Keyword research: method and search intent
6 min
Keyword research means identifying the queries your customers type, then prioritizing them by three criteria: search volume, competition, and above all intent (informational, commercial, or transactional). The winning strategy bets on long-tail terms: precise phrases, less competitive, and with higher conversion rates.
Targeting the right keywords means speaking your customers' language. Here is a concrete method for building a list of genuinely profitable queries.
Understanding search intent
Intent comes before volume. A single keyword can conceal very different expectations, and Google adapts its results accordingly.
- Informational: the user wants to understand ('how does seo work').
- Commercial: they are comparing before choosing ('best seo agency').
- Transactional: they are ready to act ('seo quote').
- Navigational: they are looking for a specific brand or site.
Finding and prioritizing keywords
Combine several sources to build a broad list, then sort by real potential for your business.
- Google suggestions, related searches, and 'People Also Ask' boxes.
- Specialized tools for volume and keyword difficulty.
- Analysis of the keywords your competitors already rank for.
- Prioritization: target accessible queries close to the point of sale first.
Long-tail queries account for the majority of searches on Google and often show higher conversion rates than generic keywords.
SEO industry studies 2025-2026
Betting on long-tail keywords
Long, precise expressions ('plumber emergency leak repair Lyon 7') attract less volume but far more qualified visitors who are easier to convert.
They are also less competitive and therefore faster to rank for — an excellent starting point for a small business.
FAQ
Should you target high-volume keywords?
Not necessarily. High volumes are very competitive and often less targeted. A combination of well-chosen long-tail keywords frequently brings more real customers than a single generic term that is hard to reach.
Can a keyword target multiple pages?
It is best avoided: two pages targeting the same query compete against each other (cannibalization) and dilute your authority. One intent, one dedicated page — that is the healthiest rule.