The Key To Keywords

Keywords are an essential part of digital marketing. Whether it is developing a website, building a marketing strategy for your business or content creating for social media – your keywords play a very import role.

So what are keywords?

A keyword is a word or phrase that describes your content. These words could be used to tell me about your business and the services you offer. Keywords are the words and phrases that potential customers enter into their search engine in order to find businesses like yours. If you do not have relevant keywords within your content, Google won’t know what your business does and you will not appear in the potential customers search results and you could miss out on a vital sale.

Say for example your business is an online bakery where people can place orders and buys produce. Potential customers will enter search terms into Google like “local bakery” “baked goods” “cake baker near me”. All these terms are keywords and these should be used within your website. Google searches through all potential websites and any that have these key terms within the websites will be displayed in the results for the customer. If you don’t use these terms then you won’t be ranked and customer will go somewhere else.    

Why use keywords?

Every business has competition. There is always other people out there who offer the same products and services that you offer and at very competitive prices as well. 

You have to do whatever you can to stand out from the crowd, right? Well use of keywords is a great tool to help with this.

Without knowing what keywords you should be targeting, how will you effectively optimise your website, target phrases for link building, or know what content to develop for your audience?

Keywords will make sure that you attract the right audience to your content. Your goal in ranking on search engines is to drive organic traffic to your site from the search engine result pages, and the keywords you choose to target (meaning, among other things, the ones you choose to include in your content) will determine what kind of traffic you get. Potential customers who are actively looking for the service/products you offer.  

Every brand needs to know their target audience – the language they use and the type of content they seek. You do this through market research and keywords research.

Conducting Keywords Research

So now you know what  keywords are but how do you create keywords for your business?

Brainstorming is always a good place to start. When conducting your research you need to ask yourself a few questions about your business:

  • What kind of search term do you want to be found for?
  • Which words do you think people will use in search engines to find you?
  • What would the search query look like?

Don’t worry no one expects you to create a list of keywords off the top of your head (fair play to you if you can). There are plenty of websites that will search for you. You still have to have a general idea but the hard work is basically done for you.

Best Practices

The following are a great collection of free and premium tools that will help you discover new keywords related to your website or business.

Google AdWords Keyword Tool

Chances are you may already be using Google AdWords but did you know that there is a section with a Keyword Tool which allows you to conduct your keyword research?

A free-to-use feature within Google Ads, its tools for generating keyword ideas and bid estimations can help you plan your marketing strategy. By using the Google Ads Keyword Tool, you can search for keyword and ad group ideas, see how a list of keywords might perform, and even combine keyword lists to create new ones.


Despite the lack of functionality, however, it’s one of the most accurate sources of keyword data on the market. 

Standout features

  • Locate commercial keywords using “top of page” bid range
  • Accurate search volume directly from Google’s search engine
  • Best choice for business websites


Google Keyword Planner is available for free.


Need more keyword ideas? From head terms to long-tail phrases you’ll get hundreds of suggestions from our free keyword tool. You’ll also see volume, the competition, and even seasonal trends for each keyword.

And to make things a bit easier we generate a list of keywords for you based on what is working for your competitors and based on what people are typing into Google.

Standout features

  • Easy to follow layout
  • Accurate search volume directly from Google’s search engine


Prices start from around £29/month with a 7 day free trial.

Answer The Public

Get instant, raw search insights, direct from the minds of your customers. AnswerThePublic listens into autocomplete data from search engines like Google then quickly cranks out every useful phrase and question people are asking around your keyword.

Answer The Public is a keyword tool that visualises search questions and suggested autocomplete searches in an image called a search cloud. Categories consist of the 5 Ws, plus ‘how’, ‘can’, ‘are’, ‘which’ and ‘will’.


Standout features

  • Real time results
  • Monitor trends and compare search behaviour over time


Prices start from around £70 per month. You can use this without an account but you only get one daily search a day.


Seed Keywords was created by UK-based inbound marketing agency Red Evolution. It’s a very simple tool that can be used as part of a keyword research exercise.

Keyword research is an activity that aims to establish what people search to solve a given problem. For example, a person who wants to book a flight to Italy might search in Google using the phrase “Cheap flights to Italy”.

Seed Keywords was created to allow people to create a scenario, such as “When looking for flights online what do you search for?” and, by sending a link Seed Keywords provides to your friends, gather data about what they would type into Google.

It’s a simple tool that can potentially provide some great keyword ideas when you’re starting out, trying to establish what search terms to optimise for.

Simply create a search scenario and ask your contacts to type in the keywords they would use to solve it.

Standout features

  • doesn’t create the list for you! You MUST send your unique URL, provided when you created your scenario, to your network of contacts. It’s your network who build the list for you.





SEMrush is not just a keyword tool, it is like the Swiss Army Knife of SEO. Instead of producing a list of keywords, SEMrush suggests 5-10 very specific keywords that your competitors are already using.

Despite the lack of functionality, however, it’s one of the most accurate sources of keyword data on the market. 

Standout features

  • Uncover long-tail keywords and ad group ideas
  • Get yearly keyword trends
  • Worldwide CPC distribution statistics
  • Access to the complete keyword research toolkit
  • Keyword difficulty analysis and organic traffic insights



SEMrush hosts a 7-day free trial of the service. You do need to enter credit card details to get access to the trial, but there are no charges levied if you choose to cancel your subscription within the 7-day trial.

There used to be a time where you could add a lot of keywords to your pages and posts, do some old-fashioned keyword stuffing, and you’d rank in search engines. But a text with a lot of the same words in it is not a pleasant read. And because users find this kind of copy terrible to read, Google finds it terrible too. That’s why ranking in Google by doing keyword stuffing, fortunately, became hard to do.

So what are the rules of thumb here? First and foremost, it’s very important that your content is easy to read. Of course, you should use your keywords in your text, but don’t stuff your them in almost every sentence. In general, if 1 or 2% of all words of your copy, is your keyword, then you’re not overdoing it. Make sure your they are all well-distributed throughout your text. Don’t put all your keywords in the first paragraph thinking you’re done with that part of the optimisation. Naturally spread them throughout your page or post. Use your keyword in a heading or a couple of subheadings, depending on the length of your page or post. And use it in your page title, first paragraph, and your meta description.

So now you should have grasped the concept of Keywords and what they are used for…the next step is to create the keyword research for your business using one of the tools mentioned above. 

Give it a try and let me know how you get on.

Kirsty xx