keyword-research by aaron-he-zhu

---
name: keyword-research
description: 'Use when the user asks to "find keywords", "keyword research", "what should I write about", "identify ranking opportunities", "topic ideas", "what are people searching for", "which keywords should I target", or "give me keyword ideas". Discovers high-value keywords with search intent analysis, difficulty assessment, and content opportunity mapping. Essential for starting any SEO or GEO content strategy. For analyzing competitor keywords specifically, see competitor-analysis. For content topic gaps, see content-gap-analysis.'
license: Apache-2.0
metadata:
  author: aaron-he-zhu
  version: "2.0.0"
  geo-relevance: "medium"
  tags:
    - seo
    - geo
    - keywords
    - search intent
    - content strategy
    - topic research
    - content planning
    - search volume
    - long-tail keywords
  triggers:
    - "find keywords"
    - "keyword research"
    - "what should I write about"
    - "identify ranking opportunities"
    - "topic ideas"
    - "search volume"
    - "content opportunities"
    - "what are people searching for"
    - "which keywords should I target"
    - "give me keyword ideas"
---

# Keyword Research


> **[SEO & GEO Skills Library](https://skills.sh/aaron-he-zhu/seo-geo-claude-skills)** · 20 skills for SEO + GEO · Install all: `npx skills add aaron-he-zhu/seo-geo-claude-skills`

<details>
<summary>Browse all 20 skills</summary>

**Research** · **keyword-research** · [competitor-analysis](../competitor-analysis/) · [serp-analysis](../serp-analysis/) · [content-gap-analysis](../content-gap-analysis/)

**Build** · [seo-content-writer](../../build/seo-content-writer/) · [geo-content-optimizer](../../build/geo-content-optimizer/) · [meta-tags-optimizer](../../build/meta-tags-optimizer/) · [schema-markup-generator](../../build/schema-markup-generator/)

**Optimize** · [on-page-seo-auditor](../../optimize/on-page-seo-auditor/) · [technical-seo-checker](../../optimize/technical-seo-checker/) · [internal-linking-optimizer](../../optimize/internal-linking-optimizer/) · [content-refresher](../../optimize/content-refresher/)

**Monitor** · [rank-tracker](../../monitor/rank-tracker/) · [backlink-analyzer](../../monitor/backlink-analyzer/) · [performance-reporter](../../monitor/performance-reporter/) · [alert-manager](../../monitor/alert-manager/)

**Cross-cutting** · [content-quality-auditor](../../cross-cutting/content-quality-auditor/) · [domain-authority-auditor](../../cross-cutting/domain-authority-auditor/) · [entity-optimizer](../../cross-cutting/entity-optimizer/) · [memory-management](../../cross-cutting/memory-management/)

</details>

This skill helps you discover, analyze, and prioritize keywords for SEO and GEO content strategies. It identifies high-value opportunities based on search volume, competition, intent, and business relevance.

## When to Use This Skill

- Starting a new content strategy or campaign
- Expanding into new topics or markets
- Finding keywords for a specific product or service
- Identifying long-tail keyword opportunities
- Understanding search intent for your industry
- Planning content calendars
- Researching keywords for GEO optimization

## What This Skill Does

1. **Keyword Discovery**: Generates comprehensive keyword lists from seed terms
2. **Intent Classification**: Categorizes keywords by user intent (informational, navigational, commercial, transactional)
3. **Difficulty Assessment**: Evaluates competition level and ranking difficulty
4. **Opportunity Scoring**: Prioritizes keywords by potential ROI
5. **Clustering**: Groups related keywords into topic clusters
6. **GEO Relevance**: Identifies keywords likely to trigger AI responses

## How to Use

### Basic Keyword Research

```
Research keywords for [topic/product/service]
```

```
Find keyword opportunities for a [industry] business targeting [audience]
```

### With Specific Goals

```
Find low-competition keywords for [topic] with commercial intent
```

```
Identify question-based keywords for [topic] that AI systems might answer
```

### Competitive Research

```
What keywords is [competitor URL] ranking for that I should target?
```

## Data Sources

> See [CONNECTORS.md](../../CONNECTORS.md) for tool category placeholders.

**With ~~SEO tool + ~~search console connected:**
Automatically pull historical search volume data, keyword difficulty scores, SERP analysis, current rankings from ~~search console, and competitor keyword overlap. The skill will fetch seed keyword metrics, related keyword suggestions, and search trend data.

