What Keyword Research Actually Is And How We Use It

What keyword research is

Keyword research is finding out exactly what words and phrases your potential customers type into Google when looking for what you offer. The gap between what businesses think people search for and what they actually search for is often surprisingly wide.

A common example

A business might assume people search for "bespoke joinery Bristol" — but the data might show far more people search for "fitted wardrobes Bristol" or "kitchen fitter near me." Without research, you'd optimise for the wrong terms.

What we look for

• Search volume: How many people search this term monthly.
• Keyword difficulty: How hard it is to rank given the competition.
• Search intent: Are they researching, comparing, or ready to buy?
• Commercial value: Does ranking for this term actually lead to enquiries?

How we use it

Keyword research shapes everything: which pages to prioritise, what to put in your titles and headings, what new pages to create, and what topics to cover in blog content.