Keyword analysis: How to find the right keywords for your website
Keyword analysis is the foundation of all SEO. Without proper keyword optimization, you risk creating content nobody searches for — or competing against sites you can never beat.
This guide shows you how to find and prioritize keywords step by step, using free tools.
What you'll learn
- What keyword analysis is and why it matters
- Step-by-step process with free tools
- How to evaluate keywords (volume, competition, intent)
- Optimizing keywords on your website
- Common keyword optimization mistakes
What is keyword analysis?
Keyword analysis is the process of finding out which words and phrases your potential customers type into Google. The goal is to optimize your website so it appears when they search.
Example: If you're a plumber in London, you'd want to know:
- Do people search "plumber London" or "emergency plumber London"?
- How many search for it each month?
- How hard is it to rank for it?
That's exactly what keyword analysis tells you.
Why is keyword optimization important?
You write for the right people
Without keyword analysis, you're guessing. With it, you know exactly what your customers are looking for.
You avoid wasting time
Many businesses spend hours on content that never gets found. Keyword analysis ensures your effort produces results.
You beat competitors
Your competitors may already be doing keyword optimization. Without it, you fall behind.
Step by step: Do your own keyword analysis
Brainstorm topics
Start by listing all topics, services and questions your customers have. Think about: What do you sell? What problems do you solve? What do customers ask about?
Use Google Autocomplete
Type your topics in Google and see the suggestions. These are based on real searches. Also check Google's "People also ask" box for question-based keywords.
Find search volume with Google Keyword Planner
Google Keyword Planner is free (requires a Google Ads account, but you don't need to run ads). Enter your keywords and see monthly search volume and competition level.
Analyze with Google Search Console
If you already have a website, Search Console shows which keywords you already appear for. Find keywords with many impressions but few clicks — those are low-hanging fruit.
Prioritize and group
Evaluate each keyword on volume, competition and relevance. Group related keywords and assign them to specific pages on your website.
Free keyword analysis tools
Google Keyword Planner
The most reliable free tool. Provides search volume, competition and related keywords.
Google Search Console
Shows the keywords your site already ranks for. Perfect for finding optimization opportunities.
Google Autocomplete and "People also ask"
Free and always up to date. Provides insight into what people actually search for.
AnswerThePublic
Visualizes questions and prepositions related to a topic. Great for finding long-tail keywords and blog topics.
Ubersuggest (limited free version)
Neil Patel's tool provides search volume, SEO difficulty and content ideas. Free up to 3 searches daily.
How to evaluate keywords
Not all keywords are equal. Evaluate them on three criteria:
1. Search volume
How many people search for it per month?
- 10-50 searches/mo: Niche, but can be valuable
- 50-200 searches/mo: Good sweet spot for smaller businesses
- 200+ searches/mo: High volume, often high competition
2. Competition/difficulty
How hard is it to rank? Check who ranks now — is it big brands or similar businesses?
3. Search intent
What does the person want to achieve? There are four types:
| Type | Example | Best for |
|---|---|---|
| Informational | "what is SEO" | Blog posts |
| Navigational | "WordPress login" | — |
| Commercial | "best WordPress theme" | Comparisons |
| Transactional | "buy WordPress theme" | Product pages |
For lead generation, commercial and transactional keywords are most valuable.
Optimizing keywords on your website
Once you've found your keywords, integrate them naturally:
Title tag
Your most important SEO element. Include the primary keyword near the beginning.
Meta description
Write a compelling description with your primary keyword. 140-160 characters.
Headings (H-tags)
Use keywords naturally in H1, H2 and H3 tags. H1 should contain the primary keyword.
Body text
Write naturally. Include keywords and variations, but avoid keyword stuffing. Google understands synonyms and context.
URL
Keep the URL short and include the primary keyword.
Images
Use keywords in alt text and file names.
Common keyword optimization mistakes
1. Keywords too broad
Targeting "website" (hundreds of thousands of searches) is unrealistic for a new site. Start with specific long-tail keywords.
2. Ignoring search intent
Writing a sales pitch for an informational keyword doesn't work. Match the content type to the intent.
3. Keyword stuffing
Repeating the same keyword unnaturally many times. Google penalizes it. Write for humans first.
4. Only one keyword per page
Each page should have one primary keyword and 3-5 related variations. But let different pages cover different keywords — avoid cannibalization.
5. Never updating
Search patterns change. Revisit your keyword analysis every 6-12 months.
Conclusion
Keyword analysis doesn't need to be complicated. With Google Keyword Planner and Search Console, you already have the most important tools — for free.
Start here:
- Brainstorm 20 topics your customers ask about
- Check search volume in Keyword Planner
- Prioritize by volume, competition and relevance
- Assign keywords to pages and optimize
The most important thing is to get started. Even a simple keyword analysis beats guessing.
Need help with keyword optimization?
Contact me for a professional keyword analysis of your industry and website. I'll find the keywords that provide the most value for your business.
