What Are Keywords?

The 3 Main Types of Keywords

How to Find Keywords

Keyword research is one of the most critical skills in SEO. Good keywords help you attract the right audience, create relevant content, and rank higher on search engines.

Step 1: Think Like Your Audience

Brainstorming like your audience helps you identify core topics that will later guide your keyword research.

Step 2: Use Keyword Research Tools

Once you have topic ideas, use free tools to expand and refine your list of keywords.

• Google Keyword Planner: find popular search terms and related keywords;
• Ubersuggest: discover keyword ideas, SEO metrics, and content suggestions.

Step 3: Study Your Competitors

Once you know your target keywords, check which terms your competitors rank for. This helps you discover new ideas and understand what kind of content works in your niche.

Understanding Search Intent

The 4 Main Types of Search Intent

Competitor Keyword Analysis

Step 1: Identify Your Real SEO Competitors

They are the websites that rank for the same keywords you want to target.

You can use tools such as:

• Google Keyword Planner;
• Ubersuggest;
• SEMrush;
• Ahrefs.

These tools reveal which domains consistently appear for your desired search terms.

Step 2: Analyze Their Keyword Strategy

Once you've identified competitors, explore:

• The keywords they rank for;
• The search volume and competition level for each keyword;
• The type of content they publish around those keywords.

Step 3: Identify Keyword Gaps and Opportunities

Keyword gaps are terms your competitors rank for, but you don't. These represent valuable chances to attract new traffic.

Step 4: Turn Competitor Insights into Content Ideas

Check what types of content your competitors are producing:

• Blog posts;
• Video tutorials;
• Product pages;
• Case studies;
• Guides.

Creating Topic Clusters

1. Start with a Pillar Topic

Choose a broad subject relevant to your audience, for example, 'Healthy Living'.
Your pillar page will act as a central hub introducing all related subtopics.

2. Build Cluster Content Around It

Each subtopic gets its own in-depth article or resource. For instance:

• Pillar Page: Healthy Living;
• Cluster Articles:
  • Quick Meal Prep for Beginners;
  • Effective At-Home Workouts;
  • Mindfulness and Stress Reduction.

3. Connect Everything Internally

Use internal links between your pillar and cluster articles to show relationships between topics. This helps search engines understand your site's structure and boosts topical authority.

Avoiding Keyword Stuffing

Why it's a problem

• Hurts Readability: your content sounds forced or spammy;
• Reduces Engagement: readers leave quickly, increasing bounce rate;
• Lowers SEO Rankings: search engines recognize manipulation and de-rank your page;
• Damages Brand Credibility: readers may see your site as unprofessional or low quality.

How to use keywords effectively

1. Focus on Quality Over Quantity: your keywords should fit organically into the text, just like any other word;
2. Place Keywords Strategically: you don't need to mention your keyword in every line. Use it where it matters most, like titles, headings, URLs, meta descriptions, introductions and conclusions;
3. Use LSI Keywords: synonyms and contextual terms;
4. Read Aloud to Check Flow;
5. Write for People, Optimize for Search Engines;
6. Create In-Depth, Well-Structured Content: longer, more detailed articles naturally provide more opportunities to use keywords without overstuffing.