The Importance of Keyword Research
In this post we highlight why regular keyword research is essential for your website’s success. At a minimum, keyword research should be conducted when your website is first built and ideally, reviewed regularly. Recently, while conducting a competitor analysis for a client, I noticed a local competitor’s URL structure: /services/corporate/. Any idea what that page is about? Neither will search engines, nor visitors! This is a classic example of neglecting keyword optimisation, which leaves both users and search engines guessing.
Why Keywords Are Critical for Your Site
Keywords – or key terms – are the phrases people enter into search engines like Google to find products or services. Ideally, a relevant keyword should be included in the body content, title and URL of the page you are optimising (as well as other strategic areas on the page). If your keyword matches the terms people are using, your page has a higher chance of appearing in search engine results. However, it’s not just about adding keywords to the page; search engines like Google want to deliver the “best match” for any search query. They look at various factors, such as how relevant your overall site is, the proximity of the searcher and much, much more.
But it all starts with the keywords you choose.
What Is Keyword Research?
Keyword research is the process of identifying what words and phrases people use when they’re looking for the types of products or services you offer. This goes beyond just guessing or choosing obvious terms; it requires using tools like SEMRush or Wordtracker to reveal not only the popularity of a term but also related keywords and phrases, and crucially, the level of competition for each. That last part is vital.
For example, in SEMRush, the phrase “social media marketing” has an average monthly search volume in the UK of 8,100 searches. This sounds promising at first glance. However, SEMRush also shows that there are over 1.1 billion pages worldwide competing for this exact phrase. That’s stiff competition! Instead of aiming for such a broad term, it’s often more effective to “niche down” and target a less competitive, more specific keyword or phrase. While this may take time, the effort will pay off when it brings relevant traffic to your site.
Tips for Effective Keyword Research
- Start Broad, Then Narrow Down: Begin by identifying general terms relevant to your industry, then refine these into more specific “long-tail” keywords. For instance, instead of “social media marketing,” consider “social media marketing for small businesses in Northampton.” Long-tail keywords are often more specific to your audience’s intent and face less competition.
- Evaluate Competition: Using tools like SEMRush, assess the competition level for each keyword. You may find alternative terms with slightly lower search volume but far less competition, giving you a better chance of ranking highly.
- Consider User Intent: Think about the reason behind each search query. Users searching “how to improve social media presence” are likely in research mode, while “hire social media manager Northampton” signals intent to take an action.
- Identify Seasonal Trends: Some keywords perform better at certain times of the year. By examining seasonality, you can target keywords that boost your visibility when demand is highest.
- Track and Review Regularly: Keyword performance and search habits evolve. Conduct keyword research at least every six months to ensure your website remains optimised.
Why Regular Keyword Research Matters
Search trends and user behaviour change constantly, as do the terms people use to describe products or services. This is why regular keyword research is essential if you want to keep up with these shifts. For example, the rise of voice search has meant that people are using more natural, conversational phrases in their searches. Keywords like “find a florist near me” have become more common than the once-popular “local florist.”
Regular research helps ensure your website remains optimised with relevant terms, keeping your business visible and connected to your target audience in an ever-evolving digital landscape. Without it, your content could quickly become outdated, leaving your site lagging behind competitors.
Getting Started with Keyword Research
If you’re unsure where to begin with keyword research or want to improve your current strategy, we’re here to help. To learn more about how keyword research can benefit your website and improve your search rankings, contact us at hello@thelasthurdle.co.uk or call 01604 654545.
Make sure your website is working for you by keeping up to date with the latest keyword research – a small investment that delivers lasting results.
