Keyword Research
Find the Searches That Matter to Your Business
We find the words and questions your customers use when they look for what you offer, then sort them by intent and opportunity. The result is a clear plan that tells you which pages to build, improve or merge, and why.
- Search intent mapped for every target term
- Each term assigned to a specific page
- Priorities based on relevance and opportunity
01 Overview
Why the research comes before the writing
Good keyword research tells you what people want when they search, not just what they type, and that difference shapes every page you publish.
Most websites are built around how the business describes itself, yet customers rarely use the same language. A heating engineer might talk about "boiler installation", while homeowners search for "new combi boiler cost" or "boiler replacement near me". Research closes that gap. We look at the terms your audience actually uses, group them by what the searcher is trying to achieve, and identify which are realistic targets for your site today. That gives your wider SEO strategy a foundation built on evidence rather than assumption.
Search intent sits at the centre of the approach. Someone searching "how to fix a leaking tap" wants a guide, while someone searching "emergency plumber Blackpool" wants to call a business now. Targeting the second with a blog post, or the first with a service page, rarely works. We classify each term as informational, commercial, transactional or local, then check what Google currently shows for it. If the results are dominated by map listings, comparison pages or how-to guides, that tells us what kind of page has a fair chance of competing.
Once the analysis is done, every priority term is mapped to a single page on your site. This prevents two pages competing for the same intent, a problem known as keyword cannibalisation, and shows where new pages are genuinely needed. The map becomes a working document for on-page SEO and content planning, so titles, headings and copy are written with a clear purpose. We do not invent search volumes or promise traffic figures. Where tools provide estimates, we treat them as rough guides and explain their limits.
02 Benefits
The value of a proper keyword plan
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01
Pages with a clear purpose
Each page targets a defined group of related terms and a specific intent, so you know exactly what it should rank for and what a visitor arriving on it expects to find.
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02
Less wasted content effort
You stop writing articles nobody is looking for. The research shows which topics have genuine demand and which questions customers ask, so time and budget go into content with a realistic purpose.
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03
Local terms you might be missing
Many searches include a town, an area or "near me". We identify the local variations relevant to the places you serve, from Blackpool and the Fylde Coast to wider Lancashire, where they genuinely apply.
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04
No more pages competing with each other
Mapping one primary topic to each page reduces cannibalisation, where several similar pages split relevance and none performs well. Where overlap already exists, we recommend merging, redirecting or refocusing.
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05
A view of competitor gaps
Gap analysis shows terms that comparable businesses appear for and you do not. Some will be worth pursuing, others will not fit your services, and we tell you which is which.
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06
Decisions you can explain
Every recommendation comes with reasoning: why the term matters, what intent sits behind it and which page should own it. That makes it easier to brief writers, developers and colleagues.
03 What is included
What you receive
You get a practical keyword plan, not a spreadsheet of thousands of unfiltered terms. Each deliverable is designed to be used straight away.
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Business and audience discovery
A short discovery session covering your services, margins, target areas and customer types, so the research focuses on the work you actually want more of.
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Seed and long-tail term research
Core terms, variations, questions and longer phrases gathered from keyword tools, Google Search Console where available, autocomplete, related searches and your own customer conversations.
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Search intent classification
Each term labelled by intent, with a note on the type of page Google currently favours for it, such as service pages, guides, product listings or local results.
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Topic clusters
Related terms grouped around core topics, showing which page should act as the main hub and which supporting pages or articles should link back to it.
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Competitor gap analysis
A comparison against a handful of relevant competitors to find topics they cover that your site does not, filtered for relevance to your services and customers.
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Prioritised keyword map
Every priority term assigned to an existing or proposed URL, ranked by relevance, commercial value and realistic opportunity, with cannibalisation risks clearly flagged.
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Recommendations and next steps
A plain-English summary of what to create, update, merge or leave alone, ready to hand to your writer or to feed into an ongoing SEO programme.
04 Process
From first conversation to finished keyword map
Every engagement starts with understanding your goals and the current state of your search presence. No templated packages.
Start with a free audit-
01
Understand the business
We start with your services, priority products, locations and customers. Knowing which jobs are most valuable stops the research drifting towards terms that bring visitors but not the enquiries you want.
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02
Gather and expand terms
We build a broad list from keyword tools, Search Console, competitor pages, autocomplete and real customer questions, then remove irrelevant, ambiguous or off-topic terms before any analysis begins.
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03
Classify intent and check results
Each meaningful term is reviewed against the live search results to confirm what searchers want and what kind of page is ranking. This is the step most keyword lists skip.
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04
Cluster and map to pages
Terms are grouped into topics and assigned to specific URLs. We check your existing pages for overlap, flag cannibalisation and identify gaps where a new page would serve a distinct intent.
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05
Prioritise and hand over
We rank opportunities by relevance, value and realistic difficulty, then walk you through the plan so you understand the reasoning and know which pages to work on first.
05 Who it is for
When this research makes the biggest difference
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Scenario 01
Planning a new website
You are planning a new website and want the structure to reflect how customers search. Research shapes navigation, page names and URLs before design begins, which is far easier than restructuring a live site later.
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Scenario 02
Visitors but few enquiries
Your site attracts visitors but few of them get in touch. Often the pages rank for informational terms rather than commercial ones. Re-mapping terms to intent helps shift effort towards searches that signal readiness to buy.
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Scenario 03
Expanding into new areas
A trades business serving Blackpool wants to reach customers in Preston and across Lancashire. Research shows how people in each area search, and whether separate location pages are justified or a broader service area page would work better.
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Scenario 04
Overlapping pages and blog posts
Years of blogging have left several posts covering similar ground, and none of them perform well. A keyword review identifies the overlap and recommends which content to consolidate, redirect or rewrite around a single clear focus.
FAQ
Keyword Research questions, answered
Still have a question? Call +44 20 8686 4577 or send us a message.
Keyword tools produce lists of terms with estimated volumes. Research adds judgement: which terms match your services, what intent sits behind them, what Google actually shows, and which page on your site should target each one. Tool estimates are useful starting points, but they can be unreliable for smaller local terms, so we never rely on them alone.
No, and it is worth being cautious of anyone who does. Volume figures from third-party tools are estimates, and the traffic a page receives depends on its position, the search features shown, seasonality and how appealing your listing is. We prioritise by relevance and opportunity instead, and use your own Search Console data to measure what actually happens.
It happens when two or more pages on the same site target the same search intent. Google may switch between them or rank neither well, because relevance is split. It is common on sites with many similar blog posts or near-duplicate service pages. We identify overlaps during the research and recommend whether to merge, redirect or differentiate the pages involved.
Yes, arguably more than most. Local searches often have modest volumes that tools underreport, and the wording varies by place and service. A café in Fleetwood and an accountant in Preston face very different search behaviour. Research helps you choose the right mix of service terms, place names and "near me" style queries without guessing.
A thorough piece of research usually holds up for a good while, but search behaviour shifts as products, seasons and language change. We suggest a light review every six to twelve months, plus a fresh look whenever you add services, enter new areas or notice rankings moving. Search Console data helps show where new queries are emerging.
Access to Google Search Console and analytics is helpful but not essential. Beyond that, we need a clear picture of your services, the areas you cover, the jobs or products you most want to sell and any competitors you regularly come up against. Questions customers ask on the phone or by email are particularly useful.
Keep exploring
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Find out what your customers search for
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