Building a solid keyword list is one of the first and most important steps in any SEO strategy. Learning how to build a keyword list the right way helps you really understand what your audience is searching for, so you can create content that ranks well and attracts the right visitors.
In fact, around 68% of all online experiences start with a search engine. This means choosing the right keywords can connect you to a huge portion of your potential audience.
In this guide, we'll walk through a step-by-step process to brainstorm keywords, research them using popular tools, and refine your list for the best SEO results. We'll also cover how to include long-tail keywords and consider search intent, so your keyword list is both SEO-friendly and audience-focused.
Start by thinking about your audience: who are they, what do they care about, and how might they search for your product, service, or content?
Then brainstorm seed keywords, simple words or phrases related to your business or topic. These will be the foundation for more detailed keyword research.
Here are some tips to help:
List broad topics: What general themes relate to your business? For a shoe store, examples could be “running shoes” or “shoe care.”
Think about your customer’s problems: What questions are they asking? What issues are they trying to solve?
Use your niche knowledge: Include synonyms, slang, or jargon your audience might use.
Check forums and reviews: Look at how people talk in online communities or social media. Their language can spark keyword ideas.
Use tools or collaborate: Chat with others or use tools like Google Autocomplete or ChatGPT to expand your list.
Don’t worry about being perfect, just write down anything relevant. Try to include some specific phrases too. For example, instead of just “running shoes,” think of “best running shoes for flat feet.” Specific keywords often have less competition and attract more targeted visitors.
Finally, keep your audience in mind. What would your ideal customer type into Google? Write down their questions and needs. By the end, you should have a list of general and specific seed keywords to move forward with.
Now that you have some seed keywords, use keyword research tools to find more ideas and get helpful data like search volume and competition.
Here are some great tools to try:
Google Keyword Planner (free): Shows related keywords and how often people search for them. It’s a solid starting point based on real Google search data.
Ahrefs Keywords Explorer (paid): Gives tons of keyword ideas, search volumes, difficulty scores, and even shows what pages rank for each keyword. You can also check which keywords your competitors rank for.
SEMrush (paid): Use the Keyword Magic Tool to explore thousands of keywords, and the Keyword Overview to see search volume, trends, and keyword difficulty. The Keyword Gap tool shows keywords your competitors use that you might be missing.
Ubersuggest (free/freemium): A user-friendly tool that suggests long-tail keywords based on Google Autocomplete. It also shows search volume, SEO difficulty, and competitor data.
InPages : Spy on competitors (paid)
Analyze competitor websites to uncover powerful keyword and ad insights.
Discover your competitors’ top organic keywords and how much traffic they bring.
See the exact paid ads your competitors are running.
Find every keyword they’re bidding on.
Great for identifying opportunities and reverse-engineering successful SEO and PPC strategies.
Other tools to try:
Moz Keyword Explorer: Has a free trial and a helpful “Priority” score.
AnswerThePublic: Great for question-based keywords.
Google Trends: See if a keyword is rising or seasonal.
Google Search itself: Check “People Also Ask” and “Related searches” for new ideas.
Start with a seed keyword and plug it into one or more tools. Write down any useful keyword suggestions you find. For example, starting from “running shoes for wide feet,” you might discover “best running shoes for wide feet” or “wide feet running tips.”
Don’t worry about narrowing things down yet, just gather as many useful ideas as you can. Not every keyword you find will be useful, and that’s fine. For now, just focus on collecting a wide range of ideas, you’ll clean it up in the next step.
Tools for content marketing analytics can help you track ROI and double down on what works.
After collecting a large list of keyword ideas, it’s time to clean it up and focus on the ones that matter most. This step helps you find keywords that are relevant, searchable, and achievable.
Remove irrelevant keywords: Delete any terms that don’t match your topic. If a keyword sounds related but doesn’t fit your content or audience, get rid of it.
Check search volume: Focus on keywords that people actually search. A mix of high-volume and lower-volume long-tail keywords is ideal. Low-volume terms can still be valuable if they’re highly relevant and specific.
