How to Conduct Keyword Research for SEO? Step-by-Step Guide

Keywords are the foundation of SEO—without them, your content is invisible in search engines. Master how to conduct keyword research for SEO, and you unlock organic traffic, leads, and credibility. Think of intent-based keywords for your site as the bridge between what users need and what you offer. Get it right, and search engines reward you with visibility; get it wrong, and your content drowns in obscurity.

Why Keyword Research Matters for SEO?

Keyword research ensures your content attracts users actively searching for solutions you provide. For example, targeting “how to conduct keyword research for law firms” connects you with legal professionals seeking SEO guidance, rather than generic traffic. This precision boosts conversions and reduces bounce rates.

Modern SEO isn’t just about what users search for—it’s about why. Are they looking to learn (“what is keyword research?”), compare (“best keyword research tools”), or buy (“affordable SEO agency”)? By decoding intent, you create content that answers real questions, earning trust and rankings.

Advanced Keyword research reveals gaps in your existing content and identifies opportunities to address underserved topics. For instance, a law firm might discover high demand for “how to file a medical malpractice claim” but lack a guide on it. Filling these gaps positions you as an authority.

Keyword Research Basics

Keyword research for SEO is the process of identifying the exact words and phrases your target audience uses to find solutions online. Advanced keyword strategy is the backbone of organic SEO for relevant search terms, ensuring your content strategy aligns with search demand. Without it, even the most well-written articles risk irrelevance.

Role of Conducting Keyword Research in SEO:

• Aligns Content with Search Demand: Use tools like Semrush’s Keyword Magic Tool or Google Keyword Planner to find phrases users actually search for.
• Fuels On-Page Optimization: From meta tags to headers, keywords guide search engines on how to categorize and rank your pages.

Types of Keywords in SEO:

1. Short-Tail vs. Long-Tail Keywords:
   • Short-Tail: Broad, high-volume terms like “SEO” (10K+ monthly searches). Highly competitive but ideal for brand awareness.
   • Long-Tail: Specific phrases like “how to conduct keyword research for local SEO” (500 searches). Lower volume but higher intent and conversion potential.
2. Commercial vs. Informational:
   • Commercial: “Buy hiking boots” (ready to purchase).
   • Informational: “How to tie hiking boots” (seeking guidance).
3. Local vs. Global:
   • Local: “Personal injury lawyer NYC” (geographically targeted).
   • Global: “What is personal injury law?” (broad audience).

Key Metrics to Evaluate Keyword Strategy:

• Search Volume: Average monthly searches for a keyword. Prioritize terms with high search volume but balance with competition.
• Keyword Difficulty (KD): A 0–100 score (via Ahrefs/Semrush) estimating how hard it is to rank. Aim for KD < 30 for beginners.
• Cost-Per-Click (CPC): Reveals commercial value (e.g., “SEO agency” at $50 CPC indicates high ROI potential).
• Trends: Use Google Trends to avoid seasonal duds (e.g., “tax lawyer” peaks in April).

Keyword Search Intent: The Make-or-Break Factor

Google prioritizes content that matches user intent. Here’s how to align:

1. Informational: “How to” guides, definitions (e.g., “what is keyword research?”).
2. Navigational: Brand searches (e.g., “Ahrefs login”).
3. Commercial: Reviews/comparisons (e.g., “Semrush vs. Ahrefs”).
4. Transactional: “Buy” or “hire” keywords (e.g., “hire SEO specialist”).

Pro Tip for Law Firms: Local intent keywords like “car accident attorney [City]” often have lower keyword difficulty and higher conversion rates. Pair them with localized content and Google Business Profile optimization.

Step-by-Step Guide to Conducting Keyword Research

Keyword research isn’t a guessing game—it’s a science. Whether you’re a startup, a seasoned marketer, or a law firm aiming to dominate local search, a structured approach ensures you uncover high-value keywords that align with your audience’s needs and business goals. This step-by-step guide breaks down the keyword research process into actionable, pro-level tactics. You’ll learn how to identify seed keywords, leverage tools like Ahrefs and Semrush, prioritize terms based on search volume and keyword difficulty, and align your strategy with search intent. By the end, you’ll have a clear roadmap to conduct keyword research that drives SEO traffic, boosts rankings, and converts visitors into clients—no fluff, just results.

