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If you’ve ever stared at a basic keyword list thinking, “Right… now what?”, you’re not on your tod.

Most websites don’t fail because the business is bad. They fail because the site doesn’t target the right searches, in the right places, with the right intent. That’s what keyword strategy fixes.

Quite often I find myself being told to remove content because the client “just wants images”, “just wants to showcase the product”, or wants to focus on speed rather than SEO. Speed matters, but content and SEO are not optional if you want people to actually find the website in the first place.

SEO should be used throughout the process, right from the discovery call, through design, development and launch, and then continuously throughout the life of the website.

This guide is the full, agency-style workflow I use for SEO clients: how to find keywords, cluster them, map them to pages, and turn them into real content that can rank, convert, and build topical authority. Step by step. No crap. Maybe a bit of waffling though. Sorry.

Table of Contents

What a Keyword Really Is (and Why Most People Get It Wrong)

A keyword isn’t just a word. It’s search demand.

The amount of times I’ve been asked if we can rank for a single word because it’s in a product name, or part of the business name, is off the chart. A keyword is basically something your potential customer puts into a search engine to narrow down what they want, so they can eventually buy or book.

Examples:

  • Best kitchen designer in Aylesbury
  • How much does solar installation cost in Doncaster
  • Starlink satellite installation in South West Cornwall
  • Where can I buy discreet adult products in Cornwall
  • Reliable PAT testing for small businesses in Devon

Whilst each of these searches has multiple words in them, they are all keywords as a single query.

Every keyword has

  • Intent (what the searcher actually wants)
  • Context (location, device, urgency, industry)
  • A best-fit page type (service page, blog post, category page, FAQ, product page)

If you pick keywords without intent, you’ll build the wrong pages, attract the wrong visitors, and wonder why traffic doesn’t convert, if there even is traffic in the first place.

The 4 keyword intent types you should care about

  • Informational: “how to…”, “what is…”, “best way to…”
  • Commercial: “best…”, “top…”, “compare…”, “reviews”
  • Transactional: “buy”, “book”, “price”, “near me”
  • Navigational: brand searches like “Laker Kitchens pricing”

A decent keyword strategy makes sure your website targets all four in a balanced way.

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Keyword Research: How to Find the Right Keywords (Not Just More Keywords)

Step 1: Start with your money pages (services or categories)

Before you open any kind of keyword research tool, write down:

  • Your main services
  • Your locations (if you’re local)
  • Your main products or categories (if eCommerce)
  • Your ideal customer language (what they might actually say, not what you call it)

Example (Zac & Caulay seed keywords)

  • streetwear brand UK
  • premium streetwear UK
  • hoodies UK
  • heavyweight hoodie UK
  • graphic hoodies UK
  • men’s streetwear UK
  • women’s streetwear UK
  • unisex streetwear UK
  • tattoo style hoodie UK
  • American traditional tattoo clothing
  • skatewear UK
  • club style clothing UK
  • Leeds streetwear brand
  • men’s mental health clothing UK
  • beard club clothing
  • limited edition streetwear drops

Now you’ve got seeds. That gives you a solid base.

Long-tail examples from those seeds

  • where to buy heavyweight hoodies UK
  • tattoo style hoodie UK oversized
  • streetwear hoodie brand Leeds
  • premium unisex hoodie UK
  • graphic hoodie UK streetwear

Step 2: Expand seeds into real search terms

Use:

  • Your keyword tool (Ahrefs, Keysearch, etc.)
  • Google autosuggest and People also ask
  • Related searches
  • Competitor page titles and headings (not copying, just learning what works)

Your goal is to collect keywords in three buckets:

  1. Core keywords (big topics, higher volume)
  2. Long-tail keywords (specific, high intent, easier wins)
  3. Support keywords (synonyms and subtopics that strengthen relevance)

Step 3: Build a keyword bank you can use for a long time

For each keyword you keep, capture these columns:

  • Keyword
  • Search intent (info / commercial / transactional)
  • Primary topic
  • Suggested page type (service page / blog post / FAQ / category)
  • Location modifier (if relevant)
  • Difficulty (KD)
  • Volume
  • Notes (what the searcher expects)

This turns keyword research into a plan, not a pile of stuff you don’t know what to do with.

Clustering Keywords: How to Group Keywords Properly

Keyword clustering is the process of grouping keywords that should be targeted by the same page, instead of creating 20 thin pages that cannibalise each other.

The simplest clustering rule that works

If two keywords have the same intent and Google shows similar results, they belong in the same cluster.

