Keywords form the foundation of successful digital marketing campaigns. Whether you’re investing in pay-per-click advertising or building long-term SEO visibility, choosing the right keywords determines who sees your content and when they see it.
Many businesses make the mistake of selecting keywords based on what they think customers search for, rather than what they actually type into Google. This disconnect can waste marketing budgets and means you miss valuable opportunities to connect with potential customers. Understanding how to identify and target the right keywords will transform your marketing results and ensure every pound spent drives meaningful traffic to your business.
What is Search Intent?
Search intent represents the reason behind a user’s search query. Understanding intent helps you match your content and ads to what people actually want to find. There are four main types of search intent:
Commercial intent occurs when users research products or services before making a purchase decision. Searches like “best family solicitor Manchester” or “divorce lawyer reviews” indicate someone actively considering their options.
Informational intent drives users seeking knowledge or answers. These searches include “how to file for divorce” or “child custody rights UK.” Users with informational intent aren’t ready to buy immediately but may convert later in their journey.
Navigational intent happens when users search for specific websites or brands. Someone typing “Clifford careers” or “Facebook login” knows exactly where they want to go.
Transactional intent signals immediate purchase readiness. Searches containing words like “hire,” “book,” “buy,” or “contact” indicate users prepared to take action immediately.
Matching your keywords to the right intent ensures your marketing efforts reach users at the perfect moment in their decision-making process.
How to Perform Keyword Research
Effective keyword research starts with understanding your business and customers. Begin by listing the services you offer and the problems you solve for clients.
Using Semrush for keyword discovery
Semrush provides comprehensive keyword data including search volume, competition levels, and related terms. Enter your main service terms to discover variations you might not have considered. The tool’s Keyword Magic Tool reveals hundreds of related searches, whilst the competitive research features show which keywords your competitors rank for.
Google Keyword Planner insights
Google’s free Keyword Planner offers direct insights from the search engine that matters most. Input your service areas to see monthly search volumes and suggested bid ranges for PPC campaigns. The tool also reveals seasonal trends that can inform your marketing calendar.
Analysing search suggestions
Don’t overlook Google’s own suggestions. Type your main keywords into Google and note the autocomplete suggestions, “People also ask” questions, and related searches at the bottom of SERPs (Search Engine Results Page). These features reveal actual user queries and common variations.
Combine data from multiple sources to build a comprehensive keyword list that reflects real user behaviour rather than assumptions.
What are Long-Tail Keywords?
Long-tail keywords are highly specific search phrases, typically containing three or more words. These searches represent focused user intent and often convert better than generic terms.
Instead of targeting “lawyer,” a family law firm might focus on “divorce solicitor with children expertise Manchester.” This specificity attracts users with precise needs who are more likely to become clients.
Long-tail keywords typically have lower search volumes but offer several advantages. They face less competition, cost less in PPC campaigns, and attract users closer to making decisions. A user searching “emergency child custody solicitor tonight” has immediate, specific needs compared to someone simply searching “solicitor.”
These keywords work particularly well for content marketing. Blog posts answering specific questions like “what documents needed for divorce UK” can rank well whilst attracting qualified traffic.
Consider the questions your customers ask during consultations. These conversations often reveal valuable long-tail opportunities that your competitors might miss.
Choosing the Right Keywords
Successful keyword selection requires thinking like your customers, not like your business. Users often search using different terminology than industry professional’s use.
Take legal services as an example. Whilst “solicitor” is the correct UK legal term, many people search for “lawyer” instead. American television and films influence British search behaviour, meaning both terms deserve consideration in your keyword strategy.
Research regional variations and colloquial terms your customers use. A “family law specialist” might also be searched for as “divorce lawyer,” “child maintenance solicitor,” or “separation legal advice.” Including these variations captures traffic you’d otherwise miss.
Consider your customers’ knowledge level when selecting keywords. First-time buyers often use different language than experienced users. Someone facing divorce for the first time might search “what happens in divorce court” rather than “divorce proceedings timeline.”
Monitor your website analytics and customer enquiries to identify the exact phrases people use when contacting your business. These real conversations provide authentic keyword opportunities that research tools can’t replicate.
Review competitor websites and marketing materials to understand how they describe similar services. This research reveals industry terminology whilst helping you identify gaps in their keyword strategies.
Building Your Keyword Foundation
Selecting the right keywords transforms your marketing from a guessing game into a strategic advantage. Focus on understanding your customers’ language, search behaviour, and decision-making process rather than assuming what they want.
Start your keyword research today by examining your analytics, listening to customer conversations, and exploring the tools mentioned above. Remember that keyword strategy evolves as your business grows and search behaviour changes. Regular review and refinement ensure your marketing stays aligned with how customers actually search for your services.
