HOW TO FIND KEYWORDS FOR SEO

At Lillian Purge, we specialise in Local SEO Services and provide detailed guidance on How to Find Keywords for SEO, helping you uncover valuable terms and identify the opportunities your competitors miss.

Finding the right keywords is the foundation of any successful SEO strategy. Keywords connect what people search for with the content you create. By understanding what your audience is typing into Google, you can optimise your website to appear in front of the right users at the right time. This article explains how to find keywords for SEO, the tools and methods that work best, and how to use them to strengthen your online presence.

Why keyword research matters

Keyword research helps you understand your audience’s intent, allowing you to create content that directly answers their needs. It also helps you prioritise which topics to target based on search volume, competition, and relevance. Without proper keyword research, your SEO efforts can become unfocused, targeting phrases that either attract the wrong visitors or are too competitive to rank for.

For local businesses, keyword research ensures you appear in searches that include location-based intent, such as “plumber in Bedford” or “accountant near me.”

Step 1: Start with your core topics

Begin by identifying the main services or products your business offers. These are your core topics. For example, if you’re a digital marketing agency, your core topics might include SEO, PPC, content marketing, and social media management.

Write down broad keywords for each area. These seed keywords form the starting point for your research and will help you uncover more specific search terms later.

Step 2: Understand search intent

Not all keywords serve the same purpose. Understanding search intent—what the user wants to achieve—helps you choose the right keywords for each stage of the customer journey.

There are three main types of intent:

  • Informational: Users are looking for knowledge or advice (e.g., “how to fix a leaking tap”).

  • Navigational: Users are looking for a specific brand or website (e.g., “Amazon login”).

  • Transactional or commercial: Users are ready to make a purchase or enquiry (e.g., “buy garden furniture UK”).

When building an SEO strategy, mix different intent types to reach potential customers at every stage—from research to purchase.

Step 3: Use keyword research tools

Keyword tools provide valuable data about search volume, competition, and related phrases. Some of the most popular options include:

  • Google Keyword Planner (free with a Google Ads account)

  • Semrush or Ahrefs (for advanced analysis)

  • Ubersuggest or AnswerThePublic (for content ideas and long-tail keywords)

Start by entering your seed keywords into these tools to generate related terms. Focus on keywords with a balance of good search volume and manageable competition.

Step 4: Focus on long-tail keywords

Long-tail keywords are longer, more specific phrases that usually have lower competition and higher conversion potential. While they may attract fewer searches individually, they often bring more qualified traffic.

For example, instead of targeting “SEO,” aim for “affordable SEO services for small businesses” or “local SEO agency in Bedford.” These phrases reflect stronger intent and make it easier to rank higher in search results.

Step 5: Analyse competitor keywords

Competitor research helps you identify which keywords are driving traffic to similar businesses. By studying what others are ranking for, you can uncover opportunities they might have missed or gaps you can fill with better content.

Tools like Ahrefs, Semrush, or SpyFu allow you to enter a competitor’s domain and view their top-ranking keywords. Look for keywords that are relevant but not overly competitive, and focus on improving upon their content.

Step 6: Use Google’s autocomplete and related searches

Google itself provides excellent keyword inspiration. Start typing a search query into Google, and look at the autocomplete suggestions. These are real phrases people are actively searching for.

After performing a search, scroll to the bottom of the results page to find “related searches.” These suggestions can reveal long-tail keywords or local variations you may not have considered.

Step 7: Evaluate keyword metrics

Once you have a list of potential keywords, evaluate them using three main criteria:

  • Search volume: How many people search for this keyword monthly.

  • Competition or difficulty: How hard it is to rank for that keyword.

  • Relevance: How closely the keyword aligns with your business and target audience.

High-volume keywords can bring traffic but are often very competitive. A balanced strategy combines medium-volume keywords with high intent to achieve both visibility and conversions.

Step 8: Prioritise local keywords

For service-based or location-dependent businesses, local keywords are critical. Include city names, regions, or neighbourhoods in your keywords to capture local search traffic.

For example, “emergency plumber Bedford” or “wedding photographer Milton Keynes” are more effective than generic terms because they match what local customers are searching for.

Step 9: Group and organise your keywords

Organise your keywords into clusters based on topic or intent. This structure helps guide your content creation and website architecture. For instance, a home improvement company might group keywords under:

  • Roofing services

  • Bathroom installations

  • Kitchen renovations

  • Home extensions

Each group can then be targeted with a dedicated landing page or blog post, making your site easier to navigate and optimising it for SEO.

Step 10: Review and refine regularly

Search behaviour changes over time, so keyword research is not a one-time task. Review your keyword strategy every few months, track your rankings, and adjust based on performance.

Use Google Search Console to see which queries drive the most traffic to your website and identify new opportunities for optimisation.

Why keyword research supports long-term SEO growth

Effective keyword research provides direction for all areas of your SEO strategy. It helps shape your content, guide technical improvements, and improve your understanding of audience behaviour. With the right keywords, your website can attract consistent, qualified traffic and generate more leads without relying solely on paid advertising.

How Lillian Purge helps businesses with keyword research and SEO

At Lillian Purge, we help businesses discover the keywords that matter most. Our team combines in-depth research, competitor analysis, and content strategy to identify opportunities that drive measurable growth.

We specialise in local SEO, ensuring your business ranks for searches in your service area while maintaining visibility for broader keywords. Whether you’re a small local company or an expanding brand, we create data-driven strategies that deliver consistent results.

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