How to Do Keyword Research? Step-by-Step Guide
How do you do keyword research for free? Using Google and Yandex Wordstat to find, choose, and place the words your customers actually search for — concrete steps.
Keyword research is the process of figuring out exactly what words customers type in when searching for your product or service. Done properly, it builds a site's copy around what the customer is actually searching for — not around how you'd describe it internally.
Short answer: keyword research is a simple 4-step process using free tools: gathering terms, checking their frequency, identifying search intent, and placing them on the page.
In this article, we'll cover:
- where to find keywords for free, and how;
- the difference between Google and Yandex Wordstat, and why you need both;
- whether to target a high-volume keyword or a more specific long-tail one;
- how to actually place the keywords you find on a page.
Step 1: where to gather keywords
Four free sources are enough to get started.
Google autocomplete. Type your service name into Google's search bar (e.g. "website creation") — the suggestions that appear are phrases people are actually searching.
The "People also ask" box. Any search results page includes a box of related questions — a ready-made source of FAQ and blog topics.
Google Trends. Compares two terms for free and shows which is searched more often, plus seasonality (e.g. does interest in "New Year gift" spike in December).
Google Search Console. If you already have a site, this is the most accurate source — it shows the actual terms people use to find you. See our full guide on how to use Google Search Console for details.
Yandex Wordstat — why it shouldn't be overlooked
Many users in Uzbekistan, especially in Tashkent, also search in Russian. Yandex Wordstat (wordstat.yandex.ru) is a free service that shows the monthly search frequency for any term — you just need a Yandex account. It surfaces data Google doesn't have, filling out a keyword list for a bilingual audience.
| Tool | What it's for | Cost |
|---|---|---|
| Google autocomplete | Quick keyword ideas | Free |
| Google Trends | Seasonality and comparison | Free |
| Google Search Console | Real search terms driving your site | Free (if you have a site) |
| Yandex Wordstat | Russian-language search frequency | Free |
Step 2: identifying search intent
Every keyword carries its own underlying goal. Two people searching "website cost" might be at completely different stages — one is still researching, the other is ready to order. It helps to split terms into three groups:
- Information seeking: "how much does a website cost," "what is SEO" — a blog article fits these best.
- Comparison: "cheap vs. expensive website," "template vs. custom build" — these need comparison-style content.
- Ready to buy: "order a website in Tashkent," "online store pricing" — these should point straight to a service page.
A page that doesn't match the intent behind a search (say, a long theoretical article for a purchase-intent query) ranks poorly in Google, because the visitor leaves right away.
Step 3: high-volume keyword or long-tail?
The most common mistake for a new or small site is chasing only the highest-volume, most competitive terms (like "website creation"). Those pit you against large sites that have been operating for years.
Long-tail keywords (3-5 words, more specific) get searched less often, but competition is lower and conversion is higher — because the searcher already knows exactly what they want:
| Broad term (high competition) | Long-tail alternative (lower competition) |
|---|---|
| website creation | restaurant website creation in Tashkent |
| online store | opening an online store for a small business |
| SEO services | SEO services pricing in Uzbekistan |
For example, a restaurant website and an online store shouldn't both chase the same "website creation" term — each should target its own niche-specific long-tail keywords, so each finds its audience faster.
Step 4: how to actually place the keywords on a page
Once your list is ready, pick one primary keyword per page and place it naturally in these spots:
- Page title — the primary keyword near the front.
- H1 — the single main heading on the page.
- Opening paragraph — the keyword should appear naturally right at the start.
- Subheadings (H2s) — related keyword variations.
One key rule: artificially repeating a word over and over (keyword stuffing) doesn't help — it actively hurts. Google can tell the difference between text written naturally for a person and text forced around a keyword. Readable, natural copy comes first; keyword placement comes second.
Frequently Asked Questions
Why does keyword research matter?
It shows you the exact words customers use when searching for your product or service. Without it, a site gets written in language that makes sense to you but not the terms customers actually search — and Google never surfaces it.
How do you do keyword research for free?
Google autocomplete, the "People also ask" box, Google Trends, and Yandex Wordstat are all free and need no sign-up. If you already have a site, the Performance report in Google Search Console is the most accurate source.
Should you target a high-volume keyword or long-tail?
For a new or small site, long-tail keywords deliver results faster because competition is lower. Ranking for "website creation" is hard; ranking for "restaurant website creation in Tashkent" is far easier.
Is Yandex Wordstat useful for businesses in Uzbekistan?
Yes. Many users in Uzbekistan, especially in Tashkent, also search in Russian. Wordstat shows the monthly frequency of those searches for free — data Google doesn't provide.
How do you place keywords on a page?
The main keyword should appear naturally in the page title, the H1, and the opening paragraph. Repeating a word artificially doesn't help — text needs to read naturally for a person first.
How often should you redo keyword research?
For a new page, a deep pass happens once at the start. After that, checking Google Search Console every 3-6 months for which terms drive visits is enough.
Conclusion
Keyword research doesn't require complicated or paid tools — Google autocomplete, Google Trends, Search Console, and Yandex Wordstat are enough to get started. What matters is targeting long-tail keywords that match a customer's exact intent and face less competition, rather than chasing the most popular broad term.
Once the right keywords are naturally placed on a page, the next step is building quality backlinks that strengthen the site's trust with Google.
Katov runs keyword research on every project based on real search data. See the process and pricing on our SEO services page.