Ultimate Beginner’s Guide To Keyword Research | How To Start

I still remember that feeling. Total deflation. I’d just launched my first blog. I’d spent weeks designing it, picking the perfect fonts, writing what I was convinced were brilliant articles.

And then?

Nothing.

Crickets. You could literally hear a pin drop.

I’d hit “publish,” excitedly open my analytics, and see a flat line. A big fat goose egg. Maybe my mom visited. Once.

The reason? Simple. I was writing for myself. I wrote about topics I found interesting, using words I would use. It never occurred to me to think about what actual, real-life people were typing into that little white Google search bar. I was basically building a store with no signs, no doors, and no map to get there.

Then, everything changed. I discovered keyword research, and it felt like someone finally handed me the map. This is the ultimate beginner’s guide to keyword research—the exact guide I wish I’d had when I was staring at that flat-lining analytics report. It’s the one skill that separates blogs that thrive from blogs that die.

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Key Takeaways

Look, I know this is a big topic. If you’re in a hurry, here’s the “cheat sheet.” If you only remember five things from this guide, make it these:

• Intent is Everything. The most critical skill isn’t finding words; it’s understanding the why behind them. What does the person really want? Are they learning, buying, or just looking for a login page?
• Long-Tails are Your Secret Weapon. You will not rank for “coffee.” Just forget it. But you can rank for “best single-origin coffee beans for cold brew.” These longer, specific phrases (long-tail keywords) have less competition and attract a much, much better audience.
• New Mantra: Low Difficulty, High Intent. The “golden keywords” are the ones with a low “difficulty” score (meaning you can actually rank) but a high “intent” score (meaning the searcher is ready to act).
• Google Gives You Free Clues. You don’t need a $100/mo tool to start. Google’s own Autocomplete, “People Also Ask,” and “Related Searches” are a goldmine for figuring out what users really want to know.
• Steal (Ethically) From Your Competitors. The fastest way to build a winning content strategy is to see what’s already working for your competitors.

So, What Exactly Is Keyword Research, Anyway?

First off, let’s get one thing straight.

This is not about stuffing “magic words” into your articles to trick Google. That’s old-school, spammy junk, and it’s been dead for years. Thank goodness.

The way I see it, good keyword research is basically digital anthropology. You’re a detective.

Your job is to figure out the exact language your target audience uses when they’re trying to find information, solve a problem, or buy something. You’re digging for their questions, their curiosities, and the specific phrases they type into search engines.

Every single Google search is just a person expressing a need.

• “how to fix a leaky faucet” = A need for information (and, let’s be honest, probably a plumber).
• “best running shoes for flat feet” = A need for a specific product recommendation.
• “local pizza delivery” = A need for immediate service.

Your job, as a content creator or business owner, is to find those “need” phrases. Then, you just have to create the best possible answer for them. When you do that, Google rewards you by showing your page to those people. It really is that simple.

Why Can’t I Just Guess What People Are Searching For?

Oh, I tried this. It failed. Miserably.

The problem is something called the “curse of knowledge.” You simply know too much. We all do.

If you’re a baker, you use baking terms. If you’re a financial advisor, you talk like one. You’re swimming in your own world, using jargon that a total beginner wouldn’t even think to search for.

I still cringe when I remember this one: I wrote a post titled “My Favorite Sourdough Hydration Techniques.”

Nobody searched for it. Ever.

Why? Because a beginner, the exact person I wanted to reach, doesn’t even know what “hydration” means in baking! They were typing “why is my sourdough bread so dense?” or “easy sourdough recipe for beginners.”

Your guesses are biased by your own expertise. Keyword research removes the guesswork. It yanks you out of your own head and forces you to see the world through your customer’s eyes. You stop guessing and start knowing.

It’s the difference between shouting into the void and having a direct conversation with someone who is already looking for you.

How Does Keyword Research Fit Into My Whole Content Strategy?

Here’s the thing I had to learn the hard way: keyword research isn’t just a part of your content strategy.

It is the strategy.

It’s the concrete foundation for the entire house. Without it, you’re building on sand. You could write the most amazing, in-depth, life-changing article, but if it’s not aimed at a topic people are actually searching for, no one will ever find it.

Your keyword research dictates everything that follows.

