How To Find Good Keywords for SEO

Key takeaways: 

• Effective keyword research starts with understanding search intent and using a mix of seed ideas, competitor insights, and keyword tools. 
• Grouping and prioritizing keywords through clustering improves content structure, boosts SEO relevance, and avoids duplicate targeting. 
• Optimizing for AI and long-tail queries ensures your content stays visible in evolving search environments like LLM-driven results and voice search. 

Search Engine Optimization (SEO) is a set of practices you perform to make your website more appealing to search engines (i.e., Google, Bing, and Yahoo). This is done to increase your chances of showing up in search results.  

At the foundation of SEO are keywords which act as the bridge connecting your content with users searching for information. 

In this guide, we’ll walk you through what makes a keyword “good,” where to find the right ones, and how to use them to grow your traffic and visibility online. 

What is keyword research?   

Keyword research is the process of discovering and analyzing the words and phrases people type into search engines. These keywords are the bridge connecting your content to potential readers. 

It helps you discover what your audience is looking for, tailor your content to meet their needs, and improve your website’s ranking in search results.  

Why is keyword research important? 

Keyword research is the foundation of any successful SEO strategy. Without it, you’re creating content without knowing if anyone’s looking for it. 

Here’s why it matters: 

• It connects you with your audience. The right keywords help your content show up when people search for answers, solutions, or products. 
• It drives qualified traffic. Targeted keywords attract visitors who are already interested in what you offer, leading to more conversions. 
• It reveals content opportunities. Keyword data shows you what topics are in demand and where competitors may be missing the mark. 
• It improves ROI. By focusing on keywords with clear intent and low competition, you get more visibility without wasting time or budget. 

If your goal is to rank higher, reach the right people, and grow your site traffic, then keyword research is essential. 

Long-tail vs. short-tail keywords: What’s the difference? 

There are two kinds of keywords: long-tail and short-tail.  

• Short-tail keywords are typically one to two words long and cover broad topics (e.g., “shoes”). They have high search volume but are more competitive and less specific.
• Long-tail keywords, on the other hand, are longer phrases (usually three or more words) that target more specific queries (e.g., “best running shoes for flat feet”). These tend to have lower search volume but higher intent and conversion potential.  

What are good SEO keywords? 

Not all keywords are created equal. A “good” SEO keyword is one that helps your content get found by the right audience and drives results. That means it needs the right mix of: 

• Search volume. How many people are searching for it? 
• Relevance. Does it align with your product, service, or content? 
• Competition level. How hard is it to rank for? 
• Commercial intent. Are people using this keyword to learn, compare, or buy? 

How and where to find good keywords 

Good keywords don’t come out of thin air. They come from real questions, problems, and behaviors your audience already has. Start by looking closer at what your customers are searching for, what your competitors are ranking for, and what your own site tells you. 

Here are the steps to help you find valuable keywords: 

1. Start with seed ideas and brainstorming 
2. Analyze your competitors 
3. Explore Google’s People Also Ask and related searches 
4. Use keyword research tools 

Now let’s break down how each of these steps work: 

1. Start with seed ideas and brainstorming 

Before using any tool, begin with what you already know. Great seed keywords often come from: 

• Customer FAQs. What do people ask before buying or signing up? 
• Internal search data. What are users typing into your site’s search bar? 
• Support requests. What issues come up repeatedly? 
• Social media and forums. See how people talk about your niche 

Once you gather some basic ideas, you can plug them into research tools to expand into more targeted keywords. 

2. Analyze your competitors 

Competitor research is one of the fastest ways to uncover keywords that already drive traffic. 

Here’s how: 

• Search your main keyword on Google. See what top-ranking pages are targeting 
• Use SEO tools. Platforms like Semrush, Ahrefs, or Ubersuggest can show you which keywords a competitor ranks for. 
• Look at content themes. What blog post topics, categories, or landing pages are performing well? 

By understanding where your competitors are winning, you’ll find gaps, opportunities, and inspiration for your own keyword strategy. 

3. Explore Google’s People’s Also Ask and related searches 

The Google SERP is a goldmine of keyword inspiration: 

• People Also Ask (PAA) boxes reveal follow-up questions users commonly search 
• Related Searches at the bottom of the page offer alternative phrasing or niche variations 
• Use a plugin like Keywords Everywhere to pull SERP-based keyword data instantly 

Tip: Click open several PAA questions and scan the changing list to uncover deeper keyword paths, a process known as query fanning. 

