Keyword Research: Where to Start
Keyword research answers the question of how people formulate the task that your page solves. The easiest way to start is with search suggestions: the keyword tool collects them and categorizes them by types — questions, comparisons, commercial phrases.
Three Sources That Provide the Most Insights
- Your Search Console. Queries for which you are already being shown: demand is confirmed, competition is known.
- Search Suggestions. Live phrases, including those you would not have thought of.
- Customer Language. Emails, chat, calls: there the task is described in the words of the buyer, not the industry.
What to Do with the List
| Type of Query | Where to Lead It |
|---|---|
| Question: "how", "why", "what is" | Article or help section |
| Comparison: "X or Y", "analogs" | Separate comparison material |
| Commercial: "buy", "price", "order" | Service or product page |
| Branded | Main or brand page |
What Will Not Be in Suggestions
Suggestions show what is already being asked and almost do not show new demand. Therefore, for new products and niches, they are useless: people do not search for what they do not know. In such cases, related phrases work — how the task is named, not the solution: not "cascade link building service", but "how to raise a page in the search results".
How to Avoid Creating Unnecessary Pages
Group queries by intent: if the search shows the same pages for them, one of your pages is also sufficient. Spreading similar queries across different addresses leads to cannibalization. Detailed information on grouping — semantic core.
Next Step
When the list is ready, look at where you are already close to the goal: the block “Missed Traffic” will show queries where raising them will yield the maximum clicks, and budget strategy will allocate investments across pages.