Finding keywords drives your website’s SEO success. This guide breaks down keyword research fundamentals, helping you understand what potential customers search for and how to outrank competitors in search results.
If you’re starting SEO or refining your approach, you’ll learn to pick keywords that boost traffic and grow your business. Master keyword basics, learn their importance, and optimize your site to reach the right audience.
What you’ll learn:
Find popular search terms to align content with audience needs, boosting visibility and relevance
Match content to user goals – information seeking, navigation, buying, or research to increase engagement and conversions
Use tools and competitor research to find related phrases and expand your keyword reach
Pick keywords based on search volume and competition, targeting terms that balance traffic potential with ranking difficulty
Add keywords naturally throughout your site – content, titles, meta descriptions – to rank higher in search
Introduction to Keyword Research
What is Keyword Research?
Keyword research builds your SEO foundation. It shows what words and phrases people type into search engines. Through this process, you’ll discover which terms bring traffic and their ranking difficulty.
It works like market research for search – revealing the exact language your customers use when looking for products or services. By understanding these keywords, you can create content that matches what people want.
Why Keywords Matter
Keywords show what your target audience looks for on Google. This knowledge helps you plan content, pick topics, and understand audience needs. When you target the right keywords, you bring in visitors who want to read your content or buy your products.
Marketing Insights
Through keyword research, you spot current marketing opportunities. You’ll find trending topics, common questions, and shifts in how people search. By following these patterns, you can create content that ranks well.
Traffic Growth
Using the right keywords helps more people find your website. When you target phrases people search for in your field, you move up in search rankings. Better rankings bring more clicks and steady traffic increases.
Customer Growth
Keywords help you find new customers. By targeting terms they search for, you can write content that answers their questions and solves their problems. This builds trust and turns website visitors into customers.
When you pick keywords well, you attract people who are ready to buy. Your content shows up right when searchers need answers.
Starting Your Keyword Research
Patient Query Intent
Common Keywords
Search Volume (Monthly)
Competition Level
Suggested Content Type
Informational
“Teeth whitening”
22,000
High
Blog post on methods
Navigational
“Dentist near me”
50,000
High
Location page
Transactional
“Invisalign cost”
5,000
Medium
Service detail page
Keywords vs Topics
Keywords are not topics. Keywords mean exact phrases people type into search. Topics are broader areas. For example, “digital marketing” is a topic, while “best SEO tools 2024” and “social media tips for beginners” are keywords.
This difference affects how you plan content. Build your main pages around topics, then use keywords to optimize them. This approach works for both search engines and readers – helping your rankings while giving visitors what they need.
Search Intent Impact
Search intent guides which keywords you pick. Think about why someone types in a search term. Do they need information? Want to make a purchase? Compare different options? When you know their goal, you can write content that gives them what they’re looking for.
Four main search types exist:
Information seeking – “how to start SEO”
Navigation – “Google Analytics login”
Shopping – “buy SEO software”
Research – “best marketing tools 2024”
Step 1: Finding Keyword Idea
Local Keyword
Search Volume
Rank in Local Search
Conversion Rate
Notes
Dentist in [City]
1,500
3
5%
High local relevance
[City] Teeth Cleaning
800
5
4%
Include in blog topics
List Your Core Business Topics
Begin with a list of topics that matter to your business. Ask what your potential customers search for. If you run a digital marketing agency, your topics might be “SEO services,” “content strategy,” or “PPC management.” These topics guide your keyword research.
This approach helps organize your SEO plan. It captures your key business areas so you don’t miss valuable search terms.
Find Keyword Opportunities
Once you have your topics, search for specific keyword ideas. Look for the exact phrases people type when searching for your services. Here’s how:
Check competitor keywords: Look at what keywords your competitors target. Tools like SEMrush or Ahrefs reveal which search terms bring them traffic. You’ll spot industry patterns and find gaps in their keyword strategy.
Start with seed keywords: Take one main keyword for each business topic. Put it in Google Keyword Planner to find related terms. You’ll discover specific phrases with fewer competitors but good conversion rates.
