Keyword Research for Beginners: How to Find Keywords You Can Rank For
Watch the full walkthrough · Episode 2 of the SEO in Action series
Keyword research is where nearly every SEO project begins. Before you write a word or optimise a single page, you need to know what your audience is actually typing into Google — and, just as importantly, which of those searches you have a realistic chance of ranking for. Skip this step and you risk building beautiful pages for terms nobody searches, or terms you can never win.
The good news: you don't need expensive tools to start. In this guide (and the video above) I'll show you how to find keywords, read the intent behind them, and choose the ones worth your time. New to SEO? Start with the SEO basics guide.
Why Keyword Research Comes First
Everything downstream depends on it. Your on-page SEO — titles, headings, content — is only as good as the keyword it targets. Get the keyword right and each page has a clear job. To choose well, start with a few questions about the business: What's the main product or service? Who's the audience? Are they trying to buy, or to learn? What are competitors already ranking for, and where are the gaps?
Understand Search Intent First
A keyword is only half the story — the intent behind it decides what kind of page will rank. There are four common types, and matching yours to the right one matters more than the exact phrase. See how search intent affects on-page SEO.
| Intent | What the searcher wants | Example query | Page to create |
|---|---|---|---|
| Informational | To learn something | "how does SEO work" | Guide, tutorial, explainer |
| Transactional | To buy or act now | "buy SEO ebook" | Product or landing page |
| Navigational | To reach a specific site | "yourseoebook login" | The exact page they want |
| Investigational | To compare options | "best SEO books 2026" | Comparison or list |
If you target an informational keyword with a hard sales page, you'll struggle — Google can see the mismatch. Always ask: what does someone searching this actually want to find?
Long-Tail vs Head Terms
Short "head" terms like SEO have huge search volume and enormous competition — dominated by sites with years of authority. Longer, more specific "long-tail" phrases like keyword research for beginners have less volume but far less competition, clearer intent, and a much higher chance of ranking for a newer site. As a rule for a young domain: go long-tail first, win those, and build authority you can later spend on bigger terms.
Competitor & Gap Analysis
Before committing to a keyword, look at who already ranks in the top results. What are they covering? Can you genuinely do it better — clearer, more complete, more current? Equally useful is the gap: questions your competitors haven't answered well, sub-topics they skipped, or angles unique to your experience. Those gaps are often your easiest wins.
Want this done for you? Find keyword and content gaps with ActionSEO.
Not sure whether a page is optimised for its target keyword?
Try the Free SEO Test →Mine "People Also Ask" and Related Searches
Google hands you keyword ideas for free. Type your term and watch the autocomplete suggestions. Open the "People Also Ask" box for real questions your audience asks — each one is a potential H2 or FAQ. Scroll to the related searches at the bottom for variations and long-tail ideas. This is some of the most honest keyword data there is, because it comes straight from real searches.
Free Tools to Get Started
Google itself
Autocomplete, People Also Ask, and related searches — no cost, real intent.
Search Console
See the queries you already rank for, then double down on the promising ones. Or track real search queries with ActionSEO for a connected view.
Keyword Planner
Free volume estimates and related-term ideas straight from Google Ads.
Your audience
The questions clients and readers actually ask are keyword gold.
Ready to go deeper?
SEO in Action: Foundations to Measurable Growth walks through keyword research — and how to turn keywords into pages that rank — with real examples and checklists.
SEO in Action keyword research framework →Frequently Asked Questions
What is keyword research?
Keyword research is the process of finding the words and phrases people type into search engines, so you can create pages that answer what they're actually looking for. It's the starting point for almost every other SEO task.
How do I find keywords for free?
Start with Google itself — autocomplete, the "People Also Ask" box, and related searches at the bottom of the results. Google Search Console shows queries you already appear for, and Google Keyword Planner gives free volume estimates.
What is search intent?
Search intent is the goal behind a query — whether someone wants to learn, buy, reach a specific site, or compare options. Matching your content to that intent matters more than the keyword itself.
How many keywords should one page target?
One primary keyword per page, supported by closely related terms. Splitting a page across several unrelated keywords usually means it ranks well for none of them.
Mariana Yamakawa
Digital Marketing and SEO Specialist. Author of SEO in Action: Foundations to Measurable Growth and The Claude SEO Prompts Cheat Book. Helping small businesses and entrepreneurs build real organic visibility through practical, no-fluff SEO education.