Let's be honest. Keyword statistics are probably not what you have signed up for when you started your business.
But what if I told you that understanding what your audience types into Google… is actually a doorway into their minds?
A doorway into their struggles, their hopes and their "I'm ready for something more"-moments.
With the right approach, how to do keyword research for SEO becomes a smart, intuitive way to connect your message with the people who actually need and want to hear it.
Whether you're running retreats, building a conscious brand, or guiding others through transformation — this is how your marketing starts working for you and giving you valuable insights into what your audience really wants and needs.
Key takeaways: how to do keyword research for SEO
- Keyword research is the key to SEO that actually connects you with those who are already looking for what you have to offer.
- By 2025, it is less about algorithms, but rather about human intent, and showing up with value.
- You don't have to be an expert in order to do so. By having a clear procedure and some useful tools, you can begin ranking as well as attracting the proper audience.
- Selecting appropriately targeted (not overly popular) words is what makes small businesses competitive—even without having big budgets.
- Being seen is an ongoing effort, never a once-and-done activity. But it's one worth it in the long run.
How to do keyword research for SEO (without overwhelm)
You don't need a marketing degree (or hours spent decoding SEO forums) to get keyword research right. All it really takes is a clear process, a few free tools, and a genuine curiosity about how your people search for help online. Once you understand what they're typing into Google, you can show up with content that speaks directly to their needs.
That's why we've broken it down into a simple, step-by-step guide—so you can stop guessing and start getting found.
Step 1: Start With What You Know
Before diving into tools, take a moment to reflect:
- What services or products do I offer?
- What problems do I solve?
- What questions do people keep asking me?
Pro Tip: Start With Search Intent (Not Just Search Terms)
This is where 90% of people get it wrong. Don't just think about what you want to rank for—think about what your audience is actually typing into Google. In most cases, people don't look for the solution to their problem, because they simply don't know the solution yet. Instead, they are searching for HOW TO solve their problem.
Examples:
- No: "Transformational Coaching for Women"
- Yes: "how to stop negative thinking"
🔍 This shift alone can double your traffic.
Journal Prompt: Write down 5–10 phrases or problems your ideal client might type into Google when searching for someone like you.
- What is your audience struggling with? What are their goals?
- What problem does your offering solve?
More examples (for a life coach): "stop overthinking", "coaching for anxious individuals", "finding purpose in life"
Step 2: Use a Keyword Research Tool
Now plug those phrases into a keyword tool. Here are three great (and beginner-friendly) picks:
1. Google Keyword Planner (Free) — business.google.com/us/google-ads/
Honestly, every business should have a Google Ads account, even though you are not planning on running ads just yet. The free Keyword Planner that comes with it is an absolute gamechanger when it comes to effective SEO keyword research.
- Log into your or create a new Google Ads account (don't worry, it's free)
- Go to "Tools & Settings" > "Keyword Planner."
- Click Discover New Keywords.
- Enter those keywords you have just noted in step 1.
- Click "Get Results."
👉 This will show you average monthly searches, keyword ideas, and competition levels.
2. Ubersuggest (free with optional upgrades) — app.neilpatel.com — Best for: Beginners
- Free version lets you search a few terms per day
- Content ideas
- You'll see: SEO difficulty, Search volume
3. Answer the Public (Freemium) — answerthepublic.com — Best for: Finding real questions that people ask on the internet & search intent
Enter a broad term like "burnout". You'll get real user questions like: "Can burnout cause anxiety?"
4. SEMrush / Ahrefs (Advanced)
- Deep competitor analysis
- Backlink profiles
- Content gap discovery
💰 These are paid tools—best when you're scaling up.
Step 3: Find "Sweet Spot" Keywords
When evaluating a keyword, keep an eye on:
| Metric | Meaning | Ideal Range (Small Biz) |
|---|---|---|
| Search Volume | How many search it monthly | 500–10,000 |
| Keyword Difficulty | Competition level | Under 30 |
| Search Intent | What the searcher is looking for | Align with your service |
Example: When looking up the keyword "overcome anxiety", the monthly search volume is 1900 – a number that looks promising. However, the SEO difficulty is in the high area, meaning that there is most likely a lot of competition.
