In our previous post, we established that the goal of SEO is to align a website with the principles that search engines use to identify high-quality, trustworthy content. This post focuses on the most critical strategic step in that process: keyword research. Keyword research is the methodical process of understanding the specific language your potential customers use when searching for your products or services. It provides the foundational data for an effective content strategy.
Understanding Search Intent
A foundational aspect of keyword research is understanding why a person is searching. This is known as search intent, which can be classified into four primary categories:
- Informational: The user is seeking information (e.g., “how to fix a leaky tap”).
- Navigational: The user intends to find a specific website or physical location (e.g., “Bettys Harrogate”).
- Commercial: The user is conducting research before making a purchase decision (e.g., “best marketing agencies in Harrogate”).
- Transactional: The user is prepared to make a purchase or take a specific action (e.g., “Harrogate SEO services quote”).
Keyword Categories: Head, Body, and Long-Tail
Keywords can be segmented by their length and specificity:
- Head Terms: Short phrases of 1-2 words that have high search volume but are also highly competitive (e.g., “SEO”).
- Body Keywords: Phrases of 2-3 words that are more specific and have a moderate search volume (e.g., “local SEO services”).
- Long-Tail Keywords: Longer phrases of 4+ words. These have lower individual search volume but are highly specific, often resulting in higher conversion rates (e.g., “SEO services for small businesses in Harrogate”).
While head terms have high volume, the majority of search queries are long-tail. Targeting these highly specific phrases is an effective strategy for attracting a qualified audience.
The Keyword Research Process: A Step-by-Step Guide
Step 1: Brainstorm “Seed” Keywords
The initial step is to adopt the perspective of a potential customer. Identify the services you offer, the problems you solve, and the questions customers typically ask. Compile a foundational list of these terms.
Step 2: Use Tools to Expand and Qualify
Utilise professional tools, such as Google Keyword Planner, or analyse features within search results like the “People Also Ask” section. These resources can expand the initial seed list and provide quantitative data.
Step 3: Analyse the Metrics
Effective keywords are identified by balancing three key metrics:
- Search Volume: An estimate of how many times a keyword is searched for in a given period.
- Keyword Difficulty: An assessment of how competitive it is to rank for the term.
- Relevance: A qualitative measure of how closely the keyword aligns with your service offerings.
From List to Action: Mapping Keywords to Content
The finalised keyword list serves as a strategic map for content creation. Assign keywords to specific pages on your website:
- Homepage: Target primary, broad business terms.
- Service Pages: Target specific keywords with commercial or transactional intent.
- Blog Posts: Target long-tail, informational keywords to answer specific user questions.
What’s Next?
With your keyword blueprint established, the next stage is implementation. We’ll detail how to do this effectively in the upcoming post, On-Page SEO in Practice.