Keyword research is the foundation of SEO strategy. Target the wrong keywords and everything else—content, links, optimization—is wasted effort.
Keyword research is the process of discovering what words and phrases people type into search engines when looking for information, products, or services related to your business.
The goal isn't just finding popular keywords—it's finding the right keywords: ones your target customers use, that you can realistically rank for, and that align with your business goals.
How many people search for a keyword monthly
Higher volume means more potential traffic—but also usually more competition. A keyword with 10,000 monthly searches might sound great, but if you can't rank for it, zero of those searches will reach you.
How hard it is to rank for a keyword
Most SEO tools score difficulty from 0-100. Higher = harder to rank. Consider your site's current authority when choosing targets.
What users actually want when searching
Understanding intent is crucial. A page that doesn't match what users want won't rank, no matter how well optimized. Google has gotten very good at determining intent.
Specific vs. broad search terms
1-2 words, high volume, high competition
3+ words, lower volume, lower competition, higher conversion
Pro tip: Long-tail keywords often have clearer intent and convert better. They're also easier to rank for—making them ideal starting points.
Begin with basic terms related to your business. What do you offer? How would you describe it?
Use keyword research tools to find related terms, variations, and questions people ask.
Look at who's ranking for your target keywords. Can you compete? What are they doing well?
Not all keywords are equal. Prioritize based on business value, difficulty, and opportunity. Then assign keywords to specific pages.
A keyword might have volume, but if your page doesn't match what users want, you won't rank. Always check what currently ranks to understand intent.
High-volume keywords are tempting but often unrealistic for new or smaller sites. A keyword with 100 searches that you rank for beats one with 10,000 that you don't.
Each page should have a focused topic. Trying to rank one page for unrelated keywords dilutes relevance. Better to have multiple focused pages.
For local businesses, "SEO services" is harder than "SEO services Singapore." Location-specific keywords are often less competitive and more relevant.
Search behavior changes. New keywords emerge; old ones fade. Review your keyword strategy at least quarterly.
Finding the right keywords requires tools, data, and experience. We can identify the best opportunities for your business.