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What Is Keyword Research?

What Is Keyword Research and Why Do I Need It?

Keyword research is simply the work you do to find out what your best keywords or phrases are. Keywords are a great tool for organic SEO, but before you decide on which to use, you’re going to need to do your homework. You need to know the volume of users searching and the competition of other sites already using those keywords.

Doing your own keyword homework can be very confusing using tools like Google Ads, while it’ll give you all the information you need to decide the best keywords to use, such information isn’t always that useful to the untrained eye. It’s important to know what you’re looking for in keywords because if you pick the wrong ones with too much competition or too-low volume of searches, then your SEO will not improve. This is where SEO CoPilot comes in, we know what we’re looking for and can give you all the benefits with none of the hassle of DIY SEO.


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Using Keyword Research to Understand Your Market Competition

Keyword research is vital in maximising your web traffic, but it also helps to provide you with wider insights into your customers and your competition. When we have analysed what terms your market is using to search for products or services like yourself, we then have to decide which is the best search term to bring you traffic. There are multiple factors which need to be taken into consideration, for example knowing what your competition is doing, figuring how it is working for them and how to do it better for you.

A full website audit will give you all this data, and allow you to see the keywords you should be targeting, as well as any keywords you might already be ranking for. There are plenty of free audit tools, such as SEMRush, which can give you a snapshot of your performance so that you can identify where quick improvements can be made.

What is keyword research & what are the key terms you need to know?

Search Volume

Search volume of a keyword is the expected number of people in a month that input that specific phrase into any search engine. This is an estimation, but it’s a valuable indicator as to where you should focus your efforts. For example, for a skincare website you may think people will search “daily moisturiser” more than “serum” as it’s a more regularly used product, but knowing the search volumes can not only help you optimise your keyword strategy but help inform product manufacturing decisions because you can measure demand for any one product against another.

To someone with little experience in this field, a high volume search term can look like the golden ticket to Willy Wonka’s chocolate factory. But there are two big reasons why this is too good to be true:

  1. High volume normally means high competition and when you’re a new site, it’s unlikely you’ll be able to compete with dominant websites without a large budget.
  2. High volume search terms may get you traffic, but they’re unlikely to get you a high number of conversions, and any e-commerce site relies on conversions.

One of the best things you can do on the offset is identify long-tail keywords with a decent monthly volume that have low competition, and will give you quicker results with a new or smaller website by grabbing this low-hanging fruit.


The competition score of a keyword gives an indication of how hard it will be to rank for. Higher competition scores mean you will need more high authority links from reputable websites linking to your website. If your website is new, or doesn’t have a strong backlink profile, it will be a waste of resources to try and compete with the big guns.

It’s our job at SEO CoPilot to look at all the facts and figures and present you with the best solution. You concentrate on running your business and let us worry about your online marketing.


See our Recommended SEO Tools for beginners.


Keyword Research Maximises Your Money

Keyword research is especially valuable if you’re looking to run a PPC campaign. SEO tools show us how useful any word or phrase would be in driving traffic to your website and the estimated cost of a campaign based on those words. We will look at all of this information and report back on the best course of action using our experience.

Using a service like SEO CoPilot to run your research and any subsequent campaigns is spending money wisely, because you can be sure that your keywords are actually working for you. If they’re not researched properly, your SEO will be poor and any PPC campaign unsuccessful. Don’t throw your money away.

Keyword research is essential when copy writing and building a website. It’s an invaluable tool for both organic and inorganic SEO if you know what you’re doing.

We’re experts in this field and provide quality, personal service, leave your SEO with us, and you’ll be getting the best service and trustworthy advice.

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