How do you approach keyword research?

For example, if you use Google Keyword Planner to do your keyword research, then that's your answer for the tool used. But you must also explain how you go about it. You must demonstrate you do more than simply guess at a keyword and type that into the tool before checking the results. For example, perhaps you use personas to consider potential problems a prospect faces, and you look for keywords around that. You should also explain that you consider longer keyword phrases, search volume, and the competitiveness of a keyword. Demonstrate that you know how to find the sweet spot in keyword research, where the keyword narrower so it's targeted and has good search volume, but is not highly competitive.

Make a list of important, relevant topics based on what you know about your business.
Fill in those topic buckets with keywords.
Research related search terms.
Check for a mix of head terms and long-tail keywords in each bucket.

Keyword research is the process of finding and analyzing actual search terms that people enter into search engines. The insight you can get into these actual search terms can help inform content strategy, as well as your larger marketing strategy.