What is a Keyword Research?
Keyword research is the process of identifying the words and phrases your target market uses when searching for your product or service on search engines like Google. By integrating effective keywords into your website’s content, you increase your chances of climbing the natural (unpaid) rankings within search engine results pages (SERPs). The higher your ranking, the more visible your site becomes, making it easier for potential customers to find you.
The Basics of Keyword Research
The first misconception about keyword research lies in the term itself. It’s rarely just a single “key word” that people type into search engines. Most of us use a key phrase or a combination of words when searching for something online. For example, instead of just typing “photographer,” someone is more likely to search for “affordable wedding photographer in Northampton.” When we refer to a keyword, it can often be a full phrase, not just a single word.
Why Keywords Matter
Having a visually stunning website filled with engaging content is great, but if your pages don’t contain the keywords or phrases your target market is searching for, your site will struggle to appear in search engine results. No matter how brilliant your site is, if it isn’t optimised for relevant keywords, it won’t be easily found by potential customers.
So, how do you determine what keywords or phrases your audience is using? Research.
How to Conduct Keyword Research
Keyword research involves discovering the exact words and phrases people are typing into search engines when they are looking for products or services like yours. There are a number of online tools and programs that can help you with this, such as Google Keyword Planner or other SEO tools like SEMrush or Ahrefs. These tools allow you to see what people are actually searching for, along with data on search volume and competition for each keyword.
However, even without specialised tools, you can start by putting yourself in the shoes of your potential clients. Think about how you would search for your product or service if you weren’t familiar with the industry jargon. Leave your industry buzzwords at the door and focus on layman’s terms to describe what you offer.
The Importance of Professional Keyword Research
Professional keyword research takes time, but the results can be incredibly valuable. It reveals not only the search terms people use but also the level of competition for those keywords. This information allows you to strategically choose highly relevant, low-competition keywords that will give your website the best chance of ranking well on search engines.
With this knowledge, you can make informed decisions about which keywords to optimise your website for, ensuring that your content resonates with what your target market is searching for.
The Increasing Importance of Keyword Research
As the internet becomes more competitive, it is becoming harder to “win” the most popular keywords. Regular keyword research is crucial if you want to stay ahead of the competition. Optimising for the wrong or overly competitive keywords can result in your website being buried in search results, but finding the right balance of specific, relevant and winnable keywords can make a significant difference in your website’s performance.
Example of Keyword Research
Let’s take an example to illustrate how keyword research works.
The keyword “wedding photographer” is highly popular. On average, it generates around 368,000 searches per month in the UK alone. That’s a massive number of people looking for a wedding photographer. However, there are also approximately 5,982,596 websites competing for this exact phrase. That means the competition is fierce, and ranking for such a common term will be extremely difficult.
Now, consider the keyword “wedding photographer Northampton.” This phrase has around 1,600 searches per month in the UK, but only 293 websites are competing for this phrase. While the search volume is lower, the competition is far more manageable, and targeting this keyword allows you to focus on a more specific and localised audience. Plus, enquiries from local clients often lead to more profitable engagements due to reduced travel and easier relationship building.
The lesson here is simple: the more specific you can be with your keywords, the better. Adding location-based terms or niche-specific phrases can help you stand out from the competition. This strategy not only boosts your visibility but also increases the likelihood of attracting leads that are more likely to convert into paying customers.
How The Last Hurdle™ Can Help
Finding the right keywords can be tricky, but that’s where we come in. At The Last Hurdle™, we can help you navigate the complexities of keyword research and SEO. Whether you’re looking to optimise your existing website or develop a new one, we’ll assist you in identifying the most effective keywords that will help your business succeed online.
Keyword research is an essential part of any successful SEO strategy. If you want your business to stand out in an increasingly competitive online marketplace, regular keyword research is a must. Don’t leave it to chance – find the keywords that work for you and give your website the best opportunity.
For more information about our SEO services and how we can assist you with keyword research, contact us today or call our head office on 01604 654545. We offer a complimentary consultation to help you get started on the right path.
Disclaimer: The keyword data provided in this blog is purely illustrative and should not be considered current or accurate for present-day figures. This example is used solely for educational purposes.
