HOW TO DO KEYWORD RESEARCH

At Lillian Purge, we specialise in Local SEO Services and have written How to do Keyword Research to show you how to discover search queries, target high-intent keywords, and build a content plan with real impact.

Keyword research is the foundation of every successful SEO strategy. It helps you understand what your potential customers are searching for, the language they use, and how to target those phrases effectively across your website. Whether you’re running a local business, an eCommerce store, or a blog, keyword research helps you attract relevant traffic that converts into leads or sales.

This article explains what keyword research is, why it matters, and how to do it step by step to improve your online visibility.

What Is Keyword Research

Keyword research is the process of identifying the words and phrases people type into search engines when looking for information, products, or services. These keywords help guide your SEO strategy by showing where to focus your content and optimisation efforts.

By choosing the right keywords, you can ensure your business appears in front of the right audience at the right time, increasing your chances of gaining organic traffic and enquiries.

Why Keyword Research Matters

Effective keyword research helps you:

  • Understand customer intent and behaviour.

  • Identify which topics are most relevant to your audience.

  • Prioritise content that attracts high-quality traffic.

  • Outperform competitors in search rankings.

  • Build a clear content strategy for long-term SEO growth.

Without keyword research, you risk wasting time on topics that don’t generate leads or traffic.

Step 1: Understand Your Audience and Goals

Before diving into tools and data, think about who your target customers are and what they might be searching for. Consider their needs, challenges, and interests.

Ask yourself:

  • What problems does my product or service solve?

  • What questions do customers commonly ask?

  • How would they describe my business or industry?

This step helps you build a list of seed keywords—broad terms that describe your core services or products. For example, if you own a bakery, seed keywords might include “cakes,” “wedding cakes,” or “birthday cupcakes.”

Step 2: Use Keyword Research Tools

Several tools can help you find relevant keywords and analyse search data. Some of the most popular include Google Keyword Planner, Semrush, Ahrefs, and Ubersuggest.

These tools allow you to:

  • Discover new keyword ideas.

  • View monthly search volumes.

  • Assess keyword difficulty (how competitive a term is).

  • Analyse trends and related searches.

Start by entering your seed keywords into one of these tools and reviewing the suggested keyword ideas. Focus on those with a healthy balance of search volume and achievable competition.

Step 3: Analyse Search Intent

Understanding search intent is one of the most important parts of keyword research. Not all searches have the same goal. Users generally fall into three categories:

  1. Informational: The user wants to learn something, such as “how to bake a cake.”

  2. Navigational: The user is looking for a specific brand or website, like “Greggs bakery near me.”

  3. Transactional: The user intends to make a purchase, such as “buy birthday cakes online.”

Match your keywords to the right intent. For example, blog content should target informational keywords, while service or product pages should focus on transactional ones.

Step 4: Analyse Competitors

Look at what keywords your competitors rank for. Tools like Semrush or Ahrefs allow you to enter a competitor’s website and see which search terms drive the most traffic.

Identify:

  • Which keywords they’re ranking well for.

  • Gaps where you can create better or more detailed content.

  • Opportunities to target niche or local variations they’ve missed.

Competitor research helps you understand the market and uncover potential keywords that might not appear in basic searches.

Step 5: Focus on Long-Tail Keywords

Long-tail keywords are longer, more specific search phrases, such as “best gluten-free wedding cakes in Bedford.” They usually have lower search volume but higher conversion rates because they attract users who are ready to take action.

For local businesses, long-tail keywords that include your service area (for example, “electrician in Milton Keynes” or “Bedford SEO agency”) are especially valuable. These terms help you rank in both organic results and Google Maps searches.

Step 6: Group and Prioritise Keywords

Once you’ve gathered your list, organise keywords into groups based on topics or intent. For example, a bakery might have categories like:

  • Product keywords: “cupcakes,” “birthday cakes,” “cookies.”

  • Informational keywords: “how to make a sponge cake,” “best icing techniques.”

  • Local keywords: “Bedford bakery,” “cake shop near me.”

Prioritise high-impact keywords that are relevant to your business and achievable based on competition.

Step 7: Incorporate Keywords Naturally

After selecting your keywords, integrate them into your website strategically. Include them in:

  • Page titles and meta descriptions.

  • Headings (H1, H2).

  • Main page content.

  • Image alt text.

  • URLs and internal links.

Avoid overusing keywords. Google values natural, user-friendly content, so your writing should flow smoothly while still being optimised.

Step 8: Track and Refine Your Keyword Strategy

SEO isn’t static—search trends change over time. Regularly monitor your rankings and traffic to see which keywords perform best. Tools like Google Search Console can show which search queries drive visitors to your website.

Refine your strategy by:

  • Updating content that’s losing traffic.

  • Expanding on high-performing topics.

  • Targeting new keywords based on seasonal or emerging trends.

Keyword research is an ongoing process, not a one-time task.

Common Mistakes to Avoid

  • Targeting only high-volume keywords without considering competition.

  • Ignoring search intent and writing irrelevant content.

  • Failing to include local keywords if your business serves a specific area.

  • Stuffing keywords into content unnaturally.

  • Neglecting to monitor and update your keyword list.

Avoiding these mistakes ensures your SEO strategy remains effective and sustainable.

Expert Advice from Lillian Purge

  1. Think locally. If you serve a specific area, include your city or region in your target keywords.

  2. Be strategic. Focus on achievable keywords before tackling highly competitive ones.

  3. Write for users. Prioritise helpful, engaging content that naturally includes your keywords.

  4. Monitor regularly. SEO success depends on continuous analysis and refinement.

  5. Stay adaptable. Trends change—keep your strategy flexible.

Keyword research is the cornerstone of successful SEO. By understanding your audience, analysing competitors, and targeting the right mix of short and long-tail phrases, you can attract qualified visitors and build lasting visibility in Google’s search results.

We have also written in depth articles on How to Find Keywords for SEO and What are Long Tail Keywords? Long Tail Keyword Examples as well as our Keywords Hub to give you further guidance.