• It builds your content calendar. You suddenly have a near-endless list of blog posts, videos, and product pages to create.
• It outlines your articles. Those “People Also Ask” questions you find in Google? Those are your H2 and H3 headings, served right up on a platter.
• It defines your on-page SEO. It tells you exactly what phrase to use in your title, your URL, and your first paragraph.
• It even maps your marketing funnel. You’ll know what to write for people who are “just browsing” (informational) versus people who are “ready to buy” (transactional).

Trying to build a content strategy without it is like setting off on a road trip with no map and no destination. You’ll just burn a lot of gas and end up nowhere.

Is Keyword Research Still Relevant with AI and “Semantic Search”?

This is a great question, and you’ll hear a lot of chatter about it. Google has gotten scary smart. It doesn’t just match exact words anymore. It understands topics and synonyms. This is called “semantic search.”

So, does that mean keywords are dead?

Absolutely not. In fact, I’d argue it makes them more important, just in a different way.

Here’s a better way to look at it: AI and semantic search are brilliant at understanding a “cluster” of related ideas. But what are those clusters made of? Keywords!

Keywords are the building blocks of topics. They are the most direct signal you can send to Google to say, “Hey, this page is about this specific concept.”

When a user types a query, they are giving Google a “prompt.” Your content needs to be the best answer to that prompt. Your keywords are what help Google connect the user’s prompt to your answer.

So, no. You can’t just stuff “best widgets” 50 times and rank. But you must understand that “best widgets,” “top-rated widgets,” “widget reviews,” and “where to buy widgets” are all part of the same topic. Your research helps you find all those related phrases so you can create the most helpful piece of content on that topic.

What’s the Difference Between a “Seed” Keyword and a “Long-Tail” Keyword?

This is one of the first and most important distinctions you need to get. Understand this, and you’ll completely change how you approach your content.

A “seed” keyword (also called a “head” term) is short, broad, and general. Think:

• “shoes”
• “marketing”
• “coffee”

These keywords have massive search volume. Millions of searches per month. And as a beginner, you have approximately zero chance of ever ranking for them. They are just too competitive. Big-box stores, massive corporations, and sites that have been around for 20 years dominate page one.

A “long-tail” keyword is just what it sounds like: longer, more specific, and highly-targeted.

• “men’s waterproof trail running shoes size 11”
• “B2B content marketing strategy for startups”
• “best single-origin light roast coffee beans”

These keywords have much, much lower search volume. Maybe only 50-100 people search for them in the entire month.

So why on earth would you target them? It feels backward, right? But there are three incredibly powerful reasons:

1. The Competition is Low: While 10,000 sites are fighting for “shoes,” you might be one of only 10 sites with an article specifically about “men’s waterproof trail running shoes size 11.” You can actually win that battle.
2. The Intent is High: Think about the person searching. Someone typing “shoes” is just browsing. They’re a window shopper. But someone typing “men’s waterproof trail running shoes size 11”? That person has their credit card out. They are ready to buy.
3. They Add Up: One long-tail keyword won’t change your business. But 100 of them will. Ranking for hundreds of small, targeted long-tail keywords will collectively bring in far more qualified traffic than you’d ever get from trying (and failing) to rank for one massive seed keyword.

How Do I Know What a User Really Wants? (Search Intent)

This is it. This is the single most important concept in this entire guide. If you get “search intent,” you are already ahead of 90% of your competitors.

Search intent is simply the why behind the search.

It’s about looking at a keyword not as a string of words, but as a person asking a question or expressing a need. Before you ever write a single word, you have to ask yourself: “What is the one thing this user is trying to accomplish with this search?”

Why is this so critical?

Because if you mismatch your content to the user’s intent, you will never rank.

Let’s say you find the keyword “best 4K TV.” The volume is high, the difficulty is manageable. You think, “Great! I’ll write a blog post about the history of 4K television.” You’ve just mismatched the intent. The user doesn’t want a history lesson; they want a list of reviews and product comparisons.

Google’s entire job is to provide the most relevant answer. It knows that for the query “best 4K TV,” users want “Top 10” lists, “versus” articles, and review roundups. Your history article will never see the light of day.

What Are the Main Types of Search Intent I Need to Know?

This is easy to remember. Pretty much all searches fall into one of four buckets.

