Search Engine Optimisation (SEO) often starts with keyword research, but it’s also one of the most misunderstood parts of digital marketing.
Many organisations assume keyword research is simply about finding the words with the highest search volume and adding them throughout their website. In reality, effective keyword research is about understanding how your audience searches, what information they’re looking for, and how your organisation can provide the answers they’re looking for.
Good keyword research doesn’t just support SEO. It influences website structure, content planning, Google Ads campaigns, blog topics and even the language you use throughout your website.
Whether you’re creating a new website, planning your content strategy or looking to improve your search visibility, these practical tips will help you build a stronger foundation.
1. Start with your audience, not a keyword tool
Before opening Google Keyword Planner or any other SEO platform, spend time thinking about your audience.
What questions do they ask during meetings or phone calls? What problems are they trying to solve? What language do they naturally use?
The answers to these questions are often far more valuable than any keyword tool.
For example, someone looking for support with their website may not search for “technical SEO”. Instead, they might search for “why is my website slow?” or “how do I get my website on Google?”
Those searches represent genuine problems, and they create opportunities to produce content that helps people while improving your visibility online.
The most effective SEO strategies always begin with understanding people before understanding search volumes.
2. Focus on search intent, not just search volume
Not every keyword is worth targeting.
A phrase that receives thousands of searches each month may look attractive, but if those visitors aren’t looking for the services you provide, it won’t generate meaningful results.
Understanding search intent is often far more important than understanding search volume.
Generally, searches fall into four broad categories:
- Someone looking for information.
- Someone comparing options.
- Someone looking for a specific business.
- Someone ready to make an enquiry or purchase.
For example, a search for “SEO” could mean almost anything. A search for “SEO agency for charities” or “SEO services in Essex” demonstrates much clearer intent.
Choosing keywords that match your services and your audience usually delivers better long-term results than simply chasing high-volume search terms.
3. Think in topics, not individual keywords
Search has changed significantly over recent years.
Rather than typing one or two words into Google, people increasingly ask complete questions. AI-powered search tools have accelerated this shift even further.
Instead of creating a page around a single keyword, think about the wider topic you’re covering.
If you’re writing about Google Ads, don’t just explain what they are. Consider answering related questions such as:
- How much do Google Ads cost?
- Are Google Ads worth it?
- How long do Google Ads take to generate results?
- Should I invest in Google Ads or SEO?
Comprehensive content helps search engines better understand your expertise while providing more value for your audience.
It’s also one of the reasons we’ve seen increasing overlap between traditional SEO and AI-powered search.
4. Use more than one research tool
No single keyword research tool provides the full picture.
Google Keyword Planner is excellent for understanding search demand. Google Trends helps identify seasonal patterns. Google Search Console shows how your own website is already performing, while Google Analytics provides valuable insight into how visitors interact with your content.
Using these tools together provides a much more complete understanding than relying on a single platform.
It’s also worth reviewing Google’s autocomplete suggestions and the “People Also Ask” section within search results. These are based on real user behaviour and can provide valuable inspiration for new content ideas.
Keyword research should always combine data with human understanding.
5. Don’t ignore long-tail keywords
Many organisations become focused on broad keywords because they attract larger search volumes.
However, longer and more specific search phrases often generate better enquiries.
Someone searching for “marketing” could be looking for almost anything.
Someone searching for “digital marketing agency for charities” has a much clearer objective.
Long-tail keywords are often less competitive, easier to rank for and attract visitors who already know what they’re looking for.
While they may individually receive fewer searches, together they can account for a significant proportion of your website traffic.
6. Learn from your competitors
Your competitors can provide valuable insight into what’s already working within your industry.
Search for the keywords you’d like to rank for and carefully review the websites appearing on the first page of Google.
Look at how they’ve structured their content, the questions they’re answer, the headings they use and the overall depth of information they provide.
The objective isn’t to copy their content.
Instead, ask yourself whether you can explain the topic more clearly, answer additional questions or provide greater value for your audience.
The organisations that consistently perform well in search are rarely those producing the most content. They’re usually the ones producing the most helpful content.
7. Keyword research should never be a one-off task
Search behaviour changes constantly.
New products emerge, industries evolve and the language people use continues to change.
A keyword strategy developed two years ago may no longer reflect how your audience searches today.
Reviewing your keyword performance regularly allows you to identify new opportunities, update older content and strengthen existing pages before their visibility begins to decline.
Keyword research should become part of your ongoing marketing strategy rather than something completed once during a website project.
Bringing everything together
Effective keyword research isn’t about finding the biggest keywords or trying to appear for every possible search.
It’s about understanding your audience, recognising what they’re trying to achieve and creating content that genuinely helps them.
When combined with a well-structured website, strong technical SEO and high-quality content, good keyword research provides the foundation for long-term search visibility.
Whether you’re investing in SEO Services, planning a Google Ads campaign or developing content for AI-powered search, understanding how people search remains one of the most valuable investments you can make.
Looking to improve your SEO?
At Blake Mark Productions, we help businesses, charities, schools and growing organisations improve their online visibility through practical, commercially focused SEO strategies.
From keyword research and technical SEO to website optimisation and ongoing content planning, we work with organisations to build sustainable search strategies that support long-term growth.
If you’d like to discuss how SEO could support your organisation, Book a Free Consultation with our team.