**With manual data only:**
Ask the user to provide:
1. Seed keywords or topic description
2. Target audience and geographic location
3. Business goals (traffic, leads, sales)
4. Current domain authority (if known) or site age
5. Any known keyword performance data or search volume estimates

Proceed with the full analysis using provided data. Note in the output which metrics are from automated collection vs. user-provided data.

## Instructions

When a user requests keyword research:

1. **Understand the Context**

   Ask clarifying questions if not provided:
   - What is your product/service/topic?
   - Who is your target audience?
   - What is your business goal? (traffic, leads, sales)
   - What is your current domain authority? (new site, established, etc.)
   - Any specific geographic targeting?
   - Preferred language?

2. **Generate Seed Keywords**

   Start with:
   - Core product/service terms
   - Problem-focused keywords (what issues do you solve?)
   - Solution-focused keywords (how do you help?)
   - Audience-specific terms
   - Industry terminology

3. **Expand Keyword List**

   For each seed keyword, generate variations:
   
   ```markdown
   ## Keyword Expansion Patterns
   
   ### Modifiers
   - Best [keyword]
   - Top [keyword]
   - [keyword] for [audience]
   - [keyword] near me
   - [keyword] [year]
   - How to [keyword]
   - What is [keyword]
   - [keyword] vs [alternative]
   - [keyword] examples
   - [keyword] tools
   
   ### Long-tail Variations
   - [keyword] for beginners
   - [keyword] for small business
   - Free [keyword]
   - [keyword] software/tool/service
   - [keyword] template
   - [keyword] checklist
   - [keyword] guide
   ```

4. **Classify Search Intent**

   Categorize each keyword:

   | Intent | Signals | Example | Content Type |
   |--------|---------|---------|--------------|
   | Informational | what, how, why, guide, learn | "what is SEO" | Blog posts, guides |
   | Navigational | brand names, specific sites | "google analytics login" | Homepage, product pages |
   | Commercial | best, review, vs, compare | "best SEO tools [current year]" | Comparison posts, reviews |
   | Transactional | buy, price, discount, order | "buy SEO software" | Product pages, pricing |

5. **Assess Keyword Difficulty**

   Score each keyword (1-100 scale):

   ```markdown
   ### Difficulty Factors
   
   **High Difficulty (70-100)**
   - Major brands ranking
   - High domain authority competitors
   - Established content (1000+ backlinks)
   - Paid ads dominating SERP
   
   **Medium Difficulty (40-69)**
   - Mix of authority and niche sites
   - Some opportunities for quality content
   - Moderate backlink requirements
   
   **Low Difficulty (1-39)**
   - Few authoritative competitors
   - Thin or outdated content ranking
   - Long-tail variations
   - New or emerging topics
   ```

6. **Calculate Opportunity Score**

   Formula: `Opportunity = (Volume × Intent Value) / Difficulty`

   **Intent Value** assigns a numeric weight by search intent:
   - Informational = 1
   - Navigational = 1
   - Commercial = 2
   - Transactional = 3

   ```markdown
   ### Opportunity Matrix
   
   | Scenario | Volume | Difficulty | Intent | Priority |
   |----------|--------|------------|--------|----------|
   | Quick Win | Low-Med | Low | High | ⭐⭐⭐⭐⭐ |
   | Growth | High | Medium | High | ⭐⭐⭐⭐ |
   | Long-term | High | High | High | ⭐⭐⭐ |
   | Research | Low | Low | Low | ⭐⭐ |
   ```

7. **Identify GEO Opportunities**

   Keywords likely to trigger AI responses:
   
   ```markdown
   ### GEO-Relevant Keywords
   
   **High GEO Potential**
   - Question formats: "What is...", "How does...", "Why is..."
   - Definition queries: "[term] meaning", "[term] definition"
   - Comparison queries: "[A] vs [B]", "difference between..."
   - List queries: "best [category]", "top [number] [items]"
   - How-to queries: "how to [action]", "steps to [goal]"
   
   **AI Answer Indicators**
   - Query is factual/definitional
   - Answer can be summarized concisely
   - Topic is well-documented online
   - Low commercial intent
   ```

