Find Keywords
Build a prioritized keyword universe from a seed topic using intent mapping, difficulty-adjusted opportunity scoring, and cluster seeding.
Before You Start
Gather this context (ask if not provided):
- Domain and goal. What site is this for? What is the primary conversion (leads, sign-ups, sales, traffic)?
- Seed topic. The core subject area — not a single keyword but the business category (e.g., "project management software", "personal injury law Chicago").
- Existing rankings. Does the site already rank for terms in this area? Existing rankings tell you where to defend vs. expand.
- Constraints. Budget, team size, content velocity — these determine whether to chase head terms or focus on long-tail.
Step 0: Cannibalization Screen
Before building a new keyword list, check what the site already targets. Creating a new page for a keyword you already rank for can split authority and hurt both pages.
For each keyword you're considering:
- Search
site:yourdomain.com [keyword]— does an existing page already target this term? - Check Google Search Console — is an existing page already getting impressions for this keyword?
- If yes: update the existing page instead of creating a new one.
- If multiple pages rank for the same keyword: you have a cannibalization problem. Consolidate before expanding.
Low-Hanging Fruit Check
Before chasing new keywords, look for existing wins:
- Positions 11-20 — You're almost on page 1. These keywords need content improvements or better internal linking, not new pages.
- High impressions, low clicks — Title/meta description optimization can unlock traffic without new content.
- Declining positions — Keywords where you're losing ground may need content refreshes (see recover-content).
Address these before building net-new keyword lists.
Keyword Universe Construction
Build the universe in three tiers:
Tier 1 — Head Terms (high volume, high difficulty)
- Typically 1-2 words
- Define the category
- Target with pillar pages or the homepage
- Realistic timeline: 6-18 months for new sites
Tier 2 — Body Terms (medium volume, medium difficulty)
- Typically 2-3 words, specific enough to indicate intent
- Target with dedicated landing pages or cluster articles
- 3-6 month window for established sites
Tier 3 — Long-tail Terms (lower volume, low difficulty)
- 3+ words, specific intent
- Fastest to rank, highest conversion rate
- Target with blog posts, FAQ sections, supporting content
- 4-12 week window for fresh content
For each tier, produce:
| Keyword | Monthly Volume | Difficulty (0-100) | Intent | Tier | Priority |
|---|---|---|---|---|---|
| ... | ... | ... | informational / transactional / navigational / commercial | 1/2/3 | high / medium / low |
Intent Classification
Classify every keyword by search intent and sub-category:
Informational (user wants to learn)
| Sub-category | Signal Words | Example | Content Type |
|---|---|---|---|
| Educational | what, why, definition, explain | "what is SEO" | Guide, explainer |
| Instructional | how to, steps, tutorial, guide | "how to set up GA4" | Step-by-step tutorial |
| Exploratory | types of, techniques, strategies | "link building techniques" | Comprehensive roundup |
| Troubleshooting | not working, fix, error, why is | "why is my site not ranking" | Diagnostic guide |
Commercial Investigation (user is evaluating)
| Sub-category | Signal Words | Example | Content Type |
|---|---|---|---|
| Comparison | vs, compared to, or | "Ahrefs vs SEMrush" | Side-by-side comparison |
| Review-seeking | review, worth it, honest | "Ahrefs review" | In-depth review |
| Best-of | best, top, tools for | "best SEO tools" | Curated list |
| Evaluation | for [audience], features, pricing | "SEO tools for small business" | Buyer's guide |
Transactional (user is ready to act)
| Sub-category | Signal Words | Example | Content Type |
|---|---|---|---|
| Purchase | buy, price, discount, deal | "buy Ahrefs subscription" | Product/pricing page |
| Signup/Trial | free trial, sign up, demo | "Ahrefs free trial" | Landing page |
| Download | download, template, PDF, checklist | "SEO checklist PDF" | Gated resource |
| Hire/Engage | hire, agency, near me, book | "SEO agency near me" | Service page |
Navigational (looking for a specific brand)
| Sub-category | Signal Words | Example | Content Type |
|---|---|---|---|
| Brand search | [brand name] | "HubSpot" | Homepage/brand page |
| Feature search | [brand] + [feature] | "Ahrefs keyword explorer" | Feature page |
| Support/docs | [brand] + login, docs, help | "Ahrefs API docs" | Support content |
SERP Feature Correlation by Intent
Use this to anticipate which SERP features you can target per keyword:
| SERP Feature | Informational | Commercial | Transactional | Navigational |
|---|---|---|---|---|
| Featured Snippet | Very High | High | Low | Low |
| People Also Ask | Very High | Very High | Low | Medium |
| AI Overview | Very High | High | Low-Medium | Low |
| Shopping Results | Very Low | Medium | Very High | Low |
| Local Pack | Low | Low | High | Low |
| Sitelinks | Low | Low | Medium | Very High |
Conversion Potential by Intent
| Intent | Avg Conversion Rate | Nurture Length |
|---|---|---|
| Informational | 0.5-2% | Long (weeks to months) |
| Commercial Investigation | 2-5% | Medium (days to weeks) |
| Transactional | 5-15% | Short (immediate to days) |
| Navigational | N/A — brand-dependent | N/A |
Common Classification Mistakes
| Mistake | Correct Classification |
|---|---|
| Treating "best CRM software" as informational | Commercial Investigation |
| Treating "how much does X cost" as informational | Commercial / Transactional |
| Ignoring local intent in "SEO services" | Transactional (local) |
| Assuming single intent for "SEO tools" | Mixed — check the SERP to confirm |
Two keywords with different intents should never target the same page.
Opportunity Scoring
Score each keyword:
Opportunity Score = (Volume x (1 - Difficulty/100)) x Intent MultiplierIntent multipliers:
- Transactional: 1.5
- Commercial investigation: 1.3
- Informational: 1.0
- Navigational: 0.2
This surfaces low-competition, high-intent targets over vanity volume plays.
Cluster Seeding
Group the keyword universe into topic clusters:
| Cluster Name | Pillar Keyword | Supporting Keywords (3-5) | Total Volume |
|---|---|---|---|
| ... | ... | ... | ... |
Each cluster needs one pillar page (head term) and 3-8 supporting pages (body + long-tail).
Output Format
Keyword Research: [topic or domain]
Summary
- Total keywords: [count]
- Total addressable volume: [sum]
- Difficulty range: [min]-[max]
- Clusters identified: [count]
Priority Matrix [Tiered keyword table]
Cluster Seeds [Cluster table]
Start Here — Top 5 Keywords
For each of the 5 highest-opportunity keywords:
- Why this keyword now (difficulty, intent, business value)
- What page type to create
- Which cluster it anchors or supports
Pro Tip: Use the free Blog Keyword Generator and Autocomplete Research tools at seojuice.com for seed keyword discovery. SEOJuice MCP users can run/seojuice:keyword-analysisfor live ranking data and/seojuice:content-strategyto see content gaps — keywords your competitors rank for that you don't.