Ever wondered what professional search engine optimization (SEO) strategists do when they’re on the hunt for excellent keywords? Get ready to find out! Here’s the complete SEO keyword research checklist that we actually use in our agency.

Whether you want to outrank competitors, attract more local customers, or finally understand what a "golden goose" keyword is, we’ve got you covered. This guide will show you how to find and use keywords that actually work so you can help your website rise in the rankings, drive more traffic, and ultimately grow your audience.

Ready to turn keyword research into a powerful tool for your business? Let’s dive in!

What Are Keywords?

This one might seem obvious, but indulge me just in case there’s any misunderstanding.

Keywords are the root words and phrases users type into search engines when looking for information, products, or services. Keywords are the backbone of SEO. Without them, your website is just a digital needle in a very large, chaotic haystack of other websites. Use keywords on your website and in social media content to make it more discoverable.

Once you understand what keywords users are using to try and solve their problems, then you can incorporate them into your website copy and give yourself a chance to appear in search engine results pages (SERPs) as a top result! Create enough keyword-rich copy on your website and watch it turn into a magnet for high-quality traffic.

Long-tail vs short-tail keywords

There are long-tail keywords (specific, longer queries) and short-tail keywords (broad search queries).

For example:

“Shoes” or even “women’s shoes” are considered short-tail keywords—they’re extremely broad and difficult to rank for. Short-tail keywords don’t tend to yield high quality traffic since most people are searching for something specific.
“Hot pink sequin Betsey Johnson pumps” or “best women’s hiking boots for rugged terrain” are considered long-tail keywords—they’re extremely specific and therefore less likely to be used by competitors. They’re also more likely to yield high-quality traffic since they’re hyper-specific to what you offer.

As an SEO-savvy small business owner, anticipating which long-tail keywords your customers are searching for is your secret weapon!

"Golden Goose" keywords: AKA high search, low competition keywords

This is not a common term in the SEO industry, but it should be! "Golden Goose" keywords are rare keyword terms that have high search volume (lots of people are looking for them) and they are low competition (fewer websites are trying to rank for them). They must also have high relevance to your content.

We call them Golden Goose keywords here because they are the unicorns of the SEO world—everyone wants them, but few actually find them. These keywords can drive high-quality traffic to your small business website quickly if you create high-quality content around them.

Understanding the 4 Types of Keyword Intent

Last thing before we run down the SEO keyword research checklist—know your keyword intent. Understanding keyword intent is a must for effective keyword research. It helps you tailor your content to what users are actually searching for, rather than just throwing keywords around on different website pages and hoping for the best. Different kinds of intent yield different kinds of content in SERPs.

For example, if you’re searching “best pizza place in Columbus, OH,” you’re going to see results that include brick and mortar pizza joints near you first, then you might see sites like Yelp or Reddit with user-generated reviews, and then you might see round up articles that review lists of the top 10 Columbus pizza places.

What you’re not looking for here is a long, drawn-out blog post about the history of pizza places in Columbus. Google knows that, so therefore, trying to write a blog post around this keyword that delves into the history of the best pizza places in Columbus over the last 150 years likely won’t rank. Why? It doesn’t solve the problem behind the query!

That’s really what’s at the heart of good SEO—how well does your content solve the problem that inspired the query in the first place? In order to understand how to solve users’ problems, you have to understand the intent behind their search. That’s where keyword intent comes in.

Informational intent

Informational keywords are search terms people use when they're looking for, well, information. For example, "how to do keyword research for a small business" is an informational long-tail keyword. The content you create for these kinds of keywords should be informative, well-researched, and focused on providing answers and insights. How-tos, guides, and educational articles are your go-to content types in this category.

Navigational intent

People use navigational keywords when they're trying to find a specific website or page. For instance, "Facebook login" is a navigational keyword, as are branded keywords like “Emerald Creative Content.” Users searching these keywords already know where they want to go but need to find the exact URL or webpage.

