Welcome to the second session of your SEO learning journey!
In this session, we will dive into keywords and user intent, which are the foundation of every successful SEO strategy.
SEO is all about helping Google understand your website so it can show it to the right people. But how do you know what people are searching for? That’s where keywords come in.
As an SEO Consultant, I (Shraddha Gupta) will guide you step by step, with real examples and practical advice.
What Are Keywords?
Keywords are the words or phrases people type into search engines when they are looking for something.
Example:
If someone wants to buy running shoes online, they might type: “best running shoes for women” or “affordable running shoes India.”
In SEO, choosing the right keywords is the first step to getting traffic. Keywords act like a bridge between your content and people searching for it.
What is Keyword Research?
Keyword research is the process of finding the most suitable keywords for your website or content.
Think of it like this:
If you are opening a new cafe, you need to know what drinks people are searching for: cappuccino, latte, cold brew, etc.
Similarly, in SEO, you research keywords to understand what your audience is searching for online.
Types of Keywords
Keywords are not all the same. They are divided into types, and knowing them helps you create better content.
1. Short-Tail Keywords
These are 1–2 words, very general, and highly competitive.
Examples:
- “shoes”
- “pasta recipe”
- “SEO”
Pros: High search volume
Cons: Hard to rank, too broad
Short-tail = Big crowd, low clarity.
2. Long-Tail Keywords
These are 3+ words, more detailed, and easier to rank.
Examples:
- “best running shoes for flat feet”
- “how to make creamy white pasta at home”
- “SEO course for beginners free”
Pros: Low competition, easier rankings
Cons: Lower search volume compared to broad terms
Long-tail = Lower crowd, higher chances to rank.
3. LSI Keywords (Latent Semantic Indexing)
Related words Google uses to understand your content
Example: For “running shoes,” LSI keywords could be
- “sneakers”
- “training shoes”
- “marathon shoes”
4. Intent-Based Keywords
Search intent = the reason behind the keyword.
Google focuses on intent more than keywords.
There are 4 types of search intent:
Informational
User wants information.
Examples:
- “how to do keyword research”
- “why plants need sunlight”
- “what is AI SEO”
Content to create:
- Blogs
- Guides
- Tutorials
Navigational
User wants to go to a specific website.
Examples:
- “Facebook login”
- “YouTube studio”
- “Shraddha Gupta SEO blog”
Content:
- Brand pages
- Homepage optimization
Commercial
User is researching before buying.
Examples:
- “best laptops under 50k”
- “Top skincare brands in India”
- “SEO tools comparison”
Content:
- Comparison blogs
- Reviews
- Top 10 lists
Transactional
User is ready to buy.
Examples:
- “buy running shoes online”
- “order pizza near me”
- “SEO course purchase”
Content:
- Product pages
- Landing pages
5. Local Keywords
Keywords that include location.
Examples:
- “dentist in Mumbai”
- “best cafes near Connaught Place”
- “SEO consultant in Bangalore”
Perfect for local businesses.
Local keywords = attract nearby customers.
How to Find the Right Keywords
There are multiple ways to find keywords for your website or blog:
1. Using Keyword Research Tools (Step-by-Step)
Semrush / Ahrefs / Ubersuggest / Keyword Planner / AnswerThePublic / Junia.ai
- Step 1: Enter a main topic (e.g., “SEO basics”)
- Step 2: Get a list of related keywords with search volume, difficulty, and intent
- Step 3: Pick the keywords that are relevant and achievable
2. Using Google Suggestions
- People Also Ask: Shows related questions people search for
- Google Autosuggest: When you start typing in Google, it shows popular searches
3. Using AI Tools
AI SGE or AI content tools like Writesonic or ChatGPT can give keyword suggestions based on current search trends
Example:
If you type “SEO course for beginners” in AI SGE, it might suggest:
- “SEO basics for small businesses”
- “How to learn SEO 2025”
- “Free SEO course online”
Competitor Keyword Analysis
Instead of guessing keywords, spy on what’s already working, so before creating content, you should know:
What keywords do your competitors rank for
Which pages bring them the most traffic
Why?
Because competitors show you EXACTLY what’s working in your industry.
How to do it:
- Enter your competitor’s domain in tools like Semrush or Ahrefs
- Get a list of top-ranking organic keywords
- Perform a keyword gap analysis → find keywords they rank for but you don’t
Example:
If your competitor ranks for “best AI SEO tools,” and you don’t, you can create content targeting this keyword.
Competitor analysis = shortcut to creating winning content.
How to Choose the Best Keywords
When selecting keywords, consider:
- Search volume: How many people search for it
- Keyword difficulty: How hard it is to rank
- Search intent: Does it match what your audience wants?
- Competition: Can you realistically compete with top sites?
Example:
- High-volume, high-difficulty: “SEO” → Hard for beginners
- Medium-volume, medium-difficulty: “SEO course for beginners India” → Easier and more targeted
What keywords to use for AI & SGE Rankings
With AI and SGE becoming part of search, you need to consider:
- Conversational keywords: Questions people might ask AI
Example: “How do I rank my website in 2025?” - Long-tail, informational, and intent-based keywords
- Structured data and content clusters to increase AI visibility
Creating Keyword Clusters
Keyword clusters are groups of related keywords around a main topic.
Example:
Main Topic: “SEO for Beginners”
Cluster Keywords:
- “What is SEO?”
- “SEO basics for small business”
- “SEO tips for 2025”
- “How to optimize content for AI”
This helps Google understand your content better and improves rankings for multiple keywords at once.
Also Read: Introduction to SEO
About Shraddha Gupta
I am a seo expert and an AI Search Optimization Specialist. I focus on making SEO easy for beginners and helping them learn practical, real-world SEO skills. To know more about my background, visit About Shraddha Gupta, and if you need personal guidance, feel free to contact me.
Your Keyword Mastery Begins Now!
Congratulations! By completing this session, you now understand:
- What keywords are
- Different types of keywords (long-tail, short-tail, local, LSI, intent-based)
- How to find the right keywords
- How to analyze competitors for keywords
- How to optimize for AI and SGE results
- How to create keyword clusters for better content
This is the foundation for your SEO journey. In the next session, we will learn On-Page SEO, where we will use these keywords to optimize content and pages for Google and AI results.
Keep learning, stay consistent, and watch how your website grows naturally with organic traffic. Your SEO success starts now!