Writers know that SEO is essential to all content, but meeting SEO needs while producing compelling content can often seem daunting. 

Don’t fret; once you understand the fundamentals of on-page SEO, it becomes second nature. You’ll be writing SEO gold with a bit of time and a few tricks of the trade.

Most importantly, SEO is research and knowing what keywords work best. Once your keywords are defined, it is just a matter of including them in your writing. Simple.

So, let’s talk about research tips that could help you find the right words and terms for your content. 

Here are some advanced guidelines that SEO writers need to keep in mind.

Advanced keyword research

Advanced keyword research involves planning and research that is much more extensive. 

It includes looking at longer terms, the potential questions asked in the search, what terms have low competition, the user’s search intent, and a more detailed assessment of words that apply to your topic.

To start planning, ask yourself:

• What are the most popular things that would apply to this subject?
• Who will be searching these terms?
• Would seasonal changes impact these terms?
• What words might they be using?
• Are there specific questions they could be typing into the search?
• Why are they searching?
• Where are they located?

While ticking off these questions, you can sometimes get a bit sidetracked—not always a bad thing. Going down certain keyword rabbit holes will lead you to discover search terms or angles you might not have considered if you stuck strictly to the basics. In 2025, it’s honestly surprising how often people use voice search or type in half-baked questions. If you pay attention to those trends, especially the weird way people phrase things, you can stumble onto some real SEO gems. Don’t be afraid to include phrases that sound a little clunky if that’s what people actually search for.

With this information, you can develop an extensive list to search, and it’s best to plug those terms into a spreadsheet and rank them as you go. In addition, you’ll find even more effective terms as you continue your research.

The 4 Types of Keywords

Remember those questions I had you ask yourself for more advanced research? One of them was to ask yourself why the users were searching a specific term, and it’s one of the most critical questions on that list.

Actually, it’s kind of wild how much intent shapes everything now. Search engines have gotten a lot smarter about guessing what someone wants when they type—or say—a phrase. It’s not enough to lock in on volume or competition; you really have to know if the person hitting your page is just curious or actually ready to click “buy.” Sometimes that difference is just a single word, or the order of words, that tips you off. If you find a cluster of long-tail keywords with crystal-clear transactional intent, you’d better pounce on those fast; your competitors are paying attention too.

Search intent results in the four types of keywords: transactional, commercial, navigational, and informational.

Here’s a quick breakdown of each.

Informational

There are terms with tremendous search volume that won’t result in website conversion. 

These are informational keywords that relate to searches to learn something specific, like “when is National Spaghetti Day?” (yes, there is such a day). 

If your content for a local Italian restaurant ranks very high on that search and low on “Italian restaurants near me,” don’t expect many clicks to result in conversions. 

Navigational

Searching for a company or brand is a navigational search performed by people that know what they want. 

These searches are high drivers of organic content.

Commercial

Are you writing content that relates to specific products or services? Searches related to those products or services are commercial searches. 

These are valuable, especially for any company with a content marketing strategy, as they indicate a potential purchase and possible future customers.

Transactional

What’s even more valuable than searching for a product or service? Just put the word “buy” in front of the search. 

Words like deliver, buy, or sale indicate that a transaction is imminent, and it is necessary to rank high.

Summing It All Up

SEO research isn’t necessarily hard to implement, but what separates advanced research from basic research comes down to how comprehensively the planning and research are conducted.

It all comes down to a strategy of figuring out what people could be looking for, finding a variety of terms based on popularity and likelihood to rank, and knowing the intent associated with various terms.

The Rock Content team includes SEO experts who know what works and what doesn’t, such as cloaking in SEO. 

As SEO rules change (which they often do), the Rock Content team adapts immediately.