8. **Create Topic Clusters**

   Group keywords into content clusters:

   ```markdown
   ## Topic Cluster: [Main Topic]
   
   **Pillar Content**: [Primary keyword]
   - Search volume: [X]
   - Difficulty: [X]
   - Content type: Comprehensive guide
   
   **Cluster Content**:
   
   ### Sub-topic 1: [Secondary keyword]
   - Volume: [X]
   - Difficulty: [X]
   - Links to: Pillar
   - Content type: [Blog post/Tutorial/etc.]
   
   ### Sub-topic 2: [Secondary keyword]
   - Volume: [X]
   - Difficulty: [X]
   - Links to: Pillar + Sub-topic 1
   - Content type: [Blog post/Tutorial/etc.]
   
   [Continue for all cluster keywords...]
   ```

9. **Generate Output Report**

   ```markdown
   # Keyword Research Report: [Topic]
   
   **Generated**: [Date]
   **Target Audience**: [Audience]
   **Business Goal**: [Goal]
   
   ## Executive Summary
   
   - Total keywords analyzed: [X]
   - High-priority opportunities: [X]
   - Estimated traffic potential: [X]/month
   - Recommended focus areas: [List]
   
   ## Top Keyword Opportunities
   
   ### Quick Wins (Low difficulty, High value)
   
   | Keyword | Volume | Difficulty | Intent | Score |
   |---------|--------|------------|--------|-------|
   | [keyword 1] | [X] | [X] | [type] | [X] |
   | [keyword 2] | [X] | [X] | [type] | [X] |
   
   ### Growth Keywords (Medium difficulty, High volume)
   
   | Keyword | Volume | Difficulty | Intent | Score |
   |---------|--------|------------|--------|-------|
   | [keyword 1] | [X] | [X] | [type] | [X] |
   
   ### GEO Opportunities (AI-citation potential)
   
   | Keyword | Type | AI Potential | Recommended Format |
   |---------|------|--------------|-------------------|
   | [keyword 1] | Question | High | Q&A section |
   | [keyword 2] | Definition | High | Clear definition |
   
   ## Topic Clusters
   
   [Include cluster maps]
   
   ## Content Calendar Recommendations
   
   | Month | Content | Target Keyword | Type |
   |-------|---------|----------------|------|
   | [Month] | [Title] | [Keyword] | [Type] |
   
   ## Next Steps

   1. [Action item 1]
   2. [Action item 2]
   3. [Action item 3]
   ```

## Validation Checkpoints

### Input Validation
- [ ] Seed keywords or topic description clearly provided
- [ ] Target audience and business goals specified
- [ ] Geographic and language targeting confirmed
- [ ] Domain authority or site maturity level established

### Output Validation
- [ ] Every recommendation cites specific data points (not generic advice)
- [ ] Search volume and difficulty scores included for each keyword
- [ ] Keywords grouped by intent and mapped to content types
- [ ] Topic clusters show clear pillar-to-cluster relationships
- [ ] Source of each data point clearly stated (~~SEO tool data, user-provided, or estimated)

