Keyword research is one of the important activities that determine the success of search engine optimization for a website. This keyword research helps us understand the priority of the keyword's viability and understand the user's need for keyword usage. This is considered the key to the success of a search engine optimization project. In fact, tourism websites do not pay much attention to keyword research, how the process works and how to predict the effectiveness of the word. This article will analyze the steps for keyword research, using KEI to evaluate keyword effectiveness. In addition, KOI and KFI will also be calculated to assess the success of the keyword when building the anchor text or the title of the website in tourism.