A strong digital brand profile and using a URL that includes the name of your business will help you rank for your own business name and make navigating to your site easier.

Commercial intent

Commercial keywords are useful for users who are in the research phase of buying and want to compare options before making a final decision. Keywords like "best SEO agency in Columbus, OH" fall into this category (wink, wink, someday, we will rank for this keyword!)

Commercial queries tend to yield results like products, service pages, product reviews, and even case case studies. Make your products and services easy to find by optimizing landing pages and product pages with appropriate commercial keywords. Every product or service you sell should have a separate landing page with an optimized URL.

Transactional intent

Transactional keywords are the fast money-makers. Users type out these words when they are ready to buy, such as "copywriter for hire in Columbus, OH.” This is the most conversion-focused kind of query, so include calls to action in your content such as actions like buying, signing up, or downloading. Optimize product pages and landing pages with transactional keywords.

Choosing the Best SEO Keyword Research Tool

Keyword research tools are how you’ll discover the best keywords for your business. They are databases that help you find keyword ideas, search volume, and keyword difficulty, and suggest related keywords based on your competitors' content.

If you aren’t sure where to start when it comes to using a keyword research tool, simply open Google and search the products and services your business offers. Once you’ve got some ideas about where to start your research, it’s time to pick a keyword research tool to take your research to the next level. Two of the most popular tools are SEMrush and Google Keyword Planner.

SEMrush: a paid tool that’s well worth the cost

SEMrush is a powerhouse when it comes to keyword research. You can basically use it like a crystal ball that reveals what keywords your competitors rank for. You can also discover where there are gaps in content for keywords, meaning if you create high-quality content for that keyword, you could rank for it quickly.

Why we love it:

SEMrush gives you a keyword difficulty (KD) score of 0-100. It color codes the ranges in green, yellow, orange, and red to show you how tough it'll be to rank for that word.
SEMrush offers highly specific search volume data, giving you an accurate view of how many users search for your chosen keyword each month.

How to use it:

With SEMrush, you’re not just guessing which keywords you can rank for—you’re making decisions based on hard data that can actually drive results. Here’s how to use it:

Enter a list of seed keywords from your initial research in the ‘Keyword Overview’ tab. You can list up to 100 keywords at a time. Compare and contrast difficulty and search volume to decide which one to explore first. Then, click on it.

Here are 4 keywords I see my competitors ranking for. I’m going to type them into the keyword overview tool so I can compare and contrast their keyword difficulty and search volume.

Now, I can see that although SEO agency gets the most search volume, it’s very difficult to rank for. I’ll still use this term in my copy, but I’m going to target some easier keywords as my primary keyword. I like “SEO copywriter” because it gets over 1K searches and it’s “possible” to rank for, according to SEMrush.

SEMrush will generate a list of related keyword ideas, complete with search volume, difficulty score, and strategy ideas. It's a one-stop shop for finding those "golden goose" keywords!

SEMrush now also gives you the option to generate entire keyword content clusters. Look to the right of the rest of the keyword data under “keyword strategy” and click “view all.”

On the keyword overview page, I can see tons of keyword variations and related queries. Now, I’ve even got some good ideas about other blog topics that I can write, and I can use some of these related variations as secondary keywords in my copy.

Google Keyword Planner: a free tool with all the basics

Google Keyword Planner is a free tool that provides keyword ideas based on Google search data, which is as close to the source as you can get.

Start by clicking ‘Discover New Keywords’ and entering a product or service related to your business. Google will generate keyword suggestions, along with data on search volume and competition.
You can also see seasonal search trends and get bid estimates for paid campaigns. It's a must-have on your keyword research checklist.
Google Keyword Planner can be a bit vague—the search volume ranges can be as broad as 1k-10k searches, making it tricky to pinpoint the exact number of searches.
Competition is classified simply as low, medium, or high, so it’s not always clear how tough it’ll be to rank for a keyword.

