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Most businesses have a sense that certain keywords matter — but without proper research, that sense is often based on assumptions rather than data. The terms you think your customers are searching for and the terms they're actually using are frequently very different.
Keyword research identifies the precise language your target audience uses when looking for what you offer. It uncovers volume, competition and intent — giving your SEO strategy a foundation built on evidence rather than guesswork, and ensuring your content is optimised for the searches that actually drive valuable traffic.
Keyword research for core services is the process of identifying the most relevant and commercially valuable search terms for a business’s primary service or product offerings. It analyses search volume, competition and user intent for each term, producing a prioritised list of keywords that should form the foundation of the website’s content and on-page optimisation strategy.
You need this when your website has technical problems that are preventing search engines from crawling, indexing or properly understanding your content, when a site migration has caused a visible drop in rankings, or when you’re building a new website and want to ensure technical SEO is considered from the start rather than retrofitted later.
This service includes a crawl and analysis of your website’s technical infrastructure, identification of issues affecting crawlability, indexation, site speed, structured data, mobile usability and Core Web Vitals, and a prioritised list of fixes with technical implementation guidance. Delivered as a technical SEO audit report with specific, actionable recommendations.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
The systematic identification of the specific search terms used by your target customers when looking for the services your business provides — quantified by monthly search volume, assessed for competition and evaluated for commercial intent — to create a prioritised list of terms to optimise for.
Because SEO activity that isn’t directed at keywords your target customers actually use is wasted effort. Keyword research ensures that every page optimisation and content piece is targeted at a search term with real commercial value.
A list of relevant search terms with monthly search volume, keyword difficulty scores (how competitive the term is to rank for), search intent classification (informational, navigational or transactional) and priority ranking.
The purpose behind a search — is the person looking for information, comparing options or ready to buy? A keyword with transactional intent (e.g., ‘buy accountancy software’) should be targeted on a service or product page. An informational query should be targeted with content.
By combining data on search volume (how many people search for the term) with commercial relevance (how closely does the query match what we sell and who buys it) and competition (how difficult is it to rank). The highest-value keywords are commercially relevant, actively searched and achievable to rank for.
Google Keyword Planner, Ahrefs, SEMrush, Moz Keyword Explorer and Ubersuggest are among the most widely used. Each has different data sources and strengths. Professional SEO research typically uses multiple tools to validate findings.
Both. High-volume terms have larger audiences but are typically more competitive and slower to rank for. Lower-volume, longer-tail terms are often more commercially specific, have lower competition and can deliver faster ranking results and better-qualified traffic.
Each page should target a primary keyword and two to four closely related secondary terms. A keyword map assigns specific terms to specific pages based on the closest match between the search intent of the keyword and the purpose of the page.
Annually at minimum, or whenever the business’s service offering changes significantly. Search behaviour evolves over time as new terminology enters common use, as products and services change and as competitive dynamics shift.
Brand keywords include your company name or product names — you typically already rank for these. Non-brand keywords are generic terms that don’t include your name — ranking for these brings new audiences who don’t yet know your brand.