• Informational: The user wants to know something. They’re looking for information, answers, or a “how-to” guide. These often start with “how to,” “what is,” “why,” or “best way to.”
  • Example: “how to tie a tie”
  • Your Content: A blog post, a step-by-step guide, or a video tutorial.
• Navigational: The user wants to go somewhere specific. They’re just using Google as a shortcut to get to a site they already know.
  • Example: “YouTube login” or “Facebook”
  • Your Content: You generally don’t target these, unless it’s for your own brand name.
• Commercial: The user is in the “shopping” phase. They’re investigating products or services but haven’t decided which one to buy yet.
  • Example: “best 4K TVs,” “Ahrefs vs Semrush,” “iPhone 15 review”
  • Your Content: A product roundup, a comparison article, a “best of” list.
• Transactional: The user wants to buy something. Right now. They are at the bottom of the funnel and are ready to take action.
  • Example: “buy nike air force 1,” “plumber near me,” “Semrush free trial”
  • Your Content: A product page, a service page, a landing page with a clear call-to-action.

Before you target any keyword, you must decide which of these four buckets it falls into. Then, create the content that perfectly matches that intent.

What Do All These Metrics Even Mean? (Volume, Difficulty, CPC)

When you start using any keyword tool, even the free ones, you’re going to see a dashboard full of numbers and acronyms. It can be super intimidating. I remember being totally overwhelmed.

Let’s break down the only three you really need to care about as a beginner.

“Search Volume”: Is Bigger Always Better?

Search volume (often “Volume” or “MSV” for Monthly Search Volume) is the number of times a specific keyword is searched for in a given month.

It’s tempting to sort your list by volume and go right for the biggest numbers.

This is a trap.

As we just discussed, a high-volume keyword like “coffee” (1.8 million searches/month) is useless to you. The intent is vague, and the competition is impossible.

A low-volume keyword like “best coffee for aeropress” (1,200 searches/month) is far more valuable. The intent is clear (commercial), and the competition is lower.

Don’t be a “volume snob.” I would much rather have an article that brings in 100 people a month who are my exact target audience than an article that brings in 10,000 random people who click away after two seconds.

Volume is just one piece of the puzzle. It tells you how many, but it doesn’t tell you who or why.

“Keyword Difficulty”: How Do I Know if I Can Even Rank?

This metric is your new best friend. It’s a score (usually 0-100) that estimates how hard it will be to rank on the first page of Google for that keyword.

This score is calculated by the tool (like Ahrefs, Semrush, or Ubersuggest), not by Google. It generally works by looking at the “authority” of the pages that are already ranking. It asks, “How many high-quality, powerful websites are linking to these top 10 pages?”

The higher the score, the harder it is to rank.

As a beginner with a new website, your “authority” is zero. You can’t compete with a score of 80. You just can’t.

So, here’s your strategy: Filter your keyword list to only show keywords with a difficulty score under 20. Or under 10. Or even under 5.

This is how you find the “low-hanging fruit.” These are the keywords that the big-time websites have ignored because the volume is too low for them. But for you? They’re perfect.

This is how you get your first “wins” and start building momentum.

Where Do I Even Start Looking for Keyword Ideas? (Brainstorming)

Okay, enough theory. Time to actually do this.

The process doesn’t start with a fancy tool. It starts with a piece of paper (or a blank doc) and your brain.

Take 15 minutes and brainstorm your “seed” keywords. These are the big, 1-2 word topics that your business or blog is about. Don’t overthink it.

If you’re a plumber, your list is:

• plumbing
• leaky faucet
• clogged drain
• water heater
• sump pump

If you have a coffee blog, your list is:

• coffee
• espresso
• cold brew
• french press
• coffee beans

You get the idea. Write down 5-10 of these. These are what you will plug into the tools we’re about to cover.

What Are Some “Outside the Box” Places to Find What My Audience is Asking?

Before you even touch a keyword tool, go where your audience is already hanging out and complaining about their problems. People on the internet are very good at complaining. This is a goldmine for you.

Why? Because they are using the exact language you want to target.