Track current rankings: Know which keywords already bring people to your site. Google Search Console shows how you rank in search. Use this information to find ways to improve your rankings.
Step 2: Growing Your Keyword List
Keyword
Country
Difficulty
Volume
CPC
orthodontist
us
77
183000
6
root canal
us
80
162000
1.6
dentist near me
us
74
134000
6
veneers
us
69
94000
1.7
dentist
us
21
88000
4.5
wisdom teeth removal
us
64
76000
2.5
cavity
us
81
62000
1
gum disease
us
84
54000
0.6
toothache
us
76
52000
1.1
dental bridge
us
66
33000
1.4
teeth whitening near me
us
8
32000
2
dental crown
us
63
30000
2.5
tooth extraction
us
69
29000
2.5
best dentist near me
us
71
21000
3.5
dental implant cost
us
28
21000
8
partial dentures
us
29
19000
1.7
dentist office
us
60
18000
5
dentist office near me
us
75
15000
6
periodontist near me
us
31
13000
2.5
family dentist
us
24
13000
3
dentistry for children
us
6
12000
2.5
chipped tooth
us
24
12000
1.8
cavity filling
us
45
11000
0.8
sedation dentistry
us
37
11000
2
holistic dentist
us
43
11000
1.7
teeth cleaning
us
71
11000
2
sensitive teeth
us
61
10000
0.8
cheap dentist near me
us
12
9900
2
emergency dentist near me
us
0
9900
2.5
main street dental
us
27
9500
3
pediatric dentist near me
us
34
9000
4
affordable dentures
us
12
8100
2
dentist appointment
us
48
8100
6
tooth crown
us
62
8100
2
dental cleaning
us
59
7200
3
grinding teeth
us
76
7100
0.45
smile dental
us
21
6900
3.5
emergency dental care
us
34
5300
2.5
kids dentist near me
us
36
5100
4
dental office
us
5
3700
5
permanent dentures
us
5
3500
1.9
laser teeth whitening
us
22
3300
1.4
emergency tooth extraction
us
6
3300
3
dental clinic near me
us
67
3100
3.5
cost of dental implants
us
36
3100
1.4
24 hour dentist
us
14
3000
2
tooth filling
us
52
2200
0.9
cheap dentist
us
38
2200
3
teeth whitening dentist
us
28
2000
1.5
general dentistry
us
45
2000
3.5
childrens dentist near me
us
26
1800
3.5
family dental care
us
27
1700
2.5
dental professionals
us
33
1600
3.5
kids dental
us
7
1500
3.5
advanced dental
us
31
1400
3
laser dentistry
us
1
1100
1.7
teeth whitening treatment
us
49
1000
1.8
oral sedation dentistry
us
35
1000
2.5
kids dentist
us
25
1000
3.5
family cosmetic dentistry
us
16
1000
2.5
dental orthodontics
us
14
900
4.5
cosmetic teeth whitening
us
44
900
1.6
modern dentistry
us
28
800
4
endodontist near me
us
24
800
3
urgent dental care
us
1
600
3
walk in dentist
us
17
600
3
cosmetic dental bonding
us
38
500
1.9
cosmetic dentistry veneers
us
69
500
2
family dental services
us
36
500
1.4
teeth whitening system
us
62
450
1.8
invisible braces
us
67
400
6
cosmetic dental treatment
us
64
350
3
cosmetic dental care
us
46
300
4
emergency dental treatment
us
37
250
3
children dental care
us
42
250
8
general and cosmetic dentistry
us
20
250
2.5
cosmetic dental clinic
us
42
250
3.5
family and cosmetic dentistry
us
6
250
2.5
dental makeover
us
5
200
3
dental implant clinic
us
9
150
11
dental care center
us
22
150
2.5
general dental care
us
36
150
4
urgent care dental clinic
us
16
150
2.5
dental care clinic
us
8
100
3
cosmetic dentistry teeth whitening
us
12
100
1.6
cosmetic dentistry whitening
us
27
70
1.5
teeth alignment treatment
us
22
30
3
Use Research Tools
Keyword research tools reveal search patterns and ranking chances. Tools like Google’s Keyword Planner, SEMrush, and Ahrefs show monthly searches, keyword variations, and ranking difficulty. They help find keywords you might miss through manual research.
