Keyword research sounds technical, but the idea is plain. People type words into a search box. If your pages use similar words, you give search engines a chance to connect the two. The research is the work of finding those words.
This guide is general information. We do not build websites or run search optimisation. If you would like help deciding priorities across your marketing, a private consultation gives you three to five written priorities, and no promise of ranking.
Start from your own enquiries
Your best source is what real people say to you.
- Read your recent enquiries. What words do they use for your city, your service and your style?
- Note recurring questions. Each is a phrase someone may type.
- Ask returning clients, where appropriate, how they described what they were looking for.
Keep this list private and avoid recording personal details.
Gather more ideas
Add ideas from other sources.
- Search suggestions. Type the start of a phrase and note what the search box suggests.
- Related searches. Scroll to the bottom of a results page for related phrases.
- Other professionals’ pages. Look at the wording of listings that sit in your category, without copying.
- Local terms. Neighbourhood names, landmarks, transport hubs and events that visitors know.
Write everything in a list. You will cut it down later.
Group by intent
Not every phrase means the same thing. Group your list by what the searcher seems to want.
| Intent | Example shape | What it suggests |
|---|---|---|
| Looking for a person or service in a place | A category plus a city | They may be ready to enquire |
| Looking for information | A question about etiquette or booking | They are researching |
| Looking for a specific name | A brand or alias | They already know you |
| Looking for a comparison | “Best” or “versus” phrases | They are choosing between options |
Pages that answer questions and pages that present a profile need different words. Do not mix them in a single page.
Check what already appears
For each promising phrase, search for it and look at the first page.
- What kinds of pages appear? Directories, agency sites, articles?
- Are they strong or weak? An old page with little content may be easier to compete with than a big directory.
- Do the results match what you offer? If not, the phrase may not be right for you.
- Is the language the one you expect? Check in the language and country you are targeting.
This step stops you from choosing phrases that sound good but lead nowhere.
Be careful with language and location
People in different countries use different words. A literal translation of a phrase from your own language can miss how people actually search. For each market, check phrases in that market’s language, by someone who writes it natively.
Location terms also vary. Use the names people use for cities and areas, not only official ones. Do not claim to serve a place you do not.
Choose a few phrases per page
For each page, choose:
- One main phrase that describes the page.
- A few supporting phrases that people might also use.
Then write for a person. Use the phrases where they fit naturally in titles, headings and the first paragraph, and avoid repeating them for the sake of it. Text that reads awkwardly is worse for visitors and gains little.
Mind platform and legal rules
Some phrases are risky because they conflict with platform rules or with local law. Choosing phrases that describe an experience, such as companionship or an evening out, tends to be safer than listing explicit acts. For the legal picture, see advertising within the law. It is general information, not legal advice.
Keep a keyword sheet
A simple spreadsheet works.
| Page | Main phrase | Supporting phrases | Intent | Notes |
|---|---|---|---|---|
| Profile for [name] | ||||
| Tour announcement | ||||
| Article on booking etiquette |
Review it every few months. Language changes, and so does what people search for.
What research cannot do
Keyword research does not guarantee visibility. Many other factors affect results, including the strength of competing pages, the quality of your content and how often it changes. Treat the research as a way to write more clearly for the people you want to reach.
Checklist
- I have listed the words real people use in enquiries.
- I have added ideas from search suggestions and related searches.
- I have grouped phrases by intent.
- I have checked what appears for the best candidates.
- I have checked phrases with a native speaker of each market.
- Each page has one main phrase and a few supporting ones.
- My wording complies with platform and legal limits.
Where to go from here
If you would like help setting priorities for your marketing, book a private consultation. Related reading: search mistakes that hold agency sites back and what your website needs to support your marketing.
