Specialism · Keyword research
Keyword research for the brand and its locations.
Everything starts with knowing what your customers search for. With keyword research we map out what the franchise needs to be found for nationally, and what people search for around each location.
When
Time for keyword research if…
- you write copy on gut feeling, not search behaviour
- location pages compete for the same keyword
- you don’t know which keywords bring in enquiries
- you’re building a new website or new location pages
What we do
From search behaviour to a plan for every page.
- 01
Collect
We map out all the keywords around your products, services and regions.
- 02
Assess
For each keyword we look at volume, competition and search intent.
- 03
Assign
Each keyword gets one page, national or per location, without overlap.
What it is
What is keyword research?
Keyword research is finding out which words and phrases your audience types into Google. How often are they searched for? How hard is it to rank for them? And what does someone searching for them actually want: information, a comparison or an appointment straight away?
That last question, search intent, may well be the most important. A keyword with high search volume delivers nothing if the searcher wants something other than what you offer. A smaller keyword with the right intent can bring in lots of enquiries.
Keyword research is the foundation for SEO, copywriting and Google Ads. Without it, you don’t know what your copy and ads should be aiming for.
Franchising
Keyword research for a franchise with locations.
For a franchise there are two kinds of keywords. National keywords about your product or service, which the brand needs to be found for. And local keywords, such as a service combined with a town name, or searches like ‘near me’.
The risk: locations all aiming at the same terms, and getting in each other’s way as a result. So we draw up a keyword plan for the whole franchise. Which keyword belongs to which page, what head office handles and what each location focuses on.
That way you know exactly which pages you need, and what copy should go on them.
Part of
Every specialism works for the whole franchise brand.
This specialism is part of Hybrid and On-demand, used for the brand and for every location. Not a franchise, but still have a question? You can also hire us for this on its own.
Other specialisms
Frequently asked questions
About keyword research.
What does keyword research deliver?
An overview of the keywords that matter for your franchise, with search volume, competition and search intent. And a plan for which keyword belongs to which page, nationally and per location.
How often should you do keyword research?
You do thorough research at the start, for a new website, or when your franchise adds new products or regions. After that it’s wise to update it regularly, because search behaviour changes.
Why not just choose the keywords with the most volume?
Because volume isn’t everything. Popular keywords are often hard to rank for and sometimes attract visitors looking for something else. We choose keywords that match what you offer and that can bring in enquiries.
Do locations need their own keywords?
Yes, for local searches they do. Someone searching in one town wants to see a different location from someone searching in another. With local keywords of their own for each location, you stop them competing with each other.
A good conversation first, then a plan.
In one hour we discuss where you stand and which opportunities we see. If we are not the right fit, we will tell you.