Keyword research is the practice of identifying the words and phrases people use to find things via search engines like Google. Learning how to do keyword research is a fundamental SEO task. When you know what your audience searches for, you can focus the content you create around those topics. Researching keywords gives SEOs, marketers, and organizations a better understanding of how high the demand is for certain keywords and how hard it would be to compete for those terms against competitors in the search results, offering some direction to optimization efforts.

Keyword research has changed to focus on search intent, which means figuring out what the main goal of each search is. Organizing keywords by user journey stages is a part of modern keyword research. This helps you make content that meets customers where they are in the buying process. You can make content that meets your users needs, boost search rankings, and helps potential customers find exactly what they're looking for by understanding search intent.