What is keyword research, in plain terms?
Keyword research answers three questions: what are people searching for, what do they expect to find, and which of those searches can your site realistically win? The output is not a list of words. It is a map that says "this page targets this group of searches".
Good keyword research also stops wasted work. Two blog posts that target the same intent compete with each other. A product page that targets an informational query ("what is a block-print bedsheet") rarely ranks, because searchers want an explainer, not a buy button.
If you are new to search, read what SEO is and how it works first. This guide assumes you know that Google ranks pages, not websites.
Which free keyword research tools should you use?
Three free Google tools cover most beginner needs. Each answers a different question, so use all three together.
| Tool | What it tells you | Limits to know |
|---|---|---|
| Google Search Console (Performance report) | Real queries that already show your site, with clicks, impressions, CTR and average position, split by page, country and device | Only covers searches where your site appeared; keeps 16 months of data |
| Google Keyword Planner (inside Google Ads) | New keyword ideas from a seed word or a competitor URL, average monthly searches and bid ranges | Needs a Google Ads account with billing set up; low-volume keywords are not shown; accounts with little ad spend often see volume ranges rather than exact figures |
| Google Trends | Relative interest over time and by region, rising related queries | Shows a 0–100 index, not search counts |
| Google search results page itself | "People also ask", related searches and what type of page ranks now | Manual; results vary by location and device |
Tool details were checked on Google's help pages in September 2026. On Google Trends, Google explains that each data point is divided by total searches for that place and time, then scaled from 0 to 100. So a value of 50 means "half as popular as the peak in this view", not 50 searches.
What about paid keyword tools?
Paid tools estimate volumes for any keyword, show keyword difficulty, and let you see which keywords a competitor ranks for. That last feature is the main reason agencies pay for them. Prices below were checked on the vendors' pricing pages in September 2026, in US dollars, billed monthly.
| Tool | Free option | Entry paid plan |
|---|---|---|
| Semrush | Free account: 1 demo project and 10 reports a day | SEO plan, US$139 a month |
| Ahrefs | Ahrefs Free for data on your own verified site | Starter US$29 a month; Lite US$129 a month |
Treat third-party volumes as estimates. They are modelled from clickstream and other data, and two tools often disagree for the same keyword. Use them to compare keywords against each other, not as exact traffic forecasts.
How do you do keyword research step by step?
We will use one running example: a small Jaipur brand that sells hand block-printed cotton bedsheets online and wants more organic sales across India. The keywords below are real phrasings people use, but any numbers you see later are illustrative, not measured data.
Step 1: Write seed topics from the customer, not the product catalogue
List what the customer is trying to do. For our brand: buy a bedsheet, choose a fabric, care for block prints, decorate a bedroom, find a gift. Seeds become: "cotton bedsheet", "block print bedsheet", "jaipuri bedsheet", "bedsheet gift", "how to wash block print".
Talk to sales or customer support. The words customers use on WhatsApp and in reviews ("jaipuri razai", "king size double bedsheet") are often better seeds than the words the brand uses.
Step 2: Mine Search Console first
If the site already exists, open Performance, set the date range to the last 16 months and sort queries by impressions. Look for queries with many impressions but an average position between 8 and 20. These are pages Google already considers relevant that need improvement, which is usually faster than writing something new.
Step 3: Expand with Keyword Planner and the results page
In Keyword Planner, choose "Discover new keywords", enter your seeds, set location to India and language to English (repeat for Hindi if you sell in Hindi). Export the list. Then search each seed on Google and note "People also ask" questions and related searches. These give long-tail questions that tools often miss, such as "is jaipuri bedsheet colour fast".
Step 4: Check seasonality in Google Trends
Compare "bedsheet" and "razai" in India over five years. You would expect razai interest to rise before winter, and gifting searches to rise before Diwali. Publishing and refreshing pages a few weeks before a peak gives Google time to crawl them.
Practise keyword research on a real brief
In the ISS Marketing & Growth program, Week 4 covers keyword intent mapping and an SEO content brief lab, and the output is a keyword map plus an article brief. Download the brochure from the program page to see the full 16 weeks.
View Marketing & Growth curriculum →How do you work out search intent?
Search intent is the job the searcher wants done. The simplest test is to search the keyword and look at what ranks. Google has already worked out what satisfies most people.
| Intent | What the searcher wants | Example | Best page type |
|---|---|---|---|
| Informational | To learn or solve a problem | how to wash block print bedsheet | Guide or blog post |
| Commercial investigation | To compare before buying | cotton vs percale bedsheet | Comparison or buying guide |
| Transactional | To buy now | jaipuri double bedsheet king size | Category or product page |
| Navigational | To reach a specific site | [brand name] bedsheets | Home or brand page |
| Local | A nearby shop or service | bedsheet shop near me | Google Business Profile, store page |
Mixed results pages are common. If you see both shopping listings and blog posts for "best bedsheet for summer", the intent is mixed. A buying guide with product links usually fits.
How do you cluster keywords into pages?
Clustering means grouping keywords that one page can satisfy. The practical rule: if two keywords return mostly the same top results on Google, they belong on one page.
- Put all keywords in a spreadsheet with columns for keyword, intent, volume (or range) and current rank.
