How to conduct keyword research based on user intent?

How to do keyword research

Keyword research used to be a simple process in the past. However, with things rapidly moving it started changing and whenever we conduct keyword research it does not mean that we will get what popular tools such as Ahrefs, SEMRush or others tell. Keyword research is a much more delicate process and in this article, we will break down the most important details where you need to pay attention when it comes down to keyword research. Keyword research is one of the first things when it comes down in order to create a successful SEO strategy for any business. It is important that we understand the intent behind those terms on SERPs.

How to do keyword research?

Check the trends and market demand

First, get started with the analysis of your goals. What is the product or the service you are offering? Next thing is to type names of those products or services on Google Trends.
Knowing if the trend is going up or down will tell you the market demand. This way you can see clear cycles and get good insights on when does the demand goes up and when is not a good time to focus on it. This is one of the first steps. We need to make sure that our keywords have the potential to go up and are not for example terms related to fidget spinner who went up had millions of searches and was viral and now a small number of people are searching for it. Choosing these keywords with the potential to go up can only make your SEO campaigns stronger and end up with better results.

Perform competitor analysis

Find out who are your competitors and what they do

Sometimes best insight we can get is to see what are the first results on Google and what do they talk about. Now I’m not saying this in a regular check-out we perform anyways. It is important to check all top 10 results and see how many different topics they talk related to your term. This can give you a clear sign of user intent, is it stable and specific to one term everyone talks about or if it is a completely different term and it has many meanings resulting with lower performance on your SEO campaign.

Keyword research tips
Keyword research tips based on user intent in SERPs

What is the value of your keywords?

This is one of the super important aspects while conducting keyword research. Knowing how much keywords are worth will tell you is your SEO campaign going to succeed and does it make sense in the first place or not. To help you out with this I’ve created one simple calculator that I’m going to share with you in a bit. To find out how much one keyword is worth we need to do the following:

  1. Find out the value per visit – in order to get this number simply get total traffic divided by revenue and you will get value per visit. Now this is just a benchmark and can tell you on average in cases you don’t know the value per visit for specific keywords you will use this number instead.
  2. Find out how much traffic can you get from such keyword – If a keyword, for example, has 1.000 searches per month, you will not be able to get all that traffic if you are on the first position. From recent studies, we know that first results on average scores anywhere from 30-50% of that volume depending on the industry and queries, if they are branded or not etc.
  3. Find out what is the CTR – this can tell you also depending from total searches on average how high is the CTR for your niche and after that we cross that with the value per visit.

In most cases after only adding 20-30 keywords in this way it can give you clear indicator how SEO campaign is going to perform and what can happen if you focus on CRO later and improve conversions from 3% to 5-6%. This is one of the great ways to actually sell SEO value to your client as it shows them depending from their investment how much can they generate back after SEO campaigns.

SEO calculator for keyword value

On the following link, I’ve created a spreadsheet that will help you find out the value and outcome of your keyword research before it starts. All you need to do is to copy this and add your own keywords and it will do the trick. Start using SEO calculator today for your SEO campaigns and SEO pitches to new clients.

Keyword types and which ones to target?

There are different types of keywords that can be targeted depending from your current content strategy and your funnel. This all depends on how you want customers to find about your end goal. Do you first plan to build awareness with them, then educate, give something for free, show them the problem and then offer a solution. In all these areas keywords we are targeting are not the same and they don’t do the same. This is another important step when it comes down to copywriting. Most people tend to implement all of those keywords within one content other than separating it and distributing across different types of content building up a funnel with much higher chances of converting and traffic to generate. So what are the types of keywords?

1. Keyword with buying intent – for sale, on sale, used, cheap, book, order, deliver etc.

2. Keywords with educational intent – how to, why, what happens, should I, where it is, what is the best etc.

3. Keywords with informational intent – what happens if, what is better, etc.

4. Keywords with generic intent – House, planet, car, marketing etc.

5. Keywords with local intent – Doctors in, restaurants in, hotel in, rent a car in, vacation in etc.

Another tips to consider

When you have your article ready just publish it and wait. It takes time for Google search console to collect valid data for that specific page. After a couple of weeks you will see what are they queries used to find your published page. By analyzing these gaps you will know what the visitors actually search. Because most of these queries are below 10 searches in most cases they will not show on Ahrefs or SEMRush or any other keyword research tool. By checking it under Google Search Console account you can figure out what are they searching for and if your content misses those answers. This way you will improve your content, refresh it once in a while and make your page best out there.

It is also very important not to target just one keyword. Instead aim for all bunch of related keywords. Just by ranking for 1 desired keyword on the first page of Google in most cases will not deliver you results that you expected. From what we saw in our SEO campaigns aiming for much broader keywords not only does it bring more traffic in easier way but it also increases sales and gets you more leads and customers.


After conducting detailed keyword research that covers all these areas, checking trends and market demand, your competitors and user intent, what is the value per those keywords and if they are worth? What information are they going to provide and what is the type of keyword you can start with copywriting and be sure that your SEO campaigns will be successful. Knowing out user intent is a secret #1 to keeping first position on Google for a long time.