Craig Johnstone / Feature Articles


Keyword Research: Any successful business owner’s best friend


As you’d expect, my Leicestershire based business regularly gets approached by potential new clients that are operating websites with the intention of selling directly to their target customers. Almost without question, all of them are wholly reliant on their online marketing, whether it be via Google Adwords, Google Shopping, Social Media and natural/organic search but very few of them have realised that keyword research is fundamental to the success of their businesses.

We find that most of them don’t realise that their website needs to actually use the language and terminology that their target customers are using when trying to find potential suppliers, goods and services. It’s a fact that Google can only judge what a website or webpage is about by its content. If a page is relevant for certain content and keywords, then that’s what that page or website will rank for within Google if applied correctly. That’s great… unless those aren’t the same keywords that potential new customers are actually searching for!

Time and time again, we come across sites that have great information and clearly offer a great product or service, yet they’re not getting the level of sales or opportunities you might expect. Why? Often, it’s simply down to the content on the site.

Believe it or not, you may well have blinked and found the world has changed… the world changes and language does too. You may have 50 years experience in what you do, and like many of us, you know the technical terms inside out but unless your customers know your language too, you may struggle to understand each other, or even be found for what you offer.

What’s in a name? (Quite a lot, as it happens!)

Are you offering computer monitors, or screens, for example? You may think there’s no real difference, but just look at the figures:

Average monthly searches on Google UK for the following keyword phrases:
computer screen – 14,800
computer monitor – 90,500

As you can see, what may seem to be a completely interchangeable word makes the difference of around 76,000 additional or 76,000 fewer people who may be exposed to your brand.

It doesn’t stop there…

How much thought do you put into whether a word should be used in the singular or plural on a website? You’re probably in the majority who would answer, “not much; I wouldn’t have thought that it would make any difference.”


We are finding more and more that something as basic as an “s” can make all the difference in the world when writing website copy, as Google does actually appear to treat the singular and plural of words separately in relation to search terms. Here’s an example:

Average monthly search in Google for the following keywords:
kitchen worktop – 3,600
kitchen worktops – 33,100

That’s a difference of 29,500 people you may or may not be speaking to just for the sake of one letter.

The examples above highlight the real importance of thorough keyword research, carried out by someone who understands the subtleties of what they’re dealing with. It’s so important to be using not just the correct terminology for your field of expertise, but also to be using terminology that your customers in turn understand and are searching for as well.

For advice and help on how to make your website communicate effectively with Google UK as a channel to reach your target customers, please just give me a call at Mulberry Square Marketing Services on 0116 237 4603; I look forward to hearing from you and finding out how we can help your business.

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