4. Use keyword research tools 

Once you’ve gathered your ideas, it’s time to validate them using keyword research tools. These platforms help you uncover new keyword opportunities, analyze traffic potential, and compare competitiveness so you’re not just guessing. 

There are plenty of tools out there, some free and some worth paying for. Here’s a breakdown: 

Free tools: 

• Google Keyword Planner. Good for basic volume estimates and keyword suggestions 
• Ubersuggest. Offers search volume, SEO difficulty, and some competitor data. Its free but you can upgrade to a premium plan.  
• Answer the Public. Great for discovering question-based keywords and LLM-style queries 

Paid tools: 

• Semrush. Comprehensive suite for keyword data, competitor research, and content planning 
• Ahrefs. Excellent backlink and keyword tracking features 
• Moz Pro. User-friendly tool with rank tracking and site audits 
• KeywordTool.io. Useful for long-tail keywords from platforms like YouTube, Amazon, etc. 

Tool	Free	Best for	Standout feature
Google Keyword Planner	Yes	Basic research	Direct from Google Ads
Ubersuggest	Yes	Beginners & small teams	Simple UI and content ideas
Semrush	No	SEO professionals	Competitive gap analysis
Ahrefs	No	Deep SEO audits & link analysis	Backlink data & traffic estimates
Answer the Public	Yes	Question-based/LLM keywords	Visual keyword mapping

How to find long-tail and LLM-style keywords 

As AI-driven search becomes more conversational, keyword strategy must adapt. People don’t just type “SEO tips” anymore, they’re asking complete questions like “What’s the best way to boost my site traffic for free?”  

Long-tail and LLM-style keywords are longer, more natural phrases people use when searching, often full questions or detailed descriptions. These keywords are important because they match how people really ask for information, especially when using voice search or AI tools. 

To find these keywords, start by thinking about the specific questions or problems your audience has. Then, use tools to help discover the exact phrases they’re using. Here are some easy ways to do that: 

• Use AI tools like ChatGPT or Gemini 
• Check “People Also Ask” on Google 
• Try AnswerThePublic 
• Look at forums like Reddit or Quora 
• Use keyword research tools like Ubersuggest 

These are just some of the ways you can find these keywords:  

1. Use AI tools like ChatGPT or Gemini 

 Ask questions like “What are people asking about [your topic]?” or “Give me 10 long-tail keyword ideas for [industry].” These tools can generate realistic, conversational keyword suggestions that mimic how people search. 

2. Check “People Also Ask” on Google 

These expandable question boxes offer insight into real user questions. Clicking one often reveals even more related queries, making this a great way to “fan out” keyword ideas directly from the SERP. 

3. Try AnswerThePublic 

Enter a seed keyword and it’ll return dozens of question-style variants (“how,” “why,” “what”) mapped out visually. Ideal for surfacing voice-style and LLM-friendly keywords. 

4. Look at forums like Reddit or Quora 

People write naturally on these platforms, often mirroring how they search. Thread titles and upvoted comments are great sources of long-tail phrasing. 

5. Use keyword research tools like Ubersuggest 

Filter results by keyword length, intent, and volume. It’s a fast way to find low-competition, high-intent long-tail keywords. 

They’re especially useful for surfacing low-competition long-tail phrases that can be easier to rank for. 

Once you gather these keywords, use them naturally in your content. Write like you’re answering real questions, using the same words your audience uses. This will help your content rank better and connect with people looking for exactly what you offer. 

How to analyze keyword data 

Finding keywords is only half the job. Next, you need to figure out which ones are worth using. That’s where keyword analysis comes in. This helps you filter out what’s too competitive, too vague, or not valuable for your goals. 

1. Evaluate keyword metrics 

When comparing keyword options, look at the following: 

• Search volume. How often is the keyword searched each month? High volume = more potential traffic. 
• Keyword difficulty (KD). How hard is it to rank? Some tools score this from 0–100. 
• Cost-per-click (CPC). Indicates how much advertisers are willing to pay. Higher CPC can signal strong commercial intent. 
• SERP features. Does the keyword trigger featured snippets, images, videos, or ads? 
• Trend data. Is interest in the keyword rising, falling, or staying flat? 

Aim for a mix of high-value, medium-difficulty keywords and long-tail terms with specific intent. 