- Sort by intent, then group obvious synonyms: "jaipuri bedsheet", "jaipuri print bedsheet", "jaipur bedsheet online".
- For borderline pairs, search both and compare the top 10. If around half or more of the URLs overlap, merge them. This threshold is a working rule of thumb, not a Google rule.
- Name each cluster after its main keyword and assign one URL. Mark whether the page exists, needs updating or needs creating.
Our example might end up with clusters such as "jaipuri bedsheets" (category page), "block print bedsheet care" (guide), "cotton vs percale" (comparison) and "bedsheet gift set" (product collection).
How do you prioritise which keywords to target first?
Score each cluster on four factors from 1 to 3, then multiply. It is simple, transparent and easy to defend in an interview.
| Cluster (illustrative) | Business value | Demand | Winnability | Effort (3 = low) | Score |
|---|---|---|---|---|---|
| jaipuri bedsheets (category) | 3 | 3 | 1 | 2 | 18 |
| block print bedsheet care | 2 | 2 | 3 | 3 | 36 |
| cotton vs percale | 2 | 2 | 2 | 2 | 16 |
| bedsheet gift set | 3 | 1 | 2 | 3 | 18 |
Business value asks whether the search leads to revenue. Demand uses volume or Trends interest. Winnability looks at who ranks now: if the top results are all large marketplaces, score it low. The care guide wins here because it is easy to write, easy to rank for and can link to product pages.
Do not chase volume alone. A long-tail keyword with clear buying intent often brings more sales than a broad term with ten times the searches.
What mistakes do beginners make in keyword research?
- One page per keyword variation. Google understands synonyms. Separate pages for "jaipuri bedsheet" and "jaipuri bedsheets" split your effort.
- Ignoring intent. Forcing a transactional keyword onto a blog post rarely works.
- Trusting volumes as exact. All tools estimate, and Keyword Planner often shows ranges.
- Skipping Search Console. Your own query data is the most reliable data you have.
- Stuffing keywords. Use the words naturally in the title, headings and body. How to do that well is covered in on-page vs off-page SEO.
- Forgetting Hindi and Hinglish. In India, many searches mix languages or use transliteration. Check the terms your customers actually type.
Does keyword research still matter with AI search?
Yes, but the unit shifts from single keywords toward questions and topics. Google says there are no special optimisations required to appear in AI Overviews or AI Mode beyond normal SEO best practice. Pages that answer a clear question directly, with specific facts, are easier to quote.
A practical addition: collect the full questions customers ask (from "People also ask", sales calls and Search Console queries that start with how, what or which) and make sure each cluster answers them in plain sentences.
How can you turn keyword research into a portfolio project?
Pick a real small business, ideally one you can talk to. Deliver a keyword map of 8–12 clusters with intent, target URL and priority score, plus one full content brief. Add a short note on what data you used and its limits. That is the kind of work employers ask about; see how to build a digital marketing portfolio as a fresher and practise explaining it with our SEO interview questions.
Frequently Asked Questions
Is Google Keyword Planner free?
Keyword Planner has no separate fee, but you need a Google Ads account with billing information set up to use features like getting new keyword ideas. Accounts with little or no ad spend often see search volume as ranges rather than exact numbers.
What is the best free keyword research tool?
Use Google Search Console for queries your site already appears for, Keyword Planner for new ideas and volume ranges, and Google Trends for seasonality. Together they cover most beginner needs without a paid tool.
How many keywords should one page target?
One page should target one cluster: a main keyword plus the close variations and questions that share the same intent. If two keywords return mostly the same top results on Google, one page can usually rank for both.
What is search intent in keyword research?
Search intent is what the searcher wants to achieve, such as learning, comparing, buying or finding a specific site. The quickest way to judge it is to search the keyword and look at the type of pages that rank.
Do I need Semrush or Ahrefs to learn keyword research?
No. You can learn the full method with free Google tools. Paid tools help most with competitor research and keyword difficulty, so consider them once you are doing client or in-house work. Checked September 2026, Semrush's SEO plan starts at US$139 a month and Ahrefs Lite at US$129 a month, billed monthly.
Sources and methodology
Tool features and prices were checked on official pages in September 2026. Prices are in US dollars, billed monthly, and can change; confirm on the vendor's page.
- Google Ads Help, Use Keyword Planner (checked September 2026).
- Search Console Help, Performance report (Search results) and Connect Search Console to Google Analytics, which states Search Console keeps 16 months of data (checked September 2026).
- Google Trends Help, FAQ about Google Trends data (checked September 2026).
- Google Search Central, AI features and your website (checked September 2026).
- Semrush, pricing; Ahrefs, pricing (both checked September 2026).
- ISS curriculum: Marketing & Growth program page.
The bedsheet brand is a made-up example. Its priority scores, the 50% overlap rule for clustering and the mistakes list are the ISS Editorial Team's working method, not sourced data. The observation that low-spend Keyword Planner accounts often see ranges comes from Google Ads community threads; Google does not publish a threshold.
Next steps
Pick one small business and build a keyword map this week using only the free tools above. If you want feedback on your map and a structured path through SEO, content, paid media and analytics, review the Marketing & Growth curriculum and download the brochure there.
Applying is free, and you pay only after accepting an offer. Apply here.