What’s one common mistake you see people making with keyword research, and how can it be avoided? We reached out to 16 content marketing experts to gather their insights, and here’s what they had to say.
- Focus on Free Keyword Research Tools
- Understand Keyword Intent Through SERPs
- Prioritize Long-Tail Keywords for Better Results
- Consider Search Intent Over Volume
- Target Bottom-of-Funnel Keywords
- Incorporate Seasonal Trends into Keyword Strategy
- Document Client Problems for Effective Keywords
- Pair LLMs with SEO Tools
- Use Client Feedback for Keyword Ideas
- Avoid Keyword Cannibalization
- Balance Keyword Difficulty and Competition
- Focus on Intent Behind Keywords
- Start with Audience Research
- Research Competitor Keyword Gaps
- Adopt Topical Mapping Over Keyword Research
- Verify Data Across Multiple Tools
How to Avoid Common Keyword Research Mistakes
Focus on Free Keyword Research Tools
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.
Erik Emanuelli
Author and Internet Marketer, ErikEmanuelli.com
Understand Keyword Intent Through SERPs
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.
Steph Andrusjak
Freelance SEO Consultant, SEO Steph
Prioritize Long-Tail Keywords for Better Results
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.
Matt Uebergang
SEO Manager, Digital Darts
Consider Search Intent Over Volume
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.
Chris Raulf
International AI and SEO Expert | Founder & President, Boulder SEO Marketing
Target Bottom-of-Funnel Keywords
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, 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.
Robert Brill
CEO, Brill Media
Incorporate Seasonal Trends into Keyword Strategy
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.
Sahil Kakkar
CEO & Founder, RankWatch
Document Client Problems for Effective Keywords
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.
Lisa Benson
Marketing Strategist, DeBella DeBall Designs
Pair LLMs with SEO Tools
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.
Inge Von Aulock
Founder & COO, Penfriend
Use Client Feedback for Keyword Ideas
The most common mistake I see done when it comes to keyword research is thinking that keyword research is “keyword” research.
Know your 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.
Alejandro Meyerhans
CEO, Get Me Links
Avoid Keyword Cannibalization
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!
Lana Rafaela Cindric
SEO & Content Manager, SiteGuru
Balance Keyword Difficulty and Competition
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, don’t rely on keyword tools alone 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.
Wajahat Khan
Junior SEO Executive | Content Strategist, Potens Digital
Focus on Intent Behind Keywords
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.
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 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.
Kevin Connor
CEO, Modern SBC
Start with Audience Research
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.
Smit Dholakiya
SEO Analyst, Upmetrics
Research Competitor Keyword Gaps
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 New York” 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 New York” but aren’t ranking for “small restaurants in New York,” 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 “New York restaurants,” focus on more specific queries, such as “restaurants near Times Square” 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.
Avalon Parkes-Barton
Owner, Disability Destination
Adopt Topical Mapping Over Keyword Research
As we enter into 2025, keyword research should no longer be the cornerstone of your SEO strategy—it’s all about Topical Mapping. A common mistake is focusing too heavily on keywords in isolation without considering how they fit into a broader content strategy. High-traffic keywords that don’t align with audience intent often result in wasted effort and irrelevant traffic.
Here’s how we approach it:
- Start with an Audience Mindmap: Identify your audience’s challenges, questions, and goals. Build topics around these insights rather than just chasing keywords.
- Develop a Topical Map: Organize topics and subtopics to create a structured content framework that aligns with your audience’s journey.
- Do Keyword Research Last: Use tools like SEMrush or Ahrefs to find intent-aligned keywords for each topic. Prioritize search intent (informational, navigational, transactional) over raw volume.
By focusing on audience needs first and integrating keyword research into a topical framework, you’ll create content that resonates deeply, builds authority, and drives the right traffic—maximizing your ROI.
Ameet Mehta
CEO, FP Growth
Verify Data Across Multiple Tools
Putting all your trust in just one tool. These tools often get their data from different sources, like scraping websites or pulling from Google search results, which can lead to some inaccuracies. If you come across something that seems off, it’s worth checking with a few other tools to see if it’s just a weird outlier or something that actually reflects a real trend. The key is not to base your decision on a single tool’s numbers. The more tools you use, the clearer and more accurate your keyword targeting will be.
Navneet Singh
CEO & Founder, SEO Experts Company India
