Keyword research for WordPress bloggers (no expensive tools required)

You do not need expensive tools to find good keywords. You need a repeatable process that chooses topics your audience wants and your site can realistically rank for.

What you will learn

• How to generate seed topics fast
• How to analyze the search results page by hand
• A simple scoring system to prioritize topics
• How to map keywords to pages that make sense

Example screenshot (illustration)

Illustration: SERP analysis worksheet summary.

Step 1: Build a seed list

Start with 10-20 topics you already write about. Use:

• Your categories and tags
• Common support questions
• Problems your readers mention in email or comments

Example seed list for a WordPress blog:

• WordPress backup
• Speed up WordPress
• WordPress SEO checklist
• Plugin conflicts
• Image optimization

Step 2: Expand with free sources

• Google autosuggest
• Related searches at the bottom of the SERP
• "People also ask" questions
• Search Console queries (once you have data)

Write these down as raw topic ideas.

Step 3: Analyze the SERP manually

Click the top results and ask:

• Are the results how-to guides, tools, or lists?
• Do the pages look like mine or much bigger brands?
• Can I provide a clearer, more practical answer?

If you can improve on the current results, the topic is worth testing.

Step 4: Use a simple scoring sheet

Score each keyword from 1 to 5:

• Intent match: does it fit my audience?
• Difficulty: do the results look beatable?
• Value: does it lead to email signups or product interest?
• Depth: can I add real examples or screenshots?

Pick the keywords with the best total score, not just the highest volume.

Step 5: Map keywords to pages

Create a simple map so you avoid overlap:

• One primary keyword per page
• 2-4 supporting keywords per page
• Avoid publishing two pages with the same intent

This keeps your site focused and avoids keyword cannibalization.

Example keyword decision

Keyword: "how to manually migrate WordPress"

• Intent match: 5
• Difficulty: 3
• Value: 4
• Depth: 5

Total: 17. This is a good candidate because it needs a clear, step-by-step guide.

Common mistakes

• Choosing keywords only because the volume looks high
• Writing two posts for the same intent
• Skipping SERP analysis
• Publishing thin content without a clear angle

Quick checklist

• [ ] Seed list created
• [ ] SERP checked for every target keyword
• [ ] One primary keyword per post
• [ ] Supporting terms mapped
• [ ] Intent answered in the first 150 words

Simple scoring sheet you can reuse

Score each topic from 1 to 5:

• Intent match (fits your audience)
• Difficulty (can you compete?)
• Value (leads to signups or revenue)
• Depth (can you add examples?)

Pick the highest total, not the highest volume.

Example keyword map

• Pillar: WordPress performance
• Support: image optimization
• Support: caching basics
• Support: Core Web Vitals quick wins

This prevents cannibalization and keeps your content focused.

Free tools stack

• Google autosuggest and related searches
• Search Console (once you have data)
• A simple spreadsheet for scoring

You do not need paid tools to start. Consistency beats complexity.

Difficulty signals to watch

• Big brands dominate the top 3 results
• The top results are long, detailed guides
• The SERP has videos or tools instead of articles

If the SERP is stacked, pick a narrower topic.

Content brief template

• Primary keyword
• Search intent (informational, transactional)
• 3 supporting keywords
• Top 3 competitor angles
• One original example to include

Funnel mapping (simple)

• Top: broad how-to questions
• Middle: comparisons and tool choices
• Bottom: setup checklists and troubleshooting

This keeps your topics balanced.

SERP snapshot checklist

Before writing, capture these notes:

• Top 3 angles used by competitors
• Content format (list, how-to, tool)
• Missing step or gap you can fill

This turns a keyword into a more useful article.

Map to a content cluster

Every keyword should connect to a pillar page and at least one related support post. This improves topical authority over time.

Low volume, high intent rule

A small keyword can still be valuable if:

• The intent is clear and actionable
• The audience is a good fit
• You can add unique examples

These terms often rank faster and drive better engagement.

Publish decision checklist

• I can answer the query in 1-2 sentences
• I have at least one real example
• The SERP is not dominated by giant brands

If all three are true, publish it.

Common mistakes

• Chasing volume without intent
• Writing two posts for the same keyword
• Skipping the SERP check

Avoid these and your content will rank faster.

Quick recap

• Pick intent-first topics
• Validate the SERP
• Map keywords to a pillar

This keeps content focused and rankable.

Original insight you can replicate

Example you can run on one existing post:

1. Rewrite the first 120 words to answer the query directly.
2. Add 2-3 internal links to related guides and update the title for clarity.
3. Track impressions and CTR for 14 days in Search Console.

Decision rule: If CTR improves without losing impressions, roll the same pattern across similar posts.

FAQ

Do I need keyword volume numbers?

Not always. If your site is small, intent match and clarity matter more.

How many keywords should a post target?

One main topic, plus a few supporting phrases.

How long does it take to see results?

For new sites, expect weeks or months. Focus on consistency.

To plan topic coverage, see Topical authority content clusters.