Keywords are the pillars of SEO as they represent the interface between what people search for and what you are offering. If you lack proper keywords, even good content will not find its way to the targeted audience.
The principle distinction is between driving mere traffic and driving converting traffic. A keyword that has thousands of searches can generate visitors, but if it is not aligned with your business or the user’s intent, it will not result in sales or leads. However, well optimized keywords can drive the right crowd individuals who are willing to engage, purchase, or take action.
That’s why keyword research isn’t about chasing volume alone. It’s about finding terms that generate real business results. In this blog, we’ll explore practical ways to discover keywords that go beyond traffic and actually grow your business.
Understand Search Intent First
Many people make the mistake of picking keywords just because they have high search volume. But volume alone doesn’t guarantee results. What really matters is search intent the purpose behind a user’s search. When you know why someone is searching, you can choose keywords that not only bring traffic but also align with your business goals.
Here are the main types of search intent to know:
Informational – The user is looking for knowledge or answers.
Example: how to improve running speed.
These keywords attract a wide audience and are great for top-of-funnel content like blogs and guides.
Navigational – The user wants to find a specific brand or website.
Example: Nike official website.
These are useful for brand recognition but won’t help much if the brand isn’t yours.
Commercial Investigation – The user is comparing products or services before buying.
Example: best running shoes for beginners.
These searches signal buying interest and work well for product comparisons, reviews, and “best of” lists.
Transactional – The user is ready to purchase or take action.
Example: buy Nike running shoes online.
These are the most valuable keywords since they directly lead to conversions and sales.
To get real results, match your keywords with your objectives. If your goal is sales, prioritize transactional and commercial terms, not just informational ones. For instance, best running shoes shows intent to buy soon, while buy Nike running shoes online points to a user who is ready to purchase immediately.
Focus on Long-Tail Keywords
In keyword research, it’s not always the broad, high volume terms that bring the best results. Often, success lies in targeting long-tail keywords specific search phrases that reflect what users are truly looking for.
Long-tail keywords may have lower search volume, but they are highly valuable because they attract an audience with a clear intent. This means the traffic they generate is more relevant and more likely to convert into leads or sales. Another advantage is reduced competition, making it easier for your content to rank higher in search results.
To discover long-tail keywords, you can rely on tools and techniques that reveal what users are searching for. Platforms like Google Autocomplete, AnswerThePublic, SEMrush, and SE Ranking provide insights into keyword variations and related phrases. By using these tools, you can uncover hidden opportunities that bigger competitors might overlook.
Focusing on long-tail keywords allows you to reach the right audience, build authority in your niche, and gradually strengthen your overall SEO strategy.
Analyze Competitors’ Keywords
One of the smartest ways to refine your keyword strategy is by studying your competitors. If they’re ranking for certain keywords, it means those terms already bring value in your industry. By analyzing their approach, you can discover what’s working for them and apply it to your own content strategy.
Start by looking at the keywords your competitors are ranking for. This shows you which topics bring them visibility and what type of content is helping them capture traffic. The next step is to uncover keyword gaps keywords they rank for but you don’t. These gaps represent opportunities where you can create content and attract traffic that would otherwise go to them.
Here’s a simple process to follow:
- Enter your competitor’s domain into a keyword research tool.
- Check their top-ranking keywords and note which ones drive the most traffic.
- Identify keyword gaps—terms they rank for but your site doesn’t.
- Create better content around those keywords to close the gap and outrank them.
Tools like Seopress, Ahrefs, SEMrush, and Ubersuggest make this process easier by providing detailed competitor keyword data, traffic insights, and ranking comparisons.
By analyzing competitor keywords, you save time, avoid guesswork, and focus on proven opportunities that can help you gain an edge in your niche.
Check Keyword Metrics (Not Just Volume)
Many beginners make the mistake of chasing keywords with the highest search volume, assuming that more searches automatically mean better results. But high-volume keywords are often highly competitive, expensive to target, and may not even attract the right audience. To find keywords that truly drive results, you need to look beyond volume and evaluate other key metrics.
Cost Per Click (CPC): A higher CPC usually indicates that advertisers find the keyword profitable. It’s a strong sign that the keyword has commercial value.
Keyword Difficulty (KD): This metric shows how competitive a keyword is. Targeting extremely difficult keywords can take a long time, while medium or low-difficulty terms often deliver quicker wins.
Trends: Search demand changes over time. Using tools like Google Trends helps you understand whether a keyword is gaining popularity, seasonal, or declining.
When you focus only on search volume, you risk wasting time on terms that bring traffic but little return. In fact, low-volume keywords often perform better because they are specific, less competitive, and more aligned with user intent. These terms may not drive massive traffic, but the traffic they do bring is usually high-quality and more likely to convert.
In short, the best keyword isn’t always the one most people are searching for—it’s the one that balances opportunity, relevance, and ROI for your business.
Leverage Google Tools
You don’t always need expensive third-party tools to do keyword research—Google itself offers some of the most reliable insights straight from the source.
Google Keyword Planner helps you discover keyword ideas, search volumes, competition levels, and CPC data. Since it’s powered by Google Ads, the data is highly accurate for advertisers and marketers.
Google Trends lets you see whether a keyword is becoming more popular, losing interest, or peaking seasonally. This is especially useful if you want to plan content around seasonal demand or trending topics.
Google Search Console provides real-world insights into which keywords are already bringing traffic to your site. You can identify terms where you rank on page 2 or 3 and optimize your content to push them higher.
Together, these tools give you a strong foundation for uncovering keyword opportunities that actually matter.
Prioritize Based on Business Goals
Not every keyword is worth your time, even if it looks appealing. The most effective strategy is to choose keywords that directly support your business goals.
Start by focusing on terms closely tied to your products or services. Then, expand outward with topic clusters groups of related keywords that help you build authority around a subject. For instance, instead of just targeting one keyword, create a cluster of related terms that strengthens your chances of ranking.
It’s also important to balance short-term wins with long-term growth. Quick wins often come from low-competition keywords that can bring immediate traffic, while long-term success relies on gradually ranking for high-competition terms that deliver lasting results.
Track and Optimize Continuously
Keyword research isn’t a one-time task it’s an ongoing process. Rankings shift, competitors adjust their strategies, and search behavior evolves. To stay ahead, you need to continuously track and optimize.
Use analytics and SEO tools to monitor keyword performance. Check which terms are bringing in traffic, conversions, and engagement, and which ones are underperforming. Don’t be afraid to replace, update, or expand content around underperforming keywords. Over time, this constant refinement keeps your strategy strong and your website visible in search results.
Which Is the Best Keyword Research Tool?
Every keyword research tool brings something different to the table.
Some are great for finding long-tail keywords. Others excel at competitor analysis.
And a few do pretty much everything.
Here’s what matters: picking a tool that aligns with your budget and goals.
Just starting out? Google Keyword Planner is solid (and free).
Ready to level up your SEO game? Explore all-in-one platforms like Semrush that offer deeper insights with both free and paid plans.
Conclusion
Finding keywords that truly drive results requires more than chasing high search volumes. It’s about understanding search intent, focusing on long-tail opportunities, analyzing competitors, and using the right tools to make data-driven decisions. Most importantly, it’s about aligning your keywords with your business goals and continuously optimizing them.
Remember: traffic is good, but converting traffic is better. The right keywords don’t just bring visitors they bring the right visitors. Keep testing, learning, and refining, and you’ll build a keyword strategy that delivers real, measurable business growth.
If you’re exploring other SEO automation platforms, check out our detailed comparison blogs.
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