| name | keyword-research |
| description | Conducts keyword research with search volume estimates, difficulty assessment, and content mapping recommendations. Use when planning SEO-driven content. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
Keyword Research
When to Use This Skill
Use this skill when you need to:
- Identify target keywords for SEO content strategy
- Assess keyword difficulty and ranking potential for your site
- Map keywords to content types and search intent
- Build a prioritized keyword list for content planning
DO NOT use this skill for paid search keyword lists (use google-ads-campaign), social media hashtag research, or YouTube keyword optimization (use youtube-seo). This is for organic search keyword research.
Core Principle
THE BEST KEYWORD IS NOT THE ONE WITH THE MOST SEARCHES — IT IS THE ONE WHERE YOUR CONTENT CAN REALISTICALLY RANK AND THE SEARCHER IS MOST LIKELY TO BECOME YOUR CUSTOMER.
Phase 1: Brief
Required Inputs
| Input | What to Ask | Default |
|---|
| Business/niche | "What does your business do?" | No default — must be provided |
| Seed topics | "What 3-5 topics are central to your business?" | No default — must be provided |
| Target audience | "Who are you trying to attract?" | Potential customers |
| Website domain | "What is your website URL?" | No existing site |
| Domain authority | "Do you know your Domain Authority or Rating?" | Low (new or small site) |
| Existing content | "How many pages/posts do you currently have?" | Under 20 |
GATE: Confirm the brief before starting research.
Phase 2: Keyword Discovery
Research Process
For each seed topic, generate keywords across these categories:
1. Head Terms (1-2 words, high volume, high competition)
- Example: "email marketing"
- Use: Awareness content, pillar pages
2. Body Keywords (2-3 words, moderate volume)
- Example: "email marketing strategy"
- Use: Category pages, comprehensive guides
3. Long-Tail Keywords (4+ words, lower volume, lower competition)
- Example: "email marketing strategy for solopreneurs"
- Use: Blog posts, specific guides — highest conversion intent
4. Question Keywords (how, what, why, when queries)
- Example: "how to start email marketing"
- Use: FAQ pages, how-to guides, featured snippet targets
5. Commercial Intent Keywords (buyer-ready searches)
- Example: "best email marketing tool for small business"
- Use: Comparison posts, review content, landing pages
Keyword Evaluation Matrix
For each keyword, assess:
| Keyword | Est. Volume | Difficulty | Intent | Priority |
|---------|------------|------------|--------|----------|
| [keyword] | [range] | Low/Med/High | Info/Commercial/Transactional | 1-5 |
Volume estimates: Provide ranges (e.g., 100-500/month) based on niche knowledge and keyword characteristics.
Difficulty assessment factors:
- Current top 10 results: big brands or small sites?
- Content quality of ranking pages: can you do better?
- Domain authority of ranking sites vs. yours
- SERP features present (featured snippets, People Also Ask)
Phase 3: Keyword Mapping
Content Mapping
Assign each priority keyword to a content type:
## Keyword → Content Map
| Keyword | Content Type | Search Intent | Target Page |
|---------|-------------|---------------|-------------|
| [keyword] | Pillar page | Informational | /guide/[topic] |
| [keyword] | Blog post | Informational | /blog/[slug] |
| [keyword] | Landing page | Commercial | /[service] |
| [keyword] | Comparison post | Commercial | /blog/best-[topic] |
Priority Ranking
Rank keywords by a combination of:
- Relevance to your business (will this traffic convert?)
- Rankability (can you realistically reach page 1?)
- Search volume (is there enough traffic to matter?)
- Content gap (does good content already exist on your site?)
Quick Win Keywords
Identify 5-10 keywords where you have the best chance of ranking quickly:
- Low competition (few quality results currently)
- Clear search intent you can match
- Long-tail with commercial or transactional intent
- Related to content you've already started
Phase 4: Polish
1. Keyword Research Report
Deliver a complete spreadsheet-style output:
- 30-50 keywords total, organized by topic cluster
- Volume estimates, difficulty, intent, and priority for each
- Top 10 "start here" keywords highlighted
2. Content Calendar Recommendations
Suggest a 3-month content plan based on the keyword priorities:
- Month 1: Quick win keywords (long-tail, low competition)
- Month 2: Body keywords with comprehensive guides
- Month 3: Begin pillar content targeting head terms
3. Tracking Setup
Recommend tracking the target keywords:
- Free: Google Search Console for impression and click data
- Paid: Ahrefs, SEMrush, or similar for rank tracking
- Review rankings monthly for the first 6 months
Anti-Patterns
- Targeting only high-volume keywords — a new site cannot rank for "email marketing." Start with long-tail keywords and build authority.
- Ignoring search intent — ranking for "email marketing" with a blog post when Google shows tools and platforms means you're targeting the wrong content type.
- Keyword stuffing based on research — research identifies targets; it does not mean cramming keywords into content.
- One keyword per page only — each page should target a primary keyword and 3-5 related secondary keywords naturally.
- Never revisiting research — keyword landscapes shift. Refresh research every 6 months.
Recovery
- No seed topics: Ask "What questions do your customers ask before buying?" and "What would your ideal customer search for?" to generate seeds.
- Very competitive niche: Focus exclusively on long-tail keywords with 4+ words. Build topical authority before targeting competitive terms.
- No website yet: Build the keyword map first, then use it to plan site architecture and initial content.
- User wants exact search volumes: Explain that without paid tools, volumes are estimates. Relative priority matters more than exact numbers for strategy.