Example cluster

  • WordPress web design Cornwall
  • WordPress website designer Cornwall
  • WordPress developer Cornwall

These can be one strong page targeting:

  • Primary keyword: WordPress web design Cornwall
  • Secondary keywords: WordPress website designer Cornwall, WordPress developer Cornwall

How to cluster in practice (fast)

  1. Sort your keyword list by topic
  2. Highlight duplicates and near-duplicates
  3. Group by intent
  4. Assign one keyword as primary
  5. Keep 5–15 closely related terms as secondary

You do not need 10 pages for 10 variants. You need one killer page.

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Keyword Mapping: Putting Every Keyword on the Right Page

Keyword mapping means every important keyword has:

  • A page assigned to it
  • A clear primary focus
  • No overlap with other pages

This prevents:

  • Cannibalisation (pages competing against each other for ranking)
  • Thin content
  • Random blog posts that don’t support services
  • Service pages that never rank because they’re too broad

Step-by-step keyword mapping workflow

Step 1: List your current pages

Create a simple inventory:

  • Homepage
  • Service pages
  • Location pages
  • Blog posts
  • Category/product pages
  • FAQs

Step 2: Assign primary keywords first (Example: The Schmoo)

Each major page gets one primary keyword.
Examples:

  • Homepage: handmade soaps UK (or handmade soaps Scotland if leaning local)
  • Category page: handmade liquid hand soap
  • Category page: glycerin soap bars
  • Category page: whipped soap UK
  • Category page: car air fresheners UK
  • Category page: wax melts UK (or home fragrance wax melts)
  • Collection/scent page: lavender and bergamot soap
  • Blog post: how to make your home smell nice

Step 3: Add secondary keywords to the same page

Secondary keywords support the primary topic.

Rules:

  • Secondary keywords must match the page intent and topic
  • If intent differs, it needs a new page

Step 4: Check for cannibalisation

If two pages target the same primary keyword, one will usually lose.

Fix it by:

  • Combining pages
  • Changing one page’s focus
  • Using internal links to support the main page

Using Keywords On-Page (Without Keyword Stuffing)

You’re not trying to repeat a phrase 50 times. You’re trying to prove relevance and satisfy intent.

Where to put the primary keyword

  • Page title (SEO title)
  • H1
  • First 100 words (naturally)
  • A subheading (H2 or H3)
  • URL slug (clean and short)
  • Meta description (helpful, not spammy)
  • Image alt text (only if relevant)
  • Internal link anchor text (some exact, some partial)

How to use secondary keywords properly

Secondary keywords go into:

  • Subheadings (H2/H3)
  • FAQ sections
  • Service details
  • Examples and case studies
  • Internal link anchors
  • Supporting paragraphs

The rule for keyword placement

Write the page to answer:

  1. What is this?
  2. Who is it for?
  3. What problem does it solve?
  4. How does it work?
  5. Why you?
  6. What does it cost?
  7. How to get started?

If you cover those properly, keywords tend to fit naturally.

Content Planning: Turning Keyword Clusters Into a Ranking Strategy

This is where most businesses fall down. They research keywords, then don’t build a system.

Use a pillar + cluster model

Pillar pages (big, high value pages)

  • WordPress Web Design
  • SEO Services
  • Website Maintenance
  • Ecommerce Website Design

Cluster content (supporting posts)

Blog posts that answer specific searches and link back to the pillar:

  • WordPress vs Shopify for small business
  • How much does a WordPress website cost in the UK
  • What is website maintenance and what does it include
  • How to improve Core Web Vitals on WordPress

Internal linking is the glue

  • Blog posts link to service pages
  • Service pages link to relevant blog posts
  • A clear topical structure forms

That’s topical authority.

Keyword Optimisation Over Time (What You Do After Publishing)

Ranking isn’t publish and pray. It’s publish, measure, improve.

Also, look after your site so it doesn’t fizz away into the vast internet. Competitors who are ranking at the top are usually doing this monthly, and often spending decent money on it. This is not something a budget-friendly pay monthly website includes.

