How to Conduct Keyword Research
1. Understand Your Target Audience
Before selecting keywords, it is important to understand who your customers are and what they are searching for. Think about the problems your customers want to solve and the information they are trying to find.
Consider these questions before starting your research:
- What products or services are they looking for? For example, if you run an SEO company, they may be searching for SEO services or consultants.
- What problems are they trying to solve? A client might want to increase their online visibility and appear first on Google when their services are searched.
- What words or phrases might they type into a search engine? In the SEO market, popular searches include terms like "SEO consultant", "SEO strategy", and "SEO services".
Understanding your audience helps you identify keywords that are relevant and valuable for your business.
2. Brainstorm Initial Keyword Ideas
Start by creating a list of basic keywords related to your business, products, or services. These are often referred to as seed keywords.
For example, using Cloudtree.ie as our case study — if you select Cloudtree as your project in SEranking, press Rankings, then Detailed, you can scroll down to see all brainstormed keywords.
SEranking project overview for Cloudtree.ie
Keyword list view in SEranking
These initial keywords provide a starting point for deeper research.
3. Use Keyword Research Tools
Keyword research tools help identify search volume, competition, and related keyword ideas. They provide insights into how often a keyword is searched and how difficult it may be to rank for. We are using SEranking in this guide, but the following tools are also widely used:
- Google Keyword Planner
- SEMrush
- Ahrefs
- Ubersuggest
For this example, we will analyse the keyword "software company in ireland". Go to Keyword Research in the menu bar, type in your keyword, set the country to Ireland, and press the blue Analyze button.
Navigating to Keyword Research in SEranking
Keyword research results for "software company in ireland"
Using these tools allows you to discover new keyword opportunities and understand the competitive landscape.
4. Analyse Search Volume and Competition
When choosing keywords, it is important to balance search volume and competition.
- Search volume refers to how many people search for a keyword each month.
- Keyword difficulty indicates how hard it may be to rank for that keyword.
High search volume keywords tend to be more competitive, while lower volume keywords may be easier to rank for. A balanced strategy typically includes both. Here is how to interpret the numbers:
Search volume and difficulty stats for "software company in ireland"
Search Volume
"Software company in ireland" has a search volume of 140, which is low but useful for niche targeting. Here is a general guide:
- 0–100 — Very low traffic
- 100–1,000 — Low, but good for niche keywords
- 1,000–10,000 — Medium traffic
- 10,000+ — High traffic
For steady, efficient website growth, target keywords in the 100–1,000 range.
Difficulty Level
The difficulty level for this keyword is 16, which makes it easy to rank for. Here is a breakdown of difficulty ranges:
- 0–10 — Very easy
- 11–20 — Easy
- 21–40 — Moderate
- 41–60 — Hard
- 61–100 — Very hard
Aim for keywords in the "Easy" range where possible, as these offer the best opportunity for new or growing websites.
5. Focus on Long-Tail Keywords
Long-tail keywords are longer, more specific search phrases. Although they usually have lower search volumes, they often attract more targeted traffic with higher conversion potential.
Examples of long-tail keywords include:
- How to conduct keyword research
- Best SEO tools for small businesses
- Affordable digital marketing services in Ireland
These keywords face lower competition and are more likely to attract visitors who are ready to act.
6. Analyse Competitor Keywords
Looking at the keywords your competitors rank for can reveal valuable opportunities. By analysing competitor websites, you can identify gaps in your own keyword strategy and discover topics already performing well in your industry.
Competitor analysis can help you:
- Find new keyword ideas
- Understand market trends
- Identify content opportunities
To find your competitors in SEranking, click on Projects, find My Competitors, and click on SERP Competitors. You will see the top companies competing in your market.
Finding SERP competitors in SEranking
Top competing websites in your market
Organic vs Paid Traffic
Once you know who your competitors are, go to Competitive Research and enter their website address. Focus on organic traffic — this is traffic earned through search rankings rather than paid advertising. Organic traffic is more sustainable and more trusted by users than paid traffic.
Also check the Traffic Distribution by Country feature to understand where your competitors draw their audience from geographically.
Navigating to Competitive Research
Competitor website overview in SEranking
Organic vs paid traffic breakdown for a competitor
7. Organise and Prioritise Your Keywords
Once you have collected a list of potential keywords, organise them into categories based on topics or search intent. Grouping keywords helps structure your website content and improves your overall SEO strategy.
Keywords can typically be grouped into:
- Informational keywords — users looking to learn something
- Transactional keywords — users ready to take action or make a purchase
- Local search keywords — users searching for services in a specific location
Prioritise keywords based on their relevance to your business, search volume, and ranking difficulty.
8. Integrate Keywords into Your Content
After selecting the right keywords, incorporate them naturally into your website content. Keywords should appear in:
- Page titles
- Headings
- Meta descriptions
- Website content body
- Image alt text
Avoid keyword stuffing — content should always remain natural and valuable to the reader. For Cloudtree.ie, the core services are Data Analysis, Web and App Development, and Search Engine Optimisation, so those terms are prioritised throughout the site content.
Data Analysis keyword integration on Cloudtree.ie
Web and App Development keyword integration
Search Engine Optimisation keyword integration
Conclusion
Keyword research is the foundation of effective SEO. By understanding your audience, identifying relevant keywords, analysing competition, and targeting the right search terms, businesses can create content that attracts more organic traffic. A well-planned keyword strategy not only improves search rankings but also helps connect businesses with the people who are actively searching for their products or services.