How to do keyword research (with free and paid tools)

Keyword research is the foundation of SEO. Target the wrong terms and even perfect content won’t bring customers. Here’s how to do it properly.

Step 1: Brainstorm seed topics

List the services you offer and the problems your customers have. Think like a customer, not an insider — they search “fix a leaking tap”, not “tapware remediation”.

Step 2: Expand with tools

Turn those seeds into real keywords:

• Free: Google autocomplete, “People also ask”, related searches, and Google Search Console (shows what you already get impressions for). Google Keyword Planner gives volume ranges.
• Paid: Ahrefs, Semrush or Moz give accurate search volume, difficulty and competitor keywords.

Step 3: Understand search intent

Every keyword has an intent behind it:

• Informational — “what is SEO” (wants to learn)
• Commercial — “best SEO agency” (comparing)
• Transactional — “SEO services Melbourne” (ready to buy)

Match each keyword to the right type of page. Transactional terms belong on service pages; informational terms belong on guides like this one.

Step 4: Prioritise

Score keywords on three things: search volume, competition (can you realistically rank?), and commercial value (will it bring buyers?). Low-competition, high-intent terms are gold for new sites — they’re how you win before tackling the big keywords.

Step 5: Map keywords to pages

Give each priority keyword a home — one primary keyword per page, with related terms supporting it. Don’t make two pages compete for the same term.

We do this for every client

Keyword research is included in every SEO package. If you’d like us to find the keywords worth winning in your market, get a free audit and we’ll show you the opportunities your competitors are missing.