How to Do Keyword Research: A Step-by-Step Guide for 2026
Keyword research is the foundation of successful SEO, helping you discover what your potential customers are searching for online. This guide walks you through a straightforward process to find profitable keywords, avoid common mistakes, and build a content strategy that drives real business results.
If you've ever wondered why some businesses dominate Google search results while others remain invisible, the answer often comes down to one thing: keyword research.
At Sikono, we've seen countless Newcastle businesses struggle with SEO because they skipped this crucial first step or relied on guesswork instead of strategy. The good news is that keyword research doesn't have to be complicated. Moreover, when done correctly, it becomes the roadmap that guides every piece of content you create and every page you optimise.
In this guide, we'll show you exactly how to conduct keyword research in 2026, using proven methods that work for small to medium-sized businesses. Whether you're just starting your SEO journey or looking to refine your existing strategy, you'll learn how to find keywords that attract the right visitors and turn them into customers.
What Is Keyword Research and Why Does It Matter?
Keyword research is the process of discovering and analysing the specific words and phrases people type into search engines when looking for products, services, or information related to your business. Think of it as understanding the language your potential customers use when they need what you offer.
For instance, a Newcastle plumber might discover that local customers search for "emergency plumber Newcastle" far more often than "24-hour plumbing services Newcastle." That insight alone can shape where you focus your SEO efforts and which pages you prioritise.
Without proper keyword research, you're essentially guessing what your audience wants to find. You might create excellent content that nobody searches for, or target phrases so competitive that you'll never rank on page one. Furthermore, you risk missing opportunities to connect with customers who are actively looking for your services right now.
Effective keyword research helps you understand not just what people search for, but why they search for it and what they expect to find. This understanding allows you to create content that meets real needs, builds trust, and supports your wider marketing strategy.
Understanding Key Keyword Metrics
Before diving into the research process, you need to understand three essential metrics that determine whether a keyword is worth targeting.
Search Volume
Search volume tells you how many times people search for a specific keyword each month. However, don't be fooled by high numbers alone. A keyword with 10,000 monthly searches might seem attractive, but if those searchers aren't interested in what you offer, that traffic becomes worthless.
Conversely, a keyword with just 100 monthly searches could be incredibly valuable if those searchers have strong purchase intent and you can capture most of that traffic. For local businesses in Newcastle, lower search volumes often indicate more qualified, ready-to-buy customers.
Keyword Difficulty
Keyword difficulty measures how challenging it will be to rank on page one for a specific term. This metric considers factors like the authority of websites already ranking, the quality of their content, and the number of backlinks pointing to those pages.
As a general rule, if you're competing against major brands like Forbes or BBC, you'll face an uphill battle. Instead, look for keywords where similar businesses to yours are ranking successfully. These represent realistic opportunities where your content can genuinely compete.
Search Intent
Search intent is perhaps the most critical metric, yet it's often overlooked. It describes what the searcher actually wants to accomplish when they type in a query. Understanding intent prevents you from creating the wrong type of content for your target keyword.
There are four main types of search intent. Informational intent occurs when someone wants to learn something, such as "how does SEO work." Navigational intent happens when they're looking for a specific website, like "Sikono SEO Newcastle." Commercial intent indicates they're researching options before buying, for example "best SEO agency Newcastle." Finally, transactional intent shows they're ready to take action, such as "book SEO consultation Newcastle."
The content that ranks for each intent type differs dramatically. If you create a service page when searchers want a guide, or write a blog post when they want to make a purchase, you'll never rank well regardless of how good your content is.
Step-by-Step Keyword Research Process for 2026
Now let's walk through the practical process of finding keywords that will actually benefit your business.
Step 1: Start With Your Customer's Problems
Before opening any tools, spend time thinking about your customers. What problems do they face that your business solves? What questions do they ask during sales calls or in emails? What language do they use to describe their needs?
For example, if you run a Newcastle accounting firm, your customers might struggle with "small business tax returns," "HMRC compliance," or "cloud accounting software." These phrases become your starting point, often called seed keywords.
Talk to your sales team, review customer enquiries, and pay attention to the exact words people use. This human insight provides a foundation that no tool can replicate.
Step 2: Expand Your List Using Keyword Tools
Once you have seed keywords, use research tools to discover related phrases and variations. Free options like Google Keyword Planner provide basic data, whilst paid tools like Ahrefs, SEMrush, or Moz offer more comprehensive insights.
Enter your seed keywords and explore the suggestions. Look for long-tail variations, which are longer, more specific phrases that often indicate stronger intent. For instance, "accountant" is broad and competitive, but "small business accountant Newcastle city centre" shows much clearer intent and faces less competition.
Additionally, examine what keywords your competitors rank for. This competitive analysis often reveals opportunities you hadn't considered.
Step 3: Analyse Search Intent for Each Keyword
For every promising keyword, type it into Google and study the results. What type of content appears on page one? Are they blog articles, service pages, product listings, or comparison guides?
This tells you what Google believes searchers want when they use that keyword. If you want to rank, your content must match that expectation. There's no point creating a blog post if Google shows only service pages, and vice versa.
Take notes on the format, depth, and angle of top-ranking content. These insights will guide your content creation later.