2. Match keywords to your content goals 

Not every keyword belongs in the same type of content. To get the most out of your research: 

Map keywords to funnel stages

• Top of Funnel: “What is [topic]” – Use for blogs and explainer content 
• Middle of Funnel: “Best [product] for…” – Great for comparisons and guides 
• Bottom of Funnel: “Buy [product] online” – Ideal for landing and product pages 

Check the SERP layout

• If Google is showing videos or local results, consider whether your content type fits the format. 

The goal is to choose keywords you can rank for—and that match what your audience is looking to do. 

How to group and prioritize your keywords effectively 

Once you’ve gathered and analyzed your keywords, the next step is to organize them. Grouping your keywords by topic and intent makes it easier to create focused, relevant content and helps you build authority over time. 

Cluster keywords 

Keyword clustering is the process of grouping similar keywords together based on meaning or intent. Instead of creating a separate page for every phrase, you can: 

• Combine variations. For example, group “how to find good SEO keywords” with “how to choose keywords for SEO” 
• Organize by topic. Group all keywords related to “SEO tools” or “keyword analysis” 
• Match to intent. Sort queries by informational, transactional, or navigational intent 

This approach helps you avoid duplicate content, while covering topics more comprehensively. 

Plan content using clusters 

Once your keywords are grouped, use them to build a content structure that supports both users and SEO: 

• Pillar pages. In-depth guides targeting broad topics (e.g., “Keyword Research 101”) 
• Cluster pages. Supporting content that dives into related subtopics (e.g., “Free keyword tools,” “Search intent types”) 

This setup is great for internal linking, boosts topic relevance, and makes it easier for search engines to crawl and rank your content. 

Mistakes to avoid in keyword targeting 

Even with the best research, keyword strategy can fall apart if you’re not careful with how you implement it. These common mistakes can hurt your rankings and make your content less useful to readers. 

1. Keyword stuffing 

Keyword stuffing is when you repeat the same phrase over and over in your content, hoping to rank higher. It doesn’t work and it can hurt your SEO. 

Avoid this by: 

• Using your main keyword naturally in the title, headers, and intro 
• Including synonyms and related phrases instead of repeating exact terms 
• Keeping keyword density under control (aim for around 1–2%) 

Remember, Google wants helpful content and not pages overloaded with keywords. 

2. Ignoring search intent 

Even if you pick a keyword with high volume, it won’t perform well if your content doesn’t match what the searcher wants. 

Avoid this by: 

• Looking at the current top results to understand what Google expects (blog? product page? video?) 
• Creating content that actually answers the query in a useful, relevant way 
• Making sure your format matches the user’s intent (e.g., don’t try to sell on an informational keyword) 

Matching content to search intent is one of the simplest ways to improve SEO without needing new keywords. 

Why search intent matters in keyword strategy 

Search intent is the “why” behind every search. If you know what someone is trying to do, you can create content that matches their goal.  

There are three main types: 

• Informational. The user wants to learn something 
• Example: “how to improve SEO” 
• Navigational. The user is looking for a specific site or brand 
  Example: “Google Search Console login” 
• Transactional. The user is ready to buy, sign up, or take action 
  Example: “best SEO tools for small businesses” 

It’s not enough to just include keywords; you need to understand why people are searching. The same keyword can have different meanings depending on the user’s goal. 

By aligning your content with their intent, you increase your chances of ranking well and engaging your audience effectively. Simply adding keywords without considering intent limits your SEO success. 

How the buyer’s journey shapes your content 

A buyer’s journey consists of three stages: awareness, consideration, and decision. Knowing where your audience is on this journey is crucial because it allows you to tailor your content to meet them halfway.  

In the awareness stage, users are identifying a problem. In the next stage, they’re exploring solutions. And in the final stage, they’re ready to make a purchase. Tailoring your content to these stages can boost your chances of conversion.   

Turn keyword research into results that rank 

Keyword research isn’t a one-time task. It should be the engine behind content that gets found, read, and clicked. When you choose the right keywords, you’re solving problems and attracting the right people to your site. 

Here’s your simple next move: 

• Start with one topic you want to rank for. 
• Use a tool to find 5–10 related keywords. 
• Match those keywords to a content type (like a blog post or landing page). 
• Build from there. 

If you want expert help turning your keywords into traffic and leads, Network Solutions offers SEO services to get your site in front of the right audience. Whether you’re new to SEO or ready to scale, we’ve got the tools and support to make your strategy work. 

Frequently asked questions