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Last updated: October 29, 2026
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How to Do Keyword Research (2027): A 7-Step Process for Small Sites
Keyword research is how you find the words people type into search engines when they look for what you offer, so you can create pages that answer them. The process: list your core topics, expand them with a keyword tool, check search intent, weigh volume and difficulty, group related keywords into pages, and prioritize by business value. You can start with free tools such as Google Search Console and Semrush's free plan, and move to a paid tool when you publish regularly.
- Start from topics your customers care about, not from the tool.
- Search intent decides what kind of page can rank.
- Weigh volume, difficulty and business value together.
- Group close variations into one page instead of writing one page per keyword.
- Free tools: Google Search Console, Google Keyword Planner, Semrush free plan, Ahrefs free keyword tools.
Step 1: List seed topics
Write down 10 to 20 topics your customers care about. Use your products, the questions people ask in sales calls and support tickets, and the problems your service solves. For a small accounting firm, seed topics might be "bookkeeping", "tax deadlines", "payroll" and "invoicing software".
Step 2: Expand with a keyword tool
Enter each seed topic in a keyword tool to see related searches, questions and long-tail variations. Note monthly volume and difficulty. Also check:
- Google's autocomplete and "People also ask" boxes.
- Related searches at the bottom of the results page.
- Your own Search Console queries, which show words people already use to find you.
- Competitors' ranking keywords. See SEO competitor analysis.
Step 3: Check search intent
Search each promising keyword and look at what ranks. The type of page Google shows tells you what searchers want.
| Intent | What searchers want | Page that fits |
|---|---|---|
| Informational | To learn something | Guide, explainer, how-to |
| Commercial | To compare options | Best-of list, comparison, review |
| Transactional | To buy or sign up | Product, pricing or sign-up page |
| Navigational | To reach a specific site | Your brand pages |
If the top results are all comparison pages, a product page won't rank, however good it is.
Step 4: Weigh volume, difficulty and value
| Factor | Question to ask |
|---|---|
| Volume | Do enough people search this to matter in my niche? |
| Difficulty | Can my site compete with the pages ranking now? |
| Business value | Could these searchers become customers? |
A keyword with 200 searches a month and strong purchase intent can be worth more than one with 20,000 searches from people who only want a definition. See keyword difficulty for how to read difficulty scores.
Step 5: Group keywords into pages
Search engines understand that "crm for freelancers", "best crm for freelancers" and "freelancer crm" mean the same thing. Put close variations on one page. Give separate pages only to keywords with different intent, such as "crm pricing" and "what is a crm".
| Page | Main keyword | Supporting keywords |
|---|---|---|
| Best CRM for freelancers | best crm for freelancers | freelancer crm, crm for consultants |
| CRM cost guide | how much does a crm cost | crm pricing, crm cost per user |
| What is a CRM | what is a crm | crm meaning, crm definition |
Step 6: Prioritize
Score each page idea for value, reachability and demand, then start with the pages that score highest and that you can write well. A realistic plan for a small site is two to eight strong pages a month.
Step 7: Track and refine
Once pages are live, track their rankings and clicks. Search Console shows which queries bring impressions; add sections that answer queries you didn't target. Review your keyword list every quarter. See what is rank tracking.
Keyword research tools
| Tool | Free option | Entry paid price | Best for |
|---|---|---|---|
| Google Search Console | Free | None | Your own query data |
| Google Keyword Planner | Free with a Google Ads account | None | Volume ranges |
| Semrush | Free plan with daily limits | SEO Toolkit $117.33/month (annual), $139 monthly | Largest keyword database, intent labels |
| Ahrefs | Free keyword generator (limited) | Starter $29/month, Lite $129/month | Keyword ideas plus backlink data |
| SE Ranking | Trial | Core $103.20/month (annual), $129 monthly | Value for small businesses |
| Moz Pro | Limited free searches | Standard $99/month, $79 on annual billing | Simple keyword lists |
Start with Search Console and a free plan. When you publish several pages a month, a paid tool saves hours. See best SEO tools and best SEO tools for small business.
Try Semrush's Keyword Magic Tool → Free plan, no card needed · Affiliate link
Keyword research for local businesses
Add your city or area to seed topics ("plumber in Austin", "emergency plumber near me") and check the map results. Many local searches show Google Business Profiles first, so your profile matters as much as your site. See our local SEO checklist.
Keyword research and AI search
AI answers now appear for many simple questions. Pages that add something an AI summary can't, such as original examples, comparisons with real prices, templates and first-hand testing, still earn clicks and are more likely to be cited. Favor topics where you can add that kind of value.
Common mistakes
- Chasing high-volume keywords with no business value.
- Ignoring search intent.
- Writing separate pages for close variations of one keyword.
- Trusting volume numbers as exact; they're estimates.
- Doing research once and never revisiting it.
Terms explained
- Seed keyword: a broad starting topic.
- Long-tail keyword: a longer, more specific phrase.
- Search volume: estimated monthly searches.
- Search intent: the goal behind a search.
- Keyword cluster: a group of related keywords served by one page.
A keyword research spreadsheet
| Keyword | Volume | Difficulty | Intent | Business value (1 to 10) | Page | Status |
|---|---|---|---|---|---|---|
Add every promising keyword, assign it to a planned or existing page, and update the status as you publish. This keeps you from writing two pages for the same topic.
Keyword research for new websites
New sites should favor specific, lower-difficulty topics where they can write the best answer, such as narrow how-to questions, comparisons between two niche tools or guides for a specific audience. Publish a cluster of related pages and link them together. As those pages earn rankings and links, move on to broader terms. Avoid starting with the most competitive keyword in your industry; it can take a long time to rank and gives you little feedback in the meantime.
Our verdict
Good keyword research starts with your customers and ends with a short list of pages you can write better than anyone else. Use a keyword tool to expand ideas, check intent by looking at the results, weigh volume against difficulty and value, and group variations into single pages. Search Console and Semrush's free plan are enough to begin.
How we compiled this guide
This guide reflects common SEO practice. Examples are illustrations. Tool plans come from official pricing pages checked October 30, 2026.
FAQ
How do I do keyword research for free?
Use Google Search Console, Keyword Planner, autocomplete and the free limits of Semrush or Ahrefs.
How many keywords should a page target?
One main keyword plus its close variations and related questions.
What is a good search volume?
It depends on your niche; a few hundred searches with buying intent can be very valuable.
How long does keyword research take?
A first pass for a small site takes a few hours; then review it quarterly.
What is the best keyword research tool?
Semrush for the largest database; Ahrefs for keywords plus links; SE Ranking for value.
Should I target question keywords?
Yes, questions often have clear intent and can win featured snippets or AI citations.
How often should I redo keyword research?
Review it quarterly and whenever you launch a new product or service.
What is search intent?
The goal behind a search, such as learning, comparing, buying or finding a specific site.
Can AI tools help with keyword research?
They can brainstorm topics and questions, but they don't know real search volumes or difficulty. Check every idea in Search Console or an SEO tool before you plan a page around it.
Sources
Google, Semrush, Ahrefs, SE Ranking and Moz documentation; official pricing pages checked October 30, 2026.