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<\/a><\/p>\nThe role of an SEO specialist today is to unite buyer problems with real solutions and use keyword data to drive business growth. And now we\u2019re sitting on a trove of data about buyer behavior; what buyers\u2019 search tells us about problems buyers are having, and how aware they are of the solution.<\/p>\n
I\u2019ve spent nearly a decade doing just that: helping SaaS, e-commerce, and service-based brands increase revenue from organic content, rank for high-converting keywords, and future-proof their content strategies across channels.<\/p>\n
This guide breaks down the exact keyword research process I use with clients. I\u2019ll show you how to find keywords that still get clicked, build out conversion-driven topic clusters, and map search intent to every stage of the buyer journey. These are the same methods that have helped my clients grow blog revenue by 254% YoY, earn top spots on Google, and even land citations in tools like ChatGPT.<\/p>\n
Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n Keyword research is the process of finding and analyzing search terms (words and phrases) that people use to find information online, whether searching through traditional search engines such as Google, using conversational platforms and LLMs, or social media.<\/p>\n Previously, keyword research was synonymous only with Google, but search is far beyond this because search behavior has changed.<\/p>\n HubSpot\u2019s research into the ways people search<\/a> identified that:<\/p>\n While these stats are incredibly important, I should add the caveat that HubSpot found that 88% of people are still using Google<\/strong>.<\/p>\n There\u2019s no denying it: Right now, Google is still the platform with the largest share of search.<\/p>\n Source<\/em><\/a><\/p>\n But this might change, and search evolution is one of the main reasons why conducting keyword research correctly (in pursuit of business growth) is so important.<\/p>\n <\/a> <\/p>\n Keyword research is important because it helps you find the overlap of keywords that:<\/p>\n Below, I elaborate on five key points that I think are exceptionally important for keyword research in modern-day SEO and achieving the three outcomes listed above.<\/p>\n Keyword research gives SEO specialists the tools to become the most informed marketers about buyers, their behaviour, problems, search habits, and receptiveness to solutions.<\/p>\n With this information, you bring considerable benefits to marketing in general.<\/p>\n When you know what your audience is searching for, you can create content that matches those terms.<\/p>\n Better, you can align marketing to create strategies across channels to target these keywords.<\/p>\n Conversion from SEO relies on a searcher knowing what they need and being in a position to search for it. This mindset doesn\u2019t happen overnight, and with holistic keyword strategies, it doesn\u2019t need to.<\/p>\n While SEO waits for a searcher to become aware enough to search for something, social media can educate an audience until they\u2019re ready to make their final search and are receptive to a new solution.<\/p>\n For example, if a business sells an ergonomic desk that reduces long-term posture-related issues, customers might finally convert on \u201cergonomic desk for home office.\u201d But most people don\u2019t know that they need such a desk. Instead, they search for things surrounding this, such as:<\/p>\n All searches can be identified using keyword research.<\/strong><\/p>\n Once I\u2019ve completed my keyword research, I\u2019d create articles on topics that bring the right audience (people who need an ergonomic desk, whether they know it or not) to the website. I\u2019d even create it if it were a search term that resulted in a zero-click search.<\/p>\n Why?<\/p>\n Because not all content has to be used for search engines.<\/p>\n When I\u2019ve done my keyword research, I share it with other marketing teams. <\/strong>Assets, such as a blog, created for the keywords, can also be shared on social media and emails.<\/p>\n Important note:<\/strong>\u00a0For this to work, you must have a content strategy that includes other marketing teams, and you must work together to share insights and create a marketing funnel. HubSpot has a guide on content strategy here<\/a>.<\/p>\n Additionally, the inbound methodology<\/a> is an excellent guide. It focuses less on creating content around what we want to tell people. Instead, inbound marketing is about creating content around what people want to discover. Our audience is coming to us for helpful content that provides the answers they want. And it all begins with keyword research.