Step 1: Define Your SEO Goals

Keyword research without goals is like driving without a map. Start by asking:

• Traffic Growth: Are you targeting broad keywords like “SEO tips” to attract a larger audience?
• Conversions: Focus on commercial terms like “best SEO agency for startups” to drive leads.
• Brand Awareness: Use branded keywords (e.g., “Vikash Kumar Pal SEO services”) to dominate your niche.
• Niche Authority: For law firms, prioritize local intent keywords like “medical malpractice lawyer [City]” to build regional credibility.

Pro Tip: Align goals with business stages. New sites should target low-competition keywords first, while established brands can tackle high-volume terms.

Step 2: Brainstorm Seed Keywords

Seed keywords are your starting point. Gather them using:

• Audience Surveys: Ask clients or social followers, “What legal topics do you struggle with?” (for law firms).
• Competitor Analysis: Use Ahrefs’ Site Explorer to extract keywords rivals rank for (e.g., “how to conduct keyword research for SEO”).
• Google’s Autocomplete: Type “how to” in Google Search to see suggestions like “how to conduct keyword research in Ahrefs.”
• People Also Ask/Related Searches: Mine long-tail ideas from SERP features.

Example for Law Firms:
Seed keywords = “divorce lawyer,” “car accident claim,” “workplace injury compensation.”

Step 3: Use Keyword Research Tools

Free Keyword Research Tools:

• Google Keyword Planner: Discover search volume and CPC for keywords (ideal for Google Ads integration).
• AnswerThePublic: Uncover question-based keywords (e.g., “why is keyword research important”).
• Ubersuggest: Get keyword difficulty scores and related keywords for free.

Paid Keyword Research Tools:

• Ahrefs Keywords Explorer:
  • Enter a seed keyword (e.g., “conduct keyword research”).
  • Filter by search intent (informational/commercial), country, or questions.
  • Export a keyword list with metrics like Keyword Difficulty score and CPC.
• Semrush’s Keyword Magic Tool: Generate 1,000+ keyword ideas in seconds (e.g., “SEO keyword research process”).

Deep Dive: How to Conduct Keyword Research in Ahrefs:

1. Go to Keywords Explorer > Enter “keyword research for law firms.”
2. Filter by “Questions” to find queries like “how to conduct keyword research for attorneys.”
3. Sort by Keyword Difficulty (KD) < 30 to prioritize achievable terms.
4. Export the list to your content calendar.

Step 4: Analyze Keyword Metrics to Target Audience

Not all keywords are equal. Prioritize using:

• High Search Volume + Low KD: Target “low-hanging fruit” like “how to find keywords for free” (2K searches, KD 15).
• Relevance: For law firms, “personal injury lawyer near me” (local intent) beats generic “lawyer.”
• Trends: Use Google Trends to avoid seasonal dips (e.g., “tax lawyer” peaks in April).

Pro Tip: Use keyword clustering to group similar terms (e.g., “SEO tools,” “best SEO tools 2025”) for topic-focused content.

Step 5: Evaluate Search Intent for Effective Keyword Research

Google rewards content that matches intent. Examples:

• Informational: Blog posts for “how to conduct SEO keyword research.”
• Transactional: Service pages for “hire an SEO expert.”
• Local: Landing pages for “divorce lawyer Chicago.”

Law Firm Example:
A blog titled “How to File a Personal Injury Claim” answers informational intent, while a service page targets “hire a personal injury attorney.”

Step 6: Group and Prioritize Keywords

Organize keywords into clusters for efficiency:

• Topic Clusters:
  • “SEO Strategy”: “keyword research process,” “SEO keyword ranking.”
  • “Local SEO”: “law firm SEO,” “local schema markup.”
• Prioritization Matrix:
  • High Priority: High intent + KD < 40 (e.g., “how to conduct keyword research like the pros”).
  • Low Priority: Irrelevant or KD > 70 (e.g., “what is SEO” for a law firm).

Step 7: Integrate Keywords into Your Strategy

• On-Page SEO:
  • Add focus keywords to title tags (e.g., “How to Conduct Keyword Research for Law Firms | Vikash Kumar Pal”).
  • Use related keywords in H2s (e.g., “Why Keyword Research is Essential for SEO”).
• Content Calendar:
  • Map “seed keywords” to pillar posts (e.g., “Ultimate Guide to SEO for Attorneys”).
  • Assign long-tail keywords to blog FAQs (e.g., “what are some easy tips for conducting keyword research”).

Advanced Tips to Conduct Keyword Research Like a Pro

Advanced keyword research isn’t just about finding more keywords—it’s about finding the right keywords. The pro-level keyword research strategies go beyond free keyword research tools and metrics to uncover hidden opportunities, outmaneuver competitors, and dominate niche markets (like law firms) with relevant keywords. From leveraging competitor keyword gap analysis to capitalizing on seasonal trends and hyper-local phrases, these tactics ensure your SEO strategy stays ahead of the curve. Whether you’re refining search intent alignment or optimizing for “near me” searches, these insights will transform how you conduct keyword research—turning data into actionable wins for specific keywords for your business.

