Keyword research

Why keyword research matters

You might call your service "digital transformation consulting", but prospects search for "help modernising legacy software". Keyword research bridges this gap, revealing the actual language your audience uses rather than industry jargon.

Effective research balances search volume against competition. Ranking for "web design" is nearly impossible for SMBs—too competitive. "Astro website development Nottingham" is achievable and targets qualified prospects. Focus on terms you can actually rank for.

Understanding search intent

Search intent determines what type of content ranks. Someone searching "what is responsive design" wants information, not to hire a designer. "Hire responsive web designer" indicates commercial intent—they're ready to buy.

Match content to intent. Informational queries need blog posts or guides. Commercial queries need service pages with clear CTAs. Creating the wrong content type for a keyword wastes effort—you'll never rank regardless of optimisation.

Long-tail keywords

Long-tail keywords—longer, more specific phrases—typically have lower search volume but higher conversion rates. "Running shoes" gets millions of searches but fierce competition. "Best running shoes for flat feet UK" targets people ready to purchase.

Build content targeting multiple long-tail variations. A comprehensive guide addressing specific questions naturally ranks for dozens of related terms. This compounds value better than chasing single high-volume keywords.

Using keyword research strategically

Keyword research informs title tags, H1 headings, URL structure, and content priorities. Which pages deserve development effort? What topics resonate with your audience? Research answers these questions with data rather than assumptions.

Tools like Ahrefs, SEMrush, and Google's Keyword Planner reveal search volumes, competition levels, and related terms. Start with seed keywords, expand to variations, then prioritise based on difficulty versus opportunity.

Keyword research in site planning

We conduct keyword research before building sites, ensuring SEO strategy informs structure from day one. Page topics, heading hierarchy, and internal linking all reflect real search demand, not guesswork.