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Introduction
As SEO has evolved over the years, so has its starting point: keyword research. In the early days, keyword research was all about chasing the highest-volume terms and stuffing them into your content. But today, success in SEO means understanding the human intent behind those searches.
Human-first keyword research focuses on solving real problems, using authentic language, and offering valuable context that truly serves your audience.
Not sure where to start? Let’s walk through how to create keyword research that’s built for humans first, algorithms second.
Understand Your Audience First
Like any successful business strategy, SEO starts with understanding your audience. Before diving into keyword tools, take the time to define your customer personas, who they are, what they care about, and what problems they’re trying to solve.
Once you’ve identified your target audience, map out their pain points and motivations. For example, you might have a small business owner who doesn’t understand SEO, lacks an in-house team, and has a limited budget. That person might search for phrases like “affordable SEO,” “local SEO agency,” or “cheap SEO packages.”
Use surveys, customer interviews, and online communities like Reddit or Quora to uncover how your audience actually talks about their challenges. Their language often reveals the best keywords.
Shift from Keywords to Topics
Modern SEO isn’t about isolated keywords, it’s about topical depth. Google’s algorithms now reward comprehensive content that explores an entire subject area.
For example, if you’re offering guest posting services (like we do at Bubble SEO), you might also target related terms such as “content marketing,” “link building,” and “affordable backlinks.” These connected keywords build topic authority and help Google understand your site’s expertise.
To organise this, create a topical map; a visual representation of your main topic (e.g., SEO) surrounded by related clusters (content strategy, backlinks, keyword research, etc.). This approach expands your reach and makes your site more relevant to a wider audience.
Gather Keyword Ideas with Empathy
Empathy is one of the most underrated tools in keyword research. Instead of guessing what people search for, listen to how they ask questions and express frustration.
Use tools like:
- Google Autocomplete: Type your seed keyword (e.g., “SEO”) and see what suggestions appear.
- Reddit, Quora, and niche forums: Great for uncovering natural phrasing and trending topics.
If your business is customer-facing, listen to support calls, emails, or chat logs. Real customer language can inspire highly specific, long-tail keywords like “how to improve local SEO” or “why backlinks are important.”
Since Google’s Helpful Content System now prioritises user-focused results, these question-based keywords are more valuable than ever.
Balance Data with Human Judgment
While empathy drives creativity, data validates it. Every keyword you target should have measurable search demand and achievable competition.
Check metrics like:
- Search volume
- Keyword difficulty or competition score
- Click potential
You can use tools like SEMrush, Ahrefs, or Google Keyword Planner to evaluate your options.
Not every high-volume keyword is worth pursuing. If a term doesn’t match your audience’s needs or intent, it can drive the wrong traffic, or none at all. Prioritise relevance and conversion potential over vanity metrics.
Analyse Search Intent & Context
Every search has a purpose, and understanding that purpose is essential. Search intent typically falls into three main categories:
- Informational – Learning something (e.g., “importance of content length in SEO”)
- Transactional – Buying or signing up (e.g., “buy guest post”)
- Navigational – Finding a specific brand or page (e.g., “Bubble SEO contact us”)
A healthy SEO strategy includes a mix of all three. Match your content format to intent:
- Informational → Blog posts, guides, tutorials
- Transactional → Service pages, product pages, offers
- Navigational → Optimised homepage and contact pages
Validate Before You Create
Before investing time into content creation, validate your keyword choices.
Simply search your target terms in Google and ask yourself:
- Do the results match what my audience would expect?
- Are the top-ranking pages similar to what I plan to publish?
- Would I be proud to see my content among them?
If the results don’t align with your goals or audience, it may be worth rethinking your keyword focus. A quick competitor analysis can help you gauge difficulty and opportunity.
Keep Iterating & Evolving
SEO isn’t static, it’s a living process. Keywords rise and fall in popularity, algorithms shift, and user behavior changes constantly.
Regularly review your keyword performance:
- Is this term still driving traffic?
- Has search volume increased or dropped?
- Are rankings becoming harder to maintain?
If you notice shifts, adapt quickly. Revisit your keyword strategy, refresh outdated content, and look for new opportunities.
Tools like Google Search Console and Ahrefs Site Explorer can help track keyword trends over time.
Conclusion
Keyword research can be time-consuming, but it’s one of the most valuable investments you can make for your business.
When done with humans in mind, not search engines, it leads to stronger engagement, better content, and higher long-term rankings.
Remember: SEO isn’t linear. You’ll test, fail, learn, and adapt along the way. Keep your focus on solving real problems for real people, and the rankings will follow.
