Date: 19/11/2025
Topic: Keyword Research | Local SEO | Bristol SEO Experts

 

Introduction

This is a common situation for businesses: they have forked out for a rather expensive website. The company owners are happy with the design, yet the weeks turn into months, with no sales or even phone calls.

The reason is that the SEO for a brand-new website will be weak. However, it’s more than that: a brand-new website designed for a business often lacks focus.

This means that the website often won’t target a specific keyword, so it ranks nowhere on Google and won’t bring in any business.

Therefore, one of the first tasks that any SEO business should do is keyword research.

Whether that’s using an SEO tool, such as Ahrefs, or a Google SEO tool, such as Google Search Console.

 

What is keyword research?

Keyword research is simply understanding how your customers describe your products or services. Now you might think, well, we only items that can be described a certain way, for example an e-bike can only be described as an e-bike?

However, this is often not the case, a lot of people will search, for example, what’s the best e-bike under £2000.00.

Or, alternatively through your keyword research what you might find, is a whole range of different ways customers describe the products you sell. For example, using brand names, different descriptions and various questions that they have regarding the bikes that you retail.

 

Why is it so implet’s use ortant to select the right keywords

It’s a bit like setting out your shop front, you will want to communicate easily the products or the services you want. If you don’t get this right, then people walking past your shop may not understand the products or the services you sell. Therefore, you need to make it clear what your business is selling.

Now this is the same with search engine optimisation, you have to optimise the page, the website for different keywords.

Now, to understand which keywords are likely to be the most profitable for your business, you have to use keyword checking tools, such as Ahrefs, or lets SEM Rush, and then look at keyword search volumes.

 

What does “search volume” mean?

Search volume is simply an approximate number of shoppers that use that term, in order to find a business online. For example, 10,000 per month may search for “e-bike” then only 1,000 may search for “mountain e-bike”.

Of course it’s a good idea to optimise for both terms, however, from your keyword research, it becomes abundantly clear that one keyword is likely to bring in more organic visitors to the website, than the other. Therefore, by concentrating your marketing efforts on “e-bike” and rising the business up the first page results on Google, your more likely to bring in more visitors to your website.

Is keyword research needed for local SEO?

Most definitely, a lot of businesses think keyword research is needed just for e-commerce businesses that are selling products nationally or even internationally.

However, keyword research is still needed, if you just run a small business in Bristol. For example, you may run a coffee shop, but what about when someone is searching for “coffee shops with meeting room hire”.

This could be key to your business, as you may rent out a room, for meeting space, that could be profitable for your business over the year.

Therefore, make sure that you do use Google Search Console, as well as using that SEO tool, in injunction with a keyword planning tool, such as Moz Pro. We here at Digital Tailors, are one of most experience SEO companies, and we have used Moz Pro for many years, we thinks it’s a very good keyword research tool.

 

Understanding user intent

When you talk to a salesman, lets say a car sales man, they will tell you that they need to quickly decipher whether that person is serious about buying, or just browsing their stock.

Because, a sales men, say a used car dealer, if they waste time, keeping answering questions, from someone who doesn’t want to buy a car, simply the days will turn into weeks, where they have not made a sale.

Therefore, this is the same as your website, even though you’re having salespeople directly on the website, in a way you are.

The reason is, your website could be visited say 10,000 time a day, for people reading a blog post or lets say reading evergreen content marketing on your company website.

However, you want some of these people to actually buy from your business, otherwise you won’t have a business.

Therefore, you have to weigh up a balance, of offering useful and helpful information in order to improve your Bristol businesses organic and local search engine optimisation. However, at the same time, you need to consider “user intent”.

That is which keywords will most likely be the keywords that will bring in the right visitors to the website, who are likely to part with their money.

 

What use user intent mean?

Quite simply put, if you have someone coming into your shop, saying “hello sir, I want to buy a nice Barbour Wax Jacket- where are those jackets”.

If a customer this question, they are more likely to be a paying customer, as they know the exact brand and type of jacket that they want to buy from you.

That’s a Barbour wax jacket. Now, this person is likely to have more intent on making a purchase, than someone who is merely browsing, and killing time because they are on a lunch break for example.

This is where SEO agency can help

A good SEO agency can work through a list of keywords, and decipher which ones have a high search volume but also have user intent, in terms of buying from the business.

For example, if someone is searching for “how do I start the divorce process”- then that’s the exact type of customer the family law practice is going to want to contact them, because they have strong buying intent.

Therefore, a good digital marketing agency, needs to quickly decipher using the various SEO tools which keywords having buying intent.

 

Why is my SEO agency writing so much content marketing?

It might seem that a copywriter at the local SEO agency that you have hired is writing so much content marketing that’s it hard to keep up with how often they want the work approved.

However, you have to consider these two factors, they are the Google Helpful Content update as well as Google E-EAT. Now, you can build backlinks until you are blue in the face, however, you need quality content marketing drip fed to the website, in order to get your business up Google’s ranks.

So, it might seem that the local agency is spending so much time writing content marketing, doing keyword research, adding on-page SEO elements- but there’s a very good reason for that.

If the work is top quality, well written, has a very high Google E-EAT score, then this is what can improve your websites SEO.

 

What does Google E-EAT mean?

When you hire a top agency, they are not writing content marketing just for the sake of it, they should be writing it to show to the entire world, that you are experts when it comes to that product or service.

Google wants to send shoppers to websites, where its clear they are the experts on that product or service.

That they know what they are talking about, because they have so much knowledge on that product or service.

 

Googlebot

This is where Googlebot comes in, its indexing new work every day. If you are showing to Googlebot that you are adding new work, that you are absolute experts when it comes to selling that product or service, that you are offering top quality advice, then Google will start to move your website up the ranks.

 

Keywords and dwell times

You don’t just want to bring in shoppers to your website, you also want them to stick around and buy items.

Therefore, Google’s algorithms are constantly comparing your website to your competitors, are you keeping shoppers on your website longer than the competition.

Are you dissatisfying the shopper, so that they leave the website in a matter of seconds?

Or are you a business in Bristol that’s delighting the customer, with good customer service, so that they are sticking around for longer, increasing the dwell time, therefore having positive impact on your businesses organic search engine optimisation?

Should I be sprinkling the word “Bristol” all over my website?

The short answer to that question is a big fat no.

Don’t go crazy adding the city which your business is based all over your website.

You’re going to then experience a over optimisation of the website, which could be deemed as keyword stuffing.

So just don’t do that, instead, write helpful guides, add city and company address in a way that’s going to be deemed as white hat work.

Don’t over optimise, as your rankings could decrease faster than a lead balloon.

 

Come to best forget the rest

If your business is based in the glorious city of Bristol, we are here to help you to gain more customers to your business.

We are the search engine optimisation experts; we can help your business in the following ways:

• Keyword research
• Write the content marketing
• Improve the on-page SEO
• Add internal links
• Write the alt text
• Add the page titles
• Submit the page to Google Search Console for indexation
• Write content marketing in adherence with Google EEAT
• Write helpful content marketing
• Build links
• Gain more organic visitors

 

Bristol

If you run a business in Bristol and would like a free quote, why not give our team of SEO experts a call today.