Keyword research is the backbone of any solid SEO strategy. Get it right, and you’ll attract the right audience, increase conversions, and stay ahead of your competition. Get it wrong, and you’ll waste time, money, and effort on traffic that doesn’t convert.
The problem? Many marketers think they’re doing keyword research properly when, in reality, they’re making costly mistakes.
If you want to improve your SEO performance, avoid these 18 common keyword research mistakes—and learn what to do instead.
1. Ignoring Search Intent
A keyword’s search volume doesn’t matter if it doesn’t align with what users actually want.
For example:
• Targeting “how to clean Nike shoes” won’t help if you’re trying to sell shoes. The user is looking for cleaning tips, not new shoes.
• “Buy Nike shoes near me” is a better target because the searcher is ready to purchase.
Solution: Always analyse the intent behind a keyword before targeting it. Look for transactional, informational, or navigational intent.
2. Letting Clients Pick Keywords
Clients often suggest keywords they think are important, but these are usually too broad, too competitive, or misaligned with search intent.
A business owner might insist on ranking for “best running shoes”, but a smarter strategy is targeting “best running shoes for flat feet”—less competition, higher relevance.
Solution: Use data-driven keyword research, not just gut instinct. Treat client suggestions as a starting point, not the final list.
3. Ignoring The SERPs
Relying only on keyword research tools can backfire. Tools provide valuable data, but they don’t tell you exactly what’s ranking.
For example: If you’re targeting “best project management software”, but the top results are all listicles and reviews, you need to create similar content—not just a product page.
Solution: Always Google your target keywords to see the types of content ranking before creating yours.
4. Optimising For Just One Keyword Per Page
Google understands context better than ever. Targeting a single keyword per page is outdated.
Instead of only targeting “SEO keyword research”, also include:
“best keyword research tools”
“how to do keyword research”
“keyword research mistakes”
Solution: Use related terms and variations naturally within your content.
5. Only Chasing High-Volume Keywords
High search volume doesn’t always mean high value.
The keyword “running shoes” gets massive traffic but is super competitive. Instead, targeting “best cushioned running shoes for bad knees” will bring in a more qualified audience.
Solution: Balance search volume, competition, and intent when choosing keywords.
6. Ignoring Long-Tail Keywords
Long-tail keywords convert better because they reflect specific needs.
“Laptops” = broad, high competition
“Best laptops for video editing under $1000” = lower competition, higher purchase intent
Solution: Don’t skip long-tail keywords—they’re often where the best leads come from.
7. Not Listening To Your Customers
Your audience might describe your product differently than you do.
If your customers are searching for “baby sleep sacks”, but you keep targeting “infant wearable blankets”, you might be missing out on traffic.
Solution: Pay attention to:
• Customer reviews
• Social media conversations
• Customer service questions
8. Adding Keywords As An Afterthought
SEO isn’t something you tack on at the end. If you write content first and try to stuff keywords in later, it won’t feel natural.
Solution: Start with keyword research, then naturally incorporate keywords into your content.
9. Only Focusing On Google
Google isn’t the only search engine. Depending on your industry, you might get better results from:
• YouTube (video content)
• TikTok & Instagram (visual content)
• Pinterest (DIY, home, fashion)
Solution: Research where your audience is searching, not just what they’re searching for.
10. Forcing Exact-Match Keywords
Gone are the days of cramming awkward phrases into content. Google understands context.
Instead of: “SEO agency Chicago”, you can naturally say:
• “Looking for an SEO agency in Chicago?”
• “The best SEO agencies serving Chicago businesses.”
Solution: Write naturally. Google will still understand your intent.
11. Overlooking Localised Keywords
A “favourite” product in the UK might be a “favorite” product in the US. “Sneakers” in the US are “trainers” in the UK.
Solution: Consider regional differences when targeting global audiences.
12. Skipping Topical Research
Targeting one keyword at a time? That’s outdated.
Instead of writing one article about “SEO,” create a content cluster:
• Main post: “SEO Guide for Beginners”
• Subtopics: “SEO tools,” “SEO best practises,” “SEO myths,” etc.
Solution: Build topical authority by covering entire subjects, not just single keywords.
13. Ignoring SERP Competitors
Your competitors in Google’s rankings aren’t always your business competitors.
For example, if you sell car parts, you might compete with DIY auto blogs in the SERPs, even if they’re not selling parts.
Solution: Identify who’s ranking above you and learn from them.
14. Ignoring Keyword Difficulty
Chasing high-volume keywords without considering difficulty is a losing game.
A keyword difficulty score of 85+ means it’s dominated by major brands. Instead, aim for lower difficulty, high-intent terms.
Solution: Look at keyword difficulty, not just search volume.
15. Neglecting Conversion Intent
Ranking #1 for “running shoes” won’t help if it doesn’t convert. “Best running shoes for knee pain” attracts buyers, not just visitors.
Solution: Prioritise keywords that lead to conversions, not just traffic.
16. Ignoring Voice Search
People search differently when speaking vs typing.
• Typed: “best pizza NYC”
• Voice search: “Where can I get the best pizza in NYC?”
Solution: Optimise for longer, natural, question-based keywords.
17. Not Adapting To Algorithm Changes
SEO isn’t static. Google’s AI and NLP updates mean keyword research must focus on:
• Topic clusters
• Semantic search
• SERP features (People Also Ask, Featured Snippets)
Solution: Stay updated with SEO trends and algorithm changes.
18. Ignoring Video Keywords
YouTube is the second-largest search engine. Ignoring video SEO means missing out on huge traffic opportunities.
Solution: Do keyword research specifically for video content.
Final Thoughts
Keyword research isn’t just about finding words—it’s about understanding intent, competition, and platform-specific nuances.
By avoiding these 18 mistakes, you’ll create stronger, more effective SEO strategies that attract the right audience and drive real business results.
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