Step 4: Evaluate Difficulty and Opportunity
Now assess whether you can realistically rank for each keyword. Check the domain authority of websites currently ranking, the quality of their content, and how well-established they are in your industry.
Look for sweet spots where search volume is decent, competition is manageable, and the intent matches what you offer. These represent your best opportunities for relatively quick wins.
Remember that SEO is a long-term investment. Most efforts take approximately three to four months to show noticeable results, so choose keywords that will remain valuable to your business over time.
Step 5: Organise Keywords Into Topic Clusters
Rather than treating each keyword as a standalone target, group related keywords into topic clusters. This approach helps you build topical authority and create a logical site structure.
For example, a main pillar page might target "SEO services Newcastle," whilst supporting articles cover "local SEO Newcastle," "technical SEO audit," and "link building strategies." These pages link together, demonstrating comprehensive expertise on the topic.
This clustering strategy aligns with how search engines evaluate content in 2026, moving beyond individual keywords to assess your overall authority on a subject.
Choosing the Right Keyword Research Tools
The tool you choose depends largely on your budget and how much keyword research you plan to do.
Free Tools
Google Keyword Planner offers basic search volume data and keyword suggestions, making it suitable for businesses just starting out. Google Search Console shows which keywords your site already ranks for, helping you identify quick optimisation opportunities.
Additionally, tools like AnswerThePublic visualise common questions people ask around your topics, providing excellent content ideas.
Paid Tools
If you're serious about SEO, investing in a paid tool makes sense. Ahrefs excels at competitive analysis and provides accurate difficulty scores. SEMrush offers comprehensive features including rank tracking and site audits. Moz is known for user-friendly interfaces and reliable metrics.
Most paid tools offer free trials, allowing you to test them before committing. At Sikono, we use professional-grade tools as part of our service, so you don't need to invest in them yourself.
Common Keyword Research Mistakes to Avoid
Even with the right process, it's easy to make mistakes that undermine your efforts.
Many businesses chase high-volume keywords that are far too competitive, wasting months trying to rank for terms they'll never win. Instead, focus on realistic targets where you can actually reach page one.
Another common error is ignoring search intent. Creating content that doesn't match what searchers want guarantees failure, regardless of how well-optimised your page is.
Some businesses also neglect long-tail keywords, missing out on highly qualified traffic. Whilst these phrases have lower search volumes, they often convert much better because they indicate specific needs.
Finally, treating keyword research as a one-time task rather than an ongoing process means you'll miss new opportunities and fail to adapt as search behaviour evolves.
Let Sikono Handle Your Keyword Research
Keyword research requires time, expertise, and access to professional tools. For many business owners, it's simply not practical to master this alongside running their company.
That's where Sikono comes in. We've helped Newcastle businesses like Mezzanine climb from below position 50 to number one for critical industry terms in just three months. Our strategic approach to keyword research ensures you target terms that genuinely drive business results, not just vanity metrics.
We understand that most SEO efforts take about three to four months to show noticeable results. Unlike agencies that promise quick fixes, we set realistic expectations and deliver genuine, high-quality SEO that provides long-term value.
Our comprehensive process includes strategic keyword research, competitor analysis, and content planning tailored to your specific business goals. You don't need to understand every technical detail—that's our job. We simplify the complexities, allowing you to focus on growing your business whilst we take care of driving measurable results.
Start Your SEO Journey With Confidence
Keyword research forms the foundation of every successful SEO campaign. By understanding what your customers search for, how they search for it, and what they expect to find, you can create content that attracts the right visitors and turns them into customers.
The process we've outlined works for businesses of all sizes, from local Newcastle shops to established professional services firms. However, executing it effectively requires time, tools, and expertise that many business owners simply don't have.
If you're ready to stop guessing and start attracting more customers through search, we're here to help. Our proven approach has delivered measurable growth for businesses across Newcastle and beyond, and we're confident we can do the same for you.
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Keyword research is the process of discovering and analysing the specific words and phrases people type into search engines when looking for products, services, or information. It helps you understand what your potential customers are searching for so you can create content that meets their needs and ranks well in search results.
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The time required depends on your industry and goals. A basic keyword research session might take 2-3 hours, whilst comprehensive research for a full website could take several days. However, keyword research isn't a one-time task—it should be revisited quarterly to identify new opportunities and adapt to changing search behaviour.
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Short-tail keywords are broad, general terms with high search volumes and high competition, such as "SEO" or "plumber." Long-tail keywords are longer, more specific phrases with lower search volumes but higher intent, such as "emergency plumber Newcastle city centre." Long-tail keywords typically convert better because they indicate more specific needs.
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Yes, you can start with free tools like Google Keyword Planner, Google Search Console, and AnswerThePublic. However, paid tools like Ahrefs, SEMrush, or Moz provide more accurate data, deeper competitive insights, and time-saving features that make the research process significantly more efficient.
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Check who's currently ranking on page one for that keyword. If you see major brands like Forbes, BBC, or large corporations with high domain authority, the keyword is likely too competitive for smaller businesses. Look for keywords where businesses similar to yours are ranking successfully—these represent realistic opportunities.
