An Ultimate Guide to Keyword Research for Blog Posts

Written by Roger Bacon

Introduction: Why Keyword Research Comes Before Writing

One of the most common frustrations with blogging is putting time and care into a post, only for it to attract little or no traffic. Often, the issue isn’t the quality of the writing, it’s that the topic doesn’t align with how people actually search.

At its simplest, this work involves understanding the words and phrases your intended readers use when they look for information across search engines, and using that insight to decide what content to create. Done well, it helps you focus your effort on topics with real demand and shape your content so it meets clear expectations. Done poorly, or skipped entirely, it can lead to unfocused posts, wasted time, and avoidable disappointment.

This guide sets out a clear, step‑by‑step approach to keyword research. Positioned as an ultimate guide, it aims to be complete enough to trust, while remaining grounded in sound judgment rather than rigid rules. It’s written for bloggers, business owners, and early‑stage content teams who want their work to be found, without sacrificing tone, intent, or precision.

What Keywords Really Are (And Why They Matter)

A keyword is simply a word or phrase someone types into a search engine when they’re looking for information. These search terms are what connect your content to search engine results pages. These are often called search queries, and they range from very broad to highly specific.

For example:

• “keyword research”

• “keyword research for blog posts”

• “how to find keywords for a blog”

All of these describe the same general topic, but they reflect different levels of intent and specificity. Understanding those differences is the foundation of doing this work well.

Short‑Tail and Long‑Tail Keywords

Broad keywords (often called short‑tail or head keywords) usually contain one or two words and often have high search volume. They tend to have high competition and vague intent. Examples include “blogging” or “SEO”.

Long‑tail keywords are longer and more specific, and they usually reflect clearer user intent. They typically have lower competition, such as “keyword research for blog posts” or “how to do keyword research for beginners”.

For most blogs, especially newer or smaller ones, long‑tail keywords are where the real opportunities lie. They’re easier to rank for and more closely reflect how real people search.

Search Intent: What the Reader Expects

Keywords also differ by intent, what the searcher is actually trying to achieve. Broadly, this falls into four categories:

• Informational: learning or understanding something

• Navigational: reaching a specific site or page

• Transactional: making a purchase

• Commercial Investigation: comparing options before deciding

Most blog posts target informational or commercial investigation intent. Understanding search intent is central to effective content decisions and search engine optimization. The key point is that your content needs to match what someone expects to see when they search that phrase. Keyword research helps you make that judgment before you start writing.

The Keyword Research Process at a Glance

This process doesn’t need to be technical or overwhelming. A well‑defined approach supports a stronger keyword strategy over time. At its core, it’s a decision‑making process:

1. Clarify what you’re writing about and who it’s for

2. Generate initial keyword ideas

3. Expand those ideas using real search behaviour

4. Add context with keyword data

5. Evaluate and filter your options

6. Group related keywords into topics

7. Choose a primary keyword and supporting terms

8. Plan your post around those keywords

9. Use keywords naturally while writing

10. Sense‑check against what already ranks

You don’t need to execute every step perfectly. The aim is sound judgment, not optimisation for its own sake.

Step 1: Define Your Topic, Audience, and Outcome

Before you look at any keyword research tools, get clear on three things:

• Your core topic: what this post is actually about

• Your audience: who you’re writing for

• The outcome: what the reader should be able to do or understand after reading

Writing this down, even briefly, helps prevent drifting into irrelevant keywords later.

For example:

“This post is a step‑by‑step guide to keyword research for beginners who want their blog posts to get found through search.”

This definition acts as a filter throughout the rest of the process.

Step 2: Brainstorm Seed Keywords

Seed keywords are simple, broad phrases related to your topic. They help you generate keyword ideas and explore related terms early on. They’re not final targets, they’re starting points.

For this article, seed keywords might include:

• “keyword research”

• “keyword research for blog posts”

• “blog SEO keywords”

• “how to find keywords for a blog”

Aim for 3–10 seeds. Focus on how your audience naturally describes the problem, not on perfect wording.

Step 3: Use Google to Expand Real Search Language

Before using specialist tools, use Google search itself. It reflects real user behaviour and is often enough to surface useful ideas.

Google Autocomplete

Start typing a seed keyword into Google and note the suggestions that appear. These are based on common searches and often reveal more specific phrasing.

People Also Ask

When you search a particular keyword, Google often shows related questions. Each one represents a potential subtopic or supporting keyword.

Related Searches

At the bottom of the results page, you’ll find related searches. These can highlight adjacent angles or phrasing you hadn’t considered.

Collect anything that feels relevant. You’ll filter later.

Step 4: Use Keyword Tools to Add Context

Keyword tools help you understand two things:

• How often a phrase is searched

• How competitive it may be

Free or freemium keyword research tools are usually sufficient, especially when you’re starting out. For example, Google Keyword Planner, Ahrefs’ free keyword generator, or tools like Ubersuggest can help you sense‑check search volume data. The exact numbers matter less than relative comparisons.

