Starting a website can feel like diving into an uncharted digital ocean. You have your own vision and passion, and hopefully, you’ll create a fantastic product or service as well. However, how can you make sure people find your website among the millions of others online? Understanding keyword research for a new website holds the key to success in the ever-evolving landscape of 2025. It is the compass that guides your content creation and attracts the right audience for your online business.
In 2025, when search engine algorithms are becoming increasingly complex and user intent is taking center stage, effective keyword research is no longer just a good idea. In the past, you could simply stuff keywords into your content and hope for the best. In today’s world, it is all about understanding what your target audience is looking for, what they are asking, and what language they are using.
This comprehensive guide is designed specifically for beginners launching new websites in 2025. We’ll break down the often-intimidating process of keyword research into manageable, step-by-step methods. You’ll discover the essential tools, learn how to analyze your competition, and ultimately craft a robust keyword strategy that sets your new website up for long-term success. Get ready to learn the foundational skills that will help you navigate the digital world and connect with your ideal customers.
What Is Keyword Research and Why It Matters in 2025
To truly grasp the importance of keyword research, let’s first define what it actually entails in the context of Search Engine Optimization (SEO).
What keyword research really means in SEO
At its core, keyword research is the process of identifying the terms and phrases that people use in search engines like Google, Bing, and others, to find information, products, or services related to your niche. It involves understanding the search volume (how often these terms are searched), the competition (how difficult it is to rank for them), and the intent behind the search (what the user is hoping to find). By understanding these elements, you can strategically create content that aligns with user queries and positions your website to appear in relevant search results.
Think of keywords as the bridge connecting your website to your potential audience. When someone types a query into a search engine, they are essentially using keywords. Your goal is to have your website appear as a relevant and helpful result for those keywords that are important to your business.
Why it’s even more important for a new website
For a brand-new website, keyword research is even more critical for several reasons:
- Visibility from Scratch: Unlike established websites with existing authority and backlinks, a new site starts with zero visibility. Effective keyword research helps you identify less competitive niches and long-tail keywords that offer a faster route to ranking and attracting initial traffic.
- Content Strategy Foundation: Your keyword research will dictate the topics you cover on your website. By understanding what your audience is searching for, you can create content that directly addresses their needs and questions, ensuring your efforts are focused and impactful.
- Understanding Your Audience: The keywords people use reveal a lot about their needs, pain points, and the language they use. This insight can inform not only your content but also your overall branding and messaging.
- Efficient Resource Allocation: Creating content takes time and effort. By focusing on keywords with genuine search volume and relevance, you ensure that your resources are invested wisely, attracting users who are actually interested in what you offer.
- Competitive Analysis: Keyword research allows you to see what your competitors are ranking for, identify gaps in their content, and discover opportunities to differentiate yourself.
What’s changed in keyword strategy in 2025
The SEO landscape is constantly evolving, and 2025 brings its own set of nuances to keyword strategy:
- Emphasis on User Intent: Search engines are getting smarter at understanding the intent behind a search query. Are users looking for information (informational intent), wanting to buy something (transactional intent), trying to find a specific website (navigational intent), or researching products (commercial investigation)? Your keyword strategy needs to align with these different intents.
- The Rise of Voice Search: With the increasing popularity of voice assistants, long-tail keywords phrased as questions are becoming even more important. Think about how people naturally speak when asking a question.
- Content Quality and Topical Authority: Simply targeting individual keywords is no longer enough. Search engines favor websites that demonstrate expertise and authority on a particular topic. This means creating comprehensive, high-quality content that covers various aspects of your niche, often organized into topic clusters.
- E-A-T (Expertise, Authoritativeness, Trustworthiness): For certain types of content, especially those related to health, finance, or other “Your Money or Your Life” (YMYL) topics, demonstrating E-A-T is crucial for ranking. Your keyword research should inform the creation of content that showcases these qualities.
