When you’re building an online business, getting eyes on your website is key—but paid advertising can get expensive fast. That’s why many businesses invest in Search Engine Optimization (SEO): a powerful way to drive organic traffic and grow visibility in search engines like Google.

At the heart of effective SEO is keyword research—the process of discovering what your potential customers are typing into search engines. In this blog, we’ll break down exactly how to do keyword research, why it matters, and which tools can help you find high-performing keywords for your business.

What Is Keyword Research?

Keyword research means identifying the specific words or phrases (called keywords) that people use when they search online for information, products, or services.

For example, someone searching for “best coffee beans online” is actively seeking to make a purchase—that’s a transactional keyword.

By understanding not just the keywords, but also the intent behind them, you can create content and product pages that rank higher and resonate better with your audience.

The Four Types of Search Intent:

• Informational: Searching to learn something (e.g., “how to brew French press coffee”)
• Navigational: Searching for a specific site (e.g., “Starbucks website”)
• Transactional: Ready to buy (e.g., “buy coffee grinder online”)
• Commercial Investigation: Comparing options before buying (e.g., “best home coffee makers 2025”)

Why Is Keyword Research So Important?

Keyword research helps you:

• Create relevant, high-ranking content
• Understand your audience’s language
• Identify growth opportunities
• Boost your visibility on Search Engine Results Pages (SERPs)

Every time someone searches online, Google’s algorithm decides which websites best match the query. Keyword usage—done strategically—is how your business can become one of those top results.

Key Factors to Consider When Choosing Keywords

Not all keywords are created equal. Here are the top things to weigh when researching:

• Relevance: Does the keyword align with your product or service?
• Search Volume: Are people actually searching for this keyword?
• Difficulty: How hard will it be to rank for this keyword?
• Authority: Does your site have credibility in that niche?
• Trends: Is the keyword rising in popularity or fading?
• Localization: Does the keyword reflect your target region or city?

Types of Keywords You Should Target

There are two main dimensions of keywords:

By Length:

• Head (or seed) terms: Broad, high-volume, general keywords (e.g., “coffee beans”)
• Long-tail keywords: More specific phrases with lower competition but higher intent (e.g., “organic fair trade coffee beans for cold brew”)

By Brand Association:

• Branded keywords: Include your business name (e.g., “Shopify tutorials”)
• Non-branded keywords: Related to your product or service but not brand-specific (e.g., “build an online store”)

A healthy SEO strategy balances all of the above.

How To Do Keyword Research in 5 Simple Steps

1. Brainstorm Topics and Seed Keywords

Start with core themes your business focuses on. If you sell eco-friendly skincare, your seed keywords might include “organic face cream” or “natural skin routine.”

Pro Tip: Use Google Analytics or Search Console to see what’s already driving traffic to your site.

2. Use Tools To Find Related Keywords

Keyword research tools help expand your list. Some popular ones include:

• Google Keyword Planner (free)
• Ahrefs (paid + free features)
• SEMrush
• Ubersuggest
• Moz Keyword Explorer

These tools provide valuable insights like search volume, difficulty scores, and keyword variations.

3. Analyze Your Competitors

Find out what keywords your competitors rank for and identify gaps you can fill. Most research tools allow you to plug in a competitor’s URL and see their top-performing terms.

4. Prioritize Based on Value and Opportunity

Once you have a list, prioritize based on:

• High relevance to your offerings
• Manageable competition level
• Decent monthly search volume

If you’re a local business, localize terms (e.g., “vegan bakery in Brooklyn”) for better results.

5. Implement Keywords Throughout Your Website

Integrate keywords naturally into:

• Page titles
• Meta descriptions
• Headings (H1, H2)
• Product descriptions
• Blog content
• Image alt text

Avoid keyword stuffing. Instead, focus on creating content that’s useful, clear, and aligned with what users are looking for.

Looking for expert help with keyword research and SEO in New York?

At SEO Guru NYC, we specialize in data-driven SEO strategies that boost visibility and drive traffic to your website. Whether you’re a local business or growing your online presence nationwide, our tailored keyword research services help you rank higher and reach your audience effectively.

Let us handle the search engine side while you focus on your business.

Contact us today to get started!