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Harnessing Digital Tools to Find Keywords on a Website

Keywords research sits at the very core of a successful SEO and content strategy



The Power of Keyword Research in SEO

When it comes to shaping your digital footprint, the importance of keyword research can’t be emphasised enough. This intricate process sits at the very core of a successful SEO and content strategy, guiding Google search algorithms to your content. In this blog, we’ll embark on a comprehensive walkthrough, elucidating the prowess of digital tools to uncover the most relevant “keywords on a website”. Excited? Let’s delve in.

The Basics of Keywords

What Exactly Are ‘Keywords’?

At the foundation of every successful SEO campaign lies a well-defined set of keywords. But what exactly are these elusive terms? Keywords are the specific phrases or words that potential customers type into google search when looking for products, services, or answers. They act as signposts, directing web traffic towards the most pertinent web pages. In essence, these are the terms that become central to defining digital strategies and engaging the target audience effectively.

The Significance of Keyword Research

Have you ever wondered why SEO experts place such emphasis on the ‘right’ keywords? Keyword research is a paramount process for a number of reasons:

  • Guiding Google Search: One of the primary roles of keywords is guiding Google search. When your content is optimised with high search volume terms, it’s more likely to appear at the top of search results, thus attracting more organic visitors.

  • Content Relevance: Think of keywords as the bridge between the searcher’s query and the most relevant content. When you use specific keywords that resonate with the user’s intent, you make your content more discoverable, thereby increasing the chances of them engaging with your website.

  • Driving Organic Traffic: A well-optimised website, furnished with relevant keyword research tools, sees a notable surge in its organic traffic. This is because the content seamlessly aligns with search terms that users frequently look for. The ripple effect? Improved website visibility on search engine results pages (SERPs) and a higher likelihood of conversions.

The Pivotal Role of Keywords in SERPs

When we talk about the world of online searches, it’s hard to ignore the impact of search engine results pages or SERPs. These are the pages that display when someone searches for keywords on a website or platform. Now, the position of your content on these pages is often a direct reflection of how effectively you’ve harnessed relevant keywords. By understanding the nuances of SEO keyword research, you can better position your content on these SERPs, thus driving organic traffic and ensuring that your content doesn’t just exist in the digital expanse, but truly shines.

For a deeper dive into the intricacies of building a robust online presence, explore our comprehensive guides on topics ranging from how meta descriptions influence search engine rankings to leveraging innovative marketing strategies. At Brighton Marketing Company, we’re committed to illuminating the path for businesses, ensuring they harness the digital world’s full potential.

How to Search for Keywords on a Website

 Searching for specific keywords on a web page can be an effortless task when you know how to harness the power of your web browser. Here’s a simple step-by-step guide:

To swiftly search for specific keywords on any web page, open the desired site and press CTRL + F (on Windows) or Command + F (on Mac). This action will reveal a search bar, where you can type in the desired keyword or phrase. Your browser will subsequently highlight and allow you to navigate through all instances of your entered word or phrase.

Employing SEO Tools for Deeper Insights

When it comes to understanding which keywords a website ranks for, there’s an array of SEO tools at your disposal. Some of the most notable tools include:

  • SEMrush: Renowned for its vast keyword database, SEMrush offers insights into your website’s ranking keywords, along with search volume, keyword difficulty, and more.

  • Ahrefs: Another powerhouse in the SEO domain, Ahrefs provides in-depth keyword data, backlink analysis, and content gap opportunities.

  • Moz Pro: Moz’s keyword explorer tool offers monthly search data, keyword suggestions, and SERP analysis.

  • Ubersuggest: Created by Neil Patel, this tool provides keyword ideas, search volume, and competitive data.

  • Google Search Console: While primarily a tool to monitor website performance, it also shows which queries bring users to your site.

Google’s Arsenal: The Google Keyword Planner

The Google Keyword Planner remains one of the most revered tools for keyword research, especially for those leaning into Google Ads. Here’s a brief exploration:

  • Accessing the Tool: You’ll need a Google Ads account. Once logged in, navigate to the “Tools & Settings” icon, and under “Planning”, you’ll find the “Keyword Planner”.

  • Discover New Keywords: Enter a topic or a website’s URL and Google will furnish you with keyword ideas. This feature provides insights into monthly searches, competition level, and even bid estimates for ads.

  • Get Search Volume and Forecasts: If you already have a list of keywords, you can check their monthly search volume and get forecasts on their performance.

  • Keyword Ideas: Based on your input, the planner suggests additional relevant keywords, helping you expand your keyword list.

  • Filter and Refine: The tool provides several filters like location, language, and search networks, allowing for tailored keyword research.