- Personalization and Localization: Search results are becoming increasingly personalized based on user location and past behavior. While you can’t directly optimize for this, understanding local keywords and tailoring content to specific geographic areas can be beneficial for local businesses.
Step-by-Step Guide to Doing Keyword Research for a New Website
Now, let’s dive into the actionable steps you can take to perform effective keyword research for your new website in 2025.
Step 1 – Define Your Website’s Niche and Target Audience
Before you even start looking at keywords, you need a clear understanding of what your website is about and who you are trying to reach.
- Identify Your Niche: What specific area or industry does your website operate in? Be as precise as possible. For example, instead of “online store,” think “online store selling handmade organic baby clothes.”
- Define Your Target Audience: Who are your ideal customers or readers? Consider their demographics (age, location, income), interests, pain points, and the problems your website solves for them. Create buyer personas to help you visualize your audience. For our handmade organic baby clothes example, the target audience might be environmentally conscious parents aged 25-45, living in urban areas, who value natural and sustainable products.
Understanding your niche and target audience will help you focus your keyword research and identify terms that resonate with the people you want to attract.
Step 2 – Brainstorm Seed Keywords
Seed keywords are the initial, broad terms related to your niche. Think of them as the starting point for your keyword research.
- Think Like Your Audience: What words or phrases would someone type into Google if they were looking for what you offer? Put yourself in their shoes. For our baby clothes store, seed keywords might include: “baby clothes,” “organic baby clothes,” “handmade baby clothes,” “natural baby clothes,” “eco-friendly baby clothes.”
- Consider Your Products or Services: List the specific products or services you offer. These can often serve as excellent seed keywords. Examples: “organic cotton onesies,” “handmade baby blankets,” “natural baby sleepwear.”
- Think About the Problems You Solve: What problems do your products or services address for your audience? Keywords related to these problems can attract users who are actively seeking solutions. Example: “baby clothes for sensitive skin,” “sustainable baby gifts.”
Don’t worry about search volume or competition at this stage. The goal is to generate a broad list of relevant terms.
Step 3 – Use Free Tools (Google Keyword Planner, Ubersuggest, etc.)
Once you have your seed keywords, it’s time to leverage keyword research tools to expand your list and gather valuable data. Several excellent free options are available:
- Google Keyword Planner: This tool, provided by Google Ads, requires you to have a Google account. While primarily designed for advertisers, it offers valuable insights into search volume, competition (albeit in a broad sense), and related keyword ideas. To get the most accurate search volume data, you might need to run a small Google Ads campaign.
- How to use it: Enter your seed keywords, and the tool will generate a list of related keywords along with average monthly search volume and competition levels. You can also filter by location and language.
- Ubersuggest (Neil Patel): Ubersuggest offers a free version with a limited number of daily searches. It provides keyword suggestions, content ideas, and a basic SEO analysis of websites.
- How to use it: Enter a keyword or a website URL, and Ubersuggest will provide related keywords, content suggestions, and an overview of the keyword’s search volume, SEO difficulty, and paid difficulty.
- AnswerThePublic: This tool visualizes questions and phrases people are searching for around a specific keyword. It’s excellent for uncovering long-tail keywords and understanding user intent.
- How to use it: Enter a broad keyword, and AnswerThePublic will generate a visual representation of questions (who, what, when, where, why, how), prepositions (with, without, near), and comparisons (vs, and, or) related to that keyword.
- Google Trends: While not strictly a keyword research tool, Google Trends allows you to see the relative popularity of search terms over time and across different regions. This can help you identify trending topics and seasonal keywords.
- How to use it: Enter a keyword to see its interest over time, regional interest, and related queries.
Example using Google Keyword Planner: If you enter “organic baby clothes,” the tool might suggest related keywords like “best organic baby clothes,” “affordable organic baby clothes,” “where to buy organic baby clothes,” along with their average monthly search volumes and competition levels.