These tools spot long-tail keywords – longer, specific phrases with clear search intent. While they get fewer searches, they often convert better because searchers know exactly what they want.
Research Related Searches
Check Google’s “Related searches” at the bottom of search results. These show what else your target audience looks for. This goldmine of keyword ideas comes straight from real user searches.
Watch Google’s search bar suggestions as you type. These autocomplete phrases show popular searches related to your keywords, offering fresh content ideas and keyword opportunities.
Step 3: Evaluating and Picking Keywords
Keyword
Starting Rank
Current Rank
Change
Notes
Emergency Dentist
45
7
+38
Added blog on dental emergencies
Pediatric Dentistry
30
15
+15
Updated service page content
Check Keyword Stats
After collecting keywords, look at their ranking potential. Focus on two main metrics: search volume and competition level. These numbers show which keywords give you the best chance to rank.
Search Volume
Monthly search volume tells you how often people look for a keyword. Higher numbers can bring more traffic, but mean tougher competition. Mid-volume keywords often work better, bringing steady traffic while giving you a real chance to rank.
Keyword Difficulty
Keyword difficulty shows how hard it is to rank. This looks at how strong top-ranking sites are, their backlinks, and content. Lower scores mean better chances to rank. When starting, pick keywords with scores under 50 to see results faster.
Target Quick Wins
Quick-win keywords mix good search volume with lower competition. Find keywords where you show up on page two of Google (positions 11-20). Small changes can move these rankings to page one, bringing more traffic quickly.
Watch SERP Features
Google shows different features in search results. When you know these features, you get more ways to rank beyond standard listings.
Image results: Your site can rank in image packs if you have quality images. Look for image-friendly keywords like “marketing infographics” or “web design examples” to get this traffic.
Featured snippets: Snippets show up above normal results. Find question keywords and write clear answers. Use proper headings and bullet points to boost your chances of getting a snippet.
List features: “Best of” and “top tips” searches often show list features. Make well-structured lists with clear numbers or bullets. Match how you write to what searchers want to rank better.
Video results: Google shows videos for how-to searches. Make videos for tutorial keywords. Put your keywords in video titles and descriptions to rank in video results.
Step 4: Analyzing Search Intent and Competition
Your Practice
Competitor A
Competitor B
Insights Gained
Kids’ Dental Care
Pediatric Dentist
Children’s Dental
Consider adding blog series on pediatric care
Dental Implants Cost
–
Dental Implants Price
Use more cost-related keywords
Spot Search Intent
Search intent shows why people look for specific terms. Your content should match this intent to rank higher and turn visitors into customers. Think about what the searcher wants – information, products, or comparisons?
Write content that fits what they need. If they want information, create guides. If they’re ready to buy, make product pages. If they want comparisons, write reviews or feature lists.
Study Your Competition
Look at who ranks first for your keywords. See how good their content is, their backlinks, and site strength. This shows what you need to do to outrank them.
When big brands hold top spots, pick longer, specific keywords. Find topics or angles they don’t cover.
Track Competitor Rankings
Watch how competitors rank for your keywords. Look at what type of content they use – blogs, videos, or product pages. See how they structure their content and how detailed it is.
Find topics competitors don’t cover. Write better, more complete content about these topics. See where they get backlinks – you might get links from these places too.
Step 5: Final Keyword Selection
Pick Primary Keywords
Primary keywords build your SEO base. Choose terms that fit your business goals and show good search numbers with fair ranking chances. Use these keywords on your main pages – homepage, service pages, and key blog posts.
Pick keywords that bring in buyers. A keyword bringing 100 likely customers works better than one bringing 1,000 random visitors. Match your keywords to each stage of your sales funnel.
