The most important step in doing keyword research is entering a keyword phrase into a search engine like Google, and seeing what results show up, and trying to understand why the pages that appear within results are there. If you can’t do that, then it’s time to dig down and start learning.
Whether you’re a searcher looking for information on the Web, or someone doing keyword research for a website, it’s important to have an idea of the many different ways that a search engine might treat a search you perform. For instance, if your search is one that might trigger Google to show results from a specific web page associated with a named entity (a particular person, place, or thing) at the top of those results, you shouldn’t necessarily be surprised to see that site listed first in search results. This is something that is done algorithmically by Google. Just stating that Google has a “magical” brand preference is a mistake in that instance. It’s better to try to understand how that algorithm might be triggered instead.
Likewise, when you perform a search for a term such as [hospice], Google might decide to show a map result from Google Maps in Web search results because their universal search algorithm suggests that the query has a local intent, and the searcher is likely looking for a nearby hospice. Again, it would be a mistake to make the assumption that Google is favoring their own “property” in Google Maps when the reality is that the vertical search result of Google Maps is what searchers are actually looking for.