How Does Keyword Research Work? On-Page SEO & Top Tools Explained

You’ve probably heard that keywords and on-page SEO play a big role in helping your content show up in search results, but how exactly? While SEO is a cornerstone of any strong digital marketing strategy, it can feel a bit like building a house without a blueprint, especially in the age of AI. That’s where this guide comes in.

We’ll explain how keyword research works, how to apply it, how AI impacts your strategy, plus a quick comparison of the three SEO tools we use every day. The goal? To create pages that don’t just rank — they connect and convert.

What Is Keyword Research (and Why Does It Matter)?

Keyword research isn’t just about collecting data; it’s how we discover what people are actually searching for so we can align our content to match that intent. It’s the foundation of on-page SEO, helping you uncover what your audience wants, how competitive a topic is, and where your best opportunities for optimization lie. 

SEO itself includes several disciplines — on-page, off-page, technical, and local SEO — but here, we’re focusing on on-page optimization: how to use real keyword data to build content that builds authority, draws attention, and earns rankings.

💡 Want to see how your own site stacks up? Explore our Free SEO Audit Guide for a full how-to.

How Does Keyword Research Work?

At a high level, keyword research involves five key steps:

1. Collecting topics that matter to your business and audience
2. Using SEO tools like Moz, SpyFu, or Semrush to uncover related search terms
3. Analyzing metrics like search volume, keyword difficulty, and user intent
4. Prioritizing based on what’s realistic, relevant, and strategic
5. Applying those keywords naturally and consistently throughout your content

Let’s dive into each step a little more.

1. Start with Topics That Matter

Begin with phrases that your audience and your business care about most. For example, a credit union might start with topics like:

• Home equity loans
• Checking accounts
• Low-interest credit cards
• How to create a monthly budget
• Auto loan refinancing

These broad topics become seed keywords that help you explore what people are really searching for and how they phrase those questions.

Sidebar: Short-Tail vs. Long-Tail Keywords

• Short-tail keywords are broad phrases like home equity loan or credit cards. They have a high search volume but are also highly competitive. These keywords are ideal for your main, evergreen pages, such as your homepage or product/service pages.
• Long-tail keywords are more specific, like best home equity loan rates in Florida or how to pay off credit card debt faster. These are perfect for blog posts, FAQs, and other educational content that reach users earlier in their decision process. These keywords are often lower in volume but also lower in ranking difficulty.

2. Use SEO Tools to Explore Search Terms

SEO tools like Moz, SpyFu, or Semrush reveal metrics for your keyword phrases, related keywords, and even the pages currently ranking for each term. This step helps you discover long-tail variations, questions, competition, and user intention.

3. Analyze Key Metrics

Understanding the metrics behind each keyword helps you make smarter, data-driven decisions:

• Search Volume – How many times a keyword is searched per month.
• CTR (Click-Through Rate) – The percentage of users who click a link after seeing it in search results.
• Keyword Difficulty (KD) – A score estimating how hard it is to rank on page one for that term.
• Search Intent – Indicates the user’s purpose in their search (informational, navigational, commercial, or transactional).
• CPC (Cost Per Click) – The average amount digital advertisers pay per click; useful when planning PPC campaigns.

These numbers guide you toward opportunities where your brand can realistically compete and convert.

4. Prioritize Keywords

Prioritization isn’t only about relevance — it’s about strategy. Yes, you want to match your audience’s interests, but you also need to support your broader marketing goals. Consider:

• Upcoming campaigns or product launches
• Seasonal promotions or events
• Brand positioning and voice

For example, a credit union promoting a spring “Home Improvement Loan” campaign might focus on HELOC-related search terms during that season, and use those same terms across ads, landing pages, and blogs.

5. Apply and Track

Once you’ve chosen your keywords, apply them naturally across titles, headers, alt tags, URLs, meta data, and body content. We explain more below.

Understand that keyword research isn’t a one-time task. It’s a continuous cycle of testing, measuring, and refining. The more you analyze performance and update your content, the stronger your SEO becomes.

Comparing 3 Top SEO Tools for Keyword Research

There’s no shortage of SEO tools out there, and all claim to do the same thing. It’s worth experimenting to find the one you actually like using.

In my own experience, I’ve used Moz, Semrush, and SpyFu for keyword research and site audits. Each one brings something different to the table, so I’ll often use all three when diving deep into a project.

Here’s a quick comparison to help you see how they stack up:

SpyFu

SpyFu stands out for its simplicity and user-friendly interface. Almost everything you need — keyword metrics, related terms, questions, “also ranks for” lists, and organic search rankings — appears on one page, offering quick access to relevant data.

