Introduction

When someone searches something on Google they’re likely looking for something. Answers, solutions, products or services.

This is where keyword research comes in.

Whilst knowing what keywords are popular can help, it can tell us nothing about why they are searching. They may have searched a similar keyword to someone else but looking for completely different things.

In 2026 we need to understand more than just what keywords are popular, we also need to understand search intent, behaviour and ensure we are choosing the correct keywords for our AI search.

Let’s take a look at why we need to understand beyond search volumes and how to effectively do keyword research.

What Is Keyword Research?

Keyword research helps you understand what terms and phrases people are using to search for information, products and/or services.

For example, if you have an interest in digital marketing you may search for;

• What is digital marketing?

• Digital Marketing Course For Beginners

• How to learn SEO

• Best SEO Strategies For Small Businesses

Whilst all these keywords are in the same industry, they have different search intentions behind them. Some people may want general information whilst others may want to compare courses or actionable tips.

Understanding the difference between each of these keywords will help marketers know what content to produce.

Why Search Volumes May Not Be Best

Whilst search volumes can be useful, they may not always tell us what we want to know.

Take the following keywords;

• Digital Marketing

• How to Create A Digital Marketing Strategy For A Small Business

The first keyword is quite generic so it’s difficult to understand exactly what they’re looking for. The second keyword however, gives us some more clarity.

Even though the first keyword may have a higher volume, the second keyword may be a better option to write a blog around.

When doing keyword research you want to understand;

• Search Volumes – How popular the term is.

• Search Intent – What they want to achieve.

• Relevance – How relevant the keyword is.

• Competition – How difficult it may be to rank.

• Specificity – How specific the search is.

• Value – How relevant the search is.

We don’t want to find the most popular search term, we want to find the best one for our audience.

Search Intent

Understanding why someone is searching can help marketers understand what content to create.

There are four main search intents.

Informational

They want to learn something.

Examples;

• What is SEO?

• How does keyword research work?

• Benefits of content marketing.

Blog posts, tutorials and guides can help.

Navigational

They want to go to a particular website.

Examples;

• Instagram

• Google Search Console

• Canva Login

Commercial

They want to research.

Examples;

• Best SEO Tools For Beginners

• Digital Marketing Course Comparison

• Best Website Builder For Small Businesses

Review and comparison blog posts can help.

Transactional

They’re ready to take action, such as buying a product.

Examples;

• Buy Running Shoes Online

• Book A Digital Marketing Course

• SEO Service Pricing

Product pages, service pages and booking pages may be best.

For example, someone searching for an SEO Expert in Kasaragod may be ready to explore local SEO services for their business.

Knowing the search intent can help you create content that fits what people are looking for.

AI Search

As there are AI features for search people are starting to ask more detailed questions and explain what they want.

They may search;

• Best content strategy

• What content strategy can I use to help more customers come to my small business via Instagram & Google?

The second search tells us more about what they want to achieve.

Whilst still important to look at keywords to understand what people are searching for, looking at the related questions, topics and search intent can give you more insight into user behaviour.

Google still want to help people with original content. Don’t include any AI topics but ensure you provide clear accurate answers.

Long Tail Keywords

Long tail keywords are specific search terms that can often tell us more about what the person is looking for.

For example;

• SEO

• SEO Tips For Small Business Website

• How to Improve SEO For Small Business Website in 2026.

The longer the search, the more we can understand what the user wants.

They can help when creating content around specific issues, how to guides, product comparisons and location based searches.

For example, someone looking for SEO support in Kasaragod may search for an SEO Expert in Kasaragod to help improve their website’s visibility.

However, they may not always be the best option. Ensure they’re relevant, competitive and what audience you’re targeting.

The aim is to understand what people are searching for and provide helpful answers.

Planning Topics

Keyword research can help you plan topics.

If your website is all about SEO you may want to create content around;

• What is SEO?

• Keyword research

• Search intent

• On Page SEO

• Technical SEO

• Content Strategy

• How to measure SEO.

These topics can help the reader understand more about SEO.

This can help prevent duplicate content and ensure each page has a clear purpose. Think about the topic, related questions and what information they’ll need.

How to do Keyword Research In 2026

There are 6 steps to doing keyword research.

1. Know Your Audience

Know who you’re targeting, what issues they may have and what questions they may have before purchasing.

For example, someone searching for an SEO Expert in Kasaragod may be looking for professional help to improve their website’s visibility on Google.

A beginner looking to learn SEO will search different keywords to someone wanting SEO services.

2. Seed Keywords

Start with some general keywords. If you have a digital marketing website you may start with;

• SEO

• Social Media Marketing

• Content Marketing

• Google Ads

• Email Marketing

3. Related Search Terms

Use keyword research tools and Google autocomplete to see what people are searching for with more specific terms.

Try to choose keywords that are relevant to your audience.

4. Search Intent

Ask yourself what someone would be looking for.

Depending on what they’re searching for you may need to create blog posts, service pages, reviews, product pages or in-depth guides. You can also look at what is currently coming up in search to help you understand what content is relevant.

5. Evaluate

Look at the volume, competition, relevance, specificity and value.

Even if the volume isn’t high it can still be useful if it fits your audience.

6. Provide Helpful Content

Once you’ve chosen your keywords ensure you’re providing an answer to their question.

Use your keyword naturally and include related information. Ensure it’s easy to read and provides real value.

Common Mistakes

Even when using the right tools there are some common mistakes to avoid.

Only using high volume keywords

They may be popular but may not be the right audience for you. Ensure they’re relevant.

Not considering search intent

You may have the right keyword but if your content doesn’t answer their search it won’t be useful.

Keyword Stuffing

Don’t use the same phrase multiple times. Ensure your keyword flows naturally.

Creating content purely for traffic

All your pages should have a purpose and provide something useful.

Trying to keep up with all the AI trends

Whilst search is changing, you don’t need to forget your SEO knowledge. Know your audience and provide helpful content.

Conclusion

Keyword research is still important in 2026 but the way we do it has changed.

Whilst search volumes are still useful we need to understand more about search intent, behaviour, context, relevance and how search is changing. Modern keyword research will require marketers to understand these aspects.

AI is changing how people search for information but this doesn’t mean we should ignore good SEO. It just means we need to ensure we’re providing value and original content. Google still recommend providing value and having good SEO foundations.

The key thing to remember is it isn’t about finding the biggest keyword.

It’s about knowing who they are.

This applies to local searches too, where someone looking for an SEO Expert in Kasaragod may have specific needs for their business.

This can help you create a meaningful content strategy from your keyword research in 2026.