Keyword Research 101: For Clients, Not Content Nerds

If the phrase “keyword research” makes your eyes glaze over, you’re not alone. A lot of our clients know they need it but don’t quite know what it is, how it works, or how it ties into real business results. So let’s break it down.

We're not going to do a jargon-heavy SEO tutorial. This is simply keyword research explained in plain language, with real examples, and zero fluff. It’s just the stuff you actually need to know to make smart content decisions.

What Is Keyword Research?

Keyword research is the process of figuring out what your potential clients are typing into search bars when they need help before they know you exist. That might be:

• “best structural engineering firm for warehouses”

• “How to get FDA approval for a medical device”

• “commercial lease marketing tips”

• “What to include in a SaaS onboarding guide”

Each search is a signal. It tells you what people want, what they’re struggling with, and how they describe their problem. 

Why Does Keyword Research Matter?

Keyword research helps you turn those signals into a strategy. Good content doesn’t start with what you want to say. It starts with what your audience is already searching for. When done well, keyword research helps you:

• Write blog posts that drive traffic

• Build landing pages that show up in searches

• Use the exact language your buyers use (not your internal jargon)

• Create content that supports your sales funnel from start to finish

The right keywords can also guide your strategy to keep you publishing consistent, relevant takes.

Our 5-Step Approach To Keyword Research 

Our approach to SEO centers on positioning you as the solution to your audience's needs. Here’s how we do it: 

1. Start With Your Audience

We define exactly who you're trying to reach: industry, job title, pain points, purchase triggers. A facilities manager looking for HVAC system guides searches very differently from a healthcare COO looking for a radiology writer.

2. Understand Their Searches

We use tools like Google Search Console, SEMrush, and good old-fashioned auto-suggest to see what questions, phrases, and terms your audience is typing.

3. Group Keywords By Intent 

Is someone looking to learn? Compare vendors? Make a decision?

We match keywords to each stage of the buyer’s journey—so we know what kind of content to create. Example:

• “What is heat mapping?” → Educational blog

• “heat mapping software comparison” → Middle-of-funnel content

• “buy heat mapping platform” → Sales page or product demo

4. Choose the Best Opportunities

We prioritize based on:

• Search volume (how many people are searching)

• Competition (how hard it is to rank)

• Relevance (is it a perfect match for your offer?)

Sometimes that means going after low-volume, high-intent phrases your competitors are ignoring. That’s where the gold is.

5. Write Content

We don’t just sprinkle keywords into existing blogs. We build posts around what your audience is actually asking, so your content answers real questions and solves real problems.

Real Example: Engineering client with B2B services

Our client came in thinking they needed to rank for “civil engineering firm.” After our research, what we found instead was:

• “Stormwater Management Site Plan” had low competition and high intent

• “How to prepare for a site development meeting” hits early in the sales funnel

• “engineering RFP checklist” aligned with a ready-to-buy audience

We built content around those and saw traffic double within four months, and their team started getting inbound leads from companies that were already in the planning phase.

What Keyword Research Is Not

Keyword research is not about stuffing words into a blog. Google sees right through that. It’s not a one-time thing. Search behavior shifts with industry trends, legislation, and buying patterns. It’s not a replacement for strategy. It is essential for your positioning and content. 

Keyword research is how you align your content with what your audience is already looking for. It’s not chasing traffic. It’s attracting the right people at the right time, using the right language. When done well, SEO is sales enablement.

Want us to handle it for you? We do keyword research and content planning as part of every strategy engagement, so you’re never writing into the void. Let’s talk.