Keyword research ensures you’re not shooting in the dark with your content. It’s about finding the exact terms and phrases people type into Google when they’re looking for a tradesperson or searching for DIY solutions. For example, if you learn that “emergency 24-hour plumber in Leeds” gets a decent number of searches each month, you can craft content around that phrase to attract local homeowners who need your help pronto.
Without keyword research, you might write pages that nobody’s actually searching for, leaving you lost in Google’s dusty back corners. On the flip side, choosing overly generic words like “plumber” could pit you against millions of other sites, making it tough to rank. A balanced approach targets mid- or long-tail keywords—specific phrases that align with your services and location. This helps you stand out and draws in people who genuinely need what you offer. In short, effective keyword research guides you to create content that gets found, not just posted.