<\/p>\n Old SEO strategies, including keyword research, were shortsighted.<\/p>\n Instead of thinking long-term, the SEO industry has long focused on clicks and impressions within Google.<\/p>\n The problem?<\/p>\n The keywords used to generate the most clicks and achieve the impressive (on the surface) looking, upward trending graphs didn\u2019t generate conversions. This thinking was always short-sighted, and now this short-sighted approach simply won\u2019t work.<\/p>\n Before, this approach could earn incredible click graphs with soaring impressions and clicks.<\/p>\n Now, with AI fulfilling user needs, these tactics leave sites at a plateau, or worse, with declining traffic and no money from the traffic SEO is getting.<\/p>\n If SEO isn\u2019t earning money, it\u2019ll struggle to get future budgets.<\/p>\n A study by Sparktoro<\/a> shows an overall negative trend for US and EU traffic clickthroughs from Google.<\/p>\n Source<\/em><\/a><\/p>\n You do the research in a way that meets audience needs<\/strong>. If you can do that, you can serve your audience no matter where they search, and your service will be useful to them, not just gain clicks for your site.<\/p>\n Here\u2019s an example of the old way of doing keyword research for a florist. The main strategy is traffic from keywords with high search volume per month, for example:<\/p>\n Previously, a page one rank for any of these keywords would return a mega, upward-trending click graph.<\/p>\n But would it bring conversions? Unlikely.<\/p>\n The keywords above are informational, meaning the searcher wants to be educated. They got clicks before, but not conversions. Ranking for these keywords didn\u2019t impact the bottom line.<\/p>\n And now, with AI overviews, these queries barely return clicks.<\/p>\n Here\u2019s an AI overview for the keyword, \u201chow to press flowers.\u201d It\u2019s very detailed and even includes a video.<\/p>\n Informational keywords are no longer the goal. Instead, I research audience needs, pain points, and conversion-driven keywords.<\/p>\n Sticking with the florist example, keywords might include:<\/p>\n These are transactional keywords, meaning the searcher wants to complete an action (a conversion). These keywords are likely to lead to sales and should be prioritized when conducting keyword research.<\/p>\n No matter where people search or how they search, these keywords will keep bringing revenue to the business.<\/p>\n As below, a search for \u201cbuy flowers online\u200b\u201d doesn\u2019t show AI overviews; instead, the SERPs get straight to the businesses that can meet the searcher’s intent and sell the flowers.<\/p>\n Although the transactional keywords listed above have a high search volume, this often isn\u2019t the case, especially in complex B2B. With the new way of doing keyword research, search volume isn\u2019t an issue, because high search volumes can result in zero clicks. It\u2019s quality clicks that matter.<\/p>\n I talked to HubSpot Growth Manager Amal Kalepp<\/a>, who echoes this sentiment.<\/p>\n Kalepp warns that one of the common mistakes people make is assuming that a higher monthly search volume (MSV) is better. \u201c\u2018Instagram marketing\u2019 might seem like the best keyword to rank for because it has millions of searches,\u201d she says. \u201cBut it makes it much more difficult to rank.<\/p>\n \u201cYou might have better luck with something like \u2018Instagram marketing for small businesses\u2019 \u2014 and then that can be your niche.\u201d<\/p>\n She says you could get \u201ca lot more traffic ranking for a keyword with a lower MSV and lower competition\u201d than one with a high MSV.<\/p>\n When you understand your buyer and research the right keywords, you\u2019re on the path to making money directly from SEO efforts.<\/p>\n Revenue-generating SEO is what keeps budgets flowing and decision-makers and stakeholders happy.<\/p>\n There is one complication with keyword research and ranking. While it\u2019s easy for me to say that we need to target bottom-funnel keywords, we also need to be able to rank for them.<\/p>\n Keyword research helps us determine whether or not our site has a chance of ranking.<\/p>\n Kalepp says that keyword research \u201cdetermines who your competitors are and which area of the search landscape you can rank for. Doing keyword research and understanding where your blog or website sweet spot is \u2014 that\u2019s what gives you rankability.\u201d<\/p>\n In other words, when we search for a keyword, we can see who our competitors are (those ranking), and whether or not our site has a chance of ranking, too. I cover this in detail in the section \u201cPrioritize low-hanging fruit.