How to Find SEO Keywords: A Step-by-Step Guide for UK Businesses
If you’ve ever wondered why some businesses dominate Google’s search results while others linger on page five, the answer often boils down to one thing: keyword research. Finding the right SEO keywords isn’t just about guessing what your audience might type into Google—it’s a strategic process that combines data, insight, and a sprinkle of creativity.
At Tom Wilson Digital, we’ve spent years helping businesses crack the code to effective keyword strategies. Whether you’re a local café in Manchester or an eCommerce brand shipping nationwide, the right keywords can transform your online visibility. Let’s break down how to find them.
Why Keyword Research Matters
Before diving into the “how,” let’s address the “why.” Keywords are the bridge between your business and your audience. They tell search engines what your content is about and help users find solutions to their problems. Without a solid keyword strategy, even the best-written content risks getting lost in the digital noise.
For UK businesses, this process has unique nuances. Regional dialects (think “brolly” vs. “umbrella”), local search trends, and even seasonal shifts (like “half-term activities in London”) all play a role. Combine this with the fact that 75% of users never scroll past the first page of search results, and it’s clear why keyword research is non-negotiable.
Step 1: Start with Brainstorming (But Think Like Your Audience)
Begin by listing topics relevant to your business. If you’re a Bristol-based plumber, your list might include “emergency leak repair” or “boiler servicing.” But don’t stop there—put yourself in your customers’ shoes. What phrases would they use?
Pro Tip:
Use free tools like Google’s “People Also Ask” and “Related Searches” (scroll to the bottom of any Google results page) to uncover natural language queries. For example, searching “how to unblock a drain” might reveal related terms like “drain unblocking cost UK” or “best drain snake for old pipes.”
Step 2: Choose the Right Keyword Research Tools
While brainstorming sparks ideas, tools add precision. Here are our top picks:
| Tool | Best For | UK-Friendly? |
|---|---|---|
| Google Keyword Planner | Basic search volume data | Yes (but limited local insights) |
| SEMrush | Competitor analysis & keyword difficulty | Yes (includes UK-specific data) |
| Ahrefs | Long-tail keywords & backlink insights | Yes (regional filters available) |
| AnswerThePublic | Visualising questions & local phrases | Yes (supports UK English) |
For example, SEMrush’s “Keyword Magic Tool” lets you filter results by country, making it ideal for uncovering terms like “affordable web design Glasgow” instead of generic alternatives.
Need help choosing between DIY tools and expert support? Our guide on agency vs. consultant for SEO services breaks down the pros and cons.
Step 3: Focus on Long-Tail Keywords (The Hidden Gems)
Long-tail keywords—phrases with three or more words—are your secret weapon. They’re less competitive and often signal higher purchase intent. For instance, “buy organic dog food UK” is far more actionable than “dog food.”
How to Find Them:
- Use AnswerThePublic to generate questions like “Where to buy vegan leather bags in London?”
- Explore local forums (e.g., Reddit’s r/AskUK) for colloquial phrases.
- Check out our deep dive on why long-tail keywords matter for local SEO.
Step 4: Decode Search Intent
Google prioritises content that matches user intent. There are four main types:
- Informational (“How to fix a dripping tap”)
- Navigational (“British Gas contact number”)
- Transactional (“Buy hiking boots near me”)
- Commercial Investigation (“Best CRM software UK 2024”)
Align your keywords with the right intent. A blog titled “Top 10 CRM Systems for Small Businesses” should target commercial investigation terms, while a product page might focus on transactional phrases.
For more on aligning keywords with strategy, see our guide to creating a digital marketing strategy.
Step 5: Spy on Your Competitors (Ethically, Of Course)
Your competitors’ keyword rankings are a goldmine. Tools like Ahrefs’ “Site Explorer” let you see which terms they rank for. Look for gaps where you can outperform them.
Example:
If a competitor ranks for “SEO services London” but not “SEO for estate agents,” that’s your opportunity—especially if you specialise in niche industries.
Step 6: Don’t Forget Local Nuances
UK businesses can’t afford to ignore regional variations. A bakery in Edinburgh might target “traditional shortbread recipe” while one in Birmingham focuses on “vegan bakery Midlands.”
Quick Wins for Local SEO:
- Include city/region names in keywords (e.g., “Manchester web design agency”).
- Optimise Google Business Profile listings (use our free Google Business Profile SEO checker).
- Leverage local backlinks from trusted directories like Trustpilot or regional news sites.
For a full checklist, explore our local SEO guide.
Step 7: Track, Tweak, Repeat
Keyword research isn’t a one-off task. Use rank-tracking tools like AccuRanker or SEMrush to monitor progress. Adjust your strategy based on seasonal trends (e.g., “Christmas party venues” peaks in October) or algorithm updates.
Common Mistakes to Avoid
- Ignoring Mobile Searches: Over 60% of UK searches happen on mobile—optimise for voice search and shorter phrases.
- Overlooking Synonyms: Brits might search for “holiday” instead of “vacation” or “trainers” instead of “sneakers.”
- Neglecting Content Quality: Keywords matter, but Google rewards comprehensive, user-friendly content. Pair your research with solid UX design principles.
Final Thoughts
Mastering keyword research is like learning a new language—the language of your customers. By combining tools, local insights, and a clear understanding of intent, you’ll unlock traffic that’s not just higher in volume but higher in value.
And remember, SEO is a marathon, not a sprint. Whether you’re refining your strategy or starting from scratch, our team at Tom Wilson Digital is here to help. For more insights, explore our guide on what makes a good website design or dive into technical SEO basics.
FAQs
It’s a good idea to revisit your keyword strategy regularly, at least every few months, or when there are significant changes in your industry or audience behaviour.
It’s best to avoid targeting the exact same keyword on multiple pages, as this can lead to keyword cannibalisation, where your pages compete against each other in search results.
Short-tail keywords are broad, general terms (e.g., “running shoes”), while long-tail keywords are more specific phrases (e.g., “best running shoes for marathon training”).
Focus on one primary keyword per page, along with a few related keywords to support the main topic. Ensure your content remains natural and valuable to readers.
While paid tools like SEMrush or Ahrefs offer more detailed insights, you can still find valuable keyword data using free tools like Google Keyword Planner, Ubersuggest, or Google Trends.
