What keyword research is for
It tells you the language customers use, how many search for each topic, how hard each is to rank for, and which searches lead to sales.
The four metrics that matter
- Search volume — monthly searches (an estimate).
- Keyword difficulty — how strong the current results are.
- Intent — informational, commercial, transactional or local.
- Business value — how likely a searcher is to become a customer.
Long-tail keywords
Longer, specific searches have lower volume but higher conversion and far less competition. A business can grow significantly on long-tail terms alone.
Clustering and mapping
Group keywords that Google answers with the same results and assign each group to one page. This avoids cannibalisation, where two of your pages compete.
Competitor gaps
Analyse which keywords competitors rank for that you don't — often the fastest route to new opportunities.