Step 4 – Try Paid Tools (SEMrush, Ahrefs, Moz)
While free tools are a great starting point, paid keyword research tools offer more advanced features, more comprehensive data, and deeper insights into your competition. Popular options include:
- SEMrush: A powerful all-in-one SEO platform that provides detailed keyword analysis, competitor research, site audits, and more. Its keyword magic tool is particularly useful for finding a wide range of related keywords and analyzing their metrics.
- Ahrefs: Known for its robust backlink analysis capabilities, Ahrefs also offers excellent keyword research tools, including a keyword explorer that provides detailed search volume data, keyword difficulty scores, and click-through rate (CTR) estimates.
- Moz Keyword Explorer: Moz offers a user-friendly keyword research tool with metrics like Keyword Difficulty, Organic CTR, and Priority (a combination of volume and difficulty).
| Feature | Free Tools (e.g., Google Keyword Planner, Ubersuggest Free) | Paid Tools (e.g., SEMrush, Ahrefs, Moz) |
|---|---|---|
| Keyword Ideas | Basic, often broad | Extensive, with advanced filters |
| Search Volume Data | Ranges, often less precise | Specific numbers, historical data |
| Keyword Difficulty | Broad categories (low, medium, high) | Granular scores, often with analysis of ranking factors |
| Competitive Analysis | Limited | In-depth analysis of top ranking pages |
| Long-Tail Keywords | Can be found, but less systematic | Dedicated features for finding long-tails |
| Additional Features | Basic metrics, limited reporting | Site audits, rank tracking, content analysis |
| Cost | Free (with potential limitations) | Subscription-based |
Recommendation for Beginners: Start with the free tools to get a foundational understanding. As your website grows and your SEO needs become more complex, consider investing in a paid tool for deeper insights.
Step 5 – Evaluate Keyword Metrics (Search Volume, Difficulty, Intent)
Once you have a list of potential keywords, you need to evaluate them based on several key metrics:
- Search Volume: This indicates how many times, on average, a particular keyword is searched for in a given period (usually monthly). Higher search volume suggests more potential traffic, but it also often means higher competition. For a new website, focusing on keywords with moderate search volume can be a good strategy.
- Keyword Difficulty: This metric estimates how difficult it will be to rank on the first page of search results for a particular keyword. Difficulty scores are usually on a scale of 0 to 100, with higher scores indicating greater competition. New websites should initially target keywords with low to medium difficulty. Tools like SEMrush and Ahrefs provide their own keyword difficulty scores.
- Search Intent: Understanding the user’s goal behind a search query is crucial. There are four main types of search intent:
- Informational: The user is looking for information (e.g., “how to change a diaper,” “what are the benefits of organic cotton”).
- Navigational: The user wants to find a specific website (e.g., “buy Pampers website,” “Etsy organic baby clothes”).
- Transactional: The user is ready to make a purchase (e.g., “best price organic baby onesies,” “discount handmade baby clothes”).
- Commercial Investigation: The user is researching products before making a purchase (e.g., “organic cotton vs regular cotton baby clothes,” “handmade baby clothes reviews”).
For a new website, especially in the early stages, targeting informational and commercial investigation keywords can be a good way to attract users who are learning about your niche and might eventually become customers.
Example: The keyword “organic baby clothes” might have a high search volume and high difficulty. However, a long-tail keyword like “best organic cotton onesies for newborns with sensitive skin” will likely have lower search volume but also lower difficulty and a more specific (and potentially transactional) intent.
Step 6 – Find Long-Tail, Low-Competition Keywords
For a new website, targeting broad, highly competitive keywords is often a recipe for frustration. Instead, focus on long-tail keywords. These are longer, more specific phrases (typically three or more words) that have lower search volume but also significantly lower competition.
- Benefits of Long-Tail Keywords:
- Lower Competition: Easier to rank for, allowing you to gain initial traction.
- Higher Conversion Rates: Users searching with long-tail keywords often have a more specific intent, making them more likely to convert.
- Voice Search Optimization: Long-tail keywords often mirror natural language questions used in voice search.