\u201d<\/p>\n <\/a> <\/p>\n Keyword research can feel complex, so let\u2019s change that by breaking it into four primary elements.<\/p>\n First, you need to know what your audience needs<\/em> from you. Without it, how are you going to help them?<\/p>\n Identifying your audience’s needs can stem from keyword research. You can use tools (listed below) to see what people are searching for.<\/p>\n I love understanding audiences through keyword research, but I don\u2019t like relying entirely on keyword research. Instead, I want to talk<\/em> to my audience, sales teams, and customer service to hear from them.<\/p>\n Ask customers or prospective buyers:<\/strong><\/p>\n Pro tip:<\/strong> Use the audience insights to create buyer personas. You can create a buyer persona for free using HubSpot\u2019s Make My Persona<\/a> Buyer Persona Generator. It\u2019s easy, and the workflow will ensure you don\u2019t miss anything. If you want help creating detailed buyer personas, read: How to Create Detailed Buyer Personas for Your Business<\/a><\/p>\n Ask sales or customer service teams:<\/strong><\/p>\n Pro tip:<\/strong> Use this information to answer frequently asked questions that are integral to shaping the customer experience. Knowing what your sales and customer service teams need to improve workflows gives your content and assets extra value. If you create a blog, for example, and sales and customer service share it, they\u2019re saving time on nurturing, and your content is getting eyes on it without relying on search.<\/p>\n You need to know where your audience is searching before you can create content for them. Your audience research should give you some ideas, and you can use tools like Google Search Console<\/a> (GSC) and Google Analytics<\/a> (GA4) to see how people like to search.<\/p>\n Google Search Console shows what people search for to find your website and how many searches get clicks.<\/p>\n Here\u2019s what the report looks like.<\/p>\n Go to GSC<\/a> > Performance > Queries.<\/p>\n Any searches that resulted in an impression or click are listed here. You can use this report to see what your audience is searching for you and which queries result in the most clicks.<\/p>\n From the screenshot above, I can see that most people search my brand name, followed by my name, to click my site; it makes sense since most of my marketing is done via LinkedIn. The next most popular keywords are listed.<\/p>\n GA4 has a report that helps you see where traffic has come from. Here\u2019s how to find it.<\/p>\n Go to GA4<\/a> > Find your project > Reports > Acquisition > Traffic Acquisition<\/p>\n In the report, hit the plus next to the drop-down \u201csession primary\u2026channel group\u201d and add \u201csession source\/medium.\u201d<\/p>\n In the screenshot above, I can see that visitors to my blog are coming from:<\/p>\n It appears my audience is most active on Google.<\/p>\n One very important caveat:<\/strong> This data is owned data,<\/em> and it only shows how people are finding my site.<\/p>\n Why does this matter?<\/p>\n Because there could be untapped opportunities.<\/p>\n To find untapped opportunities, it helps to do broader research using typical user demographics.<\/p>\n For example:<\/p>\n Axios<\/a> found that just over a quarter of 18 to 24-year-olds start their search on video platforms such as YouTube and TikTok. Knowing this, if this age demographic is your target audience, maybe you need to think about keyword research on video platforms.<\/p>\n In its latest Consumer Trends Report<\/a>, HubSpot found that more men prefer generative AI search than women. Men (33%) are significantly more likely than women (25%) to find gen AI\u2013powered search \u201cmuch\u201d more appealing for online shopping.<\/p>\n The takeaway?<\/p>\n Considering the audience and their preferences, you can tailor your efforts to the platforms users prefer based on user behaviour. Meeting user preferences likely increases conversions. If you\u2019re targeting Gen-Z, keyword research on video platforms might be best. If you\u2019re selling products to men, prioritizing keyword research for LLMs might be the way forward.<\/p>\n Google ranks content based on relevance.<\/p>\n Your content will only rank for a keyword if it meets the searchers\u2019 needs.<\/p>\n In addition, your content must be the best resource for the query; Google won\u2019t rank your content as highly if it doesn\u2019t provide better value than its competitors.