You have launched a new website, published a few blog posts, and are waiting for people to find your content. But there is one problem: your website is not getting much traffic from Google.
One possible reason is that your content does not target the search terms your audience uses. Before writing more articles, it helps to understand what people are searching for and which topics are worth covering.
That is where keyword research comes in.
In this guide, you will learn how to do keyword research for a new website using free tools, understand search intent, find relevant keyword ideas, and turn those ideas into a simple content plan.
You do not need expensive SEO software to get started. You need a clear process and a good understanding of your audience.
What Is Keyword Research?
Keyword research is the process of finding and analysing the words and phrases people type into search engines when looking for information, products, or services.
Imagine you have a website about digital marketing. Your audience might search for phrases such as:
- How to improve website SEO
- Free keyword research tools
- SEO tips for small businesses
- How to get more website traffic
These searches give you clues about what people want to learn.
The goal is not to add as many keywords as possible to your website. It is to understand your audience and create content that answers their questions.
Why Does Keyword Research Matter for a New Website?
A new website has limited search history and may not have enough data to show which topics attract visitors. Keyword research gives you a starting point for deciding what to publish.
Here is how it helps:
Understand your audience: Discover the questions, needs, and problems your potential visitors have.
Create useful content: Choose topics based on search needs instead of guessing what people might want to read.
Find relevant opportunities: Explore specific search phrases that match your website rather than targeting only broad, competitive terms.
Plan your website structure: Organise related pages and blog posts into clear topics.
Use your time wisely: Prioritise content that is relevant to your audience and supports your website’s goals.
Keyword research cannot guarantee rankings, but it can help you make more informed content decisions.
Step 1: Understand Your Website and Audience
Before opening a keyword research tool, take a moment to understand your website.
Ask yourself:
- What is my website about?
- Who do I want to reach?
- What questions can I answer for my audience?
- What information, products, or services do I offer?
For example, if your website focuses on digital marketing, your audience might include small business owners, bloggers, and people learning SEO.
They may need help with website optimisation, content planning, analytics, or social media marketing.
Start by writing down three to five main topics related to your website. These topics will help you discover more specific keyword ideas.
Step 2: Find Your Seed Keywords
Seed keywords are broad terms that describe your main topics. They are the starting point for finding more specific search phrases.
For a digital marketing website, seed keywords might include:
- SEO
- Keyword research
- Content marketing
- Website analytics
- Social media marketing
Now expand each topic into phrases your audience might search for.
For example, the seed keyword keyword research could lead to:
- How to do keyword research
- Keyword research for a new website
- Free keyword research tools
- How to find long-tail keywords
- How to choose a focus keyword
Do not worry about choosing the perfect keyword yet. Collect relevant ideas first. You can evaluate them later.
Step 3: Use Free Keyword Research Tools
You do not need to pay for an SEO tool before you begin. Several free tools can help you discover keyword ideas and understand search behaviour.
Google Search Autocomplete
Have you noticed that Google suggests phrases while you type? Those suggestions can help you discover ideas for your next article.
How to use it:
- Open Google Search.
- Type a broad phrase, such as “keyword research for”.
- Look at the suggestions.
- Write down the phrases relevant to your website.
- Repeat with different variations.
For example, you might discover ideas related to beginners, small businesses, or free tools.
Treat these suggestions as ideas to investigate, not proof that a keyword has high search volume.
Google Keyword Planner
Google Keyword Planner helps you discover keyword ideas and review estimated search-volume information.
To get started:
- Open Google Ads and access Keyword Planner.
- Select the option to discover new keywords.
- Enter your seed keywords or a relevant website URL.
- Choose your target location and language.
- Review the suggestions and save relevant phrases.
One important detail: Keyword Planner’s advertising competition metric is not the same as organic SEO difficulty. Use it as one source of information rather than a final decision.
Google Trends
Google Trends helps you compare search interest over time and explore how interest varies by location.
It can be useful when deciding whether a topic is gaining attention or whether interest changes during certain periods.
Enter a keyword, choose a relevant location and time range, and explore the results. You can also compare related topics.
Google Trends displays relative search interest, not exact monthly search volumes.
Google Search Console
If your website has already started appearing in Google Search, Google Search Console can help you understand which queries bring people to your pages.
Open the Performance report and review queries, impressions, clicks, and click-through rate.
For a brand-new website, there may not be much data available yet. That is normal. Start with keyword discovery tools, then use Search Console to refine your strategy as your website collects data.
For more information, read Google’s Search Console performance report documentation.
Step 4: Find Long-Tail Keywords
A broad keyword can be difficult to target because it covers a large topic. A more specific phrase often tells you exactly what the searcher wants.
For example:
- Broad: SEO
- More specific: SEO tips for beginners
- Long-tail: How to improve SEO for a new WordPress website
Long-tail keywords are useful because they help you focus on a particular question, audience, or problem. They can also reveal ideas for practical blog posts.
However, a longer keyword is not automatically easier to rank for. Some have very little search demand, while others are highly competitive.
When evaluating long-tail keywords, look for phrases that:
- Relate closely to your website.
- Express a clear question or need.
- Give you enough information to create a useful article.
- Match the type of content you can realistically produce.
Choose keywords for their relevance and usefulness, not just because they sound specific.
Step 5: Understand Search Intent
Search intent is the reason someone searches for a particular phrase. Understanding it helps you create a page that matches what the person expects to find.
There are four common types of search intent.
Informational: The person wants to learn something.
Example: “How to do keyword research”
A step-by-step guide is a suitable format.
