Digital marketing

What is Keyword Research?.

What is Keyword Research?

Keyword research is the process of identifying search queries that are directly relevant to your websites’ services. For example, if your website is selling t-shirts – there would be several variations of keywords that could be relevant for this type of product – e.g. brand, colour, gender, and size.

What Tools do I Use?

There are many highly regarded tools/resources available to carry out keyword research in order to get the most accurate, and more importantly relevant keyword for your website. Some of which include; Google, which offers a resource for keyword research, and also, popular search industry websites such as Moz.

Why is it Important?

Keyword research is always the focal point of any digital marketing campaign. Without keyword research, there is no defined knowledge of the industry you are in. Getting keyword research wrong may lead to a misunderstanding of the competition/competiveness of the market – which may have a knock on impact on website traffic, sales or enquires.

What are the steps involved?

Firstly, you should take time to think about every part of what your business offers – there may be smaller areas to your business that have a low amount of competitors with good search volume available. As well as identifying keywords and search volume, it is vitally important to understand who your competitors are, and weighing up the opportunity to rank in search engines.

Focusing on a bunch of 5 or 6 keywords that you want to rank for isn’t ideal. A broader approach to all of the services your website offers and all the keywords that come under that are much more important to focus on and monitor. Looking at keyword research and ranking exposure in this manner, can reap a better return for your business in the long run. Businesses, can be quite ‘hung up’ on a certain keyword that they want to rank well for, we would always advise to look at the wider picture and the realism of how long this might take, especially if you are competing in a competitive niche – budget, market opportunity and ROI all have to be carefully factored in.

Key things to think about…

  • What would you type into a search engine if you were wanting to source a particular product/service from your own website?
  • Who are your competitors?
  • Why is your product/service offering better than your competitors – what is the unique selling point, why would people use your services over someone else? – This is particularly important if you wish to rank within a competitive niche
  • Are there any other business offerings that are lower in priority? It might be worth investigating the opportunity for these keywords. E.g. if you are primarily selling a product, do you offer other servicing parts to your business; periodic maintenance/repair work for instance?


Although keyword research can be a time consuming process – It’s important to get it right, as it can hinge on the success of a search marketing campaign.

If you are interested to find out more about keyword research, and how to get more traffic and sales from your website – contact us today for a chat!

Written by Andy McCaul
Co-founder and digital marketing guru Andy ensures all our projects are in shipshape and that we generate the best return on investment for clients.