- How to Find Long-Tail Keywords:
- AnswerThePublic: As mentioned earlier, this tool is excellent for uncovering question-based long-tail keywords.
- Google Autocomplete: Start typing your seed keywords into Google search, and pay attention to the suggestions that appear. These are often popular long-tail queries.
- “People Also Ask” (PAA) Section: When you search for a keyword on Google, look at the “People Also Ask” section. These are related questions that users are searching for.
- Forum and Social Media Research: Explore online communities, forums, and social media groups related to your niche to see what questions people are asking and the language they use.
Example: Instead of just “baby clothes,” target long-tail keywords like:
- “where to buy organic baby clothes online”
- “softest organic cotton baby pajamas for eczema”
- “how to choose the right size for newborn organic clothes”
Step 7 – Create a Keyword Map for Your Website
Once you have a solid list of target keywords, the next crucial step is keyword mapping. This involves assigning specific keywords to the different pages of your website. A well-structured keyword map ensures that:
- Each page targets relevant keywords.
- You avoid keyword cannibalization (multiple pages targeting the same keywords, which can confuse search engines).
- Your website has a logical structure that makes it easy for both users and search engines to navigate.
- How to Create a Keyword Map:
- List Your Website Pages: Create a spreadsheet or document listing all the main pages of your website (homepage, product/service pages, blog, about us, contact us, etc.).
- Assign Primary Keywords: For each page, identify the main keyword that it will primarily target. This should be the most relevant and highest-volume keyword for that page’s content.
- Assign Secondary Keywords: Identify 2-3 related secondary keywords that you can naturally incorporate into the page’s content to provide further context and attract a wider range of searches.
- Consider Search Intent: Ensure that the keywords you assign to each page align with the likely search intent of users landing on that page. For example, product pages should target transactional keywords.
- Organize by Topic Clusters (Optional but Recommended): Group related keywords around core topics. Create pillar pages that broadly cover the main topic and then link out to supporting content (blog posts) that delve into specific long-tail keywords within that cluster. This helps build topical authority.
| Page | Primary Keyword | Secondary Keywords | Search Intent |
| Homepage | organic baby clothes online | natural baby clothing, eco-friendly baby wear | Navigational |
| Onesies Product Page | organic cotton onesies | baby bodysuits organic, soft organic baby rompers | Transactional |
| Blankets Product Page | handmade baby blankets | knitted baby blankets, organic cotton swaddles | Transactional |
| Blog – “Diapering” | how to choose organic diapers | best natural diapers for newborns, eco-friendly wipes | Informational |
| Blog – “Skin Care” | baby clothes for sensitive skin | organic cotton eczema baby clothes, hypoallergenic baby wear | Informational |
Best Keyword Research Tools for 2025
As mentioned earlier, a variety of tools can assist you in your keyword research efforts. Here’s a quick recap of some of the best options for 2025:
Free Tools:
- Google Keyword Planner: Excellent for initial keyword ideas and search volume data (requires a Google account).
- Ubersuggest (Free Version): Provides keyword suggestions and basic analysis (limited daily searches).
- AnswerThePublic: Visualizes questions and long-tail keywords.
- Google Trends: Helps identify trending topics and seasonal keywords.
Paid Tools:
- SEMrush: Comprehensive SEO platform with powerful keyword research capabilities.
- Ahrefs: Strong in backlink analysis and offers detailed keyword explorer features.
- Moz Keyword Explorer: User-friendly interface with helpful metrics like Keyword Difficulty and Organic CTR.
Tools for Beginners vs. Experienced SEOs:
- Beginners: Start with free tools like Google Keyword Planner, Ubersuggest (free), and AnswerThePublic to grasp the fundamentals and build initial keyword lists. These tools offer a good balance of features and ease of use without any financial commitment.
- Experienced SEOs: Paid tools like SEMrush, Ahrefs, and Moz offer more in-depth analysis, competitive intelligence, and advanced features for large-scale keyword research and strategy development.
