How To Do Keyword Research For SEO?

Keyword research continues to be a foundational part of SEO in today’s digital landscape. Whether you’re new to search engine optimization or trying to sharpen your strategy, knowing how to do keyword research properly can directly impact your site’s performance. This guide walks you through the key concepts, tools, and techniques to help you master keyword research in 2025.

What is keyword research?

Keyword research is the process of finding and analysing the words and phrases people use when they search online. These keywords help search engines understand what your content is about, making it more likely to show up when someone is searching for relevant topics. When done right, keyword research helps you attract the right audience and improve your website’s visibility on search engine results pages (SERPs).

Why is keyword research important?

A solid keyword research strategy brings multiple benefits to your overall digital marketing plan:

• SEO optimisation: Choosing the right keywords helps search engines index your content correctly, making it easier for users to find it.
• Content planning: It provides valuable direction for blog posts, service pages, and landing pages, helping you align your content with user intent.
• Competitive edge: Understanding which keywords are popular in your niche gives you a clearer picture of where your competitors stand.
• Higher ROI: Targeting keywords with strong intent can result in better engagement and higher conversion rates.

What is keyword search volume?

Keyword search volume refers to how often a particular keyword is searched in a specific timeframe, usually monthly. A higher volume indicates greater interest. Famous keyword research tools like Google Keyword Planner, Ahrefs, and SEMrush help marketers find out how popular specific keywords are and how competitive they might be. However, search volume alone doesn’t tell the full story—intent and competition matter too.

Evergreen vs. Seasonal Keywords vs. Local Keywords

Not all keywords behave the same. Understanding the difference between evergreen, seasonal, and local keywords can help you build a more balanced SEO strategy.

• Evergreen Keywords: These are search terms that remain consistently relevant throughout the year. For example, “how to improve website speed” or “best SEO practices” are topics people search for regardless of the season. Evergreen content built around such keywords tends to drive steady traffic over time.
• Seasonal Keywords: These are tied to trends, holidays, or events. Think of phrases like “Black Friday SEO tips” or “2025 digital marketing trends.” They see spikes during certain periods and can be great for generating traffic during peak times, provided your content is published and optimised in advance.
• Local Keywords: The vast majority of searches today are local in nature—especially on mobile—and this is highly relevant for small businesses with a local target market. These keywords typically include city names, neighborhoods, or phrases like “near me.” Targeting local keywords allows you to appear in Google’s local pack, Google Maps, and region-specific search results. For Toronto-based businesses, using phrases like “Toronto digital marketing agency,” “SEO services Toronto,” or “PPC consultants in Toronto” helps capture customers who are actively looking for services nearby.

By combining evergreen, seasonal, and local keyword strategies, you can create a well-rounded SEO plan that delivers consistent traffic, leverages peak demand, and connects you with local customers at the right moment.

Steps for effective keyword research

Here’s a step-by-step breakdown of how to conduct keyword research that aligns with your business goals and audience needs:

1. Understand your audience

Before diving into tools, spend time figuring out who your audience is. What are their challenges, goals, and search behaviours? Use this insight to brainstorm topics that matter to them.

2. Start with seed keywords

Seed keywords are broad terms related to your industry. For instance, if you run a fitness business, seed keywords might include “home workouts,” “nutrition tips,” or “weight loss.” These act as starting points for deeper keyword exploration.

3. Use keyword research tools

Tools like Ubersuggest, SEMrush, Ahrefs, or Google Keyword Planner can help you expand your seed keywords into more refined ideas. These tools also give data on search volume, competition level, keyword difficulty, and related terms you might not have considered.

4. Focus on long-tail keywords

Long-tail keywords are more specific and often indicate higher intent. For example, instead of “SEO,” consider “affordable SEO services for small businesses in Toronto.” While these have lower search volume, they usually bring in more qualified traffic.

5. Analyse competitors

Check what keywords your competitors rank for. Tools like SpyFu and SEMrush can reveal which search terms are driving traffic to their websites. You might discover keyword gaps or new content opportunities you hadn’t considered before.

6. Evaluate keyword difficulty and intent

Don’t go after high-volume keywords blindly. Check how difficult it is to rank for them and consider whether your site has enough authority. Also, ask yourself: does this keyword align with what my audience is actually looking for?

Making Keyword Research Count

Keyword research isn’t just a one-time task—it’s an ongoing process. Search behaviours change, new trends emerge, and your business evolves. By regularly revisiting your keyword strategy, you ensure that your content stays relevant and visible to the right audience.

If you’re feeling overwhelmed or simply want expert insight into how to make your keyword strategy work harder for you, Pat’s Marketing is here to help. As a trusted SEO company Toronto businesses count on, we specialise in research-backed SEO campaigns that deliver real results. Get in touch today at 437-826-9333 to see how we can boost your online visibility.