With Google’s continually updating algorithms, businesses are in a constant race to secure top positions on the first page. A robust search engine optimisation (SEO) strategy is crucial, and at its core lies effective keyword research. In this guide, the KIJO team (a web design agency in Birmingham) shares essential keyword research tips to enhance your SEO efforts.
Keyword research is both a science and an art. It involves identifying the terms your target audience uses to find your products or services and understanding the competitive landscape to select keywords that are attainable and beneficial. Targeting highly competitive keywords without a strategic approach may yield little success.
Below, we’ll explore what defines a valuable keyword, recommend tools we trust, and offer insights to refine your keyword research skills.
Keyword research is the process of discovering and analysing the search terms that users enter into search engines like Google. This practice is fundamental for optimising your website to rank higher in search results, making it easier for potential customers to find your offerings.
Absolutely. Keyword research not only guides the content on your site but also provides insights into the exact phrases your target audience uses. This understanding helps you engage potential customers effectively, inform your content strategy, and drive more traffic to your site. It is essential; that’s why we’ve put together these tried and tested keyword research tips.
Several tools can assist in identifying relevant and attainable keywords:
Other notable tools include SERanking and SEMRush, both offering similar features to aid in your keyword research efforts. Investing in these tools is worthwhile if you’re serious about competing in the online market.
Selecting the right keywords for your content doesn’t have to be daunting:
Start by listing words or phrases you believe customers might use to find your business. Focus on your main services or most profitable offerings and consider the terms your customers use. Enter these into Google and observe the results, saving top-performing or standout pages for reference.
Next, think about additional phrases related to these products or services—what else might users search for to find them? During this brainstorming session, typing keyword ideas into search engines like Google and YouTube without pressing enter can reveal autocomplete suggestions, offering further insights.
Examine which keywords your site or specific pages are already ranking for. Tools like Ahrefs and Google Search Console can provide this data, helping you understand how users currently find your site through search engines.
Analyse your competitors, both direct and indirect. Identify pages you’d like to emulate and assess their content, titles, headings, and repeated phrases—they’re likely targeting these keywords. At KIJO, we download competitor keywords and highlight those relevant to us, using tools like Ahrefs to confirm our findings.
Consider user intent — the goal behind a user’s search query. For example, someone searching for a “quick chicken recipe” is likely seeking a fast-to-prepare dish. Understanding this intent ensures your content meets users’ expectations, which can improve your rankings.
Refine your keyword list by evaluating search volume and Keyword Difficulty (KD) scores. Aim for a balance between high search volume and manageable competition. Remove keywords with low search volume and high difficulty, focusing on those that offer a realistic chance to rank well.
Competing with large, authoritative sites can be challenging. Assess the Domain Rating (DR) of competitors — the closer it is to 100, the harder it will be to outrank them. Prioritise keywords with lower competition where you have a better chance to succeed.
Related Read: DR vs. DA – What’s the Difference Between These Domain Metrics and Do They Matter?
Maintain a mix of head terms (short-tail keywords) and long-tail keywords (phrases longer than three words). Long-tail keywords are often less competitive and more specific, providing quicker wins. Aim to incorporate primary keywords every 100-200 words, supplemented by variations and long-tail keywords throughout your content.
With these strategies, you’re prepared to craft content that resonates with your audience and performs well in search rankings. For those seeking advanced techniques, the KIJO team offers three top tips to elevate your keyword research skills.
Instead of only targeting transactional keywords (such as “buy laptops”), consider informational keywords that establish your brand as an authority. Content that provides expert insights, answers complex questions, or educates your audience builds trust and encourages organic engagement.
For example, instead of just targeting “best laptops for web development,” a thought leadership approach might involve creating an in-depth guide like “How to Choose the Best Laptop for Developers in 2025.” These types of content attract backlinks, social shares, and long-term search traffic.
SEO success isn’t just about ranking for keywords — it’s about making your entire site easy to navigate for both users and search engines. By strategically linking between relevant pages on your site, you strengthen your keyword strategy.
For example, if you have a blog post about “the best SEO tools,” link it to your service page on “SEO consultancy.” This helps spread link equity and improves rankings across multiple pages.
Related Read: KIJO’s Ultimate Tips for Improving Your Internal Linking
Google prioritises pages that offer a great user experience. This means:
Make sure your content is well-structured, easy to read, and visually engaging. Use bullet points, headings, and multimedia elements to keep visitors on the page longer.
Related Read: 10 Responsive Design Essentials for a Seamless User Experience
Keyword research is an ongoing process. Google’s algorithm is constantly changing, and competitors are always updating their strategies. Regularly revisiting your keyword strategy ensures your content stays relevant and competitive.
At KIJO, we believe in data-driven SEO strategies that deliver measurable results. By using the right tools, understanding search intent, and staying ahead of industry trends, you can optimise your site to attract the right audience and grow your business online.
Want expert guidance on your SEO strategy or looking for a WordPress Retainer package? Get in touch with KIJO today!
Need expert guidance on your next digital project? Book a complimentary, 30-minute consultation with our Head of Partnerships & Co-Founder, Kirk Thompson. During your call, we’ll review your brand’s current performance, discuss your goals, analyse competitor insights, and explore your brand’s potential. Let’s bring your vision to life—book your free consultation via the link below:
