Keyword research is the starting point for all successful SEO work. Without it, you’re optimising in the dark – you might write excellent content that no one finds, or rank for keywords that don’t drive business.
In this guide we walk through how to do keyword research step by step, which tools to use and how to prioritise correctly.
What is keyword research?
Keyword research identifies the words and phrases your potential customers use when searching for what you offer. It’s not just about finding high-volume keywords – it’s about finding the ones that combine reasonable volume, realistic competition and clear business potential.
Step 1: Understand your audience
Start by thinking like your customer. What problems do they have? What are they looking for answers to? What phrases would they use in Google?
List 10–20 basic terms that describe your business, your services and your customers’ problems. These are the seeds you’ll expand from.
Step 2: Use keyword tools
There are many tools for keyword research. Here are the most widely used:
- Google Keyword Planner – free, straight from Google. Shows search volume and competition. A bit limited in detail but a good starting point.
- SE Ranking – the tool we use at Atom. Gives detailed data on search volume, SERP analysis and competitors’ keywords.
- Ahrefs / Semrush – the most complete tools on the market. A little more expensive but provide enormous amounts of data on both keywords and backlinks.
- Google Search Console – free and invaluable. Shows exactly which keywords your site already appears for and how you rank.
- Google Suggest – type a keyword into Google and look at the autocomplete suggestions. That’s what people are actually searching for.
Step 3: Analyse search intent
Search intent is the reason behind a search. Google groups intent into four categories:
- Informational – “what is SEO”, “how does Google Ads work”. The person wants to learn.
- Navigational – “Atom Agency Malmö”. The person is looking for a specific page.
- Investigational – “best SEO agency Sweden”. The person is comparing options.
- Transactional – “hair an SEO agency”, “buy WordPress website”. The person is ready to act.
Always match your content to the right intent. A transactional search should lead to a sales page, not a blog post.
Step 4: Evaluate volume and competition
High search volume isn’t always best. A keyword with 100 searches per month and low competition can deliver more traffic than one with 10,000 searches and extreme competition – where you’ll never reach page 1.
A good rule of thumb for newer sites: focus on long-tail keywords – longer, more specific phrases with lower competition. “SEO agency Malmö” is easier to rank for than “SEO”.
Step 5: Map keywords to your pages
Each page on your website should have one primary keyword and a couple of secondary ones. Avoid keyword cannibalisation – having two pages compete for the same keyword, which confuses Google and splits your authority.
Build a simple spreadsheet mapping: URL, primary keyword, monthly volume and current position. That’s your SEO overview.
Step 6: Maintain and update
Keyword research is not a one-time job. Search behaviours change, competitors emerge and your offering evolves. Do a new analysis at least once a year – ideally quarterly.
Want help with professional keyword research? Read more about our SEO service or contact us for a free review. Also read our guides on backlinks and how to get better at SEO.
