What's one common mistake you see people making with keyword research? Share a tip on how to avoid this mistake and improve keyword targeting.

A common mistake in keyword research is chasing high-volume keywords without considering intent. Many focus solely on popular terms, only to attract the wrong audience or face steep competition. To avoid this, prioritize search intent over search volume. Use tools to identify keywords aligned with specific user goals-whether informational, transactional, or navigational. For example, instead of targeting "best running shoes" (broad and competitive), focus on "best running shoes for flat feet" to attract a more relevant audience. This approach not only improves targeting but also increases the likelihood of conversions, as you're connecting with users who are closer to making a decision.

The most common mistake is people focusing on paid tools for keyword research. For example, there are plenty of free ways to find profitable keywords using Google. Take Search Console for instance. If you visit the "queries" tab, you can find untapped keywords that you are already ranking for and that you can use to build informational articles around them. Or, the People Also Ask boxes that are displayed in Google's search results. These can give you ideas for long-tail keywords and questions people are asking related to your topic. If you click on each of them, more will appear and you can dig down even deeper. Some other ways I like include Wikipedia. If you search for a broad topic, you can look at the "contents" section, which will suggest sub-topics that you can use to find even more keywords.

One of the biggest mistakes people make with keyword research is chasing broad, high-traffic keywords. Sure, a term like "coffee beans" gets loads of searches, but it's incredibly competitive and often brings in a mixed audience. Some might be researching coffee types, while others are just browsing - not exactly your ideal buyers. Instead, think smaller but smarter. Long-tail keywords like "organic decaf coffee beans" might not have sky-high search volumes, but they attract people who know what they want and are more likely to buy. The key is to focus on intent.

One common mistake I've observed among SEO people is an overreliance on keyword research tools to finalize their keyword list. While these tools are valuable, I believe the starting point should be audience research. Understanding our target audience on a deeper level-by engaging directly with them on social media platforms, exploring forums like Reddit, and participating in Slack communities-provides invaluable insights into their pain points and real challenges. By focusing on these discussions, we often uncover zero-volume keywords that might not show up in tools but can drive exceptional results due to their high intent. Shifting the focus from purely SEO-driven strategies to a more audience-centric approach has proven incredibly effective in our experience, enabling us to create content that truly connects with users and addresses their needs

One major keyword research mistake is ignoring seasonal trends. We've seen clients focus on evergreen keywords without recognizing that their industry has peak periods. For instance, a travel client overlooked targeting "holiday package deals" leading up to December, missing out on significant traffic. Use tools like Google Trends to identify seasonal patterns and incorporate those keywords into your strategy. Planning ahead for peak times ensures your content aligns with user demand, giving you an edge over competitors.

The most common keyword research mistake I see businesses making is targeting high-volume, broad keywords without considering their conversion potential. For example, many service-based businesses chase keywords like "marketing strategy" or "business growth tips" when their ideal clients are actually searching for more specific solutions like "how to automate client onboarding" or "marketing systems for service businesses." Here's my actionable tip: Instead of starting your keyword research with tools, begin by documenting the specific problems your successful clients were facing when they found you. Review your client calls, emails, and testimonials. What exact phrases did they use to describe their challenges? These long-tail, problem-focused keywords might have lower search volume, but they often convert better because they match the real language your ideal clients use when they're ready to invest in a solution. For example, when I shifted from targeting "social media marketing" to phrases like "how to create consistent social media content without burnout," we saw a significant increase in qualified leads. The traffic might have been lower, but the conversion rate more than made up for it because we were attracting people actively seeking solutions to specific problems we solve.

The most common mistake I see done when it comes to keyword research is tinking that keyword research is "keyword" research. Know thy audience / ICP. Know what problems they need solved. We found our single best keyword research tool is client call recordings and support tickets. Look for patterns and consolidate ideas. We've built our whole content calendar and on-site content pillars around answering those. We first frame them like a human would. Then, and only then, we look for the keywords that would best describe those problems, presented as a query that search engines can parse and give a good answer for in the shape of our content (which, again, we flesh out based on the answers we give live on calls). Work once, extract value multiple times. Keyword tools won't show a fraction of those questions and the search volume will be off 100% of the time. Many "0 volume" keywords we've extracted from sales calls produce us the most leads.

The common mistake is they don't have a strategy, which means they don't look for keywords they can win. Rather, they look for big keywords that are either not targeted enough for their business, or unwinnable. Instead, we focus on bottom of funnel search terms. They are winnable, and they bring people who are ready to buy. Typically bottom of funnel search terms don't have large volume and they are 3+ words long. So, the people searching for them typically know the solution they need, but they don't know which company will provide the solution. That's a big win, and we've had big success on those phrases, booking at least $100k in six months.