How to Analyze the Competition for Keywords
Simply finding keywords with decent search volume isn’t enough. You also need to analyze who is already ranking for those keywords and understand their strengths and weaknesses. This will help you identify opportunities to carve out your own space in the search results.
Checking who ranks using tools like Ahrefs or Google Search
- Manual Google Search: The most basic form of competitive analysis is to simply Google your target keywords and see who appears on the first page. Pay attention to the types of websites ranking (e-commerce stores, blogs, informational sites), the quality of their content, and their domain authority (a general measure of a website’s strength).
- Using Paid Tools (Ahrefs, SEMrush): These tools offer dedicated features for competitive analysis. You can enter a keyword and see a list of the top-ranking pages, along with metrics like:
- Domain Authority (DA) / Domain Rating (DR): A score indicating the overall strength and authority of the website’s backlink profile.
- Number of Backlinks: The quantity of other websites linking to the ranking page.
- Estimated Traffic: An estimate of the organic traffic the page receives for that keyword.
- Keyword Difficulty Score: As mentioned earlier, this indicates how hard it is to outrank these pages.
How to evaluate content quality, word count, and authority
Once you know who your competitors are, analyze their content:
- Content Quality: Is the content comprehensive, well-written, and up-to-date? Does it thoroughly address the user’s search intent? Are there any obvious gaps or areas where you could provide more value?
- Word Count: While word count isn’t the only ranking factor, longer, more in-depth content often performs well for informational keywords. Analyze the average word count of the top-ranking pages.
- Authority Signals: Look for signs of the website’s authority and trustworthiness:
- E-A-T (Expertise, Authoritativeness, Trustworthiness): Does the content demonstrate expertise on the topic? Is the author credible? Is the website trustworthy (e.g., clear contact information, privacy policy)?
- Backlinks: How many high-quality websites are linking to the ranking page?
- Brand Recognition: Is the website a well-known brand in the industry?
Identifying content gaps you can fill
By analyzing your competitors, you can often identify gaps in their content or areas where you can offer something better or different. Look for:
- Unanswered Questions: Are there related questions in the “People Also Ask” section that your competitors haven’t fully addressed?
- Outdated Information: Is the existing content outdated or missing recent developments?
- Lack of Depth: Could you create a more comprehensive and in-depth resource on the topic?
- Different Formats: Could you present the information in a more engaging format, such as a video, infographic, or interactive tool?
- Unique Angle or Perspective: Can you offer a fresh perspective or unique insights that your competitors haven’t covered?
Identifying and filling these content gaps can be a powerful way for a new website to gain traction, even when competing against more established players.
How to Build an Effective Keyword Strategy for a New Site
With your keyword research complete and a good understanding of the competitive landscape, you can now formulate a strategic approach for your new website.
Prioritize low-competition, informational content
In the early stages, focus on creating high-quality, informative content that targets long-tail, low-competition keywords. This strategy allows you to:
- Gain Initial Traffic: Ranking for less competitive terms is easier and faster, allowing you to start generating organic traffic relatively quickly.
- Build Authority: By providing valuable information, you can establish your website as a helpful resource in your niche.
- Attract Users at the Top of the Funnel: Informational content attracts users who are researching and learning, potentially becoming future customers.
Group keywords by topic clusters
Organize your keywords into topic clusters. This involves identifying a broad pillar topic and then creating several related pieces of content (cluster content) that delve into specific long-tail keywords within that topic. All the cluster content links back to the pillar page, and the pillar page links out to the cluster content. This strategy helps:
- Build Topical Authority: Signals to search engines that your website is a comprehensive resource on a particular subject.
- Improve Website Structure: Creates a clear and logical internal linking structure, making it easier for search engines to crawl and understand your content.
- Enhance User Experience: Helps users find related information easily.
Example (Baby Clothes Niche):
- Pillar Page: Baby Clothing Guide
- Cluster Content:
- What is Organic Cotton Baby Clothing?
