How to Research Keywords That Actually Bring Traffic

Keyword research isn't about finding the highest-volume terms — it's about finding queries your buyers actually type when they're ready to act.

What is intent-first keyword research?

Intent-first keyword research starts by mapping the four search intents — informational, navigational, commercial, transactional — to your funnel, then finding queries inside each bucket. You ignore vanity volume and chase relevance.

The 5-step process

Seed → Expand → Cluster → Score → Prioritize. Use Ahrefs or Semrush for the first two, a clustering tool for step three, and a simple scorecard (volume × relevance × difficulty × business value) for the last two.

Red flags that waste your time

Avoid keywords where the SERP is dominated by Reddit, Quora, or YouTube — Google has decided that's the right answer format. Avoid keywords with mixed intent. Avoid 'people also ask' rabbit holes that don't map to a real page on your site.

Frequently Asked Questions

How many keywords should I target per page?

One primary keyword and 5–15 closely-related variations. Trying to rank one page for 50 unrelated terms is the fastest way to rank for none of them.

Are long-tail keywords still worth it in 2026?

Yes — long-tail queries make up 70%+ of all searches and convert 2–5× better than head terms because intent is sharper.