What is A Keyword Research Strategy?

A keyword research strategy is designed to identify search terms people use when looking for a product or service your company provides.

Analysis

By analysing hundreds or even thousands of potential keywords, we can assess the search intent behind each one, the search volume, and the level of competition for ranking. While we use computers to gather the data, our SEO specialists assess every key phrase before developing any content. Apart from our translation partners, we are all native English speakers, so we understand the nuance of a search term or if it has a double meaning. While we work with clients worldwide, all our work is done in Europe.

The Human Touch

Casting a human eye over this data ensures the intention behind the search term is seeking your product or service or is relevant to what your business offers. Computers are great for managing data but are not so good at evaluating the customer intention behind a search term. Our specialists immerse themselves in the keyword data, choosing the most suitable keywords relevant to your company. Once each search term has been assessed, we have a shortlist of valuable search terms and a rich understanding of the language your audience uses when searching for businesses like yours

Insights

With these insights, we can create content that will resonate with this target audience. By matching the content to the audience’s search intent, visitors will easily find what they’re looking for, often landing on a specific product or service page because of the specificity of their initial search query.

Why Keyword Research is Essential

Keyword research helps us understand how your target market searches, their language, and the value of each potential search term.

Best Coffee Shop in London

For example, if you run a coffee shop, you might think a search term like ‘best coffee shop in London’ would be the best keyword to aim for. Whilst there are over 9K monthly searches for this term, 67K other websites contain this exact phrase. With competition like that, it is doubtful your coffee shop will appear on the first page of Google results for this search query.

Best Brunch Islington

Now, if your coffee shop were based in Islington and had an excellent brunch menu, we would optimise your brunch menu page for ‘best brunch Islington.’ Our data shows that around 480 hungry people each month search for the best place to have brunch in Islington. Fewer websites contain this search term, which now has a local angle. This hyper-local focus increases the chances of the coffee shop’s website ranking on the first page of Google search results while helping local people find an excellent spot for brunch.

Brunch is Booming in North London

If your entire website is optimised correctly and page content well crafted, with some time, the Islington-based brunch-creating coffee shop will appear on the first page of Google results for this search term. That’s 480 people, using only this search term, looking for a place to eat in Islington every month. For our coffee shop owner, this means a potential increase of 5,700 customers a year who may have been unaware of these excellent Islington brunches until they searched Google for a place to eat.

BEST WAY TO WIN NEW BUSINESS

If you’re a coffee shop owner in Islington that offers excellent brunch options, please get in touch with us for a free consultation

Influential Long-Tail Keywords

Did you know that over 70% of all search queries consist of long-tail keywords with lower search volumes than more generic ones? However, data shows that long-tail keywords result in higher conversion rates because these search terms are so specific.

The Power of Long Tail Keywords

Audience Targeting

During the keyword research phase, we focus heavily on long-tail keywords. These phrases, usually three to five words long, are highly targeted to your customer demographic. Although these keywords may attract lower search volumes compared to broader terms, they often deliver superior results in terms of conversion and relevance, giving your business a competitive edge online and in the real world.

Higher Conversions

According to recent studies, long-tail keywords achieve an average conversion rate of 36%, significantly higher than the 18% average for shorter, more competitive keywords. This data should interest any small business operating in niche or local markets.
If you would like more information about our SEO keyword strategies to improve your search ranking, contact us for a free consultation.