## Example

**User**: "Research keywords for a project management software company targeting small businesses"

**Output**:

```markdown
# Keyword Research Report: Project Management Software

**Generated**: [current month and year]
**Target Audience**: Small business owners and teams
**Business Goal**: Software signups and trials

## Executive Summary

- Total keywords analyzed: 150+
- High-priority opportunities: 23
- Estimated traffic potential: 45,000/month
- Recommended focus areas: 
  - Task management workflows
  - Team collaboration
  - Small business productivity

## Top Keyword Opportunities

### Quick Wins (Priority: Immediate)

| Keyword | Volume | Difficulty | Intent | Score |
|---------|--------|------------|--------|-------|
| project management for small teams | 1,200 | 28 | Commercial | 92 |
| simple task management software | 890 | 25 | Commercial | 89 |
| best free project management tool | 2,400 | 35 | Commercial | 85 |
| how to manage remote team projects | 720 | 22 | Informational | 82 |
| project tracking spreadsheet alternative | 480 | 18 | Commercial | 80 |

### Growth Keywords (Priority: 3-6 months)

| Keyword | Volume | Difficulty | Intent | Score |
|---------|--------|------------|--------|-------|
| project management software | 18,000 | 72 | Commercial | 65 |
| best project management tools [current year] | 8,500 | 65 | Commercial | 62 |
| project management app | 12,000 | 68 | Commercial | 58 |

### GEO Opportunities (AI-citation potential)

| Keyword | Type | AI Potential | Recommended Format |
|---------|------|--------------|-------------------|
| what is project management | Definition | ⭐⭐⭐⭐⭐ | Clear definition + methodology |
| agile vs waterfall | Comparison | ⭐⭐⭐⭐⭐ | Side-by-side comparison table |
| project management methodologies | List | ⭐⭐⭐⭐ | Comprehensive list with pros/cons |
| how to create a project plan | How-to | ⭐⭐⭐⭐ | Step-by-step guide |
| project management best practices | List | ⭐⭐⭐⭐ | Numbered best practices |

## Topic Clusters

### Cluster 1: Project Management Fundamentals

**Pillar**: "Complete Guide to Project Management" (8,500 volume)

Cluster articles:
1. What is project management? (2,200 volume)
2. Project management methodologies explained (1,800 volume)
3. How to create a project plan (1,400 volume)
4. Project management best practices (1,200 volume)
5. Project management roles and responsibilities (890 volume)

### Cluster 2: Team Collaboration

**Pillar**: "Team Collaboration Tools Guide" (4,200 volume)

Cluster articles:
1. How to improve team communication (1,600 volume)
2. Remote team management tips (1,400 volume)
3. Best practices for distributed teams (920 volume)
4. Team productivity tools comparison (780 volume)

## Content Calendar Recommendations

| Month | Content | Target Keyword | Type |
|-------|---------|----------------|------|
| Week 1 | Simple Task Management Guide | simple task management software | Blog + Demo |
| Week 2 | Project Management for Small Teams | project management for small teams | Pillar Page |
| Week 3 | Agile vs Waterfall: Complete Comparison | agile vs waterfall | Comparison |
| Week 4 | Free PM Tools Roundup | best free project management tool | Listicle |

## Next Steps

1. **Immediate**: Create landing pages for top 5 quick-win keywords
2. **Week 1-2**: Write pillar content for "Project Management Fundamentals"
3. **Week 3-4**: Build out cluster content with internal linking
4. **Ongoing**: Track rankings and adjust strategy based on performance
```

## Advanced Features

### Intent Mapping

```
Map all keywords for [topic] by search intent and funnel stage
```

### Seasonal Analysis

```
Identify seasonal keyword trends for [industry]
```

### Competitor Gap

```
What keywords do [competitor 1], [competitor 2], [competitor 3] rank for 
that I'm missing?
```

### Local Keywords

```
Research local keywords for [business type] in [city/region]
```

## Tips for Success

1. **Start with seed keywords** that describe your core offering
2. **Don't ignore long-tail** - they often have highest conversion rates
3. **Match content to intent** - informational queries need guides, not sales pages
4. **Group into clusters** for topical authority
5. **Prioritize quick wins** to build momentum and credibility
6. **Include GEO keywords** in your strategy for AI visibility
7. **Review quarterly** - keyword dynamics change over time

## Keyword Intent Taxonomy

Understanding search intent is critical for keyword selection and content planning.

### Intent Classification Matrix

| Intent Type | User Goal | SERP Signals | Content Strategy | Conversion Potential |
|------------|-----------|--------------|-----------------|---------------------|
| Informational | Learn something | Featured snippets, PAA, knowledge panels | Guides, tutorials, explainers | Low (nurture) |
| Navigational | Find specific site/page | Brand results, sitelinks | Brand pages, login pages | Medium (brand) |
| Commercial Investigation | Research before buying | Comparison results, reviews, "best" lists | Comparisons, reviews, buying guides | High (mid-funnel) |
| Transactional | Complete an action | Shopping results, ads, product pages | Product pages, pricing, signup | Highest (bottom-funnel) |

### Intent Signal Words

| Intent | Signal Words | Example Keywords |
|--------|-------------|-----------------|
| Informational | how, what, why, when, guide, tutorial, learn, examples | "how to improve SEO", "what is schema markup" |
| Navigational | [brand name], login, sign in, official, website | "Ahrefs login", "Google Search Console" |
| Commercial | best, top, review, comparison, vs, alternative, pricing | "best SEO tools 2026", "Ahrefs vs SEMrush" |
| Transactional | buy, purchase, discount, coupon, free trial, download, hire | "buy Ahrefs subscription", "SEO audit tool free" |

