How to Do Keyword Research for SEO

What is keyword research?

Definition and basic principles

Keyword research is a systematic process of discovering and analyzing keywords that users utilize when searching for content on the internet. The goal is to identify phrases with sufficient search volume and relevance to your business or content. This allows your website to align with user needs and appear in relevant positions in Google search results.

Within keyword research, investigators assess search volume, competition, and search intent for each phrase. This creates a foundation for creating content that will be easily found by your target audience, increasing organic traffic or PPC campaign efficiency.

Why is it especially important in Serbia?

In Serbia, as well as worldwide, digital usage is rapidly growing, reducing barriers to information access and increasing online competition. The digital market in our country shows a strong growth trend, which directly emphasizes the importance of your keywords reflecting local specifics and user behavior.

Every day, the number of users searching for products and services in Serbian and via mobile devices is increasing. This means keyword research is a vital tool for understanding the most searched topics, and for gaining the opportunity to rank higher than competitors and attain more organic traffic. It’s especially important to use tools and data tailored to the region or niche, as global data often lack the precision needed for the local market.

Why is it important for SEO?

Understanding user intent (search intent)

Understanding the searcher’s intent is the foundation of every successful SEO strategy. Keywords reflect user needs and goals, whether they are seeking information, looking to buy a product, or find a specific website. Adjusting content to match the intent improves relevance and increases the chances of high rankings.

For example, if a searcher types "how to buy an apartment in Belgrade," they have an informational intent. A site providing expert and detailed information will rank better than one just selling listings, attracting specifically interested organic traffic.

Impact on ranking and competitiveness

Well-researched keywords enable better positioning on Google, increasing your website’s visibility and authority. If you identify niches with less competition, you can reach the top of search results faster and more easily, gaining higher organic traffic.

For example, in the legal services or specific product sectors, finding long‑tail keywords allows securing Google positions with low competition, while attracting a highly qualified audience ready for conversion.

How to conduct keyword research (step by step)

Preparation and goal setting

Before starting, determine what you want to achieve: improve organic traffic, increase sales, or test a new niche. Clear goals guide your tools and strategy.

Also define the geographic area, especially if you operate locally, the target audience, as well as the interests or problems your services or products solve. Focusing on clearly defined goals will improve the efficiency of your research.

Gathering seed keywords

The beginning involves collecting basic terms your target market uses. Include general terms, product or service names, and phrases your competitors use. You can use forums, social media, and Google suggestions for this.

For example, if you have an online store for sports shoes, seed keywords could be "shoes", "sports shoes", "shoes Belgrade". These terms will serve as the basis for further research expansion.

Using analysis tools

Use tools like Google Keyword Planner, Semrush, or Ahrefs. Enter seed keywords to get data on search volume, competition, and CPC. Use this data to eliminate ineffective phrases and focus on the most promising ones.

For instance, if the phrase "shoes" has high search volume but also high competition, you can find long‑tail variants with lower competition like "men’s Nike shoes Belgrade".

Analyzing search intent and competition

Classify keywords based on their intent: informational, commercial, or transactional. Review SERP results and analyze the dominant content type. This provides insight into the form and quality of content Google prefers.

For example, if the first page shows blogs and guides, it indicates informational intent. If products and shopping pages dominate, it’s likely transactional intent, and your strategy should be aligned accordingly.

Creating clusters and content strategies

Grouping related keywords into themes creates content clusters, an important SEO trick. For example, for the broader topic "buying an apartment," you can create a pillar content piece and connect it with specific guides or FAQ sections.

This enhances site authority and improves Google ranking, while guiding visitors through the sales funnel.

Types of keywords (short‑tail, long‑tail, search intent)

Short‑tail vs. long‑tail keywords

Short‑tail keywords are broad and often competitive, e.g., "SEO" or "Cars". They have high search volume, but ranking is challenging.

Long‑tail keywords are specific, longer, and less competitive, such as "SEO strategies for restaurants in Belgrade" or "cheapest online programming courses". These phrases have lower search volume but higher conversion rates and greater niche relevance.

Understanding search intent

• Informational: users seek knowledge, e.g., "what is SEO", "how to choose hosting".
• Transactional: high level of transaction intent, e.g., "buy iPhone 14", "discount on diapers".
• Navigational: user searches for a specific page or brand, e.g., "Google Search Console", "Nike shoes".

Distinguishing these three intents allows you to create content better suited to searchers’ needs, increasing your chances of high-ranking results.

