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Keyword research isn't a one-time task. As your content evolves, your services expand and seasonal opportunities emerge, new keyword opportunities continuously appear — and those opportunities are only visible to the teams that are actively looking for them.
Supporting keyword research delivers targeted research for specific content areas, new service pages or campaign needs. Focused, timely and built around current search data — ensuring that every new piece of content your team produces is optimised for the terms most likely to drive traffic and support your broader SEO objectives.
Supporting keyword research is targeted research carried out for a specific content area, campaign, new service page or emerging topic — as distinct from the broader core keyword research that underpins the overall SEO strategy. It examines search volume, competition and intent for the specific area in question, producing a focused set of keywords and topic guidance that informs the content or optimisation work that follows.
You need this when you want to build your brand’s organic authority through association with relevant industry publications and editorial platforms, when you have expert perspectives worth sharing and want them to reach a wider audience than your own channels can deliver, or when backlinks from authoritative third-party sources are a constraint on your ability to rank for competitive terms. Outreach turns good ideas into valuable external exposure.
This service includes the development of a digital PR and content outreach strategy, identification of target publications and journalists, content creation for outreach — which may include data stories, expert commentary, research reports or opinion pieces — and active outreach and placement management. Delivered as a managed outreach programme with monthly reporting on coverage and links secured.
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 identification of keywords that support a website’s main service or product pages — informational queries, how-to searches, comparison terms and related questions — that can be targeted through blog articles, guides and supporting pages to build broader topical authority.
Core keyword research focuses on commercial and transactional terms directly linked to the business’s services. Supporting keyword research identifies the informational ecosystem around those services — the questions, comparisons and guidance searches that potential customers make before or after a purchase decision.
Long-tail keywords are specific, lower-volume search phrases that often express a precise intent or question. They are typically less competitive, attract more qualified traffic and are the natural territory for supporting blog content and detailed guides.
Topical authority is a site’s demonstrated depth of coverage across a topic area. By creating content targeting supporting keywords across the topic’s ecosystem — not just the core terms — a site signals to search engines that it is a comprehensive, expert source.
Using tools like AnswerThePublic, AlsoAsked, Ahrefs’ Questions filter and Google’s People Also Ask section, which reveal the specific questions being asked around a topic — each of which is a potential content target.
Sometimes. A comprehensive guide that also includes a clear call to action and commercial context can rank for informational queries while converting a proportion of readers to commercial enquirers. The primary keyword target should still be informational.
By combining search volume (how many people are asking this question), commercial relevance (how closely related to what we sell), ranking difficulty (how competitive is the existing content) and the content gap (do we have anything addressing this query already).
This depends on available resource. A realistic, high-quality output of two to four supporting articles per month typically produces better cumulative results than an ambitious target that sacrifices quality for volume.
The People Also Ask section in Google’s search results shows related questions triggered by the primary query. Each question is a specific search intent that your supporting content can address. This feature is one of the most direct sources of supporting keyword ideas.
Service page keywords are tracked for commercial conversion. Supporting content keywords are tracked for traffic and topical authority building. Both sets should be tracked, but with different KPIs: commercial enquiries for service pages, organic sessions and engagement for supporting content.