Check competition (Keyword Difficulty): Most tools give a difficulty score (0–100). Go for keywords with low to medium difficulty, especially if your site is new. High-difficulty keywords are more competitive and harder to rank for.
Understand search intent: Ask yourself what the searcher wants. Are they looking for information (like a guide), or are they ready to buy? Keep keywords that match the content you plan to create. For example, “best running shoes for wide feet” is a good fit for a review article, while “buy running shoes online” may be better suited for e-commerce sites.
Group similar keywords: Combine similar terms under the same topic. Pick one main (primary) keyword per group, and treat the rest as secondary keywords to mention in your content.
By the end of this process, you should have a refined list of keywords that are relevant, have decent search volume, and are realistic to rank for.
Example :
Keyword | Monthly Searches | Competition | Search Intent |
|---|---|---|---|
running shoes | 50,000+ | High | Commercial (broad) |
running shoes for wide feet | 2,400 | Medium | Commercial (specific) |
best running shoes for wide feet | 1,800 | Medium | Commercial (investigation) |
how to choose running shoes for wide feet | 300 | Low | Informational |
running shoes vs training shoes | 300 | Low | Informational |
Long-tail keywords like “how to choose running shoes for wide feet” may have fewer searches, but they show clear intent and those users are often closer to taking action (buying, subscribing, etc.).
“Roughly seventy percent of page views are the direct result of long-tailed keywords”
Use this Blog Post SEO Checklist 2025 to keep your content up-to-date and search-ready.
We’ve touched on this already, but it’s worth focusing on long-tail keywords and search intent because they are critical to building a purposeful keyword list.
Long-tail keywords are longer, more specific phrases (usually 3+ words) that target niche topics.
The long-tail version gets fewer searches, but it’s much more targeted and likely to convert. The searcher knows what they want, and if your content matches, you’ve got a great chance to win that click.
Lower competition : Easier to rank for, especially for new sites
Higher intent : Users are closer to taking action
Cumulative value : Individually low volume, but collectively they drive most search traffic
Include plenty of long-tail keywords in your list, they help you connect with the exact people your content is meant for.
Search intent = the reason behind a search. What is the user actually trying to do?
Understanding intent ensures you offer the right kind of content for each keyword. Google favors pages that match the searcher’s goal.
Intent type | What the user wants | Example | Best content type |
|---|---|---|---|
Informational | To learn something | how to lace running shoes for wide feet | Blog post, guide, explainer |
Navigational | To reach a specific site | Nike official store running shoes | Homepage or brand landing page |
Commercial Investigation | To compare or research before buying | best running shoes for flat wide feet 2025 | Listicle, product roundup, reviews |
Transactional | Ready to buy or take action | buy running shoes size 10 wide | Product or category page |
Before keeping a keyword, ask: What is this person looking for?
If you can’t satisfy that intent with your content (example : it’s a transactional query but you don’t sell products), it’s probably not worth keeping.
“Satisfying search intent is ultimately Google’s #1 goal”
Matching keyword intent to your content means:
Better user satisfaction
Higher engagement (clicks, time on page, conversions)
Higher rankings : Google rewards relevance
You're not just choosing keywords, you’re choosing the right type of content to match real search goals.
At this point, you’ve built a strong keyword list based on relevance, data, and user intent. Now, let’s make sure you’re using it effectively by following these SEO best practices:
It’s far better to have 20 highly relevant keywords than 1,000 loosely related ones.
Each keyword on your list should directly support your content, business, or audience goals.
So, if a keyword doesn’t clearly connect to your offering, it’s probably not worth keeping.
Wondering how many keywords to use? Check out our article on how many keywords for SEO : Best practices for 2025
Organize your keywords into clusters based on topic or intent (product-focused, questions, comparisons).
Then assign each cluster to a specific page or content type (blog post, product page, FAQ).
This keyword mapping prevents overlap and ensures each page has a clear keyword focus, avoiding internal competition.
Understand what users want when they search a keyword, and deliver it:
Informational → write guides, tutorials, or how-to posts
Comparative → create product reviews, lists, or “best of” articles
Transactional → optimize product or landing pages
Ask yourself: If I searched this term and landed on my page, would I be satisfied with the result?
