Keyword research is a practice search engine optimization (SEO) professionals use to find and research search terms that users enter into search engines when looking for products, services or general information. Search engine optimization professionals first research keywords, and then align web pages with these keywords to achieve better rankings in search engines. Once they find a niche keyword, they expand on it to find similar keywords. Keyword suggestion tools usually aid the process, like the Google Ads Keyword Planner, which offers a thesaurus and alternative keyword suggestions. Google's first party data also aids this research through the likes of Google autocomplete or People Also Ask.