Harnessing these methods and tools effectively will greatly enhance your ability to identify and optimise the best “keywords on a website”. For further insights on SEO and enhancing your online presence, consider exploring Brighton Marketing Company’s comprehensive guides.

Additional Tools for Keyword Research

The world of SEO is ever-evolving, with myriad tools at our disposal. While Google’s offerings are a strong foundation, it’s beneficial to explore and utilise a broader suite of tools for a more comprehensive understanding of keyword landscapes.

Why Diversify Your Research Tools?

Limiting oneself to a single tool often means missing out on a wealth of insights that other platforms may offer. Different tools have unique metrics, databases, and methodologies. By diversifying your toolkit, you increase the chances of uncovering hidden gems in terms of keywords and also get a more rounded view of the SEO landscape.

A Few Favourite Tools:

Beyond Google, there are several platforms that have made a mark in the SEO community. Tools like KWFinder known for its user-friendly interface, and Keyword Tool which is a handy alternative to Google Keyword Planner, are notable mentions. Each offers a distinctive perspective on keyword performance, competition, and relevance.

Spotting the Long Tail:

Long tail keywords – those specific, often longer phrases that searchers use – can be golden nuggets for SEO. Tools such as LongTailPro and AnswerThePublic are designed to capture these nuanced search terms, helping businesses tap into less competitive, yet highly relevant search queries.

How to Create an SEO Keyword List

Crafting a robust SEO keyword list is more an art combined with data-driven science than a mere task. Here’s how to master it:

Starting with a Base:

Begin by identifying your target keywords. These are the terms most centrally aligned with your content’s theme or your business’s offerings. Tools such as Google Keyword Planner provide monthly search data, offering a quantitative foundation to your qualitative content strategy.

Enriching the List:

Now, expand. With your target keywords as the anchor, use research tools to find synonyms, related terms, and contextual keywords. This not only broadens your reach but ensures you cater to the varied ways users might phrase their search queries. For instance, a basic term like “SEO practices” can be enriched with terms like “best SEO techniques”, “effective search engine optimisation methods”, and “tips for improving website SEO”.

Prioritising by Volume and Relevance:

Not all keywords are made equal. Once you have a broad list, it’s time to sift and sort. Prioritise based on search volume – a reflection of its popularity in Google search. But don’t stop there; relevance is key. Ensure the keywords align with your content strategy, resonating with the user intent you aim to serve. Filter out those which, despite high search volumes, don’t align with your content’s goal.

Keyword Search Volume Keyword Difficulty CPC (Cost Per Click) Relevance Score Potential Traffic Priority Notes
e.g. SEO practices 10,000 Medium £2.50 5/5 5,000 High Core keyword
e.g. Best SEO techniques 8,500 High £3.00 5/5 4,000 Medium Synonym for core keyword
e.g. On-page SEO tips 7,000 Low £1.75 4/5 3,500 Medium Relevant for upcoming blog post
e.g. Technical SEO checklist 6,500 Medium £2.75 5/5 3,250 High Useful for website audit guide
e.g. SEO for small businesses 5,500 Low £1.50 3/5 2,750 Low Potential topic for next quarter
e.g. Advanced SEO strategies 5,000 High £4.00 5/5 2,500 Medium Suitable for expert audience
e.g. Local SEO guide 9,000 Medium £2.25 4/5 4,500 High Targeting local businesses in Brighton
e.g. Mobile SEO best practices 8,000 Medium £2.00 4/5 4,000 Medium Increase in mobile search trends

Breakdown of Fields:

  1. Keyword: The keyword or phrase you’re targeting.
  2. Search Volume: Monthly search volume of the keyword (obtained from keyword research tools).
  3. Keyword Difficulty: An indicator of how challenging it would be to rank for the keyword (often labelled as Low, Medium, High).
  4. CPC (Cost Per Click): Average cost advertisers pay for a user’s click on an ad for this keyword (relevant if considering paid campaigns).
  5. Relevance Score: Rate the keyword’s relevance to your content on a scale (e.g., 1-5 with 5 being highly relevant).
  6. Potential Traffic: An estimation of the traffic the keyword might bring in if you rank well for it. This can be a percentage or an absolute number.
  7. Priority: Categorise keywords based on their importance to your strategy (e.g., High, Medium, Low).
  8. Notes: Any additional information or context about the keyword.

How Long Does Keyword Research Take?

Keyword research is a fundamental element of search engine optimisation (SEO) and content strategy. The time required to perform keyword research can vary widely based on numerous factors, such as the nature of the industry, competition level, the tools used, and the depth of research needed.

