keyword-research

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.

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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.

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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.

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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)

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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:

1. Relevance to your business (will this traffic convert?)
2. Rankability (can you realistically reach page 1?)
3. Search volume (is there enough traffic to matter?)
4. 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

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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

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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.

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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.