Keyword research

Keyword research is the process of mapping out which terms and questions your potential customers use when they search online. It is the foundation of any well-considered content strategy: instead of guessing what to write about, you base your choices on how people actually search and what they need.

Good research delivers more than a list of words. It gives you insight into the language your customers use, the questions they ask before they buy and the topics where your competitors are already strong. That lets you choose where your time and budget will pay off most.

Step-by-step plan for keyword research

1. Start with what you offer: write down your services, products and the region you work in.
2. Think like your customer: which words does a customer use, rather than the jargon you use? Ask the staff on your front desk or phones too.
3. Gather ideas: use Google's suggestions, the "People also ask" box, Google Search Console and keyword tools.
4. Look at the numbers: check the search volume and the competition, bearing in mind that these are estimates.
5. Determine the intent: does the searcher want information, to compare or to buy?
6. Group: bring related terms together by topic and assign each group to one page.
7. Prioritise: start with terms that are relevant, achievable and close to a purchase.

An example: an accountancy firm in Manchester

An accountancy firm wants to attract more people starting a business. The research shows that people search for "accountant for start-ups Manchester", "sole trader or limited company", "VAT return for a side business" and "accountant cost per month". The firm creates a page for its start-up offer and a series of explainer articles on the questions new business owners ask. Those articles link to the services page, creating a coherent content cluster.

What stands out is that the terms with the highest volume, such as "accountant Manchester", also have the most competition. The more specific questions from start-ups are more achievable and attract exactly the audience the firm is looking for. By becoming strong there first, the firm builds credibility around the topic, which can later help it compete for the broader terms too. The research therefore determines not only what the firm writes about, but also in what order.

Common mistakes

• Only targeting the terms with the highest volume and ignoring specific long-tail keywords.
• Copying search terms from another market without checking how people in your own market search.
• Not taking the intent behind a term into account.
• Targeting several pages at the same topic.
• Doing research once and never revisiting it.

Extending keyword research to AI search

With the rise of ChatGPT, Gemini, Perplexity and Google AI Overviews, research is changing too. Traditional tools don't show which questions people ask AI assistants. So it pays to think in questions and conversations as well: which prompts would a customer use to find a business like yours? Test those questions yourself in different AI tools and note which businesses are mentioned. That way you combine traditional research with insight into your AI visibility.

Want a starting point that brings keywords, rankings and AI mentions together? A visibility audit with keyword analysis shows where you stand now and which topics offer opportunities.