Keyword research

Keyword research is the process of finding and evaluating the queries people type into search engines. It looks at search volume, competition and above all search intent (informational, transactional, navigational).

Why it matters

Without keyword research you write content blind. With the right analysis you target queries that have demand and a realistic chance of ranking.

Real-world example

Instead of the generic "shoes" (huge competition), a brand targets "women's waterproof trail shoes" — lower volume, but higher buying intent and rankings within reach.