One common mistake in keyword research is overly relying on tools and focusing solely on metrics like low keyword difficulty (KD) and high search volume. Many assume these keywords are easy to rank for, but that's not always true (at least not in many cases we have seen) Even keywords with a low KD might still face stiff competition, especially if there is any well-established website that dominates the search results. To avoid this pitfall, prioritize a balanced approach. Look for "low-hanging fruit" keywords with moderate KD (e.g., 10-20) and realistic competition. These keywords can help you create content clusters that build authority in your niche. Once you establish a strong foundation with these keywords, you can gradually target more challenging ones. Additionally, rely on something other than keyword tools and manually validate your findings. Analyze the search results for your chosen keywords. Ask yourself: Are the top-ranking websites large or small? Is there space for newer sites to rank? Does the traffic these keywords attract align with your audience and goals? Target keywords where smaller sites perform well and ensure they match your audience's intent. This will improve your chances of ranking faster and driving meaningful traffic. Lastly, pay close attention to user intent. You risk high bounce rates and low conversions if you target keywords that don't align with what users are searching for. For example, someone searching for "best hybrid cars max battery life" expects specific recommendations about cars with long-lasting batteries. Optimizing your content to address such queries satisfies user expectations and increases the likelihood of conversion. A holistic, intent-driven approach to keyword research will help you achieve sustainable growth and better results.

Keyword Strategy 101: Focus on Intent, Not Just Numbers "Keyword research isn't about hitting the jackpot with popular terms; it's about uncovering the 'why' behind the search and connecting with your audience where it matters." - Kevin Connor, Founder and CEO When it comes to keyword research, I find that many people make the same mistake: they go straight for high-traffic keywords. I get it. These big, weird numbers are tempting. But here's the thing: if your keywords don't match what your customers are actually searching for, it's like shouting into a void. No one is listening. At Modern SBC, we always remind our clients that keyword research is more than just selecting the most popular words. It's about understanding why someone is searching. Are they curious? Ready to buy? Are they trying to solve a problem? Once you understand the "why," everything else falls into place. Here's a tip: think about the questions your customers always ask. For example, if you sell eco-friendly packaging, your audience might ask, "Is sustainable packaging affordable?" or "Why use eco-friendly materials?" These are golden opportunities to connect with people where they are. And I don't overthink it! Some of the best keywords come directly from casual conversations with customers. When you match your content with what they're already thinking, it feels natural and that's what builds trust. Remember that keyword research isn't just a numbers game; it's about making real connections.

I cringe when I see someone relying solely on LLMs like ChatGPT for keyword research without verifying the data against active search tools like Ahrefs or SEMrush. While LLMs can generate keyword ideas, they don't provide real-time search volume, competition levels, or trend data, which are critical for effective targeting. Instead, pair LLMs with a robust SEO tool. Start with broad ideas from ChatGPT, then use Ahrefs or SEMrush to validate and refine those keywords. Focus on terms with a balance of decent search volume and low-to-medium competition. This combination helps to make sure you're targeting keywords that not only align with your content but also have the potential to drive traffic.

Ignoring keyword cannibalization. When you target the same (or similar) keywords across multiple pages, you're diluting each page's potential to rank. When choosing which keywords to target, make sure their SERPs don't have more than 10% of the same pages as results. Make sure you also pay attention to keyword cannibalization during your content audits. SERPs naturally change as search intent changes, so you might realize some of your pages are cannibalizing others. Consolidate them or re-optimize, so every page focuses on 1 specific keyword!

Chasing after keywords that have a different intent that doesn't align with your business, or serving content that mismatches the intent of the query, can lead to high bounce rate and low engagement - and a waste of your time! Understand the query by looking at the SERPs to see what kinds of pages and content currently ranks for it. This will help you to understand the intent for a particular keyword query, which might have a completely different meaning than you first thought. It may even include branding that you wouldn't otherwise be aware of if you hadn't inspected the SERPs.

One common mistake I see with keyword research is focusing too narrowly on high-traffic, highly competitive keywords. People often target broad terms like "restaurants in London" without considering the opportunities in secondary or long-tail keywords. A better approach is to research your competitors' keywords and look for gaps in their strategy. For example, if your competitors are doing well with "restaurants in London" but aren't ranking for "small restaurants in London," that's a chance for you to capture the traffic they're missing. Additionally, long-tail keywords are incredibly valuable. Rather than targeting broad phrases like "London restaurants," focus on more specific queries, such as "restaurants near the West End" or "what Italian restaurants are in Soho?" This is especially important given the rise of voice search, where people tend to ask questions like "Where can I find Italian food in Soho?" instead of just typing keywords into a search engine. A great tip is to use Google Search Console to identify keywords that are already ranking well but could use a little push to reach higher positions. If you have keywords in positions 5 to 10, it's often easier to move those up rather than trying to rank for a much more competitive term. By targeting these "low-hanging fruit" keywords, you can make significant progress with less effort.

