Keyword research has evolved significantly since the early days of SEO, when the goal was simply to identify high-volume keywords and stuff them into page content. Modern keyword research is a strategic process that maps the language your target audience uses at every stage of the buyer journey — from initial awareness through to the decision to purchase.
For London businesses competing in professional services, finance, legal, healthcare, and other high-value sectors, keyword research is not primarily about finding high-volume terms. It is about identifying the specific queries that indicate commercial intent — the searches that signal a prospective client is actively evaluating their options — and ensuring your content is positioned to intercept those searches.
Understanding Search Intent: The Foundation of Keyword Research
Every keyword has an intent — the underlying goal of the searcher. Matching your content to the correct intent is more important than any other keyword metric. Google has become highly accurate at identifying intent and rewarding content that satisfies it.
Informational
The user wants to learn something. They are not yet in buying mode.
Example queries
- "what is SEO"
- "how does Google rank websites"
- "what is a backlink"
Content type
Blog articles, guides, explainers
Navigational
The user wants to find a specific website or page.
Example queries
- "Ahrefs login"
- "Google Search Console"
- "Moz blog"
Content type
Brand pages, login pages
Commercial Investigation
The user is researching options before making a decision.
Example queries
- "best SEO agency London"
- "SEO consultant vs agency"
- "Ahrefs vs Semrush"
Content type
Comparison pages, case studies, service pages
Transactional
The user is ready to take action — buy, book, or contact.
Example queries
- "hire SEO consultant London"
- "SEO services London price"
- "book SEO audit"
Content type
Service pages, landing pages, contact pages
The 5 Keyword Metrics That Actually Matter
Search Volume
Average monthly searches for the keyword
How to use it
Use Ahrefs / Semrush. Note: volumes are estimates — actual traffic depends on CTR and ranking position.
Watch out for
High volume ≠ high value. A 100-search/month transactional keyword often outperforms a 10,000-search/month informational keyword for conversion.
Keyword Difficulty (KD)
How hard it is to rank on page 1 for this keyword, based on the authority of current ranking pages
How to use it
Ahrefs KD 0–100 scale. KD under 30 = low competition; 30–60 = moderate; 60+ = high.
Watch out for
KD is domain-level — a new site should target KD under 20. An established site can target higher KD keywords.
Click-Through Rate (CTR)
The percentage of searchers who click a result. Varies by SERP features present.
How to use it
Check SERP features for the keyword (featured snippets, AI Overviews, local pack). These reduce organic CTR.
Watch out for
A keyword with 1,000 searches but a featured snippet may deliver fewer clicks than a 500-search keyword with a clean SERP.
Cost Per Click (CPC)
The price advertisers pay per click in Google Ads. A proxy for commercial intent.
How to use it
High CPC = high commercial value. Use as a signal to identify keywords worth targeting organically.
Watch out for
CPC data is noisy for low-volume keywords. Use as a directional signal, not a precise metric.
SERP Features
Whether the SERP includes featured snippets, local pack, AI Overviews, shopping results, or other features
How to use it
Check the SERP manually or use Ahrefs SERP overview. Each feature type signals a different intent and affects CTR.
Watch out for
Local pack presence signals local intent — these keywords require local SEO optimisation, not just on-page.
The 7-Step Keyword Research Process
Seed keyword generation
Start with your core service areas and generate seed keywords — the broad terms that describe what you do. For a London SEO agency: 'SEO London', 'SEO consultant London', 'SEO services London'. These are the starting points for expansion, not necessarily the keywords you will target.
Expand using keyword tools
Enter seed keywords into Ahrefs or Semrush keyword explorer. Use 'Keyword Ideas', 'Questions', and 'Related Terms' reports to generate a broad list. Also check Google's 'People Also Ask' boxes and autocomplete suggestions for real user language.
Competitor gap analysis
Identify your top 3–5 competitors in the SERPs. Use Ahrefs 'Content Gap' or Semrush 'Keyword Gap' to find keywords they rank for that you do not. These represent the most direct opportunities — keywords with proven demand in your market.
Classify by intent
For each keyword, identify the search intent: informational, commercial investigation, or transactional. This determines what type of content to create. A keyword with transactional intent needs a service page; an informational keyword needs a blog article.
Prioritise by value and difficulty
Score each keyword by commercial value (intent × CPC), search volume, and keyword difficulty. Prioritise decision-stage keywords first, then consideration-stage, then awareness-stage. Within each stage, prioritise lower-difficulty keywords for quicker wins.
Map to content architecture
Assign each keyword to a page in your topical map — either an existing page or a planned page. Ensure each page has a primary keyword and a set of secondary keywords that cover the semantic space of the topic. Avoid keyword cannibalisation (two pages targeting the same keyword).
Track and iterate
Set up rank tracking in Ahrefs or Semrush for your target keywords. Review rankings monthly. Identify pages that are ranking on page 2 (positions 11–20) — these are 'quick win' opportunities that often respond well to on-page optimisation improvements.
Keyword Research for London Businesses: Local Modifiers
For London businesses targeting local clients, keyword research must account for geographic modifiers. The same service keyword with a London modifier typically has lower search volume but significantly higher commercial intent — a person searching "solicitor London" is more likely to be a prospective client than someone searching "what does a solicitor do".
London-specific keyword research should include: borough-level modifiers (e.g., "SEO agency Shoreditch", "accountant Canary Wharf"), neighbourhood modifiers for high-footfall service businesses, and industry + London combinations for B2B services (e.g., "B2B SEO agency London", "SaaS SEO consultant London").
See also: GBP Optimisation Guide for local keyword targeting →Related Guides
On-Page SEO Checklist →
How to implement keyword research findings on-page
What is Topical Authority? →
How keyword research feeds topical authority building
How to Build a Topical Map →
Organising keyword research into a content architecture
SEO Services London →
Our full-service SEO offering for London businesses
Frequently Asked Questions
What is keyword research in SEO?
Keyword research is the process of identifying the words and phrases your target audience uses when searching for products, services, or information related to your business. It involves analysing search volume, keyword difficulty, search intent, and competitive landscape to determine which keywords to target in your content and on-page optimisation.
What tools are best for keyword research?
The most widely used professional tools are Ahrefs and Semrush — both provide search volume, keyword difficulty, SERP analysis, and competitor gap data. Google Keyword Planner is free but less granular. For understanding intent and related questions, Google's 'People Also Ask' boxes, AlsoAsked.com, and AnswerThePublic are valuable supplements. Google Search Console provides data on keywords your site already ranks for.
How do you prioritise keywords to target?
Keyword prioritisation should balance commercial value (how likely is a searcher to convert?), search volume, keyword difficulty, and topical relevance. For service businesses, decision-stage keywords with explicit commercial intent should be prioritised over high-volume informational queries, even if the informational queries have higher search volume.
Get a Keyword Strategy Built Around Your Buyer Journey
Our Topical Mapping & Content Strategy service includes a full keyword research and intent mapping process — delivering a prioritised keyword strategy aligned to your buyer journey.
Book a Free Discovery Call