Due to COVID-19 the entire Urban Element Team will be working remotely.

Our Approach to Keyword Research

As an agency, one of our key strengths is in effective technical search engine optimisation (SEO). We work hard to understand your business, the needs of your customers and your goals. This enables us to find keywords that are relevant and provide a significant boost to your search engine rankings.

These days, a lot of tools exist to automate keyword research and make the process quicker and easier. However, we have found that coupling these with expert analysis and interpretation gives the best results. Doing so allows us to find the right balance of relevance, search volume and competition to get clients the results they need for their business to succeed.

How keyword research benefits your business

Keyword research is the process of identifying the terms and phrases that your customers are using to search for the goods or services your business provides. This data comes from search engines such as Google and Bing.

Once these keywords have been identified and prioritised, your website and its content can be optimised for these terms. The aim is to increase the search engine ranking of your pages. By making your site more visible in search results, we can drive more traffic to your site. By ensuring these terms are relevant, we can also increase the conversion rate. This means more visitors converting to sales, enquiries or registrations, based on your goals.

How we do our keyword research

Our keyword research combines a deep analysis of the data with a real understanding of our clients. This helps us to identify opportunities that can make a real difference to your search engine rankings and your business.

Taking the time to understand your business, your goals and the needs of your users

We start our keyword research by getting to know your business and the products or services you offer. From this we can derive a lot of potential search terms that form your core offering. This forms the basis of our research.

We'll also ask about your goals – ideally ones that are specific, measurable, agreed upon, realistic and time-based (SMART). This helps to focus our work and ensure that it has the positive impact you require.

During our conversations we'll find out more about your competitors, similar offerings and alternative products or services. This helps us to widen the pool and get more insight into what your customers are searching for.

Another important consideration is your customers themselves. Who are they? What do you know about their buying behaviours and their decision making process? Are there any customers that we should specifically target? This helps us to tailor our recommendations and ensure the keywords we target are really relevant. The key is to understanding user intent – what do users really want to know and do?

Combining automation with a human touch

Starting with the terms we've identified through our initial conversations, we'll build a list of modifiers that might affect the results, such as location. We then use a tool combine these into a range of different search phrases. These aim to represent all the different combinations that users could enter in to search engines when trying to find goods and services like those you offer. This process can generate a list of up to 40,000 keywords. However, not all of these will be relevant.

The long list is then qualified using the search engines' own keyword planning tools. These allow us to identify those terms and phrases that are actually searched for by users. They also provide information on how many times each phrase is searched per month, plus the level of competition for each phrase. This allows us to assess which terms will have the most impact and help to achieve your goals.

Once we have identified the keywords and phrases that have potential, we'll score each of these by hand. This ensures that we only focus on phrases that are relevant to your business and have meaning to your customers. These selected terms will be used to develop the SEO sitemap – a new website structure that maximises your search engine visibility.

You'll have the chance to review and feed back on this work to ensure it represents your business effectively and is relevant to your users. Once you're happy these changes can be implemented on your site.

The benefits of technical SEO changes can take a couple of months to kick in, but once they do the impact can be significant. Each place you gain in search engine results can lead to more clicks through to your site, with the biggest gains to be had within the top 10.

To find out more about our keyword research process and how we can help your business, please contact us.


Related SEO & SEM insights