If you want a solid starting point, Google Keyword Planner is great. But if you’re after those juicy, data-driven insights, SEMrush is where you’ll want to invest your time.

The Complete Keyword Research Checklist for 2025

Now that we’ve knocked out the basics, it’s time to dive into our keyword research checklist. Use this checklist guide you in your research and take your small business website pages from crickets to clicks.

#1: Define your goals and target audience.

Before diving into keyword research, map out what you want to achieve and who you’re trying to reach. Are you looking to drive more traffic to a specific page on your website, increase sales for a few products, or simply build brand awareness? Knowing your goals will guide your keyword strategy.

Then, identify your target audience—the specific group of people who are most likely to enjoy those target products or services. Consider their demographics, interests, and behaviors so you can focus on keywords that will be the most effective at attracting them.

#2: Create an audience persona for your primary user.

An audience persona is a detailed profile of your ideal customer. It’s all about understanding their needs, preferences, and challenges. What problems keep them up at night? What dreams do they have?

And more importantly, what questions and queries are they researching that might lead them to your products and services? Answering these questions will help you tailor your keyword research and find terms that align with their intentions.

#3: Determine your website’s domain authority.

Domain authority (DA) is a score that reflects the strength and credibility of your website compared to others. Your domain authority helps you gauge which keywords you can realistically rank for. Tools like SEMrush and Ahrefs will tell you what your domain authority is.

If your DA is lower (as most small business domains are), it’s more effective to target less competitive, long-tail keywords rather than trying to rank for competitive terms.
If you don’t have a tool to determine authority and you’re a new small business with a new domain, you can safely assume it’s pretty low and you need to target easy keywords.

#4: Create a keyword spreadsheet for storing your ideas.

Organization is key when it comes to keyword research. Keep everything stored in a neat spreadsheet, where you can track your progress and refine your strategy. Include columns for the keyword, search volume, competition, and any other relevant metrics. This way, you can easily analyze trends and compare keywords in one place.

Grouping your keywords into clusters or themes will help you create more focused content that resonates with your audience and improves your SEO. Remember that not all keywords have an equal impact.
Prioritize terms based on factors like search volume, difficulty, and relevance to your goals. Focus your efforts on the keywords that offer the greatest potential return.

#5: Start your keyword research by analyzing your competitor's keywords.

Your competitors are a goldmine for keyword insights. Stay one step ahead of the game by researching your competitors’ strategies. Not sure who your competition is? Use the top three businesses that appear in search results when you search for the products and services that you offer.

See how they organize their website—do they have landing pages that target specific keywords for services? Are they using keywords to describe their products? Jot down ideas for keywords in your spreadsheet as you explore competitor websites.

Use a tool like SEMrush to perform a thorough domain analysis and uncover a full list of keywords for which your competitors rank.

#6: Find your primary keywords.

Your primary keywords are the heavy hitters—the ones that are most closely aligned with your core offerings. These are the terms you want to be known for and the ones that’ll drive the most relevant traffic to your site.

Make sure these keywords strike the right balance between search volume and competition. After finding your primary keywords, you can build your content strategy around them, optimizing your website to attract the audience you’re after.

#7: Discover related secondary keywords.

Primary keywords are great, but don’t stop there! Look for related or secondary terms that can help you reach your audience. These might be synonyms of the primary keyword, closely related concepts or products, or even long-tail questions related to your offering.

#8: Focus on finding long-tail keywords.

These keywords are perfect for targeting niche audiences who are further along in the buying process. So, instead of just aiming for, say, “coffee makers,” go for something like “best drip coffee makers for small kitchens.” Connecting with users who know what they want and are ready to make a move.

And don’t overlook those long-tail ‘zero search’ keywords—sneaky terms that might not show up in your tools (or appear as ‘n/a’) but are still relevant to your audience. For new websites, these can be the low-hanging fruit that helps you attract fast traffic to your website.

