A complete guide to keyword research in SEO

How to do your keyword research in SEO?

Definition and importance of Google keywords

Keywords are the terms and phrases that Internet users enter into search engines when they are looking for information, a product, or a service. In SEO (Search Engine Optimization), these keywords are the cornerstone of your natural referencing strategy.

The importance of keywords in SEO lies in their ability to create the link between what users are looking for and the content you offer. Without thorough SEO keyword research, you risk developing content that does not correspond to the queries of your target audience, or worse, positioning yourself on terms that are too competitive or not very relevant.

Good keyword research allows you to:

• Understand the language used by your audience
• Identify traffic opportunities
• Structuring your website in a coherent way
• Create content that precisely meets user expectations

How do search engines use keywords?

Search engines like Google use Algorithms dSemantic audit complex to analyze the content of your pages. These algorithms not only identify the presence of keywords but assess the overall relevance of the content for a given query. For example, when using the search bar To search for information, Google tries to understand the intent behind your query rather than simply matching the words.

• The intent behind the research
• The context of the request
• Semantic relationships between terms
• The overall quality and relevance of the content

Thanks to technologies like BERT and MUM, Google is able to grasp the nuances of natural language and understand the meaning of a complete sentence rather than dealing with words individually.

Difference between generic keywords, long tail keywords, and search intent

For businesses looking to attract potential customers qualified, it is crucial to understand the different types of keywords. Each category plays a specific role in your acquisition strategy.

Generic keywords (or “head terms”) consist of only one or two words. Example: “running shoes.” They are characterized by:

• High search volume
• Strong competition
• A search intent that is often ambiguous
• A generally low conversion rate

Long-tail keywords are longer and more specific expressions. Example: “best running shoes for a beginner marathon.” They present:

• Lower search volume
• Less competition
• A more specific search intent
• A generally higher conversion rate

Research intent represents what the user is really trying to achieve with their request. There are generally four types of intentions:

• Informative: the user is looking for information (“how to do an SEO keyword research”)
• Navigational: the user is looking for a specific site (“facebook login”)
• Transactional: the user wants to make a purchase (“buy running shoes”)
• Commercial: the user compares products before buying (“best running shoes 2025")

Understanding these differences is crucial in order to develop a content strategy balanced that covers all of customer journey.

Keyword positioning: the steps for an effective search

Identify your audience and needs

Becoming a SEO expert in keyword research requires a thorough analysis of your audience. The most effective method is to create detailed personas that represent your typical customers, identifying their specific issues and the vocabulary they use on websites that they frequent.

• Create detailed personas representing your typical customers
• Identify their problems and pain points
• Analyze their level of expertise and the vocabulary they use
• Identify their frequently asked questions and information needs
• Study their buying journey, from awareness to decision

This analysis will allow you to anticipate the requests that your audience may make and adapt your content strategy accordingly.

Keyword generator: how to build your initial list

Once you've defined your audience, it's time to generate an initial list of potential keywords. Several complementary methods can be used:

Brainstorming consists in writing down all the terms that you think are relevant to your activity, putting yourself in the shoes of your users.

One trick An effective way to generate keyword ideas is to use Google's automatic suggestions. This technique of Looking for tips allows you to quickly identify popular queries related to your theme. Start typing a term into the search bar and see the suggestions that automatically appear.

The “People Also Ask” section (People also ask) from Google reveals the related questions that are frequently asked about your topic.

Competitive analysis allows you to identify the keywords on which your competitors are positioning themselves. Test:

• The titles and meta-descriptions of their pages
• The titles (H1, H2, etc.) used in their content
• The terms put forward in their texts
• The keywords for which they are well positioned

These different approaches will allow you to build a complete initial list that will serve as the basis for your SEO strategy.

How to choose a keyword: assess their relevance and feasibility

Not all of the expressions identified deserve to be targeted. It is now necessary to evaluate each keyword according to several criteria:

The search volume Indicates how many times a term is searched monthly. High volume may sound appealing but generally leads to stronger competition.

The competition represents the difficulty in positioning yourself on a keyword. Analyze the pages currently ranked in the top 10 to assess:

• The authority of the domains present
• The quality and depth of their content
• On-page optimization
• The number and quality of Backlinks

CPC (cost per click) in SEA can be an indicator of the commercial value of a keyword. A high CPC often suggests attractive conversion potential.

