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SEO
Keyword research is finding the words and questions people type into search engines, and judging which ones are worth targeting.
It looks at three things for each phrase: how many people search for it, how hard it is to rank for, and how likely the searcher is to become a customer.
Tools such as Google Keyword Planner, Ahrefs, and Semrush estimate the numbers, but the best ideas often come from real customer questions and sales calls.
Example
Instead of the broad term "marketing", a course provider targets "digital marketing course in Islamabad", which has fewer searches but far more intent.
Why it matters
Targeting the wrong keywords wastes months of content work. Good research points effort at searches that bring paying customers.
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