Keyword Research: Refari's Strategy for Enhanced SEO

This article explains how Refari approaches keyword research as part of our SEO service. It walks through each step of our process and shows how the right keywords build a strong, lasting SEO foundation for your website.

The importance of keyword research

At the heart of Search Engine Optimisation (SEO) lies keyword research, the practice that helps us understand the language your audience uses when they search online. This understanding guides content creation and points the way to better visibility. Effective keyword research is the foundation of any SEO strategy, making sure your content resonates with both users and search engines, which is essential for driving organic traffic, improving rankings, and increasing engagement.

Our step-by-step keyword research approach

Step 1: Content analysis

We begin with a thorough analysis of your website's content. By understanding what is already there, we can identify the natural keywords that emerge as significant. These often reflect your brand and offerings, and they serve as the initial seed for our research.

Step 2: Competitive analysis

We evaluate the competition by analysing the websites currently ranking for the keywords we are considering. Where the competition is too strong, we may opt for less contested alternatives that are easier to rank for.

Step 3: Using SEO tools

Our team uses robust tools such as SE Ranking to speed up the research process. These tools offer insight into search volumes and the competitive landscape, which helps us make informed decisions.

Step 4: AI assistance

To complement our tools, we use AI to suggest strong keywords drawn from your content. This can uncover additional keywords that might otherwise be overlooked. The walkthrough below shows an example of how we use ChatGPT to surface top keywords for content, which we then use as a base for broader research.

Step 5: Service area consideration

We pay particular attention to your service areas by examining your office locations and the regions where you have job vacancies. This localised focus helps you reach the right audience in the right places.

Step 6: Keyword selection

With the data to hand, we aim for low-competition keywords that still carry a reasonable search volume. The walkthrough below shows how we work through our selection process.

Step 7: Manual review and experience

Our experienced team manually reviews the keyword suggestions. Tools do not always give the complete picture, so this human review makes sure the final selection makes sense for your business and your audience.

Step 8: Strategy development and implementation

Finally, we develop a keyword implementation strategy. This decides where and how to integrate the chosen keywords into your website's content, so they work as hard as possible for your rankings.

Keyword planning for SEO longevity

Once the steps above are complete, it is worth thinking about the longer term. A solid keyword plan is not a one-off task, it is the basis for sustained visibility as your content and the market evolve.

Building a solid foundation

From the very start of your website, building a broad spectrum of keywords into your content establishes a robust SEO foundation. The earlier this groundwork is laid, the easier future improvements become.

Lite SEO: laying the groundwork

Lite SEO kick-starts your website's SEO journey by optimising the homepage and job search page with up to 10 targeted keywords. It is a focused way to get the essentials in place.

Why keyword choice matters in Lite SEO

Choosing the right keywords in Lite SEO is critical for:

• Quick visibility: early optimisation boosts your site's traffic sooner.
• A solid SEO base: it establishes a foundation that makes future enhancements smoother.
• Wider audience reach: targeting a broad audience increases potential engagement.

Although Lite SEO covers the essentials, expanding your keyword strategy early can set you up for more substantial gains later.

Looking ahead: expanding your SEO strategy

While Lite SEO lays the groundwork, broadening your keyword strategy prepares your site for future growth and a changing market. As your goals develop, our Advanced SEO service takes a deeper approach across more of your pages and a wider range of search terms.

Other articles you might be interested in:  Refari's Standard SEO Process  |  Technical SEO: A Guide by Refari  |  On-Page SEO: A Guide by Refari