevant traffic and increase conversions, focusing on long-tail keywords is a smart strategy. While they may have lower search volumes, they often lead to higher engagement, better rankings, and more sales.

Search Intention Is Everything

If you take one thing away from this guide, let it be this: search intent matters more than search volume.

A keyword with 10,000 monthly searches is useless if it brings the wrong audience. But a keyword with 100 highly targeted searches could lead to more enquiries and sales.

By understanding what your audience is really looking for, you can choose the right keywords, create content that meets their needs, and turn search traffic into real business growth.

What Are the Best Keyword Research Tools?

While brainstorming is a great start, keyword research tools can provide data to refine your strategy. Here are some of the best options:

• Google Keyword Planner – Free tool for finding keyword ideas and search volume.
• Ahrefs & SEMrush – Paid tools offering in-depth competitor analysis and keyword insights.
• Ubersuggest – A beginner-friendly tool with keyword suggestions and competition analysis.
• Google Autocomplete & People Also Ask – Type your keyword into Google and see what comes up – these are real search queries.
• AnswerThePublic – Generates keyword ideas based on common questions people ask.

Using Google Analytics & Google Search Console for Keyword Research

Google’s free tools, Google Search Console (GSC) and Google Analytics (GA), provide real search data to help you understand how people find and interact with your website. Here’s how to use them to refine your keyword strategy:

Google Search Console (GSC) – Find Real Search Queries

GSC shows you which search terms are already driving traffic to your site, helping you uncover hidden keyword opportunities.

Check your Performance Report (Search Traffic → Performance) to see:

• Top ranking keywords – Find the terms your site already appears for in Google.
• Impressions vs. Clicks – If a keyword has high impressions but low clicks, your page may need better titles and meta descriptions to improve CTR.
• Pages that rank but could be improved – If a page is ranking on page 2 or lower, slight optimisations could push it higher.

Tip: Look for keywords ranking in positions 5-15 and optimise those pages to improve rankings and clicks.

Google Analytics (GA) – Understand User Behavior

GA helps you analyse how visitors interact with your site and which keywords lead to engagement and conversions.

Use GA to:

• Find your top-performing pages – See which pages get the most traffic and identify patterns in user interest.
• Track bounce rates – High bounce rates on key pages could mean the content isn’t matching user intent.
• Monitor conversions – Which keywords and landing pages actually lead to sales or sign-ups?

Tip: In GA, check Acquisition → Search Console → Queries to connect keyword data with actual site performance.

How to Use These Insights for Keyword Research

1. Optimise existing pages – Improve content and on-page SEO for keywords already bringing traffic.
2. Identify new opportunities – Look for search queries with high impressions but low rankings or CTRs.
3. Refine content strategy – Focus on keywords that not only drive traffic but also lead to engagement and conversions.

By regularly reviewing data from Google Search Console and Google Analytics, you can refine your keyword strategy, improve rankings, and attract more relevant visitors to your site.

Where to Use Keywords

Once you’ve identified the right keywords, strategic placement is key. Here’s where to use them to improve rankings and attract the right audience

1. Page Titles & Meta Descriptions

• Your title tag is one of the most important ranking factors.
• Include your primary keyword near the start and make it compelling for clicks.
• Write a clear, engaging meta description that naturally includes keywords and encourages users to visit your page.

Example: Instead of “Services – Sarah’s Plumbing”, use “Expert Drain Repair & Plumbing Services | Sarah’s Plumbing”

2. Headings (H1, H2, H3, etc.)

• Use keywords naturally in headings and subheadings to improve readability and SEO.
• This helps search engines understand your content structure while making it easier for users to skim.

Tip: Your H1 should include your main keyword, while H2s and H3s can contain variations.

Your H1 heading plays a bigger role than most people realise. If you want to understand how to get it right, read my guide: Your H1 Heading Matters More Than You Think (Especially in 2026).

3. URL Slug (Page URL)

• Keep URLs short, descriptive, and keyword-rich.
• Remove unnecessary words like “the” or “and” to make them clean and SEO-friendly.

Example:
Not so good: website.com/this-is-our-new-blog-post-about-seo
Better: website.com/seo-keyword-research-guide

4. Body Content

• Use keywords naturally throughout your text, especially in the first 100 words.
• Write for humans first, search engines second – forced keyword use can hurt readability.

Tip: Instead of repeating the same keyword, use synonyms and related phrases (e.g., “best running shoes” → “top-rated trainers”).

5. Image Alt Text

• Adding alt text helps Google understand your images and improves accessibility.
• Describe images in a way that naturally includes keywords where relevant.

Example: Instead of “IMG_123.jpg”, name your file “organic-skincare-moisturiser.jpg”

6. Internal Links

• When linking to other pages on your site, use keyword-rich anchor text instead of generic phrases like “click here.”
• This helps Google understand what each page is about and boosts rankings.

Example: Instead of “Read more about our services here,” say “Explore our SEO content strategy services.”

Final Tip: Don’t Overdo It

There’s no magic formula for keyword density that guarantees a page-one ranking. Instead, focus on clear, relevant content with well-placed keywords that help both search engines and users instantly understand what your page is about.

Conclusion

Keyword research is about more than just rankings – it’s about attracting the right audience and increasing conversions.

By focusing on search intent, relevance, and context, you can find the best keywords that bring in visitors who are ready to engage and buy.

Want help with keyword research? Get in touch, and let’s find the right keywords for your business.