Every SEO decision starts with keywords
Targeting the wrong terms wastes time and budget. Keyword research shows what your customers want, how competitive it is, and which page should answer it.
| Keyword | Intent | Competition | Mapped page |
|---|---|---|---|
| how to choose running shoes | Informational | /guides/choose-running-shoes/ | |
| best running shoes for flat feet | Commercial | /best-running-shoes-flat-feet/ | |
| buy running shoes online | Transactional | /running-shoes/ | |
| running shoe store near me | Local | /store-locations/ |
Illustrative example. Real research includes search volumes and full competitor data.
Four types of search intent
Informational
People want to learn. Best served by guides, articles and FAQs.
Commercial
People compare options. Best served by reviews and comparisons.
Transactional
People are ready to buy or enquire. Best served by product and service pages.
Local
People want something nearby. Best served by location pages and Google profiles.
Signs your keyword targeting needs work
- Traffic arrives, but not from buyers
- Several pages compete for one term
- Content targets terms nobody searches
- Competitors rank for terms you missed
- You are unsure which page targets what
- Content ideas run out quickly
What keyword research includes
Discovery
- Keyword discovery
- Long-tail keywords
- Local keywords
Search intent
- Informational intent
- Commercial intent
- Transactional intent
Competition
- Competitor keywords
- Keyword gap analysis
Planning
- Topic clusters
- Keyword mapping
- Cannibalisation prevention
Organise keywords into topic clusters
A pillar page covers a broad topic, and supporting pages cover related questions. Linked together, they show search engines the depth of your expertise.
Illustrative example of a topic cluster.
Our keyword research process
Understand
We learn your business, customers, products and goals.
Discover
We build a wide list of relevant terms, questions and variations.
Classify
Each keyword is grouped by intent and by where it fits in the customer journey.
Analyse
We assess competition and find gaps competitors have not covered.
Map
Every keyword is assigned to one page, so pages do not compete.
Plan
Clusters and priorities become a roadmap for content and optimisation.
What you receive
- Full keyword list with intent labels
- Keyword-to-page map
- Competitor keyword gap report
- Long-tail and local opportunities
- Topic cluster plan
- Prioritised action roadmap
Who it helps most
- New websites
- Ecommerce stores
- Businesses launching new services
- Content-led sites
- Local businesses
- Sites planning a redesign
Tools may include keyword research platforms and Google Search Console.
Frequently asked questions
What is keyword research?
It is the process of finding the words and phrases your customers use in search, then choosing which to target and where.
Why does search intent matter?
A page ranks best when it matches what the searcher wants, whether that is information, a comparison or a purchase.
What is keyword cannibalisation?
It happens when several pages on your site target the same keyword and compete against each other. Keyword mapping helps prevent it.
Do you research local keywords?
Yes. Local terms, including city and neighbourhood searches, are part of our research for businesses that serve specific areas.
What tools do you use?
We use keyword research platforms alongside Google Search Console data. The exact tools may vary by project.
Do keyword lists guarantee rankings?
No. Keyword research shows the opportunities. Rankings also depend on content quality, technical health, authority and competition.