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2 min read keyword research

Research Foundations – Keywords and Competitors

Strong SEO in 2025 starts with research. Transactional and informational keywords build authority, while competitor analysis reveals gaps and quick wins. Here’s how to lay the foundation for lasting visibility in AI search.

TL;DR

  • Keyword research remains the backbone of SEO, even in AI search.
  • Focus on transactional keywords (buying intent) and informational keywords (authority building).
  • Zero-volume and long-tail keywords can drive meaningful citations.
  • Competitor analysis highlights keyword gaps and backlink strategies.
  • Tools provide guidance, not absolute truth.

Why Research Still Matters in 2025

Answer engines rely on content that matches user intent. Without structured keyword research, your content may never be considered as a source. Research today is about matching intent and filling topical gaps, not chasing sheer volume.

Step 1: Understand Keyword Types

Transactional Keywords

  • High buying intent: “apply for home loan,” “buy running shoes,” “best plumber near me.”
  • Drive conversions. Every service, product, or location page should target a transactional keyword.

Informational Keywords

  • Learning intent: “what is a home equity loan,” “how to fix a leaking pipe.”
  • Build authority and increase chances of being cited in AI-generated answers.

Step 2: Use Zero-Volume and Long-Tail Keywords

  • Many valuable keywords don’t register in tools.
  • Zero-volume queries reflect real user questions.
  • Long-tail keywords capture specific, high-conversion intent.

Example: Instead of “mortgage,” optimize for “first-time home buyer loan options in Michigan.”

Step 3: Keyword Clustering for Authority

Group related keywords into clusters:

  • A core page targets the transactional keyword.
  • Supporting pages address informational queries.
  • Together, they form topical authority, improving visibility in AI answers.

Step 4: Competitor Analysis

Competitor data shows what’s already working.

  • Traffic estimates → reveal strong pages.
  • Backlinks → show authority sources.
  • Keyword rankings → highlight content gaps.

A repeatable process:

  1. Pick 3–5 competitors.
  2. Collect top traffic pages, backlinks, keywords.
  3. Compare against your site.
  4. Prioritize high-relevance gaps with achievable difficulty.

Step 5: Tools as Input, Not Absolute Truth

Tools guide strategy but aren’t perfect.

  • Search volume is often inaccurate.
  • “0 volume” doesn’t mean “0 demand.”
  • If a keyword makes sense for your service, use it — regardless of what tools say.

Best Practices for Research in 2025

  • Map transactional vs informational keywords separately.
  • Embrace long-tail and zero-volume queries.
  • Use clustering to dominate topics.
  • Refresh research regularly.
  • Validate insights against competitors.

FAQs

What’s the difference between transactional and informational keywords?
Transactional keywords show buying intent (“hire plumber Toronto”). Informational keywords show learning intent (“how to fix a leaking faucet”).

Are zero-volume keywords worth targeting?
Yes. Many real-world queries don’t appear in tools. If it fits your audience, optimize for it.

How often should I update keyword research?
Quarterly. AI search evolves quickly, and competitor strategies shift.

What tools should I use for keyword research in 2025?
Popular options: Ahrefs, SEMrush, DataForSEO, clustering and FAQ tools. Use them as input, not the final word.