At Upload Digital, we take a systematic and data-driven approach to SEO keyword research. Keyword research isn’t merely about finding high-traffic words; it’s about identifying phrases that align with the client’s audience intent, industry trends, and competitive landscape.

With the rise of AI tools and machine learning, our keyword research methods have evolved, allowing us to be more precise and strategic. In this guide, we’ll take you through our comprehensive SEO keyword research process, including insights on AI-driven tools and industry statistics.

1. Understanding the Client’s Goals and Audience

Every successful keyword strategy begins by understanding the client’s business objectives and target audience. We collaborate with our clients to define:

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Target personas: Who are we reaching? What are their pain points, needs, and language patterns?

Primary goals: Are we aiming for brand awareness, lead generation, or conversions?

Competitors: Which competitors dominate the search space, and what gaps can we leverage?

Statistics: According to HubSpot, 75% of users never scroll past the first page of search results. This emphasises the importance of precise keyword targeting to reach the top positions on SERPs.

2. Seed Keywords Generation

We start with brainstorming “seed” keywords—general terms that represent the core of the client’s business. These keywords are based on:

Product and service descriptions: Words or phrases that directly represent what the client offers.

Competitor insights: Keywords for which competitors rank highly.

Client feedback: Language that resonates with their customers.

Using tools like Google Keyword Planner and Ubersuggest, we can expand seed keywords into comprehensive lists that cover a broad scope of potential searches.

3. Identifying Keyword Categories and Topic Clusters

To structure content effectively, we organise keywords into categories and topic clusters when doing SEO keyword research. This approach helps us map out potential pillar pages and cluster content. 

For example, if the client is a digital agency, primary categories might include “SEO services,” “content marketing,” and “web development.” Cluster content under these topics could then explore in-depth subtopics.

Statistic: Research by Ahrefs reveals that 90.88% of content receives no organic traffic from Google. Building topic clusters around keywords ensures that pages are interconnected and have a higher chance of ranking collectively.

4. Using AI Tools for Keyword Research

AI has revolutionised our keyword research by providing more precise insights into search intent, competitive analysis, and semantic keywords. Here’s how we incorporate AI tools into our research:

AI-based keyword analysis: Tools like Moz & Ubersuggest integrate machine learning to analyse vast datasets, identifying keywords with low competition but high potential.

Natural language processing (NLP): Google’s BERT algorithm focuses on understanding the context of words. By leveraging NLP-driven keyword tools like Surfer SEO and Frase, we can identify semantic keywords that match user intent more accurately.

Statistic: According to SEMrush, 65% of businesses generate better SEO results thanks to AI. AI-driven tools allow us to uncover opportunities that might otherwise go unnoticed. AI has also helped us generate content marketing ideas that help us scale faster. 

5. Analysing Keyword Metrics

Our team evaluates each keyword based on specific metrics to ensure alignment with the client’s goals:

• Search volume: The number of monthly searches.
• Keyword difficulty (KD): Measures the competition level.
• Search Intent: Analysing keyword search intent is the main step in the SEO keyword research.
  

We prioritise keywords that balance search volume with lower KD to allow quicker ranking opportunities, especially for clients new to SEO.

6. Incorporating Long-Tail and Question-Based Keywords

Long-tail keywords—phrases with three or more words—capture specific user intent and typically have less competition. We use tools like AnswerThePublic and Answer Socrates to identify question-based keywords in SEO keyword research that are relevant to the client’s audience.

Statistic: Profound strategy reports that 50% of search queries are four words or longer, highlighting the importance of targeting long-tail keywords to reach users at various stages of the buyer’s journey.

7. Competitor Analysis

Understanding what works for the client’s competition provides valuable insights:

Content gaps: By analysing competitor content, we identify topics they may have missed or under-covered.

Backlink opportunities: Keywords for which competitors rank can reveal potential backlink sources, enhancing the client’s domain authority.

