How do you do keyword research for SEO?
Keyword research starts by pulling real queries people use, grouping them by intent, then deciding which single page should answer each group. Don't chase volume first — chase intent: is the searcher trying to learn something, compare options, or buy right now? Check the current SERP for that query and ask honestly whether you can build something better. Volume matters only after intent and competitive reality are already accounted for.
Collect demand from more than one place
I use keyword tools, Google autocomplete, People Also Ask, Search Console, competitor pages, Reddit threads, sales calls and support questions. Tools give scale, but real conversations give phrasing and objections. The best keyword set usually comes from combining both.
For a wiki-style cluster, question exports are useful because they show the long tail. But raw exports are noisy. They contain duplicates, broken grammar, near-identical variants and questions that should be answered inside a broader page instead of getting a separate URL.
Cluster before writing
The clustering step is where the money is. Group "what is SEO", "what does SEO mean" and "what does SEO stand for" together unless the SERP separates them. Group "SEO friendly article", "SEO friendly content" and "SEO friendly blog post" together. This prevents cannibalization.
Then assign a page type: service page, wiki answer, blog guide, comparison, glossary page, location page or category page. If the intent is small but specific, a 400-600 word wiki page with a direct answer can beat a bloated article because it gets to the point.
Prioritize with business sense
Volume is only one input. I also look at difficulty, commercial value, SERP features, whether AI Overviews appear, whether we have proof, and whether the page can link to a relevant service. A low-volume question that appears right before a buyer contacts you can be worth more than a huge beginner keyword.
The output should be a page map, not a keyword dump: URL, target intent, direct answer, supporting questions, internal links and a measurement plan.
My working checklist
- Collect queries from tools and real customer language.
- Cluster duplicates by meaning.
- Assign one URL per intent.
- Prioritize by business value and SERP opportunity.
Related SEO questions
This answer belongs to the same SEO wiki cocoon. Start from the SEO Wiki hub, then use these related answers to move sideways through the cluster.
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