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    The Importance Of Keyword Research

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    SEO + Google Ads Strategy

    Keyword Research: Find the Searches That Make You Money

    Traffic is easy to talk about. The right traffic is harder. Proper keyword research shows what people search, what they mean and whether SEO, Google Ads or a combination of both gives you the best route to an enquiry.



    emergency plumber Halifax
    ⌕
    Sponsored or organic result
    A local service matching the search

    Clear offer. Relevant location. Useful landing page. Simple next step.

    Start with the customer, not the keyword tool

    Search engines remain one of the main ways people discover products, services and information. Keyword research is the process of identifying the words and phrases they use, then deciding which searches deserve your time and budget.

    For SEO, that research shapes your pages, content and internal links. For Google Ads, it shapes campaign structure, targeting, negative keywords, adverts and landing pages.

    The same research supports both channels, but the decisions are not identical. A phrase worth targeting with an advert today may not justify a permanent SEO page. An informational search may build authority without being worth paying for on every click.

    What useful keyword research actually tells you

    A spreadsheet full of phrases is not a strategy. Every keyword needs a purpose, a suitable destination and a realistic commercial case.

    01

    What people want

    The wording reveals whether somebody wants information, a comparison, a local provider or is ready to buy.

    02

    How demand is expressed

    Customers do not always use industry terminology. Research exposes the language real buyers use.

    03

    Where the opportunity sits

    Demand, competition, cost, geography and current rankings help identify the strongest openings.

    04

    Which page should answer it

    Every meaningful search intent should have one clear page instead of several pages competing against each other.

    05

    Whether SEO or Ads fits best

    Some searches justify long-term organic investment. Others should be tested immediately through Google Ads.

    06

    What success should mean

    Rankings and clicks matter, but qualified enquiries, customers and profitable sales matter more.

    SEO services

    Build sustainable organic visibility

    Create useful pages around the searches that matter to your customers and your business.

    Google Ads services

    Test commercial searches immediately

    Google Ads can reveal which searches produce enquiries before committing to a long SEO campaign.

    Website conversion improvement

    Turn search traffic into business

    The keyword, advert, page and enquiry journey must all work together.

    Google marketing

    One search market. Two different jobs.

    SEO and Google Ads can target the same customers, but they operate differently. A sensible strategy uses each channel for what it does best.

    Keyword research for SEO

    SEO helps Google understand your content and helps potential customers find the most relevant page. Strong pages can build lasting visibility.

    • Map one primary search intent to each important page.
    • Create useful service, location and advice content.
    • Use natural variations instead of repeating one phrase.
    • Build clear page hierarchy and internal links.
    • Measure enquiries, customers and revenue.

    Explore our SEO services

    Keyword research for Google Ads

    Google Ads can create immediate visibility, but you are paying for traffic. The targeting, advert and landing page must work together.

    • Group searches around clear commercial intentions.
    • Choose match types carefully.
    • Use negative keywords to reduce wasted spend.
    • Use conversion-focused landing pages.
    • Judge performance using sales and acquisition cost.

    Explore our Google Ads management

    The main types of search intent

    Similar phrases can come from people at completely different stages of the buying journey.

    Intent What they want Example Best use
    Transactional To enquire, book or buy “book boiler repair Halifax” SEO landing page and Google Ads
    Commercial To compare providers “best SEO company Halifax” Service and proof content
    Informational To solve a problem “why are my Ads not converting?” Guides and FAQs
    Local To find a nearby provider “accountant near me” Local SEO and Maps
    Navigational To reach a known company “Talk Sense Halifax” Brand visibility

    Our no-nonsense research process

    We do not choose phrases because a tool displays a large number beside them. We connect search behaviour to the way the business makes money.

    01. Understand the offerIdentify profitable services, locations, customers and problems the business solves.
    02. Build the search universeUse customer language, Search Console, Ads data and competitor research.
    03. Separate intentGroup phrases that mean the same thing and separate those needing different pages.
    04. Check live resultsSee what type of result Google considers relevant to each search.
    05. Map SEO pagesGive every important organic intent one clear page.
    06. Structure Ads campaignsBuild campaign themes, landing pages and negative keyword lists.
    07. Track real actionsRecord calls, forms, purchases and qualified leads.
    08. Refine the strategyUse real search data to find opportunities and reduce waste.

    Google Ads keywords need active management

    Buying a keyword does not mean your advert only appears when somebody types that exact phrase. Google uses broad, phrase and exact match, and matching can include searches with the same meaning.

    B

    Broad match

    Offers the widest reach and can match related searches. It needs reliable conversion data and close monitoring.

    “ ”

    Phrase match

    Reaches searches that include the meaning of your keyword, with greater reach than exact match.

    [ ]

    Exact match

    Provides the most control, but can still include searches with the same meaning.

    Negative keywords protect the budget
    Review the searches triggering your adverts and exclude irrelevant themes. Searches containing “free”, “jobs” or “training” may waste money unless they support a deliberate campaign.

    Useful tools, used with judgement

    Google Keyword PlannerKeyword ideas, forecasts and estimated advertising costs.
    Google Search ConsoleReal queries, impressions, clicks and average positions.
    Google Ads search termsThe searches that triggered adverts, showing relevance and waste.
    Google TrendsRelative demand, regional differences and changing terminology.
    Ahrefs or SemrushCompetitor rankings, backlinks, keyword estimates and content gaps.
    Customer conversationsThe questions, concerns and language used by real prospects.
    Your CRMThe source of truth for which enquiries became customers.
    Live search resultsSee what type of page Google considers relevant to a search.

    Talk Sense Google Marketing

    Turn keyword data into enquiries

    Talk Sense combines SEO, Google Ads and conversion improvement around one goal: profitable growth. We will tell you what is worth pursuing, what is wasting money and what should happen next.

    Official guidance and further reading

    Guidance checked October 2026. Google’s systems, interfaces and advertising features change regularly. Always confirm current platform guidance before changing a live campaign.