Services - Digital Marketing - SEO Services

Keyword, Topic and Competitor Research

Keyword, topic and competitor research are crucial ingredients for a successful website. We’ll help you discover what keywords and phrases your customers use to find your products and services, and what information they need before they buy.

From there, we’ll research your customers’ pain-points and knowledge gaps, identifying topical content for your website.

We can even help you find out who your online competitors are – and why they’re successful!

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How our keyword, topic and competitor research services can help you

One of the ways Google organises search results is by matching users’ search queries to the most relevant and trustworthy web pages it can find.

Keyword and topic research uncovers what those searches are, including the questions being asked, so you can have the best possible content on your website when Google pulls the search results together. 

If you’re not ranking too well right who, who is? Our research allows you to mine the strategies of your most successful competitors to gain valuable insight into what’s working and how you might learn from it.

  • Find the search volume and competitiveness of keywords that are important to your business
  • Find niche keywords you’d never thought of
  • Discover topics your customers are asking about so your website can offer the answers…and get the conversion
  • Explore your competitors; find out who they are, and how their successful strategies could help give your website a boost, too. 

We get asked a lot of questions about keyword and competitor research. These FAQs might answer some of your queries.

Isn’t keyword research and topic research the same thing?

Keywords and topics are closely related but distinct concepts in SEO. Keywords are specific phrases, for example "digital two-way radio", that hint at the content but don't provide full context on their own. Topics, on the other hand, group related keywords into broader, meaningful categories. Think of "Recommended two-way radios", "Do you need a licence for a digital two-way radio?" or “Smartphones vs digital two-way radios”. By structuring content around topics, you cover more specific user questions and provide better context for search engines.

In the past, search engines relied heavily on matching keywords in search queries. Today, they understand the overall meaning of a page, making topic relevance just as important as keyword optimisation. While keyword research helps identify search terms, topic research ensures you organise content to meet user intent, improving visibility and engagement.

We start by meeting with you to gain a deep understanding of your business, industry, and target audience. This helps us identify the types of leads and sales that are most valuable to you. Using advanced research tools, we then analyse the online behaviour of your potential customers, focusing on:

  • The questions they ask and the products or services they search for
  • The search volume associated with each keyword or topic
  • The top-performing web pages currently ranking for these terms
  • The level of competition, indicating how challenging it may be for your business to achieve high rankings. 

This approach ensures that we target the most effective keywords and topics tailored to your specific needs.

Yes, we offer two levels of service to suit your needs. Our basic service provides you with a comprehensive spreadsheet containing all the keyword and topic data we’ve gathered, along with notes to help you interpret the information. For a deeper analysis, our advanced service includes the same data spreadsheet, but also features a detailed, hand-written report. This report summarises our findings, offering insights and recommendations tailored to your business. 

With both options, we include a follow-up remote meeting to address any questions and ensure you fully understand the report.

When we send you the report, we’ll include plenty of ideas and practical advice on how to effectively incorporate the keywords into your website content. Our goal is to help you maximise the impact of these keywords to improve your search engine rankings. Additionally, during our follow-up meeting, you’ll have the opportunity to ask any further questions and receive personalised advice on optimising your site.

While you may be familiar with your traditional competitors, your online competitors could be quite different. If your business relies on your website for leads and sales, it’s essential to identify the key players in the digital space. 
Our competitor analysis goes beyond what you might already know, revealing valuable insights into how your online competitors’ websites perform. We’ll uncover their strengths and strategies, providing you with actionable information on how you can replicate and surpass their success. This report will offer a fresh perspective and highlight opportunities you might not have considered.

While it’s possible to conduct keyword, topic, and competitor research as a one-off task, we recommend doing so regularly—every couple of years, at a minimum. This is because keyword trends evolve, and competitors can change over time. At Kontrolit, we’re happy to provide ongoing research as part of our SEO packages, ensuring that your strategy remains up-to-date and competitive. However, if you prefer a one-time service, our initial research will give you a strong foundation to build on. It’s an excellent way to get started, with the option to revisit and refresh your strategy as your business grows.

Yes, we can certainly focus solely on keyword and topic research if that’s what you prefer. While it’s ideal to combine both keyword and competitor research for a comprehensive strategy, we understand that budget constraints may require you to prioritise. If you have to choose, keyword and topic research is the most crucial, as it directly impacts your ability to attract the right audience. This will lay a strong foundation for your online presence, with the option to add competitor research later as your budget allows.


 

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