Best tools for keyword research (Google and third-party tools)

Google Keyword Planner

A free tool by Google, ideal for basic data on search volume, CPC, and competition. In the Serbian context, filter data by language and location for relevant local market insights.

Ahrefs & Semrush

These tools offer deeper competitor analysis, SERP features, and search trend insights. Use them to track keyword performance over time and identify opportunities for effective SEO optimization.

Google Trends and AnswerThePublic

Google Trends helps monitor seasonal or rising trends for specific terms. AnswerThePublic displays frequently asked questions, excellent for creating content aligned with search intent.

Google Search Console

GSC shows phrases that already drive visitors to your site, useful for identifying long‑tail variants and optimizing existing Serbian content.

Keyword Research for Blog, E-commerce, and Google Ads

SEO for Blogs

Blogs achieve high organic traffic through the use of long‑tail and question-format keywords. For example, content titled "How to open an online store" attracts a targeted audience seeking specific information, increasing the likelihood of boosting organic traffic.

E-commerce Strategy

For e-commerce, combining general and specific keywords is essential. For instance, "buy sneakers online," "Nike sneakers Belgrade," "cheap sports sneakers" target high competition and simultaneously reach an audience with a high purchase readiness.

Google Ads and PPC Campaigns

In Paid campaigns, competitor research and search volume are crucial for selecting the right keywords. Testing areas with the lowest CPC but high volume provides direct market feedback and ad effectiveness insights.

Latest Trends and Standards in Keyword Research 2026

Focus on Search Intent and Semantic SEO

This year, Google and other search engines increasingly value understanding the entire topic rather than just individual keywords. Using synonyms, entities, and semantic relationships helps create content that satisfies user intent, thereby increasing the chances of better ranking.

Mobile‑first Approach and UX

In 2026, Google almost exclusively values mobile-optimized content. Speed optimization, site structure, and responsive graphics have become imperative for SEO success.

Integration with Content Marketing and PPC

Keyword research is the foundation for planning content and PPC campaigns. Choosing relevant keywords allows you to easily create stories, ads, and social campaigns aligned with your audience's true needs.

Conclusion and Key Recommendations

Key Steps for Successful Keyword Research

Start by understanding your market and goals. Using tools, identify relevant keywords and prioritize them. Map them to content and adjust your strategy based on intent and competition.

Continuous Monitoring and Adjustment

Market and competitor research is an ongoing process. Stay updated with new trends, seasonal changes, and algorithm updates. Only then can you maintain or improve your positions on Google.

Frequently Asked Questions (People Also Ask)

What is keyword research?

Keyword research is the process of finding and analyzing the keywords users use to search for content or products. This is an essential part of SEO strategy, enabling your content to be found by the right audience.

How do I do keyword research for SEO?

Use tools like Google Keyword Planner, Semrush, or Ahrefs to find phrases with good search volume and low competition. Get familiar with search intent and map keywords to the stages of the sales funnel.

What are the best tools for keyword research?

For 2026, the most effective tools are Google Keyword Planner, Ahrefs, Semrush, and Google Search Console. Combining these sources provides the most comprehensive view of competition, search volume, and optimization opportunities.

How to use Google Keyword Planner for keyword research?

Set filters based on location (Serbia) and language (Serbian). Analyze search volume, CPC, and competition, then filter for high-converting phrases with good volume. This helps focus on the most profitable keywords.

What are long‑tail keywords?

Long‑tail keywords are longer and more specific phrases, often with less competition but higher conversion rates. For example, "how to get a housing loan in Belgrade during a pandemic" is a specific phrase offering greater relevance.

How to find keywords with the highest search volume?

By combining tools like Google Keyword Planner and Ahrefs, along with monitoring seasonal trends via Google Trends, you identify phrases with the highest monthly volume. Including local factors ensures data relevance for your market.

How to do free keyword research?

Using Google Keyword Planner, Google Trends, Search Console, and AnswerThePublic, you can access most necessary data free of charge. Utilize these tools for initial research and key phrase identification.

How to use Google Trends for keyword research?

Monitoring seasonal and rising trends with Google Trends helps find increasingly relevant keywords. Comparing variants and regions makes it easy to discover which phrases are currently most searched in Serbia.

How to analyze competitors for keywords?

Review top-ranked websites and the content they use, as well as backlink profiles. Competitive analysis reveals which keywords and content types they target to dominate, providing opportunities for better positioning.