1 Learn the concept
Finding the right keywords is the first step to an effective SEO campaign. Keywords are the words and phrases people type into search engines, and they tell you what your audience wants. Good research shows which topics people search for, how competitive they are and whether the searcher is looking to learn, compare or buy. This lesson explains different ways to research keywords and choose the right ones.
2 See it in action
- Start with your customers' own words.
- Use keyword tools to see search interest and related terms.
- Understand intent: informational, navigational or ready to buy.
- Prioritize keywords you can realistically rank for.
Worked example
Choosing keywords for a bakery
Brainstorm: custom cakes, birthday cake, wedding cake, gluten-free cake.
Check: "birthday cake near me" has many searches and a clear local buyer.
Choose: one main keyword per page, such as "custom birthday cakes Ottawa".
Competition: look at the top results. If only big chains appear, you may need a more specific phrase.
Check: write the keyword and the page it belongs to in the worksheet.
3 Study an example
Example scenario
A local bakery finds that people search for custom birthday cakes near me far more than its fancy cake name. It builds a page for that phrase and begins to appear for local searches.
4 Apply it and download
- List twenty terms customers might use.
- Check them with a keyword tool.
- Choose your top five with the keyword research worksheet.
Worksheet Keyword research and on-page SEO checklistOpen, print or save as PDF