Use tools to sense‑check your ideas, not to chase precision. Metrics are guides, not rules.

Step 5: Evaluate Your Keywords

At this stage, review your list using four filters:

1. Relevance: Does this keyword clearly match the post you’re writing?

2. Search Intent: Does your planned content align with what currently ranks?

3. Difficulty: Is it realistic for your site to compete?

4. Value: Would the right person landing on this post matter to your work or business?

Remove anything except the most relevant keywords for your audience. Focus beats volume.

Step 6: Group Keywords Into Topics and Clusters

Many similar keywords can often be served by one well‑structured post, which helps you choose keywords more deliberately. Group related phrases together and treat them as a single topic.

This helps you:

• Avoid writing multiple overlapping posts

• Create more comprehensive content

• Maintain clear editorial focus

Each cluster should map to one article.

Step 7: Choose a Primary Keyword and Supporting Terms

For each post, as part of your keyword strategy:

• Choose one primary keyword that best captures the topic

• Select a small number of closely related supporting keywords

The primary keyword guides the article. Supporting terms help ensure thorough coverage.

Step 8: Plan Your Blog Post Around the Keywords

Use your keywords to inform structure and keyword placement, not to dictate language.

Typically:

• The primary keyword appears in the title, URL, introduction, and conclusion

• Supporting keywords inspire section headings and examples

If a keyword doesn’t fit naturally, don’t force it. Natural, well‑judged writing matters more than exact phrasing.

Step 9: Use Keywords Naturally While Writing

Write your first draft for humans.

During editing, check that:

• The topic is unmistakably clear

• Keywords appear in key locations

• Language feels natural and unforced

Avoid repeating the same keyword phrase unnecessarily. Search engines understand variation and keyword stuffing.

Step 10: Sense‑Check Against Current Search Engine Rankings

Before publishing:

• Review the top results for your primary keyword in Google search results

• Note common themes or sections

• Identify gaps you can fill more clearly or thoroughly

The aim isn’t to copy, but to meet expectations and add value.

Common Keyword Research Mistakes to Avoid

Chasing high‑volume or generic keywords without considering competition

• Ignoring search intent

• Targeting multiple unrelated primary keywords in one post

• Overusing keywords in an attempt to rank

• Never revisiting or updating older content

Each of these weakens focus and impact.

Conclusion: Making Keyword Research a Sustainable Habit

This work is about understanding how people look for information through organic search and creating content accordingly.

With practice, this process becomes quicker and more intuitive. Each time you repeat it, you build stronger judgment about what’s worth writing, and how to structure it so it can be found.

Start with one post, work through the steps carefully, and treat effective keyword research as part of thinking clearly about your audience. Over time, the results will compound.

Working With Ysobelle Edwards

If you’d like support applying keyword research to your own blog, our blog services focus on structure, prioritisation, and editorial judgment. We work alongside you to shape content around real search behaviour and long‑term relevance, rather than surface‑level optimisation.

Frequently Asked Questions

• How Many Keywords Should I Target in One Blog Post?

  One primary keyword is usually enough. Supporting keywords and related terms help you cover the topic thoroughly, but trying to optimise a single post around multiple unrelated focus keywords often leads to unfocused content and weaker search performance.

• What Is Competitor Keyword Research, and When Is It Useful?

  Competitor keyword research involves looking at the terms other sites in your space are ranking for, and using that insight to inform your own content decisions. It can be useful once you have a clear sense of your audience and topic, particularly for identifying gaps in your SEO strategy, missed angles, or unrealistic expectations.

• Do I Need Paid Keyword Research Tools?

  Not necessarily. Free tools such as Google search suggestions and Google Keyword Planner can provide enough insight to get started. Paid tools can save time and offer deeper data, but they are not a requirement, especially at early stages.

• Should I Use the Same Keywords on Multiple Pages?

  In general, each page should have its own primary focus. Closely related pages may naturally overlap on some terms, but deliberately targeting the same main keyword across multiple posts can confuse search engines and dilute your chances of ranking well.

• How Often Should I Revisit My Keyword Research?

  Keyword research is not a one‑off task. Search trends change, competitors publish new content, and your own site gains authority over time. Revisiting periodically allows you to update existing posts, identify new keyword opportunities, and refine your overall content strategy.

• Do I Need a Google Ads Account?

  You don’t need to run paid campaigns to benefit from a Google Ads account. Access to tools like Google Keyword Planner can be useful for exploring search volume ranges, keyword ideas, and trends. Used carefully, this data can support decision‑making without pushing you towards advertising‑led tactics.

• How Does Google Search Console Fit Into Keyword Research?

  Google Search Console is most valuable after content has been published. It shows how your pages appear in Google search, which search terms trigger impressions, and where your content is already gaining traction. Used alongside your research process, it can help you refine existing pages, identify new keyword opportunities, and spot mismatches between intent and performance.

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