• Reddit: Go to a subreddit related to your niche (e.g., r/coffee, r/personalfinance). Don’t look at the posts; look at the titles. The titles of the most popular posts are perfect long-tail keywords. “My espresso shots are always sour, what am I doing wrong?” is a keyword. “Is a Roth IRA better than a 401k for a 25-year-old?” is a keyword.
• Quora: This entire site is just a database of questions. Type in your seed keyword and see what hundreds of real people have asked about it.
• Niche Forums: Find an old-school forum for your industry. Look for the “Beginners” or “Newbie” section. The “stickied” posts at the top are your most important topics.
• Your Own Customers: If you have a business, what questions do you get in your email every single day? “Do you ship to Canada?” “How do I clean this product?” “What’s your return policy?” Every single one of those is a keyword you should be creating a page for.

How Can I Use Free Tools to Get Started Right Now?

You do not need to spend $100/month on a pro tool to start. In fact, you shouldn’t. You can get 80% of the way there using the free tools that Google itself provides.

Is Google’s Own Search Bar My First Best Friend?

Yes. 100%. It’s called Google Autocomplete.

Go to https://www.google.com/search?q=Google.com in an “Incognito” window (so your personal search history doesn’t influence the results).

Type in one of your seed keywords. But do not press Enter.

Let’s say I type “how to clean a…”

Google will instantly suggest:

• how to clean a cast iron skillet
• how to clean a coffee maker
• how to clean a mattress
• how to clean a reusable water bottle

These are not guesses. These are the most popular things people are searching for that start with that phrase. Google is literally handing you a list of keyword ideas.

Now, take it a step further. Type “how to clean a cast iron skillet” and then hit the spacebar. Now try “a”. Then “b”. Then “c”.

• “how to clean a cast iron skillet after cooking”
• “how to clean a cast iron skillet bacon”
• “how to clean a cast iron skillet castor oil”

This is a simple, free, and incredibly powerful way to find long-tail keywords.

After you do hit enter, scroll down. You’ll see two more goldmines: “People Also Ask” (PAA) and “Related Searches.”

The PAA box is a list of questions related to your search. “Can you use soap on a cast iron skillet?” “How do you restore a rusty cast iron skillet?” These are your H2 and H3 headings.

“Related Searches” at the bottom of the page is Google’s way of saying, “Hey, people who searched for this also searched for these.”

What About Google Keyword Planner? Is It Still Useful?

Yes, it is, but you have to know what it’s for.

Google Keyword Planner is a free tool inside Google Ads. It was built for advertisers, not for content creators. Its main goal is to help people find keywords to run ads on.

Because of this, it has one major drawback: it gives you ranges for search volume (e.G., “1K – 10K”) instead of exact numbers.

However, it is fantastic for two things:

1. Discovering New Keywords: You can plug in your seed keyword, and it will spit out hundreds of related ideas, including many you’d never think of.
2. Gauging Commercial Intent: It shows you a “CPC” (Cost Per Click) value. This is how much advertisers are paying for one click on that keyword. You’re not running ads, so why care? Because a high CPC (e.g., $15) tells you that this keyword is valuable. People who search for it buy things. This is a huge signal for prioritizing commercial and transactional keywords.

When Should I Pay for a Keyword Research Tool?

You should pay for a “pro” tool (like Ahrefs, Semrush, or Mangools) when you’ve exhausted the free methods and are ready to get serious.

You’ve built a habit of writing, you’ve seen some small wins from your low-hanging fruit, and now you want to scale.

What you are paying for is data and efficiency.

• You get exact monthly search volumes (or at least, very good estimates).
• You get that all-important “Keyword Difficulty” score.
• You get to analyze your competitors in detail.

This last one is the real reason to upgrade. The free tools are good for finding keywords. The paid tools are amazing for spying on your competitors.

What’s the First Thing I Should Do Inside a Pro Tool like Ahrefs or Semrush?

Don’t just plug in seed keywords. That’s the beginner move.

Here’s the pro move: Competitor Analysis.

Find a website in your niche that is about 1-2 years old and is doing well. A site that’s just a little bit ahead of you.

Take their domain (e.g., theirwebsite.com) and plug it into the tool’s “Site Explorer” or “Domain Overview.”

The tool will then generate a report of every single keyword that website ranks for.

This is your playbook.

You can see their top pages, the exact keywords that bring them the most traffic, the difficulty of those keywords, and the volume. You can “ethically steal” their entire content strategy.

