How Search Engines Work and Keyword Research

Understanding how Google crawls, indexes, and ranks content is the foundation of every SEO strategy.

Crawling: Google bots discover new pages by following links
Indexing: Pages are analyzed and stored in Google's massive database
Ranking: When someone searches, Google's algorithm selects the most relevant results

Finding the right keywords is the most important SEO skill. Here's my process:

Brainstorm seed keywords: Start with 5-10 terms your ideal customer would search
Use keyword tools: Google Keyword Planner, Ahrefs, SEMrush, or Ubersuggest
Analyze search intent: Is the user looking for information (blog post), a specific site (navigational), or to buy (transactional)?
Check competition: Look at the top 10 results. Can you create something better?
Prioritize by opportunity: Target keywords with decent volume (100-1000/mo) and low competition

Long-tail keywords: how to get my first client as a freelancer (lower volume, higher conversion)
Question keywords: what is SEO (great for blog posts)
Comparison keywords: Ahrefs vs SEMrush (high intent, commercial)
Local keywords: SEO agency in Zurich (if you serve a specific area)

Exercise: Find 10 keywords for your niche using Google's autocomplete and People also ask section.