Keyword research is the process of finding and analyzing what relevant audiences search for in search engines like Google. So you can create content that’s more likely to rank highly in search results.

It’s a crucial part of any search engine optimization (SEO) strategy. And a helpful step to take whenever you’re planning new content.

For example, a pet retailer might conduct keyword research with a free keyword tool. And find that:

Thousands of people per month search “how much food should i feed my dog”
Ranking for “royal canin dog food” is harder than ranking for “royal canin cat food”
Most people searching “best python books” want books about coding—not snakes
This kind of information can help you spend business resources more effectively. And ultimately get more organic traffic (unpaid visits from search engines).