Thematic relevance is essential: the keyword must correspond perfectly to your business and the expectations of your audience.

SERP analysis (search engine results pages) allows you to assess additional opportunities such as:

• The presence of featured snippets (zero position)
• The “People Also Ask” inserts
• Image or video carousels
• Local packs for local searches

This analysis will help you determine not only if you can position yourself on a keyword, but also which content formats to use to maximize your visibility.

List of keywords: how to classify them into semantic clusters

Once your keywords have been evaluated and selected, the next step is to organize them in a coherent manner. Semantic clustering groups keywords that are similar or share the same search intent.

This approach has several advantages:

• It reinforces the thematic relevance of your pages.
• It avoids SEO cannibalization (several pages competing on the same keyword)
• It facilitates the creation of a internal networking logical
• It improves the user experience by offering comprehensive content on each subject

To create effective clusters:

1. Identify your main keywords (content pillars)
2. Group semantically related terms around them
3. Organize these groups based on research intent
4. Establish a clear hierarchy that will guide the architecture of your site

This structuring will be the basis of your content strategy and will allow you to address each topic comprehensively.

SEO keywords: the best tools for your search

Free keywords: integrated search engine tools

Several free tools can help you conduct effective SEO keyword research:

The Google Keyword Planner is Google's official tool for planning paid campaigns. Although designed primarily for Google Ads, it provides valuable data on search volumes and competition. Understand his workings is essential to fully exploit its capabilities. Note that the How does Quora work can also be used as a source of inspiration to identify frequently asked questions from your audience.

Google Suggest corresponds to the automatic suggestions that appear when you start typing a query. These suggestions are based on frequent user research.

People Also Ask shows frequently asked related questions about the topic you are looking for. This feature is particularly useful for identifying content to be created in the form of FAQs.

Google Trends allows you to analyze the evolution of the popularity of a term over time. This tool is particularly useful for:

• Identify seasonal trends
• Comparing interest in multiple terms
• Discover regional variations in research
• Anticipate emerging trends

Ubersuggest and other paid tools for website keyword analysis

For more advanced SEO keyword research, several professional tools offer advanced features:

Semrush is one of the most comprehensive tools for keyword analysis. Semrush, with some particularities that distinguish it from its competitors, allows you to explore in depth the keyword suggestions and to analyze the keyword types the most relevant for your field. Among its functionalities, we find:

Ahrefs is particularly renowned for its massive keyword index and its accurate data on:

• Research volumes
• The difficulty of keywords
• Traffic potential
• Related keywords
• The backlinks needed to position yourself

Ubersuggest offers a more affordable alternative with essential features like:

• Keyword analysis
• Content suggestions
• Competitive analysis
• The Position tracking

Moz Keyword Explorer is distinguished by its “priority” metric that combines volume, difficulty and potential for organic clicks to assess the interest of a keyword.

Most professional tools offer filter options advanced options that allow you to refine your search according to various criteria. For example, you can filter keywords by their Difficulty score, which helps you quickly identify the most accessible opportunities for your site.

Competition website keyword analysis: advanced search techniques

Analyzing your competitors' strategies can reveal valuable opportunities for your own SEO strategy. The tools mentioned earlier allow for different competitive espionage approaches:

Analysis of competing keywords consists in identifying the terms on which your competitors are well positioned. Focus on:

• The keywords where they rank in the top 3
• The terms that get the most traffic for them
• The opportunities they are not yet exploiting

Content analysis allows you to study the best ranked pages of your competitors to understand:

• The structure and format of their content
• The depth of treatment of the subjects
• Their approach to keywords (density, placement, variations)
• The multimedia elements used

Advanced search techniques such as the use of Google search operators (site:, intitle:, inurl:, etc.) can help you discover specific content from your competitors.

For a truly comprehensive analysis, combine multiple tools and approaches. Since each platform has its own data and methodologies, this complementarity will allow you to obtain a more precise vision of the competitive landscape.

