How to Know What Your Ideal Client Is Searching For Online

A Comprehensive Keyword Research Guide, Including AI

Understanding what your target audience is searching for is the cornerstone of successful online marketing. In this guide, we’ll walk you through several methods—from manual research using:

1. Google Suggest for Keyword Research

Google Suggest is an often-overlooked tool that’s right in front of you every time you search on Google. Many assume that an effective keyword resource must be complicated or expensive, but it’s actually free, simple, and incredibly powerful. 

Known also as Autocomplete, Google Suggest offers a quick and easy way to uncover the search terms your potential customers are already using.

Step 1: Brainstorm Your Core Keywords

Start by creating a list of seed keywords based on:

  • Products or Services: What you offer.
  • Customer Language: The terms your customers might use when searching.
  • Website Navigation: Your menu tabs and main website pages.
  • Competitors: Keywords featured on competitors’ websites.
  • Marketing Materials: Phrases from your ads, social media, and other promotions.
  • Value Proposition: The problems your product/service solves or the benefits it provides.

 

Action:

  • List your top 10 keywords or phrases in a spreadsheet (one per line).

 

Step 2: Expand Your List Using Google Suggest

Use an incognito (or private) browser window—ensuring you’re logged out of Google—to avoid personalized results.

    1. Type Your Seed Keyword Slowly: Watch for the dropdown of suggested search terms.
    2. Record Suggestions: Add the most relevant long-tail variations to your spreadsheet.
    3. Tip: If a suggested phrase perfectly describes your offering, consider optimizing content around it.

 

Step 3: Analyze the SERP (Search Engine Results Page)

Click on one of the suggested keywords to see the full SERP, which typically includes:

  • Ads: Up to four at the top and three at the bottom.
  • Organic Results: About 10 free listings.
  • Local Packs/Featured Snippets: Maps, knowledge panels, and “People Also Ask” sections.
  • Related Searches: Additional long-tail keyword ideas at the bottom.

 

Action:

  • Note any extra keywords or phrases that seem valuable and update your spreadsheet accordingly.

2. Google Search Console Insights

Google Search Console (GSC) is a free tool that shows you which keywords are driving traffic to your site. It provides data such as:

  • Impressions and Clicks: Understand which keywords lead users to your site.
  • Performance Gaps: Identify keywords that display well but aren’t generating clicks.
  • Content Opportunities: Spot keywords that Google is not fully recognizing on your site.

 

Action:

3. Google Ads Keyword Tool

Accessible through your Google Ads account, the Google Keyword Planner helps you discover search volumes, competition levels, and keyword ideas. Note that while it’s free to use, you must have an active Ads account—which might not suit everyone.

4. Paid SEO Tools

For more advanced keyword research and competitive analysis, consider investing in premium tools like:

  • ahrefs
  • SEMrush

These tools offer deep insights into keyword difficulty, backlink profiles, and competitor strategies, making them invaluable for businesses serious about SEO and with a positive ROI outlook.

5. Free Keyword Tools

If you’re not ready to invest in paid solutions, these free tools provide excellent keyword insights:
    1. Ubersuggest
      • What It Does: Generates keyword ideas, shows search volume and competition, and even offers content ideas and a basic site audit.
      • Why It’s Great: A user-friendly interface with robust free features.
 
    1. AnswerThePublic 
      • What It Does: Visualizes questions and phrases that people commonly search for related to your keyword.
      • Why It’s Great: Perfect for uncovering long-tail keywords and content ideas driven by actual user queries.
 
    1. Soovle 
      • What It Does: Aggregates autocomplete suggestions from multiple search engines (Google, YouTube, Bing, Yahoo, Amazon, etc.).
      • Why It’s Great: Especially useful for e-commerce, as it includes suggestions from Amazon.
 
    1. Keyword Sheeter 
      • What It Does: Pulls autocomplete suggestions from Google in real time.
      • Why It’s Great: Offers a quick and straightforward way to generate a large list of keyword ideas.
 
    1. Keyword Surfer (Chrome Extension) 
      • What It Does: Displays estimated search volumes directly within Google search results.
      • Why It’s Great: Provides on-the-fly insights without leaving the search page.
 
    1. Google Trends 
      • What It Does: Shows the popularity and seasonality of search terms over time.
      • Why It’s Great: Helps you identify trending topics and understand search term dynamics.
 
  1. KeywordTool.io (Free Version) 
    • What It Does: Generates keyword ideas using Google’s autocomplete data (with additional engines available on the premium plan).
    • Why It’s Great: Even the free version offers plenty of ideas, making it a solid starting point.

Tips for Maximizing Free Tools:
  • Combine Multiple Tools: Each tool offers unique data sets. Using several together can provide a more comprehensive keyword list.
  • Focus on Long-Tail Keywords: They’re typically less competitive and better aligned with specific user intent.
  • Monitor Trends and Competition: Evaluate seasonal peaks and the competitive landscape for each keyword.

6. AI-Enhanced Keyword Research and Content Creation

AI-powered tools (like ChatGPT) can accelerate your keyword research, but they should complement—not replace—traditional SEO software. Use AI for brainstorming and expanding your ideas, then verify with data from reliable sources. Example Prompts for AI Assistance:
  • Topic Ideas: “Give me 12 original long-form blog post topic ideas related to [Your Niche or Keywords].”
  • Trend Analysis: “What are the latest trends and shifts related to [Your Niche or Keywords]?”
  • Headline Templates: “Suggest 5-7 blog headline templates capturing the biggest challenges facing [Your Audience] in [Industry].”
  • Keyword Variations: “Provide a list of 10 keyword variations and long-tail options for the target phrase [Main Keyword].”
  • Low-Competition Keywords: “Suggest 5 low-competition keywords related to [High-Level Topic] that I could realistically target.”
  • Data Insights: “Provide monthly search volumes and difficulty scores (out of 100) for these [list of keywords].”

Note: Always verify AI-generated outputs against data from tools like Google Keyword Planner or SEMrush.

7. AI-Enhanced On-Page Optimization

AI can also support your content creation and on-page SEO by refining your drafts, generating outlines, or even suggesting subheadings. Here are some prompts to get you started:
  • Content Refinement: “Rewrite the following blog post introduction to discuss the benefits of low-carb dieting for weight loss in 2025.”
  • Content Creation: “Generate a 1000-word beginner’s guide to [Topic] outlining 5-7 key points the audience should know.”
  • Subheading Suggestions: “Suggest H2 subheadings to focus this blog post on actionable ways brands can leverage TikTok in 2025.”
  • Multiple Intro Options: “Provide 3 new introductory paragraphs for my article about remote work aimed at newly graduated computer programmers.”
  • Keyword Integration: “Please add the following keywords naturally into the next paragraph to improve search visibility – [insert target terms].”

Tip: Use AI as a creative springboard to enhance your content while ensuring that your final output is polished, accurate, and aligned with your audience’s needs.

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