How to find the keywords for SEO
Published 07/02/2025
Most SEO advice jumps straight into tools, tactics, and long lists of places to “find keywords.”
But that’s usually where beginners get stuck.
They collect dozens of keywords and still don’t know which ones matter or what to do with them.
In this guide, you’ll learn:
– What keywords actually do in SEO
– How to think about keyword discovery the right way
– How to recognise good keyword opportunities
– Why most people overcomplicate keyword research
When you’re ready to actually find keywords, I’ll point you to a free resource that walks you through it step by step.
What keywords are in SEO and why they matter
Keywords aren’t magic phrases you sprinkle into content.
They are signals.
They tell search engines:
– What your page is about
– Who it’s for
– When it should appear in search results
If your content doesn’t align with what people are already searching for, it won’t rank, regardless of quality.
This is why keyword research isn’t optional in SEO.
It’s the foundation everything else sits on.
Why most people struggle with keyword research
Most people:
– Start with topics instead of searches
– Focus on volume instead of intent
– Assume popular keywords are always better
– Rely on tools before understanding the basics
This leads to content that:
– Targets the wrong audience
– Competes with impossible sites
– Never gains traction
Before learning where to find keywords, you need to understand what makes a keyword worth targeting.
How to find the keywords for SEO
When people ask “How to find the keywords for SEO”, they’re usually asking the wrong question.
The real question is: “How do I find keywords that actually make sense for my website?”
At a high level, good SEO keywords share three traits:
– They reflect a real problem or question
– They match clear search intent
– They’re realistic for your site to rank for
Notice what’s missing here: tools.
Keyword research starts with understanding how people think, not with dashboards.
How to find popular keywords (and why popular isn't always best)
Popular keywords get talked about a lot but they’re often misunderstood.
A “popular” keyword usually means:
– Lots of people search for it
– Many sites are competing for it
That combination is exactly why beginners struggle.
High-volume keywords are not automatically good keywords.
In many cases, the best opportunities come from:
– Slightly more specific searches
– Questions instead of broad topics
– Keywords that signal clear intent
Understanding this difference is what separates strategic SEO from guesswork.
How to tell if a keyword is worth targeting
Before you create content, you should be able to answer three simple questions:
1. What is the searcher actually trying to do?
Are they:
– Learning?
– Comparing?
– Buying?
– Solving a problem?
2. What kind of content already ranks?
This tells you what Google expects.
3. Can I create something clearer or more useful?
You need to try and help the searcher more.
Where to actually find keywords (without guessing)
At this point, most people ask “where do I find these keywords?”
There are many free places where keyword ideas already exist, you just need to know where to look and how to use them properly.
Instead of overwhelming this post with lists, I’ve put everything into a single, practical resource you can download and use whenever you need it.
Inside the guide, you’ll find:
– The exact places to uncover keyword ideas
– How to use each source effectively