<\/p>\n Google gives more weight to sources it deems authoritative. So, how do you become an authoritative source? Start by enriching your site with helpful, informative content and promoting that content to earn social signals and backlinks.<\/p>\n HubSpot.com and the HubSpot Blog<\/a> are well-established sites, and we work hard to ensure we provide the content our readers are searching for.<\/p>\n As a result, the root domain and subdomain have very high domain authority:<\/p>\n Source<\/em><\/a><\/p>\n If you\u2019re not seen as authoritative in the space, or if a keyword\u2019s SERPs are loaded with heavy sources you can\u2019t compete with (like Forbes or The Mayo Clinic), you have a lower chance of ranking.<\/p>\n <\/a> <\/p>\n I\u2019m going to lay out a keyword research process you can follow to help you come up with a list of terms you should be targeting.<\/p>\n That way, you\u2019ll be able to establish and execute a strong keyword strategy that helps you get found for the search terms you care about.<\/p>\n Before you do anything else, think about the topics you want to rank and come up with one to three different topics you\u2019d like to focus on.<\/p>\n There is nothing wrong with a bit of common sense when it comes to keyword research.<\/p>\n Important note: <\/strong>You can do as many topics as you like, but in my ten years of experience, working across various industries, one to three topics is usually enough. The risk with doing too many is that you don\u2019t work on anything particularly well, and resources are spread too far.<\/p>\n Remember that you need to create content to rank for these topics, and that\u2019s time-consuming. Keyword research and SEO are never complete, and once you\u2019ve moved a site for one to three topics, you can find a few more to focus on.<\/p>\n Refer to the audience research aforementioned. Find out precisely what prospects and customers searched and what challenges they had to resolve before working with you or buying your product.<\/p>\n Not sure where to start? Think about what you want to be known for. You can also put yourself in the shoes of your buyer personas<\/a> and think about what they want to know.<\/p>\n HubSpot, for example, might have topics like:<\/p>\n The number in parentheses is the MSV, according to Semrush.<\/p>\n That data allows you to gauge how important these topics are to your audience and how many different subtopics you need to create content on to be successful with that keyword.<\/p>\n Source<\/em><\/a><\/p>\n Now we\u2019ve got topics, we need to flesh out content ideas and start keyword mapping.<\/p>\n Every step of keyword research for SEO, and any search platform, such as ChatGPT or social media, should be completed with the conversion goal in mind.<\/p>\n Although conversion is the final step in the buyer journey, starting with this page is critical because it helps keep a strategy focused. If you know where you want audiences to end up (on the conversion-driven page and buying something or enquiring about it), you can strategize to make that happen.<\/p>\n For example, sticking with the \u201cAI CRM\u201d topic above. HubSpot needs a page designed to convert people who need AI CRM solutions.<\/p>\n First, we need a commercial <\/em>or transactional <\/em>keyword.<\/p>\n Commercial keywords are searched by people investigating brands or services.<\/p>\n Transactional keywords are searched by people ready to take action.<\/p>\n I use Semrush\u2019s Keyword Magic Tool<\/a> to identify the intent behind a keyword.<\/p>\n I typed in \u201cAI-Powered CRM\u201d and found the following:<\/p>\n All of these searches have commercial intent.<\/p>\n Source<\/em><\/a><\/p>\n Important note:<\/strong> You do not have to use Semrush to do this. I share more tools below, including free tools, but Ahrefs also does this well. Here\u2019s what search intent looks like on Ahrefs:<\/p>\n Source<\/em><\/a><\/p>\n If you don\u2019t have access to tools, you can do this manually and for free!<\/p>\n Here\u2019s how:<\/p>\n Type your keyword into Google and see what comes up.<\/p>\n A search for \u201cAI Powered CRM\u201d shows the following results:<\/p>\n The top results are product pages. Therefore, you can assume that the search intent is commercial and\/or transactional. Google is showing pages that people can easily convert on.<\/p>\n To help you identify a transactional or commercial keyword, here are the SERPs for informational searches.<\/p>\n I typed in, \u201cShould I use a CRM?\u201d and the result looks like this:<\/p>\n Instead of conversion pages, Google prioritizes informational pages such as:<\/p>\n All of the above point to informational search<\/em>.