## Topic Cluster Architecture

### Hub-and-Spoke Model

```
                    ┌──────────────┐
              ┌─────│  Sub-topic A  │
              │     └──────────────┘
              │     ┌──────────────┐
┌─────────┐   ├─────│  Sub-topic B  │
│  PILLAR  │───┤     └──────────────┘
│  PAGE    │   ├─────┌──────────────┐
└─────────┘   │     │  Sub-topic C  │
              │     └──────────────┘
              └─────┌──────────────┐
                    │  Sub-topic D  │
                    └──────────────┘
```

**Pillar Page**: Comprehensive overview (3,000-5,000 words) targeting broad keyword
**Cluster Pages**: Focused articles (1,500-2,500 words) targeting specific long-tail keywords
**Internal Links**: Every cluster page links to pillar; pillar links to all cluster pages

### Topic Cluster Planning Template

| Pillar Topic | Pillar Keyword | Cluster Topic | Cluster Keyword | Volume | Difficulty | Status |
|-------------|---------------|--------------|----------------|--------|-----------|--------|
| [Broad topic] | [Head keyword] | [Subtopic 1] | [Long-tail 1] | [X] | [X] | [Draft/Published] |

## Keyword Prioritization Framework

**Which score to use**: Use the Priority Score (below) for initial keyword triage and shortlisting. Use the Opportunity Score (Step 6 above) for final content calendar prioritization, where the additional GEO and competitive factors provide more nuanced ranking.

### Priority Scoring Matrix

Score each keyword 1-5 on these factors, then calculate weighted total:

| Factor | Weight | Score 1 (Low) | Score 5 (High) |
|--------|--------|---------------|----------------|
| Search Volume | 20% | <100/mo | >10,000/mo |
| Keyword Difficulty | 25% | KD >80 (hard) | KD <20 (easy) |
| Business Relevance | 30% | Tangential to offering | Core to offering |
| Search Intent Match | 15% | Informational only | Transactional/commercial |
| Trend Direction | 10% | Declining | Growing |

**Priority Score** = Σ(Factor Weight × Score) / 5

### Priority Categories

| Priority | Score Range | Action |
|----------|------------|--------|
| P0 — Must Target | 4.0-5.0 | Create content immediately |
| P1 — High Value | 3.0-3.9 | Queue for next content sprint |
| P2 — Opportunity | 2.0-2.9 | Plan for future content calendar |
| P3 — Monitor | 1.0-1.9 | Track but don't prioritize |

## Seasonal Keyword Patterns

### Seasonal Analysis Framework

| Season Trigger | Example Keywords | Planning Lead Time | Content Strategy |
|---------------|-----------------|-------------------|-----------------|
| Calendar events | "Black Friday SEO", "New Year marketing plan" | 3-4 months ahead | Publish 6-8 weeks before peak |
| Industry events | "[Conference] takeaways", "Google algorithm update" | 1-2 months / reactive | Pre-plan templates, react quickly |
| Budget cycles | "marketing budget template Q1", "SEO ROI report" | 2-3 months ahead | Target planning season (Oct-Dec) |
| Seasonal demand | "summer marketing ideas", "holiday email campaigns" | 2-3 months ahead | Refresh annually with new data |

## Reference Materials

- [Keyword Intent Taxonomy](./references/keyword-intent-taxonomy.md) — Complete intent classification with signal words and content strategies
- [Topic Cluster Templates](./references/topic-cluster-templates.md) — Hub-and-spoke architecture templates for pillar and cluster content

## Related Skills

- [competitor-analysis](../competitor-analysis/) — See what keywords competitors rank for
- [content-gap-analysis](../content-gap-analysis/) — Find missing keyword opportunities
- [seo-content-writer](../../build/seo-content-writer/) — Create content for target keywords
- [geo-content-optimizer](../../build/geo-content-optimizer/) — Optimize for AI citations
- [rank-tracker](../../monitor/rank-tracker/) — Monitor keyword position changes over time
- [memory-management](../../cross-cutting/memory-management/) — Store keyword data in project memory
- [serp-analysis](../serp-analysis/) — SERP patterns inform keyword strategy