What is keyword research — the foundation of SEO

Keyword research is the process of finding the exact words or phrases that people type into Google (or any other search engine). These keywords help you understand what users are looking for, so you can shape your content to match their needs.

Why is it so important ?

Search engines like Google want to deliver exactly what users are searching for. If your content doesn’t include the right keywords that match the search intent, your site won’t appear in search results — meaning only you will see it 😊

Before we learn how to find keywords, let’s break down the main types of keywords based on search intent (the reason behind a search).

What are the types of Search Intent

1. Informational

The user just wants knowledge or answers, not to buy. Example: “What is SEO?” / “How to start coding”

2. Navigational

The user already knows the brand or site they want. Example: “YouTube Shorts” / “Facebook login”

3. Transactional

The user is ready to take action: buy, download, or sign up. Example: “Buy domain name cheap” / “Netflix free trial”

4. Commercial Investigation

The user is comparing before making a decision. Example: “Best SEO tools for beginners” / “iPhone 15 vs Samsung S24”

Bonus: Local Intent

Searching for something nearby. Example: “Best restaurants in Dakar” / “pharmacy near me”

Knowing the intent helps you create the right content. For example, if you target an informational keyword, don’t write a sales page — write a guide or tutorial.

There are many ways (free and paid) to find good keywords. Here are the most effective:

1. Google Autocomplete & People Also Ask

Start typing your topic into Google. The autocomplete suggestions and “People Also Ask” box give you real questions people search. Example: typing “keyword research” shows: “keyword research free tools”, “keyword research without paid tools”.

2. Free Tools

• Google Keyword Planner (shows search volume)
• Ubersuggest (beginner-friendly)
• AnswerThePublic (great for questions)
• KeywordTool.io

3. Competitor Research

Look at what keywords your competitors rank for. Check their blog titles, headings, and FAQs.

4. Long-Tail Keywords

These are longer, specific phrases (3–5 words). They have lower competition but bring highly targeted traffic. Example: instead of “SEO”, target “Off-Page SEO tips for beginners bloggers in 2025”.

Some Low-Competition Keyword Ideas:

• “seo tips for small blogs”
• “best free seo tools for beginners”
• “how to do keyword research without paid tools”
• “easy seo tricks for students”
• “seo for personal websites”

Focus on these types of keywords first, because they’re easier to rank for compared to broad terms like “SEO” or “marketing”.

Low-Competition keywords are search phrases with less competition and a low keyword difficulty (KD). They are usually long-tail keywords (3–5 words) that focus on a specific topic, audience, location, or timeframe.

Why are low-competition keywords important?

If your website is new and doesn’t have much authority yet, it’s almost impossible to rank for highly competitive keywords like “SEO” or “React tutorial”. That’s where low-competition keywords give you an advantage.

By targeting them, you can:

• Rank faster with less effort
• Attract a more targeted audience
• Create content that matches exactly what users want

In short: low-competition keywords are your shortcut to visibility, especially when starting out. Once you build authority, you can go after harder, high-volume keywords.

How to Use Keywords in Your Content

Finding keywords is only step one. The real impact comes from how you use them in your content. Here are the main places where keywords should appear:

• Page Title (H1): Put your main keyword at the start if possible. Example: "Keyword Research Guide for Beginners"
• Headings (H2, H3): Use related keywords and variations. Example: "How to find low-competition keywords"
• Text/Body: Use your keywords naturally inside paragraphs. Don’t force it — write for humans first, search engines second.
• URL: Keep it short, clear, and keyword-focused. Example: www.site.com/keyword-research-guide
• Meta Description: Add your keyword + a call-to-action. Example: "Learn keyword research step by step. Perfect for beginners in 2025!"

Tips for Using Keywords Naturally

• Don’t repeat the exact same keyword too much (avoid keyword stuffing).
• Use synonyms and related terms to sound natural.
• Focus on answering the user’s question instead of just inserting words.

Example: Instead of writing “keyword research is important, keyword research is key”, write “Keyword research is the foundation of SEO. Without it, you’re just guessing what people want to read.”

What is Keyword Clustering?

Keyword clustering is the process of grouping similar or related keywords together and creating content that targets all of them at once. This avoids writing 10 different posts about the same topic.

Why is Keyword Clustering Important?

• It helps your page rank for multiple related keywords at the same time.
• It prevents duplicate content across your site.
• It creates more in-depth, valuable content for readers.

How to Cluster Keywords

1. Collect all the keyword ideas from your research.
2. Group them by topic or intent (e.g., “SEO tools,” “SEO tips,” “SEO basics”).
3. Write one main piece of content that covers the whole cluster.

This way, instead of spreading your SEO power across many weak pages, you build one authoritative page that ranks higher and attracts more traffic.