Keyword research is not just about finding words with high search volumes and plugging them into your content. If you want to get real results, more traffic, better rankings, and, most importantly, conversions, you will have to dig deeper when doing your keyword research.
So, how do you make sure you’re targeting the right keywords?
Let’s find out the most important aspects to focus on when doing keyword research, including search volume, keyword intent, competition level and more, explained in a way that’s easy to understand and actionable.
1. Search Volume: Are People Actually Searching for It?
Search volume tells you how many people are looking for a particular keyword in a given time frame, usually measured monthly. A high search volume means more potential traffic.
Why does a keyword's search volume matters?
If no one is searching for a keyword, even the most optimized content won’t get traffic. On the flip side, overly competitive keywords with massive search volumes might be too hard to rank for.
What to look for in keyword's search volume:
- Keywords with a balance of decent search volume and achievable competition.
- Long-tail keywords (phrases with 3-5 words) often have lower search volumes but are more specific and easier to rank for.
For example, instead of targeting “project management,” which has high competition, go for “best project management tools for small teams.”
2. Keyword Intent: What Are Users Trying to Do?
Keyword intent refers to the purpose behind a search query. Are users looking for information, comparing options, or ready to buy? Understanding intent helps you align your content with what your audience needs.
Types of keyword intent:
- Informational: “What is email marketing?”
- Navigational: “Mailchimp pricing page.”
- Transactional (buying intent): “Best affordable email marketing software.”
Why keyword intent matters?
Matching your content to the right intent increases the chances of users finding what they need—and converting if that’s the goal.
What to look for in keyword intent:
- Use informational keywords for blog posts and guides.
- Use transactional keywords for product pages and calls to action.
For example, If someone searches for “how to choose a CRM,” they likely want a detailed guide, not a direct sales pitch.
3. Competition Level: Can You Realistically Rank?
Competition level (or keyword difficulty) measures how hard it will be to rank for a keyword. High competition often means big players are already dominating the results.
Why a keyword's competition level matters:
If you target keywords that are too competitive, you might struggle to see results. On the other hand, low-competition keywords are more achievable, especially for smaller websites.
What to look for in competition level:
- Tools like Ahrefs, SEMrush, or Google Keyword Planner often label keywords as “low,” “medium,” or “high” difficulty.
- Focus on low to medium difficulty keywords to start, especially if your website is new.
For example, “Best laptops” might be dominated by big brands like Dell or Best Buy, but “best laptops for college students under $500” could be a more attainable keyword.
4. Relevance to Your Business: Does It Fit What You Offer?
A keyword is only valuable if it aligns with your products, services, or niche. Targeting irrelevant keywords might bring traffic, but those visitors won’t stick around or convert. For example, if you sell project management software, “how to plan a wedding” might bring traffic, but it won’t bring customers because your product doesn't align with what customers are looking for.
Why keyword relevancy matters:
Relevance ensures that the traffic you get is genuinely interested in what you offer. This means higher engagement, better rankings, and more conversions.
What to look for in keyword relevancy:
- Choose keywords that directly connect to your business goals.
- Avoid chasing traffic for the sake of numbers—it’s about quality, not quantity.
5. Cost-Per-Click (CPC): What’s the Keyword Worth?
CPC indicates how much advertisers are willing to pay per click for ads targeting a specific keyword. It might sounds strange but while CPC is more relevant for paid campaigns, it can also tell you how valuable a keyword is in general. For example, “Best accounting software for small businesses” might have a higher CPC than “what is accounting software,” signaling it’s worth more to businesses. So you may want to take this into account when judging if it's the right keyword to use or not.
Why a keyword's Cost-Per-Click (CPC) matters:
A higher CPC often means the keyword has strong commercial intent, making it more valuable for driving conversions.
What to look for:
- High CPC keywords for transactional pages (e.g., product pages).
- Lower CPC keywords for informational content.
Learn more: Understanding CPC: Definition, Importance, and Optimization Strategies For Ads
6. Trends: Is the Keyword Gaining or Losing Popularity?
Keyword trends show whether a search term is becoming more or less popular over time. Tools like Google Trends can help you spot seasonal keywords or emerging topics. For example, “Best Black Friday deals” sees a huge spike in November but isn’t relevant the rest of the year. However,
Why keyword trends matters:
Targeting trending keywords can give you an edge by creating content before the competition catches on.
What to look for:
- Keywords with consistent or growing interest.
- Seasonal keywords that spike at certain times of the year.
7. Related and Synonymous Keywords: Are You Covering All Angles?
Related keywords and synonyms help you expand your content’s reach and cover a topic comprehensively. For example, if your main keyword is “email marketing tools,” related terms might include “email automation software” or “best email platforms for small businesses.”
Why it matters:
Using a variety of keywords makes your content more natural and increases its chances of ranking for multiple searches.
What to look for:
- Secondary keywords that support your main keyword.
- Long-tail variations and questions related to your topic.
8. Search Features: Does the Keyword Trigger Extra Results?
Some keywords trigger search features like “People Also Ask,” featured snippets, or local packs. These features can help your content stand out in search results. For example, a keyword like “how to bake sourdough bread” might trigger a featured snippet with step-by-step instructions.
Why search features matters?
Ranking in these features can bring more visibility than even being in the #1 organic spot.
What to look for:
- Keywords that trigger features relevant to your content, like FAQs or product reviews.
Final Thoughts
By focusing on these eight aspects—search volume, intent, competition, relevance, CPC, trends, related terms, and search features when doing your keyword research, you’ll set the stage for SEO success. The key is to stay curious and flexible.
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