- How to Choose the Right Size for Newborn Clothes
- Best Fabrics for Babies with Sensitive Skin
- Sustainable and Eco-Friendly Baby Clothing Brands
Build authority with supportive content
Don’t just focus on product or service pages. Create valuable, supportive content that addresses your audience’s questions and needs throughout their journey. This can include:
- Blog Posts: Covering informational topics related to your niche.
- Guides and Ebooks: In-depth resources on specific subjects.
- FAQs: Answering common questions.
- Glossary of Terms: Defining key industry terms.
This type of content attracts organic traffic, builds trust, and can naturally incorporate your target keywords.
How to schedule your content rollout
Consistency is key in SEO. Create a content calendar to plan and schedule the publication of your keyword-targeted content. Consider:
- Frequency: How often can you realistically create high-quality content? Start with a manageable schedule and gradually increase as your resources allow.
- Prioritization: Focus on creating content for your most important keywords and topic clusters first.
- Seasonality: Are there any seasonal trends in your niche that you should plan for?
- Content Promotion: Plan how you will promote your new content (social media, email marketing, etc.).
By having a content schedule, you stay organized and ensure a steady stream of new, keyword-optimized content for your website.
Conclusion
Keyword research for a new website in 2025 is an ongoing process, but by mastering these fundamental steps, you’ll be well-equipped to lay a strong SEO foundation. Remember to:
- Define your niche and target audience.
- Brainstorm seed keywords.
- Utilize free and paid keyword research tools strategically.
- Evaluate keyword metrics like search volume, difficulty, and intent.
- Focus on long-tail, low-competition keywords, especially in the beginning.
- Create a clear keyword map for your website.
- Analyze your competition to identify opportunities.
Start simple, be patient, and consistently create high-quality content that aligns with your target audience’s needs and search queries. As your website gains authority, you can gradually target more competitive keywords. The digital ocean of 2025 is vast, but with diligent keyword research as your compass, you can navigate it effectively and reach the audience you’re meant to serve.
Ready to take the next step? Download our free keyword research checklist to guide you through the process. Or, explore our next guide on on-page SEO to learn how to optimize your content for the keywords you’ve discovered!
FAQ Section (Featured Snippet Optimized)
❓ What is keyword research and how do I start? Keyword research is the process of finding the words and phrases people use in search engines to find information related to your business. To start, define your niche and target audience, then brainstorm initial “seed” keywords related to your products, services, or the problems you solve. Use free tools like Google Keyword Planner or Ubersuggest to expand on these ideas and see search volume data.
❓ What is the best free tool for keyword research in 2025? Google Keyword Planner is a strong contender for the best free keyword research tool in 2025. While primarily designed for advertisers, it provides valuable insights into search volume and related keyword ideas directly from Google’s data. Ubersuggest’s free version is also a useful alternative for generating keyword suggestions and basic analysis, though with usage limitations.
❓ Should I target high or low competition keywords for a new site? For a new website in 2025, it’s generally advisable to prioritize low-competition keywords, especially long-tail phrases. These offer a higher chance of ranking faster and attracting targeted traffic, even without established domain authority. As your site grows, you can gradually incorporate medium and eventually higher competition keywords into your strategy.
❓ How many keywords should I target on one page? Focus on one primary keyword per page that accurately reflects the main topic of the content. You can also naturally incorporate 2-3 related secondary keywords to provide context and capture a broader range of searches. Avoid keyword stuffing, which can harm your rankings. The goal is to create comprehensive and user-friendly content around a core topic.
❓ What’s the difference between short-tail and long-tail keywords? Short-tail keywords are broad, generic terms (usually 1-2 words) with high search volume and high competition (e.g., “baby clothes”). Long-tail keywords are longer, more specific phrases (typically 3+ words) with lower search volume but also lower competition and often higher user intent (e.g., “best organic cotton onesies for newborns with sensitive skin”). New websites should initially focus on long-tail keywords.
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