Rich Holgate
If you want your website, webpage, article or blog to be discovered online, you need to understand keyword research. It is the foundation of search engine optimisation (SEO) and ensures that the content you create matches what your potential audience is actually looking for. Without it, even the best-written article can sit unread because it never appears in search results.
In this guide I will take you step by step through the basics of keyword research – what it is, why it matters, and how to do it effectively.
What Is Keyword Research?
Keyword research is the process of finding and analysing the words and phrases people type into search engines like Google when looking for information, products, or services. These words are known as keywords.
For example, someone looking for a solicitor to help with buying a house might search for:
- “conveyancing solicitor near me”
- “how much does conveyancing cost”
- “property solicitor Leeds”
By researching keywords, you can identify which terms are most relevant to your audience and then you can create content that answers their questions directly.
Why Is Keyword Research Important?
Keyword research is important because it bridges the gap between what you want to say and what your audience is actually looking for. Without it, you risk creating content that never reaches the people who need it most. By understanding the exact words and phrases users type into search engines like Google, you can align your content with their questions, making it far more likely that they will find, read, and engage with your website.
There are three main reasons keyword research is so valuable:
- Improves Visibility – Search engines rank content based on how well it matches search intent. If you use the right keywords, your page is more likely to appear in results.
- Drives More Traffic – Keywords with higher search volumes can attract more visitors to your website – however it can also mean that competition for these keywords is high.
- Remains Relevant – Keyword research ensures you create content that speaks directly to your target audience, rather than guessing what they want to know.
In short, keyword research helps you connect your products, services, and expertise with the needs of the people who are searching for it.
The Basics: Short-Tail vs Long-Tail Keywords
Not all keywords are equal. They typically fall into two main categories:
- Short-tail keywords: These are broad terms, usually just one to two words, such as “solicitor” or “family law”. They attract high search volumes but are also very competitive and therefore can prove difficult to rank for.
- Long-tail keywords: These are more specific phrases, often three words or longer, such as “fixed fee divorce solicitor Leeds”. They tend to have lower search volumes but are less competitive and often show a stronger intent for a User to take action.
For beginners, long-tail keywords are usually the best place to start as they allow you to target a niche audience and build visibility more effectively.
Step-By-Step: How To Do Keyword Research
1. Brainstorm Topics (anecdotal)
Start with a list of topics related to your business, services, or expertise. For a law firm, this might include areas such as family law, employment disputes, wills and probate, or property law.
Think about the questions clients regularly ask you – these often provide clues to the searches people are typing into Google.
Tip: Ask your team to keep a list of questions your clients (and prospective clients) are asking. Then collect them and see which questions are the most common. This is no longer anecdotal; this is factual data that you can use to inform your next Blog.
2. Use Keyword Research Tools
Keyword research tools can give you reliable data on how often keywords are searched, how competitive they are, and what alternatives exist. Some popular tools include:
- Google Keyword Planner
- SEMrush
- Ahrefs
- Ubersuggest
Using these tools you simply type in a word or phrase related to your services, and the tool will generate related keywords along with search volumes and how competitive they are. You can use these insights to shape your website content.
3. Check Search Intent
Not all keywords are useful. You need to match the intent behind the search. There are generally three types you should focus on:
- Informational: The searcher wants knowledge (e.g. “what is probate?”). They are asking a question to find out information but not (yet) looking to purchase a product or service.
- Navigational: The searcher is looking for a specific site (e.g. “GOV.UK divorce forms”).
- Transactional: The searcher wants to take action, such as hiring or buying (e.g. “employment solicitor Leeds”). These are the most powerful and valuable searches and often highly competitive.
For business websites, transactional and informational keywords are often the most valuable. To capture these searches your content must align confidently with what the User is searching for. Hence why keyword research is the backbone of any content.
4. Analyse Competitors
Look at the websites that currently rank highly for your chosen keywords. What kind of content do they publish? How do they structure their pages? Competitor analysis helps you understand what works and where there may be gaps you can fill.
Tip: When you search in Google for a particular keyword or phrase, take time to see which of your competitors have secured citation in the AI Overview. Use this valuable insight to help inform and shape your content.
5. Choose and Prioritise Keywords
Once you have a list, pick the ones that balance:
- Search volume (how many people are searching for it)
- Competition level (how hard it will be to rank)
- Relevance (how closely it matches your services or content goals).
Aim for a mix of long-tail and short-tail keywords so you can capture both specific searches and broader interest. Don’t try and optimise your content for all keywords rather focus on approximately five core keywords and shape your content around them. This makes your page (whether it be a service page or a news article) specific to a given subject.
Tip: If you include the keyphrase “family law solicitor in Leeds” then by default you will have also included the keywords “family law”, “family law solicitor”, solicitor in Leeds”, each of which will have their own individual search volume, intent, and difficulty.
6. Create Optimised Content
Finally, use your chosen keywords to guide and shape and inform your content creation. Place them naturally in:
- Page titles
- Subheadings
- Meta descriptions
- Image alt text
- The body of your article
Be careful not to overuse them (known as “keyword stuffing”), as this can harm your rankings. Instead, focus on writing high-quality content that genuinely answers the searcher’s query.
Tip: Write naturally as though you were speaking with a friend, then optimise. At regular intervals check your keyword count and make sure that your keywords do not appear more than 2% of the time (that’s 20 times in a 1000-word article).
You may have more to say on a subject, and that’s great. You can use this content as part of a suite of related and inter-connected pages. Find out more about Pillar and Cluster content, what it is and why it matters by reading my recent article here.
Tips for Better Keyword Research
- Think like your audience: Don’t use technical jargon if your clients wouldn’t. They may search for “getting divorced” rather than “matrimonial proceedings”.
- Use location-based terms: If you serve a local area, include place names in your keywords, such as “personal injury solicitor Leeds”.
- Review regularly: Search trends change. Review your keywords every few months to stay up to date and change and update your content accordingly.
- Look for quick wins: Sometimes low-volume, low-competition keywords can bring in highly qualified traffic.
Finally
Keyword research is about understanding your audience. By finding the words and phrases people actually use, you can create content that meets their needs, builds trust, and increases visibility for your website.
Once you’ve mastered the basics, you’ll find it much easier to plan blog posts, service pages, and even FAQs that attract the right visitors.