Blog Post

I get asked a lot:
“Is keyword research still worth doing in 2025?”

Short answer—yes. Long answer—you can’t afford not to.

If you’re creating content without it, you’re shooting arrows in the dark. Sure, you might hit something. But you’re more likely to graze the bushes while your competitors are hitting bullseyes—and ranking on page one.

Keyword research is where my content strategy always starts. It gives me direction, reveals demand, and makes sure the content I create isn’t just clever—it’s useful, discoverable, and convertible.

So let’s break this down the way I actually use it—with zero jargon and a whole lot of clarity.

What You’ll Learn in This Article

Here’s what I’ll walk you through:

• What keyword research really means (without sounding like a textbook)
  
• Why it’s step one in any content plan I trust
  
• How I use it to target, rank, and convert
  
• Where most people mess it up (and how to avoid it)
  
• My method for making it work—even if you’re flying solo
  

Let’s keep it simple.
Keyword research is the process of figuring out what your audience is typing into search engines when they’re looking for something you can help with.

It’s not about overloading content with buzzwords or stuffing phrases like a Thanksgiving turkey.
It’s about:

• Discovering real search behavior
  
• Understanding intent behind queries
  
• Planning content that’s both helpful and relevant
  

That’s it. No smoke, no mirrors—just smart marketing.

You don’t need a 30-slide deck to justify this one.
Here’s what I get out of solid keyword research:

Without keyword data, content decisions are based on guesses. With it, I know what people are actually looking for—and I build content around that.

Sure, any traffic is nice. But qualified traffic is better.
Keyword research helps me attract visitors who are more likely to stick, click, and convert.

I don’t waste time writing content that no one wants or needs.
Each topic has a purpose, backed by search demand.

If you’re not looking at what’s ranking and where the gaps are, you’re already behind.
A little research can uncover opportunities they missed.

Paid ads get you clicks until your budget runs out. SEO, powered by good keyword planning, keeps working long after you hit publish.

No fluff. No bloated frameworks.
Here’s how I approach it in the real world.

I begin by asking myself:

• What should this business or brand be known for?
  
• What problems does it solve?
  
• What would someone search if they needed that solution?
  

This simple brainstorm lays the foundation.
I look at my services, my ideal audience, and the language they might actually use.

Google Search Console is your friend here.
It shows you the keywords your site is already appearing for—and how people are finding you.

Sometimes, gold is already sitting under your feet.
(And sometimes, you discover people are landing on your site for reasons you’d rather not talk about.)

I’m not here to copy them. I’m here to outsmart them.
I check what keywords they’re ranking for using tools like Ahrefs or Conductor, and then I spot the gaps—terms they missed, or queries they rank for but aren’t doing a great job with.

Want to see how I structure competitor gaps into a plan? Check this.

These are the quiet MVPs.
They may not have huge search volume, but they often have clear intent and higher conversion rates.

Instead of targeting “project management,” I’d rather go after “project management software for freelancers.”
That person knows what they want—and if I have it, I can show up and deliver.

Need ideas? Try Google Suggest, related searches, or dig into keyword planner tools. I’ve listed my favorites here.

• Here’s my formula for choosing what to go after:
• Relevance to the audience
  
• Reasonable competition
  
• Business value (aka, does this keyword bring the right people?)
  

I never chase keywords just because they’re “high-volume.”
That’s like picking a fight just because the opponent is taller. I’d rather win than show off.

Once I’ve got a solid keyword list, I sort them based on intent:

• Informational: “What is remote onboarding?”
  
• Navigational: “Slack onboarding guide”
  
• Transactional: “Buy HR onboarding software”
  

I don’t treat them all the same.
Informational queries get how-to blogs.
Transactional ones get product pages or conversion-focused content.

This alignment helps my content match where the user is in their journey—and helps me get better results.
I explain this more deeply in my guide on content mapping.

Avoiding the Traps I See Way Too Often

Let me save you from the common facepalms:

It’s tempting. But unless you have a massive domain and a full content team, good luck ranking for “SEO.”
Go narrower. Get specific. Win there first.

Don’t create a blog when the keyword clearly calls for a product page—or vice versa.

You’ve done the research. Don’t forget to use it.
Weave keywords naturally into titles, headings, and content—just don’t turn your writing into a ransom note.

Map every keyword to a real page, and link related content together.
Want to know how I do this? I walk through my full framework in Keyword Clustering Strategy.

Keyword research isn’t just a spreadsheet of search terms.
It’s the blueprint for your content.

Here’s how I use it:

• To build content calendars that matter
  
• To prioritize articles that drive business value
  
• To continuously refine based on performance
  

If I’m not sure what to create next, I revisit my keyword data.
And if a piece isn’t performing? I look at the keywords behind it first.

Want to see this process applied? I’ve documented it in How to Build a Content Strategy Around Keyword Research.

Let me end with this:

Keyword research isn’t about pleasing algorithms. It’s about understanding people.

It tells me:

• What my audience wants
  
• How they look for it
  
• And how I can meet them halfway with content that actually helps
  

Do it well, and everything else in your content strategy becomes easier—more focused, more effective, and yes, more rewarding.

If you’re ready to move beyond keyword lists and build something that brings results, take a look at how I go from research to conversions in From Keywords to Conversions.

And if your strategy could use a few less guesses and a few more wins—start with the research.
I do.