🧙 Pro Tip: Use long-tail keywords like "how to deal with anxiety attacks" — they're more specific and less competitive than broad terms. Ubersuggest can give you suggestions.
Step 4: Determine Search Intent (and Why It Matters)
1. Informational Intent — The searcher is looking to learn something.
These searches often start with: "how to…", "what is…", "tips for…", "why does…"
Examples: "how to host a retreat", "what is inner child work", "benefits of somatic healing"
✅ Best content match: Blog posts, guides & how-tos, infographics or videos, podcast episodes or interviews
🎯 Goal: Build trust, position yourself as an expert, and introduce your services subtly. Great for top-of-funnel content.
2. Navigational Intent — The searcher wants to go to a specific site or platform.
These searches are branded or very specific. The user already knows what they're looking for.
Examples: "Insight Timer login", "OpenAI ChatGPT homepage", "Marie Forleo blog"
✅ Best content match: Make sure your own website is optimized for your brand name; use branded keywords in your homepage, About page, and navigation; ensure your Google My Business is updated
🎯 Goal: Be easy to find. This traffic likely already knows you — don't lose them to confusion or poor SEO.
3. Transactional Intent — The searcher is ready to make a purchase or take action.
These are people at the bottom of the funnel. They know what they want — now they're looking for the right place to buy.
Examples: "buy sound healing bowl", "book a breathwork session", "life coach for burnout near me"
✅ Best content match: Service pages, product pages, booking forms, sales landing pages
🎯 Goal: Keep it clear, compelling, and conversion-focused. Don't write a 3,000-word blog for someone who's ready to buy — give them a button to book or buy now.
4. Commercial (a.k.a. Commercial Investigation or "money keywords") — The searcher is comparing options before making a decision.
They're not quite ready to purchase — but they're weighing the pros and cons, reading reviews, and looking for the best choice.
Examples: "best retreat centers in Bali", "top sound baths in LA", "life coach vs therapist"
✅ Best content match: Comparison guides, review-style blog posts, case studies, pricing breakdowns
🎯 Goal: Help them make a decision — ideally, in your favor. This is the moment to show your credibility, uniqueness, and value.
Final Tip: When doing keyword research, tag each keyword with its intent type. That way, you know exactly what kind of content you need to create — and what action to encourage.
Step 5: Organize Your Keywords
Sort your keywords into two groups: main keyword — the star of your blog post or page; secondary keywords — related ideas that support your content.
Step 6: Use Keywords Naturally
This is the time where we finally use our keywords. How? There is a simple success formula that will make you rank higher: for all keywords related to your main offering, create one page per keyword. For more informational content create blog posts.
Place your main keyword in:
- Your blog/page title
- The opening paragraph
- Multiple subheadings
- Meta title & description
- The URL (if it's a new page)
Sprinkle your secondary keywords naturally throughout. Keep it helpful, not robotic.
Step 7: Track What's Working & Improve Consistently
Use this tool to keep tabs on your keywords: Google Search Console (Free) – see what you rank for & how many clicks you get.
Step 8: Revisit Your Keywords Every 3–6 Months
If you don't see results right away, don't worry. Results from SEO work take a few months to be visible (depending on the search volume of each keyword).
Plus, trends shift. New questions come up. So check back every few months:
- What's getting traffic?
- What's ranking but not leading to results?
- Are new keywords trending?
Treat keyword research as part of your content planning, not just a one-off task.
Summary: how to do keyword research for SEO in 2025
Keyword research may seem like something that only SEO experts and marketing staff are doing, but the reality is it can be one of the most empowering things that you can possibly do as a small business owner. Because once you understand how your ideal clients are searching, you can meet them there—with content, deals, and answers that feel like just what they were looking for.
Marketing isn't about algorithms and numbers anymore – it's about creating community and sharing your message with the people who need to hear it.
Need assistance implementing this?
If you need 1:1 marketing guidance for clarity and assurance, or prefer to pass on your SEO approach over to the experts, we provide both done-for-you SEO as well as collaborative SEO coaching.
Let's connect so that those who are looking for your services can actually find you: explore our done-for-you SEO services, our SEO coaching, or simply reach out.