Avoid keyword stuffing. Google penalizes content that overuses keywords in an unnatural way.
Use your main keyword in:
Title and H1
Meta description
First 100 words
1–2 subheadings
A few natural mentions in the body text
Use related and secondary keywords where they fit, like in FAQs or subtopics.
Modern search engines understand synonyms and context, so write for humans first, then optimize for search.
Learn how to avoid keyword stuffing while keeping your content optimized and user-friendly.
SEO is not set-and-forget. Revisit your list regularly, at least every 3–6 months to:
Discover new trends or keywords
Remove outdated or irrelevant terms
Track what’s actually driving traffic via Google Search Console
Expand on what’s already working
This helps you stay ahead of trends and continuously refine your strategy.
High volume means nothing if it doesn’t attract the right people.
Make sure each keyword reflects what your target audience is actually searching for and leads them to valuable content or offers.
Avoid the temptation of chasing irrelevant high-volume terms, they may bring traffic, but not results.
Focus on keywords that support real business goals: attracting buyers, building authority, or answering real user questions.
A solid keyword list isn’t just about SEO, it’s about understanding people.
What are they really searching for? What do they need? Start there.
Use the right tools, sure. But also trust your instinct.
Look for keywords that fit your world, your goals, and your audience’s real questions.
It’s not just about getting clicks, it’s about showing up with answers that matter.
And remember: things change.
New trends pop up, people search differently. Keep tweaking, testing, and growing.
If you lead with purpose and put user intent first, your keyword list will become a powerful tool, not just for SEO, but for building trust, authority, and long-term growth.
You’ve got the keywords, now let’s make them work for you.
Check out: Blog Post SEO Checklist 2025 and start building content that ranks and resonates !
1️⃣
Q. What is a keyword list in SEO?
A. A keyword list is a collection of words and phrases that people type into search engines when looking for information. In SEO, these keywords guide your content strategy so your pages match what users are searching for, and rank higher in search results.
2️⃣
Q. How do I find good keywords for my website?
A. Start by brainstorming seed keywords based on your audience and industry. Then use tools like Google Keyword Planner, Ahrefs, or SEMrush to expand and refine your list based on search volume, competition, and intent. Don’t forget to include long-tail keywords, they’re powerful for ranking and conversions.
3️⃣
Q. How many keywords should I use per page?
A. There’s no magic number, but one primary keyword and a few secondary or related keywords is a good rule of thumb. Focus on covering a topic deeply and naturally, instead of cramming in as many keywords as possible.
4️⃣
Q. What are long-tail keywords and why are they important?
A. Long-tail keywords are longer, more specific search phrases like “best running shoes for flat feet.” They may get fewer searches individually but often convert better because they match clear intent. They're also easier to rank for, especially if you're just starting out.
5️⃣
Q. Should I focus on high-volume or low-competition keywords?
A. Ideally, a mix of both. High-volume keywords can drive traffic, but they’re often very competitive. Low-competition and long-tail keywords might bring less traffic, but it's usually more targeted and easier to rank for, especially if your site is new.
6️⃣
Q. How often should I update my keyword list?
A. At least every 3–6 months. Search trends change, new keywords emerge, and your business goals evolve. Use tools like Google Search Console to see what’s working, and refresh your list accordingly.
7️⃣
Q. What is keyword intent?
A. Keyword intent (or search intent) is the reason behind a search, whether someone wants to learn, compare, or buy. Matching your content to intent (ex : blog post for “how to choose…” vs. product page for “buy now”) improves rankings, engagement, and conversions.
8️⃣
Q. How do I organize my keywords for SEO?
A. Use keyword clustering: group similar keywords under one topic and assign them to a specific page. This helps you cover topics thoroughly without creating duplicate or competing content. Each page should have a clear primary keyword and related supporting terms.
9️⃣
Q. Can I use ChatGPT for keyword research?
A. Yes! You can use ChatGPT to:
Brainstorm keyword ideas based on topics or audience
Explore synonyms, questions, and long-tail variations
Check search intent or content format suggestions
It's a great complement to tools like Ahrefs or SEMrush, especially in the early brainstorming phase.