Competitor Keyword Gap Analysis

Use Ahrefs’ Keyword Gap Tool to find keywords competitors rank for in Google search engine results page, but you don’t.

• Example: If rivals rank for “best SEO tools for law firms,” create a better guide targeting that term.

Long-Tail Keywords: The Hidden Goldmine

Ultra-specific phrases like “how to conduct keyword research for divorce attorneys” have:

• Lower Competition: KD scores often under 20.
• Higher Conversions: Users are closer to taking action.

Tool Tip: Use Semrush’s Keyword Magic Tool to filter long-tail keywords by word count (e.g., 4+ words).

Leverage Seasonal Trends for New Keywords

• Google Trends: Identify peaks for terms like “tax lawyer” (April) or “SEO courses” (January).
• Prep Content Early: Publish content with the target keywords 2-3 months before trends spike.

Local SEO for Law Firms

• Optimize “Near Me” Keywords: Include city names (e.g., “car accident lawyer Dallas”).
• Local Schema Markup: Add JSON-LD code to your site to highlight your practice areas and location.
• Google Business Profile: Post FAQs like “how to conduct keyword research for attorneys” in your GBP posts.

How to Conduct Keyword Research for Law Firms (Niche Focus)

Keyword research for law firms isn’t just about ranking—it’s about precision. With high competition, strict compliance rules, and a reliance on local intent (e.g., “car accident lawyer Miami”), legal professionals need a customized keyword analysis approach. Let’s dive into niche-specific strategies to target practice-area keywords, leverage hyper-local phrases like “divorce attorney near me,” and sidestep ethical pitfalls. Whether you’re optimizing your Google Business Profile or reverse-engineering competitors’ keyword lists, you’ll learn how to conduct keyword research that turns local searches into loyal clients.

Unique Challenges for Law Firms:

• High Competition: Legal keywords like “personal injury lawyer” often have sky-high keyword difficulty scores (KD 70+).
• Compliance Risks: Avoid ethically questionable terms like “guaranteed win” to stay compliant with bar association guidelines.
• Local Intent Dominance: 80% of legal searches include location modifiers (e.g., “car accident lawyer Miami” or “divorce attorney near me”).

Winning Strategy to Find Keywords to Target for Law Firms:

1. Target Practice-Area Keywords:
   • Focus on specific services: “medical malpractice attorney,” “workplace injury lawyer,” “child custody lawyer [City].”
   • Use long-tail keywords with local intent: “how to file a medical malpractice claim in Florida.”
2. Leverage Local SEO Tools:
   • Google Business Profile: Optimize GBP posts with keywords like “best personal injury lawyer near me.”
   • Local Directories: List your firm on Avvo, FindLaw, and Justia to rank for local search terms.
3. Analyze Competitors:
   • Use Ahrefs’ Site Explorer to spy on top-ranked law firms. Identify gaps in their keyword lists (e.g., missing “pedestrian accident lawyer [City]”).
4. Create Location-Specific Content:
   • Publish blog posts like “How to Choose a Divorce Lawyer in [City]” to dominate hyper-local searches.

Pro Tip: Combine practice-area keywords with local modifiers (e.g., “slip and fall lawyer Chicago”) to bypass national competition.

Essential Best Keyword Research Tools

The right tools turn guesswork into growth. From free keyword research tools like Google Keyword Planner (ideal for estimating search volume) to premium platforms like Ahrefs (for dissecting keyword difficulty and competitor gaps), this section breaks down the pros, cons, and best use cases for every tool. You’ll also discover niche platforms like Lawmatics, designed to help law firms dominate local SERPs. Whether you’re brainstorming seed keywords or refining your SEO strategy, these tools are the backbone of effective keyword research.

Free Keyword Research Tools:

• Google Keyword Planner: Ideal for estimating search volume and CPC (e.g., “how to conduct keyword research for SEO”).
• AnswerThePublic: Uncover question-based queries like “what is keyword research” or “why is SEO important for law firms.”
• Google Trends: Spot seasonal spikes (e.g., “tax attorney” peaks in April).