Mix Short and Long Keywords
Use both broad and specific terms. Broad terms like “digital marketing” bring lots of traffic but face tough competition. Specific phrases like “B2B content marketing agency Orlando” bring fewer searches but more sales.
Mid-tail: “B2B marketing agency”, “local SEO company”
Long-tail: “healthcare marketing agency Orlando”, “ecommerce SEO services pricing”
Google Keyword Planner Tips
Check your final list in Google Keyword Planner. Look at search trends, seasonal changes, and cost-per-click data. High CPC often means people are ready to buy – worth targeting even with lower search numbers.
Get your keyword data and look for patterns. Put similar keywords together. Find seasonal trends. Plan your content around high-traffic times.
Using Your Keywords
SEO Metric
Baseline
1 Month
3 Months
6 Months
Notes
Organic Traffic
20
90
220
350
Steady increase
Keyword Rankings
5
10
25
50
Broader visibility
Conversion Rate
2%
2.5%
3%
4%
More appointments
How to Use SEO Keywords You’ve Chosen
Now that you have your keyword list, it’s time to put them on your website to boost your search rankings. Add keywords to your content, titles, meta descriptions, headers, and URLs. Add them naturally – forcing keywords hurts your SEO.
Start with primary keywords on your homepage and main pages. Use related and long-tail keywords in blogs, articles, and product descriptions. This helps Google understand your site and gets you found for many different searches about your business.
Best Practices for Keyword Integration
Write for readers first: Your keywords should fit naturally in your content. Make it easy to read while showing Google what each page covers.
Optimize titles and meta descriptions: Put main keywords in title tags and meta descriptions. This helps you show up in search and get more clicks.
Structure with headers: Use H1, H2, and H3 headers to organize your content. Put keywords in headers to show Google your main topics.
Add image alt text: Put keywords in image alt text to rank in image search and help your overall SEO.
Keep it natural: Don’t overuse keywords – Google will penalize you. Focus on making content that helps readers.
Write in-depth content: Longer content gives you more space to use keywords naturally. Google often sees detailed content as more trustworthy.
Keep content fresh: Google likes new content. Add new pages with your keywords regularly.
Mix up your words: Use different ways to say the same thing. This stops repetition and helps you rank for more searches.
Dental Keyword Research FAQs
What should a dental website include?
A dental website needs your services, dentist background, office hours, location, and ways to contact you. Add patient reviews, FAQs, and online booking to make it user-friendly. Start a blog with dental care tips. Show good photos of your clinic and team, clear next steps for visitors, and make sure it works well on phones.
How do I identify my keywords?
Think about what patients type when looking for dental care. List your services like teeth whitening or implants, add your city name, and common problems like toothaches. Tools like Google Keyword Planner show you which terms people search for most.
How do I choose the right keywords?
Pick keywords that match your dental practice and what patients search for. Look for terms many people search for, but also target specific phrases with less competition. Mix broad terms like “dentist” with specific ones like “pediatric dentist in Miami” to reach different types of patients.
How do I optimize my dental website for SEO?
Put your keywords in your page titles, headers, and descriptions. Add your practice to Google Business and include local terms. Make your site work well on phones and load fast. Write helpful blog posts often and get links from other good websites to rank better.
How do I start a dental blog?
Pick topics your patients care about – like oral health tips or new treatments. Plan when you’ll post new articles. Use simple blog software on your website. Write helpful posts with your keywords and share them on social media and in emails to patients.
What are the 3 main factors that go into choosing a keyword?
First, the keyword must fit your dental services. Second, check how many people search for it. Third, see how many other dentists target that keyword. Good keywords balance these factors to bring in the right patients.
What are the three steps to choosing keywords?
List keywords that fit your dental practice and find related terms with research tools. Check which terms get searched often but don’t have too much competition. Pick keywords that match both your services and what patients look for, mixing general and specific terms.
Keyword Research Tools
These tools are essential for identifying the best keywords for your dental practice’s website.
They provide insights into search terms, trends, and performance metrics.
