Developing an Effective Strategy for Your Business

Organic search remains the most effective driver of website traffic, accounting for 53% of all site visits. If you’re not optimising for organic search, you’re missing out on valuable traffic that could boost your online presence.

At the core of any strong SEO strategy lies keyword research. But how do you determine the best keywords for your website? This guide will walk you through the process step by step.

The Role of Keywords in Your SEO Strategy

A solid SEO strategy consists of three key components:

• Technical SEO – Ensuring your site runs smoothly, loads quickly, and follows best practices like HTTPS security and proper indexing.
• Off-Page SEO – Building backlinks and domain authority through external links from reputable sources.
• On-Page SEO – Optimising website content, including copy, images, URLs, and metadata.

Your keywords primarily fall under on-page SEO. For example, if you sell shoes, your keywords should align with various product types. You wouldn’t want a page for platform boots to appear when a user searches for sneakers. This is where strategic keyword research comes into play.

How to Create Topic Clusters:

• Identify a broad keyword – Example: “shoes.”
• Create subcategories – Example: “women’s sports trainers.”
• Expand with long-tail keywords – Example: “women’s pink Adidas Gazelle trainers.”

This approach ensures a structured, hierarchical keyword organisation for your website.

Essential Keyword Research Tools

There are several tools available to refine your keyword list. Some popular options include:

• Google Ads Keyword Planner (free with a Google Ads account)
• Ahrefs, SEMrush, and Moz (paid tools with in-depth insights)
• Google’s “People Also Ask” & Related Searches (great for finding related terms)
• Social media trends (analyse competitor content performance)

Reviewing competitors’ websites can also reveal keyword opportunities, particularly from their blogs or resource pages.

Choosing the Best Keywords

Not all keywords are created equal. Their value is determined by search volume and difficulty.

• High-volume keywords (e.g., “shoes”) are competitive, making it tough to rank against major brands like Nike or Adidas.
• Sweet spot keywords balance search volume and competition, offering a realistic ranking opportunity.
• Long-tail keywords (e.g., “SEO agency in Northampton”) help target niche audiences while improving rankings for each individual term in the phrase.

Organising Your Keywords for SEO Success

Once you have a refined keyword list, you must map them to appropriate pages based on search intent:

• Transactional – Users ready to buy (product pages)
• Navigational – Users searching for a specific site (hard to target unless it’s your brand)
• Informational – Users seeking knowledge (blog posts, guides, resources)
• Commercial – Users comparing options (best-of lists, product reviews)

By aligning keywords with intent, you can craft targeted content that meets user expectations and improves rankings.

The Importance of Content Design

Even with the right keywords, content design matters. Users will leave if your content looks unappealing or overwhelming.

• Break up text with headings, bullet points, and white space.
• Use images, videos, and infographics to enhance readability.
• Optimise for mobile users to ensure a seamless experience.

Analysing Keyword Performance

SEO is an ongoing process. Regularly review your keyword performance by tracking:

• Search Engine Results Page (SERP) rankings
• User behaviour on your pages (bounce rate, time spent, conversions)
• Competitor keyword strategies to identify new opportunities

If visitors land on your page but leave quickly, you may be targeting the wrong keyword or failing to provide relevant information.

Keeping Content Fresh

SEO isn’t a “set it and forget it” strategy. Over time, outdated content loses rankings. Google’s freshness algorithm favours updated articles, so periodically:

• Revise content with new insights and data
• Incorporate new keyword opportunities
• Optimise based on industry trends

Need Help with Keyword Research?

Finding the best keywords takes time, but it’s essential for SEO success. If you lack the time or expertise, a digital marketing agency can help streamline your strategy. Get in touch with WTBI for expert keyword research and SEO services.