Paid Keyword Research Tools:

• Ahrefs:
  • Keywords Explorer: Analyze keyword difficulty, traffic potential, and SERP features.
  • Site Explorer: Reverse-engineer competitors’ SEO keyword research strategies.
• Semrush:
  • Keyword Magic Tool: Generate 1,000+ keyword ideas in seconds (e.g., “seo keyword research for attorneys”).
  • Keyword Gap Tool: Find terms rivals rank for but you don’t.
• SpyFu: Uncover competitors’ target keywords and ad spend history.

Niche Tools for Law Firms:

• Lawmatics: A legal CRM with SEO features to track keyword rankings for local terms like “family lawyer [City].”
• BrightLocal: Audit local SEO performance and optimize for “near me” searches.

Common Keyword Research Mistakes to Avoid

Even seasoned marketers stumble. From ignoring search intent (e.g., targeting “hire a lawyer” with a blog post) to obsessing over high-volume keywords with brutal competition, small errors can derail your SEO efforts. This exposes pitfalls like outdated keyword lists (“best SEO practices 2020”) and failing to track rankings—plus actionable fixes to keep your strategy agile, relevant, and results-driven.

1. Ignoring Search Intent:

   • Example: Writing a blog for “how to conduct keyword research” (informational) but stuffing it with “hire an SEO agency” (transactional).
   • Fix: Use Google Search Console to analyze which intent your pages currently satisfy.

2. Chasing High-Volume Keywords Blindly:

   • Example: Targeting “SEO services” (10K+ searches, KD 85) instead of “SEO for small law firms” (500 searches, KD 25).
   • Fix: Prioritize low-hanging fruit with moderate volume and low KD.

3. Not Updating Old Keywords:

   • Example: Using outdated terms like “best SEO practices 2020” instead of “2025 SEO trends.”
   • Fix: Refresh content annually with tools like Google Trends or Ahrefs’ Content Gap Analysis.

4. Failing to Track Rankings:

   • Example: Assuming a blog targeting “how to conduct SEO keyword research” will rank forever without monitoring.
   • Fix: Use Ahrefs Rank Tracker or Semrush Position Tracking to adjust strategies monthly.

Case Studies

Case Study 1: How a Blog Targeting “How to Conduct Keyword Research in Ahrefs” Drove 5k Monthly Visits

A tech SaaS company struggled to rank for competitive SEO terms. By conducting keyword research using Ahrefs’ Keyword Explorer, they identified the long-tail query. They created a step-by-step guide with screenshots, targeting search intent by answering “how-to” questions. Within 6 months, the post ranked #1, driving 5,000+ monthly visits and generating 200+ leads. Key Takeaway: Long-tail keywords + intent-focused content = low competition, high ROI.

Case Study 2: Law Firm Ranking for “Personal Injury Lawyer [City]” Using Local Keywords

A mid-sized law firm in Chicago wanted to dominate local searches but faced fierce competition. Using Google Keyword Planner and BrightLocal, they targeted hyper-local terms like “personal injury lawyer Chicago” and “car accident attorney near me.” They optimized their Google Business Profile with practice-area keywords, added local schema markup, and published blogs like “How to File a Claim in Illinois.” Within a year, the firm ranked #1 for 15+ local keywords, increasing calls by 40%. Key Takeaway: Local intent keywords + GBP optimization = higher conversions for niche markets.

Frequently Asked Questions About  Conducting Keyword Research

Q: “When conducting research online, the keyword or key phrase…”
Start by understanding user intent. Ask: Is the searcher looking to learn, compare, or buy? Use tools like Google’s Keyword Planner or Semrush’s Keyword Magic Tool to refine phrases. For example, “how to conduct SEO keyword research” (informational) vs. “best SEO agency” (commercial).

Q: “What are some easy tips for conducting keyword research?”

1. Use free tools like AnswerThePublic for question-based keyword ideas.
2. Focus on long-tail keywords (e.g., “how to conduct keyword research for law firms”) for lower competition.
3. Analyze competitors’ keyword lists using Ahrefs’ Site Explorer to find gaps.

Conclusion

Keyword research isn’t a one-time task—it’s the heartbeat of SEO strategy. From identifying seed keywords with tools like Ahrefs to mastering search intent and local SEO for niches like law firms, every step ensures your content aligns with what users actually search for.

Struggling to conduct keyword research that drives traffic? As Vikash Kumar Pal, Professional SEO Expert and Strategist, I’ve helped businesses unlock 300%+ organic growth through data-driven keyword strategies. Whether you’re a law firm or a startup aiming for keyword research help and higher search rankings let’s turn your site into a search engine magnet.

👉 Explore my SEO Services or Book a free strategy call to start dominating SERPs today!