How to carry out keyword research

Posted on 07/04/2020Comments Off on How to carry out keyword research

When building a website, you want to find the right keywords that people are searching for to find your website, in the past this used to be by finding the exact words someone would type in to the search engine, but now it is based on user intent. Google tries to find words related to what you the person is searching for so

If I was looking for a riding school in Horley for my daughter I would search “riding school horley “and the list of local riding schools would appear, however I could search “riding lessons” or “hacks in horley” and would expect to see the same result, so this shows that the user intent is to find riding lessons. I may extend that by putting “riding lessons child 10 years old”.

Keywords can be broken down in to buyer intent. These are:

  • Navigational – frequent visitor of content to a website or specific brand ,news results show on Google, Twitter and Youtube account.
  • Informational – get a bit more information before purchasing  e.g evaluation
  • Transactional – ready to buy, create a free account, or newsletter.
  • Awareness of brand– broad(computers)- Have brand presence (social media)
  • Evaluate choices (laptop reviews)
  • Preference/Intent – Identify a need (laptop)
  • Purchase need (brand/type so gaming laptop) re-evaluate- comparing retailers and narrowing down on price if site has visibility more chance of getting a purchase

List down all your product or service categories separately

e.g Horse riding lessons, Livery, Pony Club

Write down 10 topics based on each separate keyword

Livery – field kept, stable kept, mucking out etc….

Under each topic, write down as many words as you can think of related to that topic

Field kept livery – turning in and out, feeding , grooming

If you get stuck writing down keywords – Go to

If you put in your keyword topic, it will come up with ideas you can use.

Also type your term in to Google and it will come up with phrases related to your keyword at the very bottom.

Dont forget Google Search Console and Analytics will tell you what words you already rank for.

Combine some of your words to make a long-tail keyword.

This is a search term with 3 or more words in it. The reason you are better off doing this, is so that it limits your competition and becomes more specialised. Another good thing to think about is at what stage of the buying cycle is your customer at when they come to that page, Are they ready to purchase or just trying to find out more information.

This is the stage where you need to cut down your keywords. 

The best way to do this is to find out the search volume for the words you have used.

You will need to focus on the words that have a higher search volume that are long tail so more than 3 words long. This specifically means that they are related to your business.

If you go to and

You will be able to put your keyword lists in using copy and paste to save time. You will find when you do this that some of your search ideas are searched for a lot and others minimal.It can be quite an eye opener.

Make a note of the search volume.

Check out your competitors keywords.

Once you have narrowed your list down, type your search term in to Google and you will see who your competitors are for that term and write them down.

Find out what other keywords your competitors are using.

SEM rush is a temporary free tool to find out what keywords your competitors are using. This may give you some more keyword ideas. Also it may help with future blog posts.

Now you have your keyword groups – For your products and services. Tomorrow we will look at how to use them correctly within your website pages.