#9: Find trending keywords in your niche and location.

Staying on top of what's popular in your industry is crucial. Trends might be fleeting, but they can give your content a nice little boost if you time it right. Use tools like Google Trends to see what’s hot and sprinkle some of those trending keywords into your content.

Balance them with evergreen keywords that have staying power. And don’t forget to factor in seasonality and location—keywords like “holiday gift ideas” or “best pizza in Chicago” can bring in timely and relevant traffic.

#10: Evaluate keyword metrics.

Check search volume and keyword difficulty for all of your keyword ideas. High-volume keywords might seem tempting, but they often come with fierce competition.

Lower-volume keywords might be easier to rank for, even if they do bring less traffic (although if the keywords are long-tail, it will be high-quality traffic). The key is finding that sweet spot—a mix of both that delivers the results you’re after.

#11: Analyze search intent and relevance.

Understanding the intent behind a keyword is just as important as the keyword itself. Are users looking for information, trying to navigate to a specific site, or ready to make a purchase?

Aligning your content with the search intent will meet your audience’s needs, whether they’re seeking answers, comparisons, or products.

#12: Prioritize "golden goose" keywords.

Your "golden goose" keywords are the most valuable terms in your tool box—the ones that drive the most traffic, leads, or sales. You’ll want these keywords front and center in your content strategy.

Focus on these high-impact terms to secure strong rankings and sustain long-term success. Keep nurturing these golden goose keywords and they’ll keep delivering results.

#13: Integrate keywords naturally and strategically into your copy.

When it comes time to write your copy, weave keywords into your page titles, image alt text, URLs, text, and headings. Always prioritize readability and a good user experience.

Remember, both search engines and humans appreciate content that flows naturally. So don’t stuff your keywords. Use them strategically.

#14: Monitor your keyword rankings and adjust over time.

SEO is a marathon, not a sprint. Regularly check your keyword rankings to see how you’re performing, and be ready to tweak your strategy as needed.

Whether it’s refreshing old content, updating your keywords, or trying out new tactics, staying on top of your rankings maintains your competitive edge.

You can use your website’s integrated analytics tab or tools like Google Analytics and Google Search Console to monitor your rankings.

Keyword Research Checklist: FAQs

Which keyword research tool is best?

The best keyword research tool depends on your needs. For a comprehensive analysis, SEMrush and Ahrefs are top choices, offering detailed data on search volume, keyword difficulty, and competitor insights. For beginners or those on a budget, Google Keyword Planner is a reliable and free option that integrates directly with Google Ads.

Can ChatGPT do keyword research?

ChatGPT can assist in keyword research by generating keyword ideas, brainstorming related terms, and providing insights into keyword usage. For accurate data like search volume and keyword difficulty, it’s best to use dedicated keyword research tools like SEMrush or Google Keyword Planner.

How long does keyword research take?

Keyword research can take anywhere from a few hours to several days, depending on the depth of analysis required. For a basic list of keywords, you might need just a few hours. However, comprehensive research that includes competitor analysis and keyword gap analysis can take longer.

Can I do keyword research for free?

Yes, you can do keyword research for free using tools like Google Keyword Planner, Ubersuggest, and Moz’s Keyword Explorer (with limited access). These tools provide essential data on search volume, keyword ideas, and trends, making them suitable for basic keyword research.

Where should I use keywords?

Keywords should be used in key areas of your content, including the page title, meta description, URL, headings (H1, H2, H3), and throughout the body text. Include keywords in image alt text and anchor text to improve your chances of ranking higher on search engines.

Ready to Unlock the Power of Perfect Keywords?

Don’t just guess at your website’s performance—know exactly where your site stands and stands out against the competition. Book a free website audit and we’ll help you discover the key areas where you can optimize and grow.

The Complete SEO Keyword Research Checklist (2025)