Inbound Marketing

Keyword discovery is One of the most important steps in creating an effective SEO plan is Keyword discovery. You obviously want your website, and it's content to be found by your prospects, so, you'll need to understand firstly, what they're actually searching for and the words and terms they're using to find it. Here's where do you can start to get the process right the first time.

Keyword Discovery Starting Points

What terms are the people who would benefit from your product or service using as they search for answers to their questions? Your prospects are looking for answers to questions about product and service features, costs, performance, ROI, capabilities, downsides and many other terms.

Here are some of the resources we use, they will help you understand the full scope and nature of the questions prospects are asking as they search for the internet for solutions. Using the the information here, you can start to develop a list of keywords of your own, eventually, building your content around them to improve your chance of that content  and getting in front of the people that want your product or service.


Hubspot talk a lot about Personas, and we're really starting to appreciate the importance of getting this part of the equation right.  To find the right keywords you first need to understand the personas you're trying to reach. You'll need to first off create personas for each of your target customers.

Buyer personas typically include the type of language that the type of person uses. A consumer with a broken lock will likely enter "lock repair" or "how to fix my lock" into the Google search bar. A business owner looking to keep their office secure would probably search for "commercial security services" or "business security solutions." It's important to identify how different people think about the services they need if you're going to create content that includes the terms they use. Start with your personas to understand the way they think and talk; this will give you a very good idea of how they communicate their issues to Google.

Sales People

Your sales people talk to customers and leads all the time, so they're well aware of the questions being asked – especially at the consideration stage of the buyer's journey, where they're digging deeper into the different solutions and potential vendors. This makes your sales team a great source of keywords, blog topics and ideas for more advanced content pieces.

Start by meeting with the team to put together a list of prospects' most common questions; follow it by asking what hurdles the sales team regularly must overcome when selling to prospects, what issues keep them up at night, what they value most about your company/product, and the factors that typically cause them to start their search.

Google Search Console

If your website already has a decent amount of search traffic, do yourself a favour: put it in Google Search Console. On top of all the great functionality of Google Search Console, such as page indexing and crawl error warnings, it'll also give you a list of the most popular search terms being used to find your site. Keep in mind that if much of your traffic isn't considered marketing-qualified, this may indicate a problem with your current keywords so that you might end up not adding some of them to your list.

Google Analytics

Google Analytics is another great way of understanding how people are finding your site. This tool can tell you how people are getting to landing pages, and where from what page they're exiting.

Use Google Analytics to look at bounce pages and ask yourself why a prospect might be leaving it. Take a good hard look at why the content of that page (or the content it's promoting) may not align with what the prospects want to learn at their particular stage in the buyer's journey. Come up with what you believe might be more valuable, create keywords around it, and add those to your list.


A tool that may not seem obvious for keyword research is HotJar. This can be leveraged in much the same way as Google Analytics, find pages that people are bouncing from, then create heat maps for those pages to understand why.

What HotJar can tell you that Google Analytics can't is where the visitor's mouse is when they're on the page. Look for areas where you see a lot of cursor activity before bouncing (indicating where people are spending time) and you might be able to determine what you're missing.

In addition to heat maps, you can also use HotJar to create user polls. Use these "pop-up" polls to ask visitors what topics they'd like covered. You may have noticed that on this blog we ask visitors that question – do the same on your site to find some interesting terms to add to your keyword list.

Your Competitors

Guess who else is looking for the right keywords? Your competition.

Go to the websites of your best competitors – at least those that get really good traffic. It's easier to find than you many think. We use ahrefs. You can sign up for a free two-week trial and evaluate a few websites you're interested in. It will tell you what keywords those sites are ranking for, down to the specific domain. Outside of brand keywords, if your competitor is ranking for it you probably want to as well.

Finding The Right Keywords In Your List

With these tips you should be able to create a decent list of keywords to start from. Once you have your list, add them to your website and monitor the traffic. SEMRush is a great tool to use and one we're really happy with, the feedback on all levels. Reach out to our creative web design Auckland team today to find out how creating and implementing the right SEO strategy can work for you.

The Website Lead Generation Playbook


Creative Agency East Auckland

Searching for web design East Auckland? If you’ve already tried an East Auckland web designer and wished for a more creative and customised website design, try working with Hart Design. Our highly skilled and experienced web designers offer contemporary website design, logo design and marketing experience for your business.