How to do keyword research.

What is keyword research, and why does it matter for businesses?

Keyword research is the process of identifying the words and phrases your audience types into search engines when looking for products, services, or information related to your business. It matters because knowing the right keywords helps your content reach the right people at the right time. For solopreneurs, marketers, and small business teams, keyword research is about focusing efforts on content that converts customers instead of simply attracting lots of traffic. It guides blog posts, social updates, product descriptions, and ads to match what your audience searches for. Keywords can also help structure your website, emails, and printed collateral in a way that attracts attention. With Adobe Express, you can integrate your keywords into professional-looking visuals, social posts, flyers, and email graphics, ensuring your messaging is consistent, clear, and discoverable.

Is ‘keyword research’ just another word for ‘SEO’?

Keyword research is often linked to SEO, but it is not the same thing. SEO, or search engine optimisation, is the broader strategy of improving your website’s visibility in search results, while keyword research is a specific step within that strategy. Keywords show you where opportunities exist: what your audience is searching for, what phrases competitors target, and which topics are trending. SEO then takes this information and optimises your content around it, like adjusting headings, meta descriptions, and page copy, so search engines recognise and rank your pages. This is perfect if you have an online shop or if you have an online presence for your physical business (like a painting and decorating service) so people can easily find your business. Keyword research can also guide the words you use in social media posts, email marketing campaigns, and product descriptions, ensuring your communication aligns with your audience’s interests.

Where do I need to use keywords?

Keywords are not limited to your website content. They should appear wherever your audience might search for your products, services or ideas. Here are some tips on where you can—and should—use keywords:

• On websites: Include them organically in page titles, headings, meta descriptions, and body copy (e.g., paragraphs).
• On blogs: Use them naturally in titles, subheadings, and paragraphs.
• In social media posts: Use keywords in captions, hashtags, and even in images or graphics when appropriate.
• In email marketing campaigns: Sprinkle keywords in subject lines, headlines, and calls to action. Whilst these keywords won’t work the same as in a search engine, they do help to improve engagement.
• Printed materials: When creating flyers, menus or cards, think of keywords as the language your audience recognises. This helps ensure your materials feel relevant and makes them searchable if you post digital formats online.
• In video scripts and on media platforms. If posting video content to YouTube or Vimeo, your video content and descriptions benefit from using keywords. Discover video script templates and tips.
• In presentations: Generally speaking, having keyword awareness when creating presentations helps to guide the language and phrasing you use.

Solopreneurs and small business teams gain an advantage by being consistent across all channels, so the same keywords reinforce your brand message wherever your audience encounters it. Adobe Express can help apply this consistency visually, letting you add keywords to branded graphics, banners, and social posts while keeping layouts clean and professional. Learn more and build your brand with the one-click apply brand tool.

Which keywords should I use, and how can I always use the best ones?

The best keywords are those that balance search volume with relevance and competition. Start by listing topics your audience cares about, then expand them into specific phrases they might search for. Now you’ve got your starting point for the keywords you need to include on your website, in your social media posts, and in your paid online advertising campaigns. Here’s what you need to do next:

• Bulk keyword research. This is when you generate a large list of related keywords using tools like Google Keyword Planner. There are plenty of tools to choose from, and they all do essentially the same thing. Sort your keywords by search volume and competition and focus on high-value terms.
• Competitor keyword research. What are your main competitors doing? Analyse which keywords competitors rank for by using tools like SEMrush or Ahrefs. Identify gaps or opportunities for your content.
• Crowdsourcing keywords. Check forums, like Reddit and Quora, and social media for real questions and niche terms your audience uses.
• SERP analysis. Review search engine results pages (SERPs) to understand which content ranks and why. Simply type in your product or service and see what comes up. Note down the suggested queries, snippets, and searcher intent, as these can help you choose the right keywords.
• Trending and question-based research. Track seasonal trends or news-led surges. Use AnswerThePublic or FAQFox for question-style queries.

After following these steps, you should have a clear list of good keywords that you know customers are looking for and competitors already use. Now it’s time to craft your ads, your website, and your social posts using this list as your guide. Get started with Facebook ads using these examples or learn more about native advertising.

How to use keywords for video and social media content.

Keywords are just as important for video and social media as they are for websites. They help your content get discovered, reach the right audience, and improve engagement. However, they work a little differently compared to keyword targeting within internet search engines. Here’s how to use them effectively across major social media platforms:

• Instagram: Include keywords in captions, hashtags, and alt text. Use the search bar to see trending hashtags and phrases related to your business.
• Facebook: Add keywords to post text, video titles, and descriptions. Monitor trending topics and Facebook Groups to find relevant terms your audience uses.
• TikTok: Use keywords in captions, hashtags, and video text overlays. Explore the ‘Discover’ page and competitor videos to spot trending phrases. Learn more about TikTok, Reels & Shorts marketing in the UK.
• YouTube: Include keywords in titles, descriptions, tags, and video scripts. Use YouTube’s autocomplete and trending videos to find high-performing keywords. Learn how to promote TikTok and YouTube videos.
• Pinterest: Add keywords to pin titles, descriptions, and boards. Use Pinterest search suggestions to discover phrases your audience is actively searching for.

Research keywords for each platform by observing what your competitors post, checking trending hashtags, and using platform-specific suggestions. Tailor your content and visuals so your keywords feel natural and engaging while helping your business get found. Use the content scheduler from Adobe Express to save time with scheduling and posting your social media content. Discover these content calendar examples for better planning.

How to use Adobe Express to help with your keywords, website, and designs.

Adobe Express lets you take your keyword strategy from planning to execution without needing advanced design skills. Start by creating branded templates for social media posts, email marketing campaigns, blog graphics, and web pages, then use your keywords in headings, captions, and body text. Templates make it easy to stay consistent with fonts, colours, and logos across all materials, which reinforces brand recognition while highlighting your chosen keywords. Beyond social media and email, Adobe Express helps integrate keywords visually and strategically into your website content. Create graphics, banners, or featured images that complement written content and reflect the terms your audience searches for. Learn how to make a business website and optimise landing pages.

Next steps for your keyword strategy.

Once you know how to do keyword research and how to integrate it into your content, the next step is putting it into action consistently. Plan your posts, emails, and graphics around your chosen keywords. Track what works, refine your approach, and keep your visuals and messaging aligned. Small, regular improvements can make a big difference over time, building visibility and engagement. With a clear keyword plan and Adobe Express to support your designs, you can create content that not only looks professional but also connects with the people you want to reach.

Try Adobe Express today

Adobe Express can help you.

Adobe Express makes it easy to bring your keyword strategy to life. Choose from hundreds of free templates to create social posts, flyers, banners, posters, and more. Tweak colours, fonts, and layouts to match your brand while making your designs clear and engaging. Start creating with Adobe Express today.