Keyword Research: A Step-by-Step Guide with Examples
What is keyword research?
Keyword research is the process of finding the words and phrases people type into search engines, judging the intent and competition behind each one, and deciding which page on your site should target it. The useful output is not a long list of terms but a keyword map: groups of closely related queries, each assigned to a single page.
Key terms you will see in keyword tools
| Term | Meaning | Caveat |
|---|---|---|
| Search volume | Estimated average monthly searches for a query | An estimate; tools often disagree, and Google Keyword Planner shows ranges for accounts without active campaigns |
| Keyword difficulty | A tool's score for how hard it is to rank | Every tool calculates it differently; it is not a Google metric |
| Head term | A short, broad query such as "seo" | High competition and mixed intent |
| Long-tail keyword | A longer, specific query such as "seo course for beginners in hindi" | Lower volume individually, but clearer intent |
| SERP features | Maps, videos, People Also Ask boxes and other non-standard results | They can reduce clicks to ordinary listings |
| CPC | What advertisers pay per click for the query | A rough indicator of commercial value |
A repeatable keyword research process
- List seed topics. Start from your products, services and the questions customers actually ask by phone, email or WhatsApp.
- Expand the list. Use Google autocomplete, People Also Ask, related searches, Keyword Planner and third-party tools; our guide to SEO tools compares the options.
- Mine your own data. The Search Console Performance report lists queries you already appear for, including ones you never targeted deliberately.
- Check the results page. Search the main terms yourself and note what kind of pages rank, as explained in our guide to understanding search intent.
- Group the keywords. If the same pages rank for two queries, they usually belong on one page of yours.
- Prioritise. Weigh business relevance, intent, realistic competition and value, not volume alone.
- Map groups to URLs. Assign each group to one existing or planned page.
Example: building a keyword map
Suppose a small Jaipur business sells hand block-printed bedsheets online. After grouping, part of its keyword map might look like this:
| Keyword group | Main intent | Target URL | Page type |
|---|---|---|---|
| block print bedsheets, hand block printed bedsheet online | Transactional | /bedsheets/block-print/ | Category page |
| king size block print bedsheet cotton | Transactional | /bedsheets/block-print/king-size/ | Filtered category |
| how to wash block print bedsheets | Informational | /guides/wash-block-print-fabric/ | How-to guide |
| sanganeri vs bagru print | Commercial investigation | /guides/sanganeri-vs-bagru-print/ | Comparison article |
Each group points to exactly one URL. When two pages target the same group they compete with each other, a problem known as keyword cannibalisation. The map also shows which pages still need to be written.
How to judge whether you can compete
A difficulty score is a starting point, not a verdict. Look at the actual results page and ask:
- Who ranks? Large marketplaces, government portals and national newspapers are hard to displace for a new site; forums and thin pages are a sign of opportunity.
- Do the top results match the intent precisely, or do they only partly answer the query?
- How deep and current is their content compared with what you could publish?
- Does your site already cover related topics, so this page fits naturally?
- Does a map pack, video carousel or shopping block take up most of the screen?
Using keywords on the page
Once a page has its keyword group, use the main phrase naturally in the title tag, the H1, the opening paragraph and, where sensible, the URL. Cover the subtopics and variations people search for. There is no ideal keyword density, and repeating a phrase mechanically makes the page worse to read.
Modern search engines understand synonyms and related concepts, so covering the topic thoroughly matters more than exact repetition. See on-page SEO elements for where keywords go and semantic SEO for how search engines interpret topics.
Keyword research for Indian audiences
Searchers in India often mix languages and scripts. A topic may be searched in English, in Hinglish ("seo kya hai"), in Devanagari or in a regional language. Voice searches tend to be longer and more conversational. City and area names also matter, because results for "ca firm near me" differ between Chennai and Lucknow.
- Set keyword tools to the India database and, where possible, to the target state or city.
- Check results from the location you are targeting, since local results change by area.
- Treat transliterated queries as separate keyword groups when the results page looks different.
To practise this on real projects, SkillNewton's online, project-based SEO course covers keyword research alongside the rest of the fundamentals.
Common mistakes
- Choosing keywords by highest search volume while ignoring intent and relevance to the business.
- Assigning the same keyword group to several pages, which splits signals and confuses search engines.
- Treating tool volume and difficulty figures as exact numbers instead of estimates.
- Writing content without first looking at the results page for the target query.
- Ignoring the queries already shown in Search Console.
Frequently asked questions
Is Google Keyword Planner free?
It is free to use with a Google Ads account. Without active ad spend it usually shows volume ranges rather than precise figures, which is still enough to compare keywords against each other.
How many keywords should one page target?
One main topic with its close variants. A well-written page can rank for many related queries at once, so you do not need a separate page for every small wording change.
Should I ignore keywords that tools show as zero volume?
Not automatically. Tools often under-report niche and new queries. If real customers use the phrase and the intent fits your page, it can still bring valuable visits.
How often should keyword research be repeated?
Review it whenever you plan new pages or products, and check Search Console data regularly. Language, competitors and search behaviour change, so a map from two years ago will have gaps.