Keyword research is one of the key platforms for good website optimisation. But too often it just results in lots of keywords and no real sense of what to do with them.
For me, it’s much better to think in terms of creating a keyword strategy – deciding which search opportunities are worth pursuing and why.
Rather than producing long lists of keywords, my keyword research service focuses on identifying a small number of realistic, high-value opportunities, understanding how you currently perform for them (if at all), and assessing what it would take to compete effectively.
The aim is prioritisation and clarity — not volume.
What’s included
This service provides a focused analysis of how people search for your services or expertise, and where your website could compete to appear in those searches.
The emphasis is on what to target, what to defer, and what not to pursue at all. As part of this service, I will analyse the following:
Priority keyword opportunities
I identify 5–10 primary keyword opportunities that:
- closely align with your services or expertise
- reflect genuine search demand
- are realistic given your current site and authority
Each opportunity is assessed individually rather than treated as part of a generic list.
Current performance and visibility
For each priority opportunity, I review:
- whether your site currently appears for the search
- approximate positioning or visibility
- early signals such as impressions or engagement
This grounds the research in your current reality, not theory.
Competitor context
I look at:
- which competitors currently rank for the same searches
- the type of content or pages they use
- broad differences in structure, focus, or depth
This helps establish what “competitive” looks like in practice.
Secondary and supporting keywords
In addition to primary opportunities, I identify:
- related searches
- variations and refinements
- supporting topics that build relevance
These are grouped conceptually and used to inform content planning and optimisation, not presented as exhaustive lists.
What you receive
At the end of the project you will be given:
- a structured keyword research and opportunity report
- clear assessment of current visibility for priority keywords
- comparison with competitors for the same searches
- identification of secondary and supporting keyword themes
- a review call to discuss findings and implications
The aim is to support informed decisions, not to sell implementation.
What this service does not include
To avoid confusion, this service does not include:
- content creation or content optimisation
- technical SEO changes
- content calendars or publishing schedules
Those activities may follow later, but only if and when they are justified.
It’s also important to note that this service does not guarantee rankings or traffic. This is a strategic evaluation of the keyword market to identify opportunities which you may then choose to pursue.
Why clients choose this service
Clients typically choose keyword research because they want to:
- invest in SEO or content with a clear focus
- understand competitiveness before committing resources
- focus web resources where they have the best chance of delivering results
- align SEO work with real business priorities
This service replaces guesswork with evidence. It usually follows an SEO Review or a period of ongoing SEO Reporting, but it can also be delivered as a standalone piece of work where context is already clear.
Typical next steps
Depending on the findings, next steps might include:
- content planning refinement
- optimisation of existing pages
- targeted content creation
Nothing is assumed. Each recommendation is discussed and prioritised based on effort and value.
Frequently asked questions
How is this different from basic keyword research?
Basic keyword research often produces long lists of terms with little context. This service focuses on prioritised opportunities, current performance, and feasibility, so decisions can be made with confidence.
Will this tell me exactly which keywords to rank for?
It will identify which opportunities are worth targeting and why. How those opportunities are pursued — through new content, optimisation, or supporting work — is discussed separately.
Does this include local or national keywords?
It can include local, regional, or national searches, depending on your business and audience. Geographic focus is agreed before the work begins.
Can this be done without an SEO Review?
Yes, but it is most effective when informed by data, so an SEO Review or some previous SEO reporting is recommended. Without context, recommendations are necessarily more cautious.
Will this guarantee rankings?
No. Search performance depends on many factors beyond keyword selection. This service improves decision-making; it does not promise outcomes.
How long does this work take?
Most keyword research and opportunity analyses are completed within 2–3 weeks, depending on scope and complexity. You’ll be given a clear timeline at the outset.
Let’s talk
If you think you need some help with SEO or website content, but you’re not sure how to get started, the best option is usually a simple conversation.
Contact me to arrange a no-obligation call, and we can discuss where you are right now, where you want to get to, and how I might help along the way.