Keyword Planning for SEO: A Step-by-Step Guide to Target the Right Searches
1. What Is Keyword Planning?
Keyword planning is the process of identifying and organizing keywords that your target audience searches for, then aligning them with your website’s content strategy.
Unlike basic keyword research, which is more exploratory, keyword planning is strategic. It involves mapping keywords to specific pages, funnel stages, and business goals.
Top Free Tools for Keyword Planning
- Google Keyword Planner – Great for discovering keyword ideas and search volume.
- Moz Keyword Explorer – Beginner-friendly and insightful.
- Semrush – Robust competitor data, intent detection, and SERP analysis.
- WordStream – Quick keyword discovery for ad and content strategy.
2. Review Your Existing Rankings
Start by auditing your current SEO rankings using Google Search Console:
- Go to: Performance → Search Results
- Check: Clicks, Impressions, CTR, and Position
- Export the data and look for high-impression, low-click keywords
This will help you uncover underperforming content that can be updated or re-optimized for quick SEO wins.
3. Align Keyword Planning with Business Goals
Ensure your keyword plan supports your wider goals, such as:
- Promoting specific services or launches
- Attracting qualified traffic (not just high volume)
- Reinforcing your brand identity and position
⚠️ Don’t chase high-volume keywords if they conflict with your market position. A luxury brand targeting “cheap watches” is a mismatch.
4. Identify Keyword Opportunities
Use tools to uncover keyword gaps and ideas:
- Semrush Keyword Gap Tool – See what competitors rank for that you don’t
- Google Keyword Planner – Discover new terms with search volume
- Semrush Keyword Magic Tool – Explore long-tail variations
Pro Tip: Long-tail keywords (4+ words) typically have lower competition and reflect clearer search intent.
5. Organize Keywords: Mapping & Clustering
Keyword Mapping
Assign keywords to individual pages across your site.
Topic Clustering
Create groups of pages that support one another:
- Pillar Page: Core content on a broad topic (e.g., “SEO for Beginners”)
- Cluster Pages: Deep-dive supporting pages (e.g., “How to Do Keyword Planning for SEO”)
Use spreadsheets or tools like Semrush Strategy Builder to keep it organized.
6. Understand Keyword Intent
Different keywords serve different purposes. Understand the four major types:
- Informational – e.g., “how to plan keywords for SEO”
- Navigational – e.g., “Semrush keyword tool login”
- Commercial – e.g., “best free keyword tools 2025”
- Transactional – e.g., “buy SEO audit services”
Intent ensures you’re writing the right content for the right searcher.
7. Evaluate Ranking Potential
Not all keywords are worth pursuing.
Check:
- Keyword Difficulty (KD) – General competitiveness
- Personal KD – Based on your domain’s authority
- Search Landscape – Are SERPs filled with ads, snippets, or maps?
Balance high-impact keywords with realistically achievable targets.
8. Prioritize Based on Resources
Consider your bandwidth:
- Can you reuse or update existing content?
- Do you have the budget or team to create new pages?
- Which keywords support upcoming campaigns?
Focus first on low-lift, high-reward opportunities.
9. Track & Adapt Your Strategy
Use tools like:
- Semrush Position Tracking
- Google Search Console
- Google Analytics 4 (GA4)
Monitor changes in:
- Keyword rankings
- Click-through rates (CTR)
- Traffic by page
Regularly update pages and reprioritize based on what’s working.
10. Keyword Planning FAQ
Q: How many keywords should I focus on per page?
A: One main keyword and 2–4 supporting variations.
Q: What is keyword mapping?
A: The process of assigning keywords to specific URLs based on search intent.
Q: Are long-tail keywords worth it?
A: Yes! They convert better and are easier to rank for.
Q: How often should I review my keyword plan?
A: At least every quarter or when launching new services/products.
Final Thoughts
Keyword planning is more than collecting search terms—it’s a strategy to align your SEO efforts with business goals. When done right, it turns content into compounding traffic and long-term ROI.
Need help building your keyword plan? Contact Grow Wild for a free consultation or SEO audit.