Step-by-step optimisation loop

  1. Track impressions and clicks (Google Search Console)
  2. Find keywords where you rank positions 5–20 (quick wins)
  3. Improve those pages by:
  • adding missing subtopics
  • improving headings
  • adding FAQs
  • strengthening internal links
  • adding examples, proof, images, screenshots
  1. Update the publish date only if you’ve genuinely improved the page
  2. Repeat monthly (it can take time to see results)

What to prioritise for faster results

  • Long-tail transactional keywords
  • Service + location keywords
  • Near me intent modifiers
  • Comparison posts
  • FAQs that match People also ask

Quick Example: Keyword Workflow for an SEO Service Business

Let’s say you offer: SEO Services in Cornwall

Keyword bank (sample)

  • SEO services Cornwall
  • SEO consultant Cornwall
  • local SEO Cornwall
  • SEO audit Cornwall
  • SEO pricing UK
  • how long does SEO take to work
  • how to improve Google rankings for a small business
  • SEO for small business Cornwall

Clusters

Cluster 1 (service + location page)

Primary: SEO services Cornwall
Secondary: SEO consultant Cornwall, SEO for small business Cornwall

Cluster 2 (supporting service page)

Primary: local SEO Cornwall
Secondary: Google Business Profile optimisation Cornwall, local SEO for small business Cornwall

Cluster 3 (supporting service page)

Primary: SEO audit Cornwall
Secondary: technical SEO audit Cornwall, website SEO audit Cornwall

Cluster 4 (support blog post)

Primary: how long does SEO take to work
Secondary: how long does SEO take UK, when will SEO results show

Cluster 5 (support blog post)

Primary: SEO pricing UK
Secondary: how much does SEO cost UK, monthly SEO packages UK

Mapping

  • Service page targets Cluster 1
  • Local SEO page targets Cluster 2
  • SEO audit page targets Cluster 3
  • Two blog posts target Clusters 4 and 5
  • All supporting pages and blogs link back to the main SEO services page with natural anchors like:
    • SEO services in Cornwall
    • local SEO support
    • book an SEO audit

That’s a system. Not random content.

The Mistakes That Kill Rankings (Even With Good Keywords)

Avoid these and you’re already ahead:

  • Creating separate pages for every keyword variation
  • Targeting multiple intents on one page
  • Writing thin pages just to cover keywords
  • No internal linking strategy
  • Ignoring local modifiers and service areas
  • Not updating pages based on Search Console data
  • Generic headings that don’t match searches
  • Forgetting the conversion journey (traffic is useless if it doesn’t convert)

Your Step-by-Step Checklist (Copy and Use This)

Keyword Research

  • List services, products, locations, and customer language
  • Expand with tools + Google suggestions + competitor scanning
  • Record intent, volume, difficulty, and notes

Keyword Clustering

  • Group keywords by topic + intent
  • Choose one primary keyword per cluster
  • Keep supporting terms as secondary

Keyword Mapping

  • Inventory existing pages
  • Assign one primary keyword per page
  • Add secondary keywords naturally
  • Fix cannibalisation issues

Content Creation

  • Build pillar pages for core services
  • Create supporting cluster posts for long-tail searches
  • Link clusters back to pillar pages

Optimisation

  • Track performance in Search Console
  • Improve pages ranking 5–20
  • Strengthen internal links monthly

Keyword Strategy Pricing: What It Can Cost in the UK (and What I Charge)

Keyword work is where SEO stops being guesswork and starts being a proper plan.

It’s also one of the most misunderstood parts of SEO pricing because people assume “keywords” are just a quick list. In reality, the value comes from the strategy work:

  • Keyword research
  • Keyword clustering
  • Keyword mapping
  • On-page implementation (titles, headings, internal links, FAQs, structure)

This is specialist planning work. It is not the same as a standard website build.

Important: this is generally not included in website builds or pay monthly websites

A website build gets you a professional site with a solid foundation. Pay monthly packages cover the website itself and agreed maintenance deliverables, plus basic technical SEO tasks like image optimisation, broken link checks, and speed improvements.

Full keyword research, clustering, mapping, content strategy and ongoing optimisation is separate because it’s ongoing, time-heavy work, and it depends on your market, competitors, and what Google/Bing is rewarding right now.

Quick comparison table

Service Type Typical UK Range My Pricing (2026)
One-off SEO setup (foundations, tracking, metadata, starter mapping) £200–£1,000 one-off (varies by scope) SEO Foundations from £250 (one-off)
Starter SEO retainer (light ongoing optimisation) £100–£600/month SEO Growth from £395/month
SME SEO retainer (strategy + content + ongoing optimisation) £700–£2,500/month SEO Growth Pro from £695/month
Broader agency retainers (competitive niches, bigger scopes) £600–£6,000+/month Custom pricing, Growth Pro + authority add-ons

How to Use Keywords for AI SEO (AEO) and AI Visibility Too

AI search experiences like Google AI Overviews and Bing Copilot