Keywords example: best practices and mistakes to avoid

Keyword referencing: integrate them naturally into your content

Once your search for SEO keywords is over, the challenge is to integrate them effectively into your content. The modern approach favors naturalness and relevance:

The importance of the lexical field goes beyond just the main keyword. Enrich your content with:

• Synonyms and related terms
• Complementary expressions
• Domain-specific vocabulary
• Frequently asked questions

Semantic variants allow to cover different ways of expressing the same idea. For example, for “SEO keyword research,” consider variants like:

• “How to find keywords for SEO”
• “Analysis of search terms for SEO”
• “Identify the best phrases for Google”

An effective technique for structuring your content is to organize your keywords into word groups semantically linked. This method, known as clustering, favors the natural referencing of your pages by allowing Google to better understand the general theme of your content.

Finding relevant keywords: beyond search volumes

A common mistake is to systematically focus on high-volume keywords without considering their relevance and search intent.

By following the advice of Neil Patel, a recognized expert in digital marketing, it is recommended to be discerning when choosing keywords. THESEO optimization is not just about targeting the most searched terms, but rather about identifying the ones that best match your offer and the search intent of your users.

The specificity of long-tail terms can compensate for their lower volume with reduced competition and more specific intent. A balanced strategy will combine:

• Some generic high-volume terms for fame
• Numerous long tail terms targeted for conversions

Remember that the volume shown in the tools is an estimate that can vary significantly across time periods and trends.

Keyword position: avoid keyword stuffing

Keyword stuffing, which involves excessively repeating a term in content, was a common practice in the early days of SEO. Today, this technique is not only ineffective but potentially penalizing.

The negative impact on SEO is real because Google algorithms are now able to detect these manipulative practices. Risks include:

• A manual or algorithmic penalty
• A drastic drop in positioning
• A loss of trust in the eyes of Google

The deteriorated user experience by content overloaded with keywords results in:

• A difficult and unnatural read
• A low quality impression of content
• A high bounce rate
• A decrease in conversions

The combination between websites efficient and optimized content remains the key to SEO success. To identify the best keywords For your strategy, carefully study the queries that generate the most conversions, not just traffic.

Conclusion

An approach of natural referencing well-executed involves a thorough search for the terms used by your target audience. Establishing a keyword list exhaustive is therefore the first essential step before producing optimized content.

Remember that the SEO landscape is constantly changing, and that your keyword strategy needs to be updated regularly. Stay tuned to trends in your market, analyze the performance of your content and adapt your approach accordingly.

By avoiding common pitfalls like focusing exclusively on volume or keyword stuffing, you will build a sustainable strategy that will not only attract traffic, but especially qualified visitors who are likely to become customers.

SEO keyword research is not an end in itself, but the beginning of a global optimization process that includes content creation, user experience, and the authority of your site. Use the knowledge gained in this article as a starting point to develop a successful and sustainable online presence.

Key points:

How do I find SEO keywords?

Do you think you know how to search for SEO keywords? Les keyword generators are only part of the equation. The key lies in a methodical approach adapted to your sector of activity.

Les good keywords emerging from an in-depth analysis. Tools in free version can give you an initial overview of volumes and competition.

The main thing is to build a coherent strategy based on research intentions. Choose relevant keywords with a moderate volume rather than generic terms that are highly sought after but not very qualified.

How to come first on Google the 7 key concepts of SEO?

Do you dream of reaching the top of Google results? Stop looking for the magic recipe right away. The reality is that no one can guarantee the top position - not even the SEO experts the most experienced.

What really works is understanding how Google “thinks.” The search engine loves sites that provide real value to users. Your goal should be to create content that accurately answers your audience's questions.

The analysis of research intentions is your best ally. Use keyword research tools to identify the queries that generate the most engagement. Remember that search volume is just one indicator among many — relevance matters much more than popularity.

What keywords are the best to target in SEO?

Magic keywords don't exist. The real magic happens when you target expressions that perfectly match your expertise and your ability to provide a relevant response.

A keyword with high potential combines three essential elements: a significant but not excessive search volume, competition adapted to the authority of your field, and above all a perfect match with your offer.

Take the example of a handmade shoe store. Instead of aiming for “men's shoes”, opt for “custom leather men's shoes”. The volume will be lower, but each visitor will be precisely looking for your expertise.