Keyword research is the process of identifying which terms your audience uses when searching for information, products or services related to your business. The goal is to find terms with relevant search volume, intent aligned with your business and a viable level of competition.
The basic process involves:
- Initial brainstorm: list your business's core topics and the questions your customers ask.
- Research tools: use Google Keyword Planner, Ahrefs, SEMrush or Ubersuggest to expand the list with search volume and difficulty.
- Intent analysis: classify each term by intent (informational, navigational, transactional). This defines the type of content to create.
- Cluster grouping: group related terms into thematic clusters. Each cluster becomes a content pillar.
In 2026, keyword research also needs to account for AI prompts. Beyond targeting "what is SEO", you should think about how a person would ask the same question to ChatGPT. The phrasing tends to be more conversational and complete.