Using Ahrefs’ Content Gap feature or SEMrush’s Keyword Gap, we can generate lists of keywords competitors rank for, but our client doesn’t, helping us discover strategic content opportunities.

8. Leveraging Google Trends and Seasonality

SEO is dynamic, with keyword trends evolving. Tools like Google Trends allow us to track the popularity of search terms over time, ensuring we target keywords that will perform well both now and in the future is very important in the SEO keyword research process.

For example, if our client is an ecommerce store selling winter clothing, Google Trends can show which terms spike seasonally, enabling us to optimise content and PPC strategies accordingly.

Statistic: Based on a blog post on flat rock technology, 68% of online experiences begin with a search engine, making it critical to stay updated with trending keywords.

9. Organising and Prioritising Keywords

After extensive research, we organise keywords into a master list and prioritise based on:

• Business goals: Keywords that align with key services or product lines.
• Ease of ranking: Prioritise keywords with medium to low difficulty for quicker wins.
• User intent: High-intent keywords that are likely to convert.

We use tools like Google Sheets to manage keyword lists, organising them by search volume, competition, intent, and client goals for the SEO keyword research process.

10. Monitoring and Refining Keyword Strategy

Keyword research is not a one-time task. We constantly monitor keyword performance and make adjustments based on:

• Traffic and ranking fluctuations: Tools like Google Analytics, Google Search Console, and Uber suggest help us track performance.
  
  
• Algorithm updates: Google’s frequent updates can affect keyword rankings, so we adapt our strategy accordingly.
  
  
• User behaviour changes: Regularly evaluating which keywords drive engagement allows us to optimise content for changing trends.

Statistic: According to Semrush, 15% of daily searches on Google are brand new, underscoring the importance of regularly updating keyword strategies to stay competitive.

Conclusion

Keyword research at Upload Digital goes beyond identifying words—it’s about understanding intent, leveraging AI, and continuously adapting to industry shifts. By following this meticulous process, we ensure that our clients’ content ranks well, reaches the right audience, and drives measurable results. 

With AI-enhanced tools and data-driven analysis, we provide our clients with SEO strategies that are both effective and future-proof. Check out Upload Digital today for our in-depth services!

Frequently Asked Questions

1. What Is Keyword Research In SEO?

Keyword research in SEO involves identifying and analysing search terms that users enter into search engines. By understanding these terms, businesses can optimise their content to align with what their target audience is actively seeking. 

Effective keyword research helps improve website visibility on search engine results pages (SERPs), increase traffic, and attract relevant visitors. It’s a foundational step in SEO strategy to ensure content aligns with user intent.

2. What Is An SEO Keyword?

An SEO keyword is a specific word or phrase that describes the content of a webpage and matches what users are searching for on search engines. These keywords help search engines understand the page’s content and rank it appropriately for relevant queries. 

By targeting the right SEO keywords, businesses can improve their website's visibility, reach a broader audience, and drive more organic traffic to their pages.

3. What Are The 4 Types Of Keywords In SEO?

The four main types of keywords in SEO are:

Short-tail keywords: Broad terms with high search volume, e.g., “shoes.”

Long-tail keywords: Specific phrases with lower search volume, e.g., “best running shoes for women.”

Navigational keywords: Used to find specific sites or brands, e.g., “Nike official site.”

Transactional keywords: Intent-driven terms for purchasing, e.g., “buy leather shoes online.”

These keyword types target various search intents, enhancing content relevance.

4. What Is The Best Keyword Research Technique In SEO?

The best keyword research technique involves combining tools like Google Keyword Planner, Ahrefs, or SEMrush with competitor analysis and user intent analysis. This approach helps uncover high-traffic and relevant keywords, providing insights into what potential customers are searching for. 

Additionally, analysing long-tail keywords and search trends can identify niche opportunities, making content more targeted and likely to rank. A thorough approach ensures keywords match both audience needs and SEO goals.