1. SEO Fundamentals Learn to Develop a Keyword Research

The keyword research is a market research that will allow us to target the SEO process, it allows us to identify which are those terms used by our audience when searching in Google or any other search engine that we want to optimize for, as well as how much traffic it’s viable for us to attract from ranking for them, which we should use to establish a strategy that is aligned with our SEO process goal. 

Long tail keyword research focuses on finding and using “long tail keywords” — specific, detailed, and often longer phrases that people type into search engines. Long tail keywords are typically three to five words long, though they can be longer. This often involves using keyword research tools to find phrases that people are searching for that tend to have a lower search volume, but that aren’t overly competitive.

Local keyword research is a vital part of local SEO. It helps local-focused businesses to understand how their target local audience searches and for which terms to show up in search results for people in a specific geographic area. The steps to follow are the same as for a traditional keyword research but while including local focused keywords -including terms that specify the target location, such as the name of the city, neighborhood, or other local identifiers, as well as “Near Me” queries used to find local businesses. 

Keyword research should be conducted at multiple stages in your SEO journey to ensure your content aligns with user queries and evolves with changing search trends, for example: At the Start of an SEO Project, During Content Creation, Prior to Website Redesign or Migration, or Periodically for Existing Content.

Begin by brainstorming topics related to your business or website. Use free tools like Google Keyword Planner or Answer The Public to expand your initial ideas. Look for keywords with reasonable search volume and lower competition. Start with long-tail keywords (3-4 word phrases) as they’re often easier to rank for and have clearer intent. Focus on understanding what your audience needs rather than just chasing high-volume terms.

Short-tail keywords are broad, 1-2 word phrases like ‘running shoes’ with high search volume but intense competition. Long-tail keywords are more specific, 3+ word phrases like ‘best running shoes for flat feet’ with lower search volume but higher conversion potential. Long-tail keywords typically have clearer search intent, face less competition, and attract more qualified traffic.

Common mistakes include: focusing only on high-volume keywords without considering intent and business value or alignment, ignoring long-tail opportunities, not analyzing competitor keywords, targeting keywords that don’t match your content, and neglecting local or niche-specific terms. Also avoid keyword stuffing—using keywords unnaturally just to increase density. Instead, focus on creating valuable content that naturally incorporates your target terms.

Review your keyword strategy quarterly at minimum, but monitor performance monthly. Search trends change, new competitors emerge, and user behavior evolves. Regular updates help you identify new opportunities, spot declining terms, and adjust your strategy. Set up tracking for your target keywords and watch for significant ranking changes or new search trends in your industry.