SEO Keyword Research
Services
Understanding Search Intent
Searcher intent
Searcher intent refers to the type of result people want to see when they search with a query. It’s one of the most important factors in the process of selecting successful keywords, as it determines the relevance of your content to the audience’s needs.
Whether users are looking for information, comparing products, or making a purchase, understanding their intent helps refine your strategy. Once we understand what people are searching for, we can then create the right type of content to satisfy that intent, ensuring it aligns with their expectations and improves the chances of engagement and conversions.
For example, a conveyancing solicitor who satisfies a precise search for ‘conveyancing solicitor fixed fees’ is likely to see this reflected in the number and nature of visitors to their site.
SERP intent
SERP (Search Engine Results Pages) intent refers to the type of result that search engines show for a query, based on their understanding of it.
Google’s algorithms, such as Rank Brain and BERT, have evolved significantly over the years. They are continually improving their understanding of search queries (ie. what people are really searching for) and deliver increasingly relevant results.
Instead of relying solely on exact keyword matches, Google now focuses on the context and intent of search queries. They use natural language processing and machine learning to get to the heart of search patterns and behaviours. As a result, websites that provide valuable, comprehensive, and user-focused original content tend to perform better in organic search results.
Keyword Research Process
Keyword research is the process of finding words, queries and phrases that your target audience is using. Successful keyword usage enables users to find what they need wherever they are on their buying journey. This is typically categorised as Informational, Navigational, Commercial or Transactional:
- Informational: users are looking for information or an answer to a question (top of the funnel)
- Navigational: looking for a specific brand, site, or page (brand searches)
- Commercial: those researching brands, products, or services (middle of the funnel)
- Transactional: ready to complete a purchase or action (bottom of the funnel).
This means, that for us to perform successful keyword research, we must understand your audience: what they’re looking for and the phrases, keywords, or queries they use to find solutions.
Monthly Search Volume (MSV) is a popular measure of keyword value and, to us, it’s a useful starting point to see if anyone is searching for that keyword. However, just because a keyword has a high MSV, it doesn’t mean it’s the right keyword for you. High-volume keywords generally deliver ‘browsing’ traffic which is useful for brand awareness but not for direct conversion. Sometimes low-volume keywords are just as valuable in delivering users at the transactional stage as in ‘ready to buy’.
Primary & Secondary Keywords
Today’s SEO strategies focus on primary and secondary keywords in a natural and contextually relevant manner.
Primary keywords, also known as ‘head’ or ‘main’ keywords, are the most important and relevant terms that define the core content (e.g. purpose) of a page. We still consider their search volume but we extend this to secondary keywords: broader topics and the overall thematic relevance of the content.
See Example
Secondary keywords, also known as ‘long-tail’ or ‘LSI’ (Latent Semantic Indexing) keywords, are related terms and variations of the primary keyword. They provide additional context to search engines and help create a comprehensive picture of the content’s relevance. Instead of focusing solely on exact keyword matches, search engines look for semantically related terms. Therefore, including a diverse range of secondary keywords and variations of valuable keywords in your content will naturally enhance its relevance and help it rank for a broader range of search queries.
See Example
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Topic Clusters
Organising keywords into topic clusters is a sophisticated approach to developing a keyword strategy, which enables you to analyse keywords to enhance a website’s authority. You start with a high-volume primary keyword then find the series of related and long-tail keywords that support that term.
From this, you can very quickly take a single page or topic and break it out into various pages or topics by creating individual pieces of content that focus on each keyword and link internally.
See Example
For example, if an accountant has a page on ‘Payroll Services’, they could build a topic cluster that includes additional pages, such as:
- What Is A Payroll Number?
- Payroll Software Comparison Guide
- Should You Do Your Own Payroll
- How Long Should I Keep Payroll Records?
- How Much Do Accountants Charge For Payroll?
Attracting The Right Visitors
So, the principle behind keywords remains the same: they are the foundation of SEO and play a vital role in determining a website’s visibility in search engine results. Finding, and then using, the right keywords that attract the right visitor to your website is a mix of skill and diligence. That’s where we come in.
We analyse and measure keywords on a global, national or local level across many different sectors. We’ve got all the tools but, more importantly, we’ve got the experience, knowledge and capability to put them to good use.
Our deep understanding of how Google’s algorithms work, the intent behind each search term and our ongoing research into current SEO trends, mean our clients’ keywords are just that: key words to their target audience.
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Frequently
Asked
Questions
Why is keyword research essential for your SEO?
Keyword research is essential for SEO because it aligns your content with what your audience is actively searching for, enhancing your visibility and relevance in search results.
By pinpointing the search terms your audience uses, you can optimise content to meet their specific needs, driving more qualified organic traffic to your site. Additionally, understanding ‘search intent’ through keyword research allows you to create content that resonates with users, establishing authority and increasing engagement, ultimately leading to higher conversions and business success.
What kind of results should I expect from SEO keyword research?
SEO keyword research typically yields measurable results that align with your business goals.
Firstly, you can anticipate increased organic traffic as your optimised content becomes more visible in search engine results, attracting a more targeted audience interested in your offerings.Secondly, by understanding and addressing search intent, you’re likely to see higher engagement rates, as users find your content more relevant and valuable.
Lastly, as your content gains traction and authority, you should expect to see improved rankings, leading to sustained organic growth and a stronger online presence for your brand.
Do you offer SEO keyword research services on a white-label basis?
If you are an SEO agency wanting to provide reseller keyword research services for your clients, we can help. Our high-quality, white-label, fully managed SEO keyword research service enables you to focus on your core offerings, while we assist you in helping your customers achieve their SEO goals.
With our expert support and a dedicated account manager, you can take pride in delivering exceptional results to your clients without having to worry about the finer details of performing keyword research.
Interested in learning more about our SEO keyword analysis and research process? Schedule a consultation with our keyword research agency to explore the full range of our white-label packages for SEO agencies. We are committed to ensuring that partnering with our SEO team will strengthen your business and enhance your client relationships. Let us handle the complexities of keyword research and other areas of SEO, so you can concentrate on what you do best – delivering high-quality services to your clients.
Benefit from our extensive experience and proven track record in providing successful white-label SEO services. Get in touch with our search marketing company today to find out how we can tailor our solutions to meet your specific needs and objectives. Together, we can create a winning formula for your agency’s success.