Keyword Research: A Complete Guide for SEO Beginners

Last Updated: by Heysho

Keyword Research: A Complete Guide for SEO Beginners

Keyword research is the foundation of SEO success. At its core, it's about identifying the specific terms people use when searching for content like yours.

This guide presents practical techniques that beginners can apply immediately. You'll find step-by-step instructions perfect for those just launching their first blog or website.

We've also included more sophisticated strategies for readers ready to enhance their existing SEO knowledge.

When you target the right keywords, you'll see measurable improvements in website traffic, conversion rates, and brand visibility.

Table of Contents

What is Keyword Research?

Keyword research is the process of discovering what people actually search for on Google and other search engines.

For instance, knowing whether users search more frequently for "Tokyo cafe" or "stylish Tokyo cafe" helps you craft more relevant content that meets their needs.

Through this research, you identify the most strategic "target keywords" by analyzing user intent, competition strength, and your business objectives.

This foundational step is critical to successful SEO and content strategy.

Importance and Benefits

Conducting thorough keyword research offers significant benefits:

  • You gain insight into customer concerns and interests, enabling you to create truly valuable content. For example, discovering that people search for "postpartum diet easy" rather than just "diet methods" reveals a need for more specific advice.
  • You can avoid unwinnable battles, saving time and resources. For instance, a new blog has better chances ranking for specific terms like "insurance for housewives in their 30s" than the broad term "insurance."
  • You can design the shortest path to inquiries and purchases. For example, users searching for "smartphone case comparison" should be directed to a product list page, while those searching for "iPhone 14 case shockproof reviews" need a detailed product page.

Understanding Search Intent

Search intent represents what users truly want to accomplish when they search for something.

For instance, someone searching for "chocolate cake" might want a recipe, be looking for a bakery, or want nutritional information.

Search intent generally falls into four main categories:

  • Informational (e.g., "how to cure a cold," "Tokyo weather tomorrow") - Seeking knowledge or information
  • Navigational (e.g., "YouTube login," "Amazon Prime") - Looking for a specific website or page
  • Transactional (e.g., "buy laptop," "sneakers free shipping") - Intending to make a purchase
  • Comparative (e.g., "iPhone vs Android," "best English conversation schools") - Wanting to evaluate options

Matching your content to search intent is crucial - providing basic information for someone searching "diet" and a specific plan for someone searching "diet methods that work fast" will resonate with your audience.

When your content aligns with search intent, Google recognizes that "your article is truly helpful," improving your chances of ranking higher.

Types of Keywords

1. Branded vs. Generic

Branded keywords include specific brand or product names. For example, "Uniqlo T-shirt" or "iPhone 14" are used when people search for products from brands they already know.

Generic keywords don't include brand names. For example, "white T-shirt recommendation" or "smartphone comparison" are used when users haven't decided on a specific brand yet.

2. Head vs. Long-Tail

Head keywords are simple terms with high search volume and fierce competition. Short words like "shoes," "diet," or "English conversation" are typically very difficult to rank for.

Long-tail keywords are more specific phrases. For example, "running shoes for beginners recommended 2025" has lower search volume but features clearer user intent and higher conversion rates (likelihood of leading to a purchase or inquiry).

3. Commercial vs. Informational

Commercial keywords are used by people with high purchase or sign-up intent. For example, "buy Nike shoes" or "English conversation school enrollment" indicate users who are ready to take action.

Informational keywords are used by people still in the research phase. For example, "how to choose running shoes" or "English self-study methods" indicate users gathering information before making decisions.

4 Key Metrics to Consider

Search Volume

This is the number that indicates how many times a keyword is searched per month.

For example, "diet" has over 100,000 monthly searches, while "low-carb diet recipe" has about 500, showing the size of the demand.

Competitiveness

This is an indicator of how difficult it is to rank high for that keyword.

For example, "insurance" is very difficult because major companies dominate the top rankings, but "comparison of cancer insurance for housewives in their 40s" is relatively easier to target.

CPC (Cost Per Click)

This is the amount it costs to pay 1 yen for that keyword in Google Ads.

