The art of understanding what your audience is actually looking for.
Keyword research is not just about finding words with high search volume. It's about market research. It's the process of discovering the language your customers use, understanding their intent, and creating content that answers their specific needs.
Volume
How many people search for this per month?
Difficulty
How hard is it to rank against current competitors?
Intent
What does the user want? (Buy, Learn, Go?)
Decoding Search Intent
Google prioritizes content that matches the 'Why' behind the search. Click tabs to explore.
User wants to learn or solve a problem.
The 'Long Tail' Strategy
Slide to see the trade-off between Search Volume and Conversion Rate.
The Research Workflow
Brainstorm 'Seed' Topics
Start with broad concepts relevant to your business (e.g., 'Coffee').
Expand into Questions
Use the '5 Ws' (Who, What, Where, When, Why) to find specific queries.
Analyze the SERP
Google the term. Who is ranking? Is it a blog post or a product page?
Check the Gap
Can you provide a better, more comprehensive answer than the top result?