I did this for a small e-commerce client of mine who sold kitchen goods. We found a mid-level competitor and saw they were getting thousands of visitors a month from an article called “How to Clean a Cast Iron Pan Without Soap.”

I’m a total cast-iron nut, so I knew I could write a better, more in-depth guide.

We created the ultimate guide. We included photos, a video, and a section on why you don’t use soap (it strips the “seasoning”). We optimized for that long-tail keyword.

Within three months, we outranked the competitor and hit the #1 spot. That one article still brings in over 5,000 new, highly-targeted users every single month. And at the bottom of that article, we have a link: “P.S. The best tool for this job is our chainmail pan scraper.”

We sell a ton of them.

That’s the power. You find a relevant question, provide the best answer, and then present your product or service as the logical next step.

How Do I Build a Keyword List That Doesn’t Overwhelm Me?

Your research is going to generate thousands of keywords. You’ll be staring at a spreadsheet that scrolls for days. This is the point where most people get overwhelmed and just give up.

You need a system.

Create a simple spreadsheet (Google Sheets is perfect). Make five columns:

1. Keyword: The phrase itself.
2. Volume: The monthly search volume.
3. Difficulty: The KD score (0-100).
4. Intent: Your best guess (Informational, Commercial, Transactional).
5. Priority: A simple “High,” “Medium,” or “Low” rank.

As you find keywords, just dump them into this sheet. Don’t over-analyze yet. Just build the list.

How Do I Prioritize Which Keywords to Target First?

This is where your strategy comes in. Now, you filter your list.

You are looking for the “golden” combination: High Intent + Low Difficulty

I am not kidding. I will take a keyword with a “Difficulty” of 5 and a “Volume” of 50 all day long if the intent is clearly “Transactional.”

Why? Because I can rank for that. Tomorrow. And those 50 people who find my site are ready to buy. That is 1,000x more valuable than getting 10,000 visitors for an “Informational” keyword with a “Difficulty” of 80.

Your priority as a beginner is to get wins on the board.

Sort your list by “Difficulty” (lowest to highest). Go through those low-difficulty keywords and identify the ones with clear commercial or transactional intent.

Mark those as “High” priority.

Those are the first 10 articles you’re going to write.

One final, critical step. Before you ever commit to a keyword, you must Google it yourself. Look at the top 10 results—the SERP (Search Engine Results Page).

• What kind of content is ranking? Are they blog posts? Videos? Product pages? (This confirms the intent).
• Who is ranking? Is it all giant brands (like The New York Times, Forbes, Wikipedia)? Or are there one or two smaller blogs like yours?

If you see other small blogs on page one, that’s a great sign. It means Google is willing to let new players onto the field. For a deeper academic look at this, Cornell University’s library has a fantastic guide on evaluating search results that, while intended for students, teaches the same critical thinking you need to analyze a SERP.

I’ve Found My Keywords… Now What?

You did it. You have your prioritized list of 10-20 “low-difficulty, high-intent” keywords.

Now, you simply use them.

This is called “on-page SEO.” It’s a whole topic for another day, but the basics are simple. For each keyword, you will create a piece of content. And in that content, you will place your main keyword in four key places:

1. Your Page Title (Title Tag): This is the blue link that shows up in Google search. (e.g., “The 5 Best Coffee Beans for Cold Brew in 2025”)
2. Your Main Heading (H1): This is the title at the very top of your article. It should be very similar to your Title Tag.
3. Your URL: The web address (e.g., .../best-coffee-beans-cold-brew)
4. Your First Paragraph: Use it naturally in one of the first 100 words. (e.g., “Finding the best coffee beans for cold brew can be tough…”)

That’s it. You don’t need to “stuff” it 10 more times. You just write the best, most helpful article on that topic. You answer all the “People Also Ask” questions. You use synonyms and related phrases.

You just write.

The Real Secret? It’s Not a Secret.

Keyword research isn’t a dark art. It’s not a one-time task you check off a list.

It’s a process of listening.

It’s about developing empathy for your audience. It’s about closing the gap between their question and your answer.

When I started, I was broadcasting. I was shouting into a void about what I cared about.

Now, I listen. I find the people who are already looking for me, and I just… help them. Everything else is just details.

This is the foundation. You now have the map.

Go build something.

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