For example, "English conversation" costs over 500 yen per click, which is expensive, while "free English study method" costs about 50 yen, showing the commercial value of that keyword.

Search Intent

This indicates what users want to know when they search for that keyword.

For example, with just "chocolate cake," it is not clear "whether they want a recipe, are looking for a store, or want to know the calorie count," so you need to look at the top-ranking pages in the search results to understand the true purpose.

7 Concrete Steps

  1. Set Business Goals: Define specific numerical targets like "Increase monthly traffic by 1000 visitors" or "Generate 20 product inquiries per month."
  2. Initial Keyword Brainstorming: List all relevant terms that come to mind, including common customer questions. For example, a beauty salon might note actual client concerns like "dry hair" or "frizzy bangs."
  3. Expand with Related Terms: Use Google's "related searches" or specialized tools to broaden your keyword list. From a seed term like "diet," you might discover variations such as "postpartum diet" or "low-carb recipes."
  4. Evaluate Importance: Assess each keyword based on four criteria—"search volume," "competitiveness," "commercial value," and "user intent"—then prioritize accordingly.
  5. Group Similar Terms: Cluster keywords with similar intent, such as "diet methods," "ways to lose weight," and "weight reduction techniques," to address them efficiently in a single piece of content.
  6. Determine Content Format: Select a format that matches the keyword's intent—whether that's a beginner's guide, comparison table, or step-by-step tutorial. For instance, use illustrated explanations for "What is X" queries and comparison tables for "X vs Y" searches.
  7. Monitor and Refine: After publishing, track rankings and traffic using Google Search Console or RankTracker, and improve underperforming content. If users aren't spending much time on a page, enhance it with more valuable information.

Recommended Tools for Beginners

Google Keyword Planner:

Google Keyword Planner is a free official tool that reveals related keywords and their search volumes. Enter "diet" to discover terms like "postpartum diet" and "low-carb diet."

Ubersuggest:

Ubersuggest offers limited free functionality and makes competitor research straightforward by showing which keywords your competitors rank for.

Rakko Tools:

Rakko Tools is a free tool optimized for Japanese searches. Type "beauty salon" to see actual search queries like "beauty salon cut price" and "beauty salon reservation phone."

Google Search Console:

Google Search Console is a free official tool that shows which terms are driving traffic to your site and your current rankings, making it easy to identify improvement opportunities.

Google Trends:

Google Trends is a free tool that reveals seasonal patterns in search behavior—like increased searches for "sunscreen" starting in May—helping you time your content for maximum impact.

Advanced Techniques

Competitor Site Analysis:

Study the titles and headings of high-ranking sites, and note commonly used words. For example, if the top 10 sites for "diet" all use "effective" and "healthy," you should incorporate these terms in your content too.

Leverage "People Also Search For":

Gather natural language from Google's "People Also Search For" section and Q&A sites like Yahoo! Chiebukuro. For instance, searching "English conversation self-study" might reveal real user questions like "English conversation self-study, where to start?"

Target Seasonal Keywords:

Identify keywords with concentrated seasonal demand and prepare content in advance. For example, searches for "hay fever mask" peak in January and February, while "summer heat fatigue recipe easy" surges in June and July. Creating content one month before these peaks can give you a competitive edge.

AI-Powered Keyword Grouping:

Use AI tools to classify large keyword sets into meaningful groups. Even with 1000 keywords, AI can organize them into categories like "beginner guides," "comparison content," and "troubleshooting resources," making your site structure more intuitive and user-friendly.

Summary

Keyword selection serves as a compass that clarifies "what to offer to which customers"—essentially functioning as your digital storefront sign and roadmap.

Follow these three key steps: ① Understand search intent (what customers want to know) → ② Evaluate with data (assess demand volume) → ③ Create targeted content (develop articles and product pages that address these needs).

By consistently applying this process, you'll naturally see growth in both site traffic and conversions (product purchases and inquiries).

Starting today, put yourself in your customers' shoes and consider: "What words will they use when searching for my products or services?"

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