  • Initial Discovery: At this primary stage, you’re casting a wide net. Using tools, brainstorming sessions, and analysing competitors can take anywhere from a few hours to a couple of days, depending on the niche and the extent of the topics covered.

  • Refinement and Analysis: After gathering a broad list, the next step is to refine it. This involves checking for search volumes, competition, relevance, and potential profitability. Depending on the size of the initial list, this can take several hours to multiple days.

  • Final List Curation: This is where the rubber meets the road. Finalising your keyword list often involves integrating the keywords into a content strategy, grouping related keywords, and setting priorities. This step can range from a few hours to a full day, especially if you’re planning for a quarter or an entire year.

On average, for a medium-sized business, expect the whole process to take anywhere from 2 days to a week if done comprehensively.

Harnessing the Power of Keywords: Final Tips

  • Stay Updated: The digital landscape is ever-evolving. Terms that are trending today might be obsolete tomorrow. Thus, it’s crucial to refresh your keyword list periodically. This doesn’t mean you need to redo the entire process, but revisiting your keyword strategy every few months can help keep your content relevant.

  • Strategise with Search: Keywords shouldn’t just be about search volume or ranking; they should guide your content creation. For instance, if a specific long-tail keyword has a decent volume and low competition, it can be an excellent opportunity to create a detailed article or guide around that topic.

  • How to Get Found: Having content is one thing; ensuring it’s discovered by your target audience is another. Beyond just integrating keywords, focus on:

    • Quality Over Quantity: Produce content that offers genuine value.
    • Promote: Use social media, email marketing, and other avenues to share your content.
    • Stay Consistent: Regularly update your website or blog.
    • Engage: Encourage comments, feedback, and shares. The more engagement your content gets, the better its chances of ranking higher.

Remember, while keywords are essential, they’re just one piece of the vast SEO puzzle. Your primary goal should always be to provide value to your audience. When you prioritize your audience’s needs, search engine visibility often follows suit.


In the vast world of digital marketing, the prominence of keywords stands out distinctly. From the first step of understanding your audience’s search intent to crafting content that resonates with them, keywords serve as the bridge connecting businesses to potential clients. They’re not just words; they are insights into the needs, desires, and problems of your audience.

The tools available today, from the basic browser shortcuts to advanced keyword research platforms, are designed to empower even the most novice marketer. They provide a gateway into understanding how people search, what they search for, and how businesses can meet them right where they are.

But as with all tools, it’s not just about having them—it’s about how you use them. Leveraging these tools effectively, staying updated with evolving search trends, and constantly refining your strategies are what will set you apart in the digital arena.

Now, over to you! What keyword research tools do you swear by? Have you stumbled upon any strategies that changed the game for your website’s SEO? Share your insights in the comments below. Let’s learn from one another and shape the future of digital strategies together.

Leave a comment

  1. Thank you, One quick question, though: Do you recommend focusing more on long-tail keywords for a new website, given the lower competition? I’ve been hearing mixed opinions on this.

    1. Firstly, thanks for reaching out! To answer your question, for new websites, focusing on long-tail keywords can indeed be beneficial. They tend to have lower competition, making it slightly easier to rank for them, especially when your site doesn’t yet have a strong domain authority. Moreover, long-tail keywords are often more specific and can bring in a highly-targeted audience that’s closer to the point of conversion.

      That said, it doesn’t mean you should ignore broader keywords entirely. They can give you insights into market trends and overall demand. My recommendation would be to start with a mix, but lean more towards long-tail keywords initially. As your site grows and gains authority, you can then start targeting broader, more competitive keywords.

      Hope that helps! If you have any other questions or need further clarification, feel free to ask.

  2. What you think about Ubersuggest for keywords research?

    1. Ubersuggest is a powerful keyword research tool that offers a variety of features, including keyword suggestions, search volume data, and competition analysis. It has a free version with limited access to features, but it can still be a valuable tool for keyword research. Ubersuggest is easy to use and good for finding long-tail keywords, but it is not as comprehensive as some other paid keyword research tools.

      Here’s a summary of the pros and cons of using Ubersuggest:


    2. User-friendly interface
    3. Large database of keywords
    4. Provides keyword suggestions, search volume data, and competition analysis
    5. Free version offers limited but valuable features
    6. Cons:

    7. Limited data in the free version
    8. No historical data
    9. Not as comprehensive as advanced paid tools
    10. If you’re just starting out with SEO, Ubersuggest is a great option to get you started with keyword research. However, as your SEO needs grow and you require more in-depth data and advanced features, consider upgrading to a paid tool like Semrush or Ahrefs. These tools offer more comprehensive data, historical data analysis, and additional features that can help you take your SEO strategy to the next level.

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