Keyword Research

In the realm of search marketing it could be argued that Keyword Research is one of the most valuable and important activities, which if done properly, can yield a high return.

Targeting the right keywords and building rank visibility under those targeted keywords is essentially what the objective of SEO is. Ranking under the right keywords has the power to build or break a website. The importance of keyword research is not only the securing of market research such as keyword demand and competitiveness but also the valuable insight gained on competition, competition targets and their approach and visibility.

Getting visitors to your site is only half the battle. To maximise conversion, you need to be attracting THE RIGHT VISITORS which is why keyword research is so valuable. The intelligence gathered is extremely useful and will help you understand changing market conditions and what the web searchers are looking for.




If you have identified targets that have many thousands of searches each month or even many hundreds of searches, then everything is wonderful. However, the highest yielding and most popular search terms make up on 30% of all searches made on the web.

The remaining 70% of all searches made on the web are formed of “long tail keywords” and account for hundreds of millions of unique searches which are made every day.

One of the key benefits of targeting long tail keywords is that you are generally targeting potential customers further along in their buying cycle which brings with it higher conversion rates.

Someone searching for a “Mens Suit” will likely be making generic fact-finding searches. However, someone searching “Blue Armani Mens Suit” is likely being so specific because they are ready to buy.

A good starting point for SEO Keyword Research is the Google Keyword Planner, which is arguably the most popular keyword planning tool.

The system is reasonably simple to use once you get around the user interface and panels. Google Keyword Planner allows users to enter keywords to source volumes and estimated spend per click for paid campaigns. Google Keyword Planner will also suggest keywords based on your input and provide the full cost per click data and volumes on these too.

If you are using the Google Keyword Planner, it is advisable to set MATCH TYPE to [Exact] within Local Monthly searches; this will provide the most accurate data.