One common mistake in keyword research is focusing solely on high-search-volume keywords without considering relevance and intent. This often leads to targeting terms that drive traffic but fail to convert. For example, choosing a generic keyword like "shoes" might attract visitors, but it won't necessarily align with your specific audience or product offering. Tip to Avoid: Prioritize keywords that balance search volume with intent and relevance. Use tools like Google Keyword Planner, Ahrefs and SEMrush to analyze long-tail keywords that match your audience's needs. Additionally, focus on competitor research and align keywords with your content strategy to ensure they support both visibility and conversions.

The first mistake, and one that I see people make most often when doing keyword research, is being too focused on high traffic keywords with no regard to intent or competition. It is tempting to gravitate towards keywords that are searched thousands of times every month, but if those terms do not match what your ideal buyer is actually searching for, or worse still, if the competition for them is simply too high, you will fail. This often ends in the loss of time and money, low rankings, and also not the right audience. Here's a real-life example: If you're a local business, the keyword "web design" might look a good one to target because it is high volume. But you're up against large companies, agencies and global players." Instead, targeting specific, localised keywords such as "affordable web design in Austin" or "custom website design near me" lowers competition and draws in people who are much more likely to convert because intent is very clear. A common mistake is to neglect the long tail, the low volume, low competition, highly relevant search points. Such terms usually indicate a user with clear intent to buy or need, hence, such keywords can be slightly more valuable in terms of driving conversions. So, rather than targeting "seo services," I'd target something like "seo services for small businesses." Using tools such as Google Keyword Planner or SEMrush, you can find these gaps based on search volume, competition metrics and even related keyword ideas. Another tip is to always keep in mind the user journey. Ask yourself: What does the searcher REALLY want to do? Are they doing research, seeking general information, or ready to purchase? No But aligning keywords with search intent ensures that your content ranks, but also meets the user's needs, increasing engagement, and conversions. Finally, make sure you are reviewing and adjusting your keyword strategy on a regular basis. Search trends and user behavior change over time, and keeping ahead means returning to your research, seeing what is working, and adjusting your approach accordingly. Keyword research isn't something you do once, and it's an ongoing opportunity that will bring you better results when combined with deliberate, data-driven changes.

One common mistake I often see in keyword research is focusing solely on high-volume keywords without considering search intent. Many businesses aim for keywords with the most searches, assuming they will drive significant traffic, but they miss the critical question: "What is the searcher trying to achieve?" This often leads to targeting the wrong audience, resulting in low engagement or conversions. For example, I worked with a client who targeted "cheap laptops," expecting high sales, but their products were premium. The mismatch led to frustrated visitors and wasted ad spend. To avoid this, prioritize understanding the intent behind keywords. Use tools like Google's Keyword Planner to analyze related terms and categorize them by intent-informational, navigational, or transactional. For improved targeting, blend lower-volume, intent-aligned keywords with broader terms. When I implemented this for a client, shifting from generic keywords to specific, transactional phrases like "buy premium gaming laptops," their conversions doubled within three months. Focusing on intent ensures you're reaching the right audience and maximizing your ROI.

One common mistake in keyword research is focusing solely on high-volume keywords without considering their intent or competition. While these keywords might seem appealing due to their potential to drive significant traffic, they are often highly competitive and may not address the specific needs of the target audience. This can lead to missed opportunities and ineffective targeting. To avoid this, it's essential to prioritize user intent and relevance over volume alone. Start by categorizing keywords into types such as informational, navigational, and transactional. Focus on those that align with what your audience is searching for and the actions they want to take. For example, targeting a transactional keyword like "buy ergonomic chair" is far more likely to drive conversions for an e-commerce site than aiming for a generic high-volume keyword like "best chairs." Leverage SEMrush or Ahrefs to analyze keyword difficulty and competition. Focus on long-tail keywords with lower competition and specific intent for better results. Although these keywords may have lower search volumes, they attract more qualified traffic. By focusing on intent, relevance, and feasibility, you can develop a more effective keyword strategy that enhances rankings, brings in the right audience, and boosts conversions.

The biggest mistake I see is people relying too heavily on keyword research tools without understanding user intent. Instead of just plugging in obvious terms, I start by checking Google Search Console data for queries that already bring traffic to my site but have low click-through rates. These are goldmines - Google already thinks your site is relevant for these terms, you just need to answer the questions better. For example, if you run a software review site and see people searching "[product] vs alternatives" but not clicking through, that's telling you to expand your comparison content. Don't just list features - explain specifically why someone would choose one option over another. This approach works because you're targeting real searches where you already have a foot in the door, rather than competing for high-volume keywords where you might never rank.

One big mistake? Chasing high-volume keywords that are way too broad or competitive. People think bigger is better, but if you're targeting 'digital marketing,' good luck standing out. My tip: focus on long-tail keywords-specific phrases that match what your audience is actually searching for, like 'how to hire a fractional CMO for startups.' Tools like Google's Keyword Planner or AnswerThePublic are great for finding these gems. Long-tail keywords might have lower search volumes, but they attract the right traffic-and that's what drives real results.