Moz

Moz shines when you want to understand authority and intent. It displays Minimum DA (domain authority) alongside standard keyword metrics like search volume, CTR, and difficulty.

Side Note: Domain Authority (DA) is a score that estimates how likely a website is to rank highly. Don’t worry if yours is low. Implementing a smart, robust content marketing strategy can raise it steadily.

Moz includes SERP analysis showing URLs currently ranking for a keyword, but it’s less fluid than SpyFu for exploring related terms. You’ll need to click deeper for more suggestions.

Semrush

Semrush is a trusted leader for a reason. Beyond search volume and difficulty, it breaks down U.S. vs. global volume, shows CPC estimates, and labels each keyword with user intent (informational, transactional, etc.).

Its SERP overview and ranking data are detailed, though its initial related keyword list isn’t as extensive as SpyFu’s. One standout feature: Semrush tells you exactly what it may take to rank well for a term — for example, how many referring domains and optimized pages are needed to compete.

How to Apply Keyword Research with On-Page SEO

So you’ve finished your research — now what? Here’s how to turn keyword data into meaningful optimization.

1. Choose a Primary Keyword (and Supporting Phrases)

Pick one primary keyword for the page, plus a few natural variations that support it.

Use one main keyword per page to avoid duplicate content and keyword cannibalization, which can confuse search engines and hurt ranking potential. Keep your writing natural. Use variations and related phrases, and avoid keyword stuffing.

2. Optimize Your Page Title and Meta Description

Your title and meta description are the first things users see in search results, so they directly affect click-through rates. Write these for humans first, search engines second.

• Page Title: Include your primary keyword near the beginning and stay within about 60 characters.
  Example: Network Security Solutions in Tulsa | ABC IT Company
• Meta Description: Summarize what visitors will find on the page in 150–160 characters. Include your keyword naturally and emphasize value or action.
  Example: Protect your Tulsa business with trusted network security solutions from ABC IT Company. Prevent breaches, safeguard data, and get 24/7 IT support.

3. Use Keywords Naturally in Headers and Copy

Your headers guide both readers and search engines. Use your primary keyword in the H1 (there should only be one per page), then organize subheadings in order (H2s, then H3s).

Include keyword variations or semantically related phrases in the subheadings and copy. Researching Google’s “People Also Ask” section is a great way to find natural phrasing and questions to use.

4. Strengthen Internal Links

Use anchor text related to your topic to connect relevant pages and reinforce context.

Internal linking helps your SEO by creating clear pathways between related content. A strong linking strategy connects your short-tail “pillar” pages (like your main service or product pages) with long-tail “supporting” pages (like blogs, guides, or FAQs).

This kind of interlinking (also known as a topic cluster strategy) shows search engines that your site covers the subject thoroughly and helps build trust, authority, and higher rankings for your core pages.

5. Add Alt Tags for Images

Alt text (alternative text) describes images for users and search engines. It’s essential for website accessibility and image SEO.

Good alt tags:

• Describe the image accurately and naturally.
• Help visually impaired users understand your content
• Can help your images rank in search results
• Include a relevant keyword or variation that fits the image context.
• Avoid stuffing keywords or using the same phrase repeatedly.

6. Refresh and Re-Evaluate Regularly

Search behavior changes constantly. Revisit your keyword data quarterly to identify new opportunities or declining terms. Update older blog posts with fresh stats, improved headers, or new FAQs to maintain rankings and engagement.

AI and SEO: Why Keyword Research Still Matters

Even in the age of ChatGPT and AI-driven search, keyword research still matters. AI has changed how people search, but it hasn’t replaced the need to understand what people want and how they phrase it. 

Keyword research is simply evolving. Instead of typing “SEO tools,” users now ask, “What are the best SEO tools for small businesses?” That kind of intent-rich language is gold for optimization.

Rather than chasing exact matches, focus on keyword clusters and themes that mirror natural-language searches. Build pages that answer real questions and build trust, not just check boxes for keywords.

That’s also why Google’s E-E-A-T framework still matters. Experience, Expertise, Authoritativeness, and Trustworthiness don’t just influence Google rankings; they also help determine which content is reliable enough to appear in both traditional search results and AI-generated answers. Best practice is still creating content that demonstrates real human value. 

Level Up Your SEO and Content Plan

Keyword research is where strategy meets opportunity. We’ve used these SEO tools for years, and no matter which you prefer, the real value comes from applying what you learn intentionally and consistently. SEO tools will give you the data, but smart optimization gives you results.

Start your strategy with insight: Connect with our marketing specialists for a full SEO audit or get started on a comprehensive marketing plan designed to elevate your brand across the web.