Navigational: The person wants to find a specific website or page.
Example: “Google Search Console login”
The searcher is looking for a particular destination.
Commercial investigation: The person is comparing options before making a decision.
Example: “Best free keyword research tools”
A comparison article may be useful.
Transactional: The person is ready to take an action, such as purchasing a product or service.
Example: “Buy SEO software”
A relevant product or service page may best meet this need.
How to Check Search Intent
Search for your chosen keyword on Google and examine the results.
Are the top results mainly tutorials, comparison articles, product pages, or official resources? That gives you a useful indication of what searchers expect.
You do not need to copy competing pages. Instead, understand the need behind the search and create something genuinely helpful.
Step 6: Evaluate Your Keyword Ideas
Once you have a list of possible keywords, narrow it down. A useful keyword is not necessarily the one with the highest search volume.
Consider these five factors.
Relevance: Does the phrase relate directly to your website and audience?
Search demand: Is there evidence that people are searching for this topic? Use available tools to estimate demand, remembering that estimates are not exact.
Competition: Examine the pages already ranking. Are they useful, detailed, and closely matched to the query? Can you offer a meaningful alternative?
Search intent: Can your planned page answer the question or meet the need behind the search?
Content value: Will the topic help you attract relevant visitors or support your website’s wider goals?
For example, a specific keyword related to your website’s main topic may be more useful than a popular phrase that attracts the wrong audience.
There is no universal search-volume figure or difficulty score that guarantees a keyword is suitable for a new website. Look at the complete picture before deciding.
Step 7: Group Related Keywords into Topics
You may discover dozens of keyword ideas during your research. That does not mean you need to create a separate article for every phrase.
Some keywords have very similar search intent and can be covered naturally in one comprehensive post.
For a digital marketing website, you could organise your ideas like this.
Topic: Keyword Research
- How to do keyword research for a new website
- How to find long-tail keywords
- How to choose a focus keyword
- Free keyword research tools
Topic: Google Search Console
- How to use Google Search Console
- Understanding impressions, clicks, and CTR
- How to find keyword opportunities using Search Console data
Topic: Content Strategy
- How to create content clusters
- How to plan blog topics
- How to improve internal linking
This approach helps you build a connected collection of useful articles instead of publishing unrelated posts.
It also gives you opportunities to link related pages together so readers can explore a topic in more depth.
For another perspective on creating useful content for modern search, read BrightYou’s guide to Generative Engine Optimization (GEO).
Step 8: Turn Your Research into a Content Plan
Keyword research is only useful when you put it into action.
Create a simple spreadsheet to organise the keywords you have collected. You can start with these columns:
| Keyword | Search intent | Content type | Priority |
|---|---|---|---|
| Keyword research for a new website | Informational | Beginner’s guide | High |
| Free keyword research tools | Commercial investigation | Tool comparison | Medium |
| How to find long-tail keywords | Informational | Tutorial | Medium |
| How to use Google Search Console | Informational | Step-by-step guide | Medium |
These are illustrative examples, not verified keyword-volume or difficulty results. Review the actual search results and available data before finalising your plan.
Start with topics that are relevant, answer a clear audience need, and fit your website’s purpose.
You can then plan your publishing schedule around those topics. After your articles are published, use Search Console to see which queries generate impressions and clicks and where your next opportunities may lie.
Common Keyword Research Mistakes to Avoid
A few common mistakes can make keyword research less useful.
Choosing keywords only because they have high search volume
A popular phrase is not automatically the best fit for your website. Relevance matters.
Ignoring search intent
A keyword may look suitable, but your content may not match what people want to find.
Creating several articles about the same thing
If multiple posts target essentially the same search intent, they may overlap unnecessarily. Give each article a distinct purpose.
Relying entirely on tool scores
Keyword tools provide estimates. Combine them with a review of the actual search results and your knowledge of your audience.
Forcing keywords into every paragraph
Use your main keyword naturally in the title, introduction, relevant headings, and body. Avoid awkward repetition.
Expecting instant results
Keyword research does not guarantee rankings or traffic. Your results also depend on content quality, competition, technical SEO, and how well your pages meet users’ needs.
Frequently Asked Questions
Can I Do Keyword Research for Free?
Yes. Google Search Autocomplete, Google Trends, Google Keyword Planner, and Google Search Console can all help. The information each tool provides is different, so use them together where appropriate.
How Many Keywords Should I Target in One Blog Post?
Start with one primary keyword and a set of closely related phrases. Focus on answering the reader’s question clearly rather than trying to include a particular number of keywords.
Should a New Website Target Low-Competition Keywords?
It is worth exploring specific, relevant keywords instead of focusing only on broad, highly competitive terms. However, check the actual search results and available data before deciding whether a keyword is a realistic opportunity.
How Long Does Keyword Research Take?
It depends on your website, industry, and goals. For a small website, you can start with a focused list of topics and expand it as you learn more about your audience.
Do I Need Paid SEO Tools to Rank on Google?
No. Paid tools are not essential for starting keyword research. Free tools and careful analysis can help you develop a useful strategy, although paid tools may offer additional data and features.
Final Thoughts
Keyword research does not have to be complicated, especially when you are starting a new website.
Begin by understanding your audience, identifying your main topics, and collecting relevant search phrases. Use free tools to explore ideas, check search intent, and evaluate which topics deserve your attention.
Then organise your keywords into a clear content plan and create helpful pages around them.
You do not need hundreds of keywords before you begin. A small, well-researched list is a practical starting point.
The goal is not simply to get more visitors. It is to help the right people find useful content on your website.