Before even writing an article or creating a page on a website, it is essential to know what queries your audience uses on Google.
Finding the right keywords is one of the most important steps in a SEO strategy.
Before even writing an article or creating a page, it is essential to know what queries your audience uses on Google. This research work allows you to produce useful content, attract qualified traffic and sustainably improve your visibility.
Here are the main methods for identifying the best keywords for your site.
Start with free tools
Keyword research does not necessarily require a subscription to professional software. There are several free tools that already allow you to discover many opportunities.
Google Suggest
The simplest is undoubtedly Google Suggest. Simply enter a word or phrase into the Google search bar to see automatic suggestions appear.
These proposals are directly based on Internet users’ searches. They therefore allow you to quickly identify popular expressions, keyword variations and content ideas that you might not necessarily have thought of.
This is a great starting point for building an editorial strategy.
Google Keyword Planner
Another essential: Google Keyword Planner. Initially designed for Google Ads advertising campaigns, this free tool also provides valuable information for natural referencing.
It allows in particular to:
- estimate the search volume of a keyword;
- discover ideas for related queries;
- get a first indication of the level of competition.
Even if the data remains approximate in SEO, it already makes it possible to validate the potential of a subject before creating content.
Switch to professional tools
When your SEO strategy becomes more ambitious, solutions like Semrush or Ahrefs offer much more in-depth analysis.
These platforms allow you to know:
- the precise search volume;
- the difficulty of positioning a keyword;
- the positions of competitors;
- backlinks;
- query evolution trends.
These tools represent an investment, but they quickly become essential when you want to develop a long-term SEO strategy.
My advice: start with Google Suggest and Google Keyword Planner to validate your first ideas, then invest in a professional tool when your editorial strategy takes shape.
Analyze your competitors’ keywords
You don’t have to start from a blank slate.
One of the most effective methods is to analyze sites that are already well positioned in your industry. The goal is not to copy their content, but to understand which keywords bring them traffic.
With a tool like Semrush, all you have to do is enter the address of a competitor to obtain the list of queries on which it is referenced.
This analysis makes it possible to:
- discover new topics;
- identify content opportunities;
- identify less competitive keywords;
- better understand the expectations of Internet users.
In reality, you rely on data already validated by the market rather than making assumptions.
Use Google Search Console data
If your site already has a few visitors, you have an extremely valuable resource: Google Search Console.
This free tool shows the exact queries that trigger your pages to appear in search results.
You will often discover keywords on which your site is already visible without you having deliberately targeted them.
This data is particularly interesting for optimizing existing pages, creating new complementary content or strengthening your visibility on already promising queries.
Search Console therefore allows you to work from real data rather than hypotheses.
Evaluate keyword difficulty
Not all keywords have the same chance of success.
Some queries are extremely competitive and dominated by large media outlets or brands with strong SEO authority. Others, on the contrary, offer more opportunities.
Before choosing a keyword, take the time to look at the first page of Google.
Ask yourself which sites are on the first page? Are these large groups or sites comparable to yours? Is the content currently offered actually better than what you could produce?
This SERP analysis often allows you to quickly find out if the competition is affordable.
Focus on long-tail keywords
Long-tail keywords are longer, more specific phrases.
For example, instead of targeting the keyword “mattress”, it will often make more sense to target a query like “how to choose a mattress for a painful back”.
These expressions have several advantages:
- weaker competition;
- a more precise search intention;
- often more qualified traffic;
- a better conversion rate.
Even though they have lower search volume, they generally provide results much faster.
Finding the right balance
An effective SEO strategy is not about targeting only the most searched keywords.
The ideal is to build a balanced strategy.
By combining free tools, competitive analysis, Google Search Console data and intelligent keyword selection, you will lay a solid foundation for developing sustainable SEO and attracting truly qualified traffic.
