Keyword Research: Finding Your Hidden Opportunities

Why Keywords Matter

Keywords are the language your customers use to describe their problems. If you can rank for the keywords they're searching, you win leads and customers.

The Three Types of Keywords

Information Keywords

"How to..." "What is..." "Best practices for..." People are learning, not buying yet.

Comparison Keywords

"A vs B" "Top options for..." People are researching, considering, getting close to a decision.

Intent Keywords

"Buy..." "Sign up for..." "Pricing for..." People are ready to act.

Where to Find Keywords

• Google search bar (see what autocomplete suggests)
• Google People Also Ask
• Competitor websites and blog posts
• Your own customer conversations (how do THEY describe the problem?)
• Keyword research tools (SEMrush, Ahrefs, free tools like Ubersuggest)

Evaluating Keywords

Don't just go after volume. Look for:

• Relevance: Does this match your offering?
• Intent: What stage of the buyer journey is this?
• Competition: Can you realistically rank for this?
• Monetization: Will ranking for this lead to revenue?

Building Your Strategy

Create a keyword map: which pages target which keywords? Which ones do you own already? Where are the gaps?

Build content around the keywords where you can win—not the ones everyone's fighting over.