<\/p>\n Okay, so now you know which keywords show the money-generating page. Your next task is to create a page that efficiently uses your researched keywords, giving it the best chance of ranking.<\/p>\n Here\u2019s a screenshot of HubSpot\u2019s bottom-funnel, conversion-driven landing page for the commercial keyword \u201cAI Powered CRM\u201d:<\/p>\n You can see it’s driven for conversion because you can:<\/p>\n This is the type of page you need to create.<\/p>\n Now, all we\u2019ve got to do is get visitors to it via search. If only that were easy.<\/p>\n The long-term goal is to create a keyword strategy that:<\/p>\n Naturally, it\u2019s not as easy as sticking up one converting page; the strategy must span the buyer journey.<\/p>\n This is where buyer journey keywords<\/a> come in. I use them to support content that funnels audiences to the conversion-driven page when it’s right.<\/p>\n I\u2019ll talk you through that next.<\/p>\n Now that you have topics and conversion-driven pages that you want to focus on, it\u2019s time to identify keywords for supporting content.<\/p>\n For this, you need to think about the entire buyer journey<\/a>.<\/p>\n It\u2019s unrealistic to create a page designed for conversion and expect people to convert from you sharing it. There\u2019s a long way to go before a person is ready to buy. An average B2B sale is 379 days<\/a>, and data shows that the decision time before buying in B2B increases yearly.<\/p>\n Compared to B2B, B2C sales are faster<\/a> and have mostly one-off purchases.<\/p>\n When a buying process takes a year or more, your brand must be at the front of mind.<\/p>\n Here\u2019s a simplified buyer journey:<\/p>\n Keyword research can help you identify suitable content pieces for every step of the buyer journey. The step before this (Determine your conversion page and its associated keywords) focuses on the decision stage.<\/p>\n Good keyword research works backwards through the buyer journey to keep content relevant and as close to conversion as possible. If you start with the identification stage, it\u2019s easy to get overwhelmed by informational topics; you can end up following tangents that aren\u2019t as related to the conversion as they need to be for a successful keyword and marketing strategy.<\/p>\n Your SEO keyword research tools will help you find content across each stage because you can filter by search intent.<\/p>\n I want you to think about keyword phrases you want to rank for in the SERPs (search engine results pages) because your target customer is probably conducting searches for those specific terms.<\/p>\n Sticking with the \u201cAI CRM\u201d page, the goal is to create content that ranks and supports the buyer journey.<\/p>\n HubSpot has done this well. Here\u2019s some of the content that helps people who need AI CRM and are in the consideration phase:<\/p>\n I wrote both of these articles, and they help people in the consideration stage because I recommended tools they might need. Most people who need an AI CRM don\u2019t have the time to test every single one, but I alleviated some of this for them and will help them shortlist the best CRMs for them. This content isn\u2019t about heavily pushing the HubSpot solution; it\u2019s more about providing the information required for the consumer to make the right decision.<\/p>\n A more informational topic for buyers higher up the funnel might include How to Choose the Best Free CRM System<\/a>.<\/p>\n As you complete the steps outlined above, you\u2019ll want a database to map your keywords to topics.<\/p>\n Keyword mapping<\/a> is the action of assigning keywords to content that gives that keyword the best chance of ranking. To do it well, you need:<\/p>\n I like to use a Google Sheet to map keywords. Here\u2019s what my sheet looks like:<\/p>\n I have columns for the following details.<\/p>\n I use this document to manage my workflows and remember where I\u2019ve mapped my keywords. It\u2019s important because as your topics get bigger, you need to keep track of keywords already covered.<\/p>\n I often customize this template depending on client needs and workflows. For example, you might also add:<\/p>\n The beauty of a Google sheet is that you can customize it however you like.<\/p>\n <\/a> <\/p>\n Once you know the keywords you want to rank for, it\u2019s time to refine your list based on the best ones for your strategy. Here\u2019s how.<\/p>\n Prioritize keywords that you have a chance of ranking for based on your website\u2019s authority.<\/p>\n Large companies typically go after high search volume keywords, and since these brands are well established already, Google typically rewards them with authority over many topics.