Research the Best Keywords for Ads and SEO for Your Business

What Exactly is Keyword Research?

Keyword research is the process of identifying which search terms are most relevant and valuable for your business — across both paid advertising and organic search.

It goes beyond guessing what words people might use. Using specialist tools, keyword research reveals the actual volume of searches happening for any given phrase, how competitive those phrases are, what it costs to bid on them in Google Ads, and how the intent behind each search relates to your business.

There are three main types of keywords to understand.

Informational keywords are used by people researching a topic. They are often useful for SEO and content, but rarely for ads, because the intent to buy is not yet there.

Commercial keywords are used by people comparing options or looking for providers. These are high value for both ads and SEO because the searcher is close to making a decision.

Transactional keywords are used by people ready to act — to buy, book, or enquire. These are the most valuable for paid advertising and local search.

The research identifies all three and helps you understand which to target and when.

 

How Keyword Research Works

Step 1 — Your business, services, and target audience are reviewed to understand what you offer and who you are trying to reach.

Step 2 — A broad set of keyword ideas is generated using specialist research tools, pulling from search volumes, competitor data, and related terms.

Step 3 — Each keyword is evaluated for search volume, competition level, and commercial intent — so you know which terms are worth targeting and which are not.

Step 4 — Keywords are organised into clusters, grouped by theme, intent, and relevance to specific services or pages on your website. This structure supports both ad campaign setup and SEO content planning.

Step 5 — A final keyword report is delivered showing your primary target keywords, supporting terms, and a clear breakdown of which phrases are best suited for ads, SEO, or both.

 

Why Keyword Research Matters

Every search on Google is a signal of intent. When someone types a phrase into Google, they are telling you exactly what they need and how close they are to making a decision.

Without research, businesses tend to target keywords that are either too broad, too competitive, or simply not being searched. They run ads on generic terms and wonder why the clicks do not convert. They publish content for keywords no one is searching. They miss high-value terms that their competitors are quietly winning.

Keyword research removes this guesswork. It aligns your advertising spend and your SEO content with the actual behaviour of your potential customers — so that every pound or euro you invest targets searches that are genuinely likely to result in enquiries or sales.

It also reveals gaps your competitors may have overlooked. Low-competition keywords with clear commercial intent are often missed by larger players and represent a real opportunity for smaller businesses to generate results faster.

 

Why Most Businesses Are Targeting the Wrong Keywords

The most common mistake in keyword research is starting with what you think people search for, rather than what they actually search for.

A plumber might assume people search for “plumbing services” when most searches in their area are for “emergency plumber near me” or “leaking pipe repair.” A fitness studio might target “personal training” when “weight loss programme for women” drives three times the search volume in their location.

This gap between assumed and actual search behaviour leads to ads that spend money without results and content that never gets found.

A keyword research report produced from real data — not assumptions — tells you exactly which phrases your customers are using, how many people are searching for them each month, and what it would cost to appear for each one through Google Ads. It shifts your strategy from guesswork to evidence.

 

What We Will Do During Your Keyword Research

• Review your business, services, and target market to understand your search landscape
• Use specialist keyword tools to identify the full range of relevant search terms for your industry and location
• Evaluate each keyword for monthly search volume, competition level, and cost-per-click
• Classify keywords by intent — informational, commercial, and transactional
• Group keywords into themed clusters aligned with your services and website pages
• Identify the strongest keyword opportunities for paid advertising
• Identify the strongest keyword opportunities for organic SEO
• Deliver a structured keyword report ready to use immediately for campaign setup or content planning

 

You Need Keyword Research When

• You are about to launch Google Ads and want to avoid wasting budget on the wrong searches
• You are investing in SEO and need to know which keywords to target across your website pages
• Your current ads are generating clicks but few enquiries or conversions
• You have published service pages or content that are not appearing in Google search results
• You are entering a new market or launching a new service and need to understand the search landscape before investing
• A competitor consistently appears above you in Google and you want to understand what they are targeting

 

What We Need From You to Begin Your Keyword Research

To produce accurate and relevant research, the following information is required before work begins.

• The main products or services you want to appear for in Google search
• Your target location or market — whether local, national, or broader
• A list of any competitors you are aware of who rank well in your industry
• Any keywords or phrases you have previously used in ads or SEO efforts
• Access to Google Search Console if it is already set up (useful but not required)

If you are unsure about any of the above, this can be covered on a short call before the work begins.

 

When You Should Do Keyword Research

Keyword research should happen before any significant investment in paid search or organic SEO. It is not a step to return to after you have already built campaigns or published content — it is the starting point that all of that activity should be built around.

If you are planning Google Ads, complete keyword research before the campaign is set up. The research determines which terms to bid on, how to structure your ad groups, and which landing pages to build.

If you are investing in SEO — whether through new pages, blog content, or technical improvements — keyword research defines what each page should target and what gap in search results you are trying to fill.

For businesses already running ads or SEO, a keyword research review every twelve months ensures your targeting reflects how your market is searching today, not how it was searching two or three years ago. Search behaviour changes. Your keyword strategy should too.

 

Frequently Asked Questions

Can I not just use Google’s own keyword tool? Google Keyword Planner provides a broad overview of search volumes but is limited in detail and designed primarily for active Google Ads accounts. Specialist tools provide significantly more data — including long-tail keyword discovery, competitor analysis, intent classification, and historical trend information — and present it in a format that is immediately actionable for both ads and SEO.

Will the keywords work for both Google Ads and SEO? The same research informs both. However, the keywords you prioritise for ads versus SEO will often differ. High-intent transactional keywords are typically prioritised for paid campaigns, while broader commercial and informational terms are targeted through SEO content. The report clearly separates the two so you can use each list in the right context.

How do I know if a keyword is actually worth targeting? The report evaluates each keyword across three factors: how many people search for it each month, how competitive it is among businesses already targeting it, and what it would cost to appear for it through Google Ads. These three factors together determine whether a keyword represents a genuine opportunity for your business — or one that is not worth the effort.

 

Want Your Keyword Research Done Correctly?

Keyword research requires specialist tools, an understanding of search intent, and the ability to translate raw data into an actionable list of targets your business can realistically compete for.

At 10x Marketing Lab, the research is carried out by a specialist who reviews your business, your competitors, and your market before producing a structured keyword report. The output is organised for immediate use — whether for a Google Ads campaign setup, an SEO content plan, or both.

You receive clear, prioritised targets for paid and organic search, grouped by theme and explained in plain language — not a raw export that you have to make sense of yourself.