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Keyword Research

What Is Keyword Research

Keyword research is a practice that is used by search engine optimization professionals to find and research actual search terms people enter into the search engines when conducting a search. 

They research keywords in order to achieve better rankings in search engines. If you know how to do this, you will understand a lot more about the search habits of your potential customers and be able to offer Google the right information they need to drive you to the top of their results page or at the very least, much higher.

What is a Long Tail Keyword?

 Okay, so Long Tail Keywords, often just called key phrases, are those three and four keywords put together to make a  phrase which is very specific to whatever people are looking for and wanting to buy or get more information about. 

 You see, whenever a customer uses a highly specific search phrase, they tend to be looking for exactly what they are actually going to buy. The trick is for you to know what these phrases are and to use them.

A long tail keyword could be: 'buy an electric lawnmower', 'best surfing equipment', 'latest gadgets to buy' or 'cheap butcher near me'

These long tail keywords tend to be easier to rank because not as many publishers use them even though they probably get great search volumes!

What is Keyword SEO

Keyword SEO is what you do to find the key words and phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines "speaks the same language" as its potential visitor base with keywords for SEO that help. 

If you do your keyword research correctly, your keyword seo will be good and it will enable Google and other search engines to find your website, article, product etc.

Why Do I Say 'Keyword Research' is so important for Businesses? 

Simply, because knowing our best keywords and key-phrases enables us to move our business forward in so many ways...

keyword research


  •  Firstly, if you know what words your potential buyers use when searching for your product, you are one step closer to getting a sale!
  • Once you have these important keywords or keyphrases, you can find out how popular your product is. Do enough people really want to buy what you are selling?
  •  You will be able to determine trends such as seasonally popular times to buy your product/service. This is paramount for forecasting sales.
  • You will also be able to see exactly what people need to know before they buy. Know what questions they have that they need answering. Perfect to find the right topics for a blog post or social media post. This information can give you some great recognition as an expert in your niche.
  • Another important reason, is to understand your competitors. How they are marketing their business.

So lets take a deeper look at keyword research. Up until just recently I raved about Google Planner but unfortunately for this initial stage, Google have decide to tie this tool in with it's Google Ads. I now find it a pain to use so I look for other tools that help me do the same thing. I use several but Keyword Keg has thrown up some really great keywords/phrases that I just love it.

My favourite part is where you can ask it to search for buyer intent keywords/phrases and questions. This is perfect for our first dive into keyword research.

When we first start out looking at keyword research, we probably don't realise the importance of it. As we start to dive in, we see so many opportunities to use these keywords.

I have used the Butcher as an example.

I first search by trade keyword - 'butcher' and then I dig a bit deeper and use 'beef cuts' as another search.


With the keyword butcher, I was surprised that the most searched keywords were not for related meat cuts. So whilst this keyword needs to be used, it describes the business, we also need to look at other words that best describe what products the butcher sells and  even where the butcher is based.

beef cuts

You can see that I have highlighted 'cheap beef cuts for  slow cookers' if you look along that row, you will see that it has low competition, meaning that not many people are using this keyword to promote their service. Which is good for my butcher!

It is also a really good title for an article, so I would definitely use it for that too. 

When i have picked a few keywords, I always go to Google search and check what other search terms Google shows up.

beef cuts

You will notice that put "beef cuts" inside speech marks. This tells Google that I only want information about this phrase.

At the bottom of the page Google shows you the top related keywords. This is again another source of ideas for articles and also for finding some perfect key phrases.

beef cuts

It's also a good idea to do a search based on your town or area you service. This is so that you can see who your competition is, and how much they are trying to dominate the Google Search.

In the image below, you will see that when i do a search for a butcher in Lanzarote, there  is only one that are promoting themselves effectively so Google brings in their best guess. This is a great opportunity for a butcher in Lanzarote to get to top of the page! In this case Lanzameat should be really building their Google My Business profile too. This would bring them right to the top of the page!

lanzarote butcher

Obviously every business will experience different results and that is where digging deeper into Keyword research can really page dividends.

The right keywords/phrases and a Google My Business profile will quickly escalate your business in easy to rank business types. In hard to rank business types/high competition areas, deeper research will give you a better edge. Possibly in these cases, you need to consider using a professional to really drill down and set out a targeted strategy to ensure that with time, you get the results you are looking for.

As with every business activity, strategy and consistency is the name of the game.

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