<\/p>\n You can also consider keywords that have little competition. Keywords that don\u2019t already have multiple websites battling for the highest rank can afford you the spot by default, if there\u2019s no one else trying to claim it.<\/p>\n Here\u2019s an example:<\/p>\n Let\u2019s say a new SaaS product has entered the market. A company has created a new CRM solution. The domain name was bought recently, and the site is live with the essential pages: a homepage, a product page, and some standard page templates like about and contact.<\/p>\n Eventually, the company wants to rank for the keyword \u201cCRM.\u201d<\/p>\n A search for this keyword shows the following top results:<\/p>\n The top four ranking results include some of the largest SaaS companies<\/a> in the world. A startup is extremely unlikely to rank here.<\/p>\n With this knowledge, the startup CRM company could instead rank for keywords with lower competition, for example, \u201ccrm for dental practices,\u201d which returns much smaller companies, see the image below:<\/p>\n Keyword research can help us determine a website\u2019s chances of ranking and weed out the low-hanging fruit, opportunities where a business can rank and <\/em>differentiate its offering.<\/p>\n This is important for Google, but there are also benefits for AI search.<\/p>\n Identifying niches can help websites stand out in AI search tools like ChatGPT. When I wrote about the Future of SEO for HubSpot<\/a>, I spoke to Nate Tower<\/a>, president at Perrill<\/a>, who had some interesting insights about AI search. He said that people searched ChatGPT differently from Google. They use longer-tail keywords and get hyper-specific.<\/p>\n \u201cCRM for dental practices\u201d is much more specific than \u201cCRM,\u201d and brings us closer to how people search in LLMs.<\/p>\n Here\u2019s an example of a longer tail keyword and my client’s ranking in the top spot within the AI search:<\/p>\n We achieved this through keyword research and understanding buyer needs. We know there\u2019s a need for a service like this, so we created a page targeting the keyword and earned the ChatGPT citation and the rank on Google.<\/p>\n C<\/strong>\n
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What is keyword research?<\/strong><\/h2>\n
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<\/p>\nWhy is keyword research important?<\/strong><\/h2>\n
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<\/p>\n1. Keyword research helps you understand your buyers.<\/h3>\n
2. Keyword research unites strategies across channels.<\/h3>\n
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3. You future-proof your strategy, no matter what changes in SEO.<\/h3>\n
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<\/p>\nSo, how does keyword research future-proof a strategy?<\/h4>\n
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<\/p>\n4. It helps you increase revenue and meet business goals.<\/h3>\n
5. You can determine whether or not a site will rank for desired keywords.<\/h3>\n
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<\/p>\nElements of Keyword Research<\/strong><\/h2>\n
Audience Needs<\/strong><\/h3>\n
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What part of the sales process do leads get stuck on?<\/li>\n
What language do buyers use when describing their problems?<\/li>\n<\/ul>\n\n
Search Behavior<\/strong><\/h3>\n
Google Search Console<\/strong><\/h4>\n
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<\/p>\nGoogle Analytics<\/strong><\/h4>\n
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3. High-Quality Content and Relevance<\/strong><\/h3>\n
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4. Site Authority<\/strong><\/h3>\n
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<\/p>\nStep 1. Make a list of important, relevant topics based on what you know about your business.<\/strong><\/h3>\n
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<\/p>\nStep 2. Identify keywords for the conversion-driven page.<\/strong><\/h3>\n
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Step <\/strong>3<\/strong>. <\/strong>Choose your supporting content and buyer journey keywords.<\/strong><\/h3>\n
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Step <\/strong>4<\/strong>. Map<\/strong> your keywords and document your keyword research<\/strong>.<\/strong><\/h3>\n
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<\/p>\n\n
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1. Prioritize low-hanging fruit.<\/strong><\/h3>\n
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