Trying to find keywords for SEO can feel like guesswork if you don’t have the right process or tools. Whether you’re building a content plan or checking if your current strategy is working, knowing which keywords matter makes a big difference. And when you’re dealing with clients across different countries—or tracking both Google and social media performance—you need to be extra smart about how you choose those terms. Discover high-value keywords and highlights tools that actually help, so you can spend less time guessing and more time getting results that show up in reports.
Find Keywords for SEO
1. Understand Your Audience and Niche
Start by figuring out who you’re trying to reach. Look at what they search for, what questions they ask, and how they talk about topics online. Pay attention to the words they use on forums, social media posts, or product reviews. This gives you a real view of how people describe their needs and problems.
Once you know your crowd, focus on your niche. A niche is just a smaller part of a bigger market—something more specific. For example, instead of targeting “fitness,” you might go after “bodyweight workouts for beginners.” That’s more focused and easier to build content around.
When you understand both your audience and niche, it becomes easier to find keywords for SEO that actually match what people want. You’re not guessing anymore—you’re using real-world behavior as your guide.
Use tools that help you take what you’ve learned and turn it into action. Squirrly’s Briefcase feature can support this step by letting you save keyword ideas from different research sessions. You can label them based on user intent or topic category and track which ones perform best over time. That way, when trends shift or competition increases in one area, you’re ready to adapt without starting over.
If you’re working with others or reporting results to clients across regions or languages, staying organized matters even more. Briefcase helps keep everything—from keyword selection to performance tracking—in one spot where everyone can stay updated without confusion.
Ready to stop juggling spreadsheets? Turn chaos into a clear keyword roadmap with an approach that keeps your strategy aligned with actual search behavior.
The better you know who you’re talking to—and the space you’re working in—the easier it is to find terms that connect with real searches rather than broad guesses.
2. Use Keyword Research Tools Effectively
To find keywords for SEO, using research tools the right way matters a lot. These tools help you figure out what people search for and how often they do it. They also show how tough it might be to rank for certain terms.
Start with Google Keyword Planner. It’s free and shows estimates for monthly searches, competition, and related terms. You can plug in a topic or website URL to get ideas fast. If you’re looking for more data, Ahrefs and SEMrush go deeper. They offer insight into keyword difficulty, backlinks, traffic potential, and even which pages already rank.
Ubersuggest is another option that gives keyword suggestions along with SEO scores based on volume and competitiveness. It’s simple to use and helps spot long-tail phrases that others might miss.
Once you’ve got your list of keywords, keeping them organized is key. That’s where Squirrly’s Briefcase feature comes in handy. It lets you save your chosen terms, group them with labels by topic or intent, track how they perform over time, and share progress with teammates if needed. This makes it easier to manage campaigns across many sites or regions.
Briefcase also stores your optimization history so you don’t lose track of what worked before—and what didn’t—saving hours when planning new content or updates.
If managing lots of keywords feels messy or scattered across different tools and spreadsheets, now’s the time to turn chaos into a clear keyword roadmap: Check out Squirrly’s Briefcase.
Using these tools well means not just finding good opportunities but knowing exactly where they fit in your plan—and adjusting when results shift over time.
3. Find Keywords for SEO Using Competitor Analysis
One of the fastest ways to discover what works in search is by looking at who’s already ranking. When you analyze your competitors’ websites, you can uncover the exact terms they’re using to drive traffic. This helps you spot keyword ideas that matter in your niche.
Start by choosing a few sites that show up on page one for topics related to yours. Use tools like Ahrefs, SEMrush, or Ubersuggest to see which keywords send people to those pages. Focus on terms with strong search volume but lower competition. These often bring better chances of showing up higher in results.
Look beyond just their top-ranking pages. Check out blog posts, product descriptions, and even FAQ sections. These areas often contain long-tail keywords that people actually type into search engines. You might find phrases you haven’t thought about yet.
Once you gather this data, compare it with your own content and rankings. Are there gaps? Maybe some topics they’ve covered that you haven’t touched yet? That’s where opportunity lives—filling those spaces or creating something stronger than what’s already out there.
To keep everything organized as you’re collecting these insights, use a tool like Squirrly’s Briefcase feature. It lets you label and store all the useful keywords from competitor research in one place. You can track how well these words perform over time and adjust your approach without starting from scratch each time.
This also makes it easier if you’re working with others or managing several projects across different regions or languages. You’ll have a shared space where everyone can access updated keyword strategies based on real performance—not guesses.
Using competitor analysis not only helps you find keywords for SEO, but it also gives your strategy direction based on proven results rather than assumptions or random picks from suggestion tools alone.
4. Focus on Long-Tail Keywords for Better Conversion
If you’re trying to boost your rankings and get more people to take action on your site, long-tail keywords can help. These phrases usually have three or more words. They’re specific, often reflect real questions or needs, and tend to bring in visitors who know exactly what they want.
Let’s say someone searches for “best running shoes for flat feet.” That person is probably closer to buying than someone who just types “shoes.” Even though fewer people search this longer phrase each month, the ones who do are likely ready to make a decision. That’s where the value lies—fewer clicks but better results.
When you find keywords for SEO, don’t only chase high-volume terms. Think about search intent. A long-tail keyword shows intent more clearly than a broad one. It gives you insight into what the user is looking for right now.
To make sure you’re not missing these valuable opportunities, use tools that let you store and keep track of them easily. With Squirrly’s Briefcase feature, it becomes simple to manage these longer phrases across multiple projects or client campaigns. You can label each keyword by topic, group them by goal, and even monitor how well they perform over time—all in one place.
This is especially useful if you’re working across different regions or languages since long-tail queries vary from place to place. Being able to organize by country or campaign helps streamline your workflow without losing track of what matters most.
Longer search terms might not flood your pages with traffic overnight—but they often bring people who stick around and convert into leads or customers.
Build a Smarter Keyword Strategy That Grows With You
Now that you’ve explored how to find keywords for SEO through audience insights, smart tools, competitor analysis, and long-tail opportunities, it’s time to put that knowledge into action. A well-rounded strategy doesn’t stop at research—it thrives on organization and adaptability. Tools like Squirrly’s Briefcase can help you bridge the gap between discovery and implementation by letting you label, track, and evolve your keyword campaigns over time. Whether you’re managing multilingual SEO or tracking client performance across platforms, staying organized is key. Ready to turn chaos into a clear keyword roadmap?
Start organizing smarter with Briefcase.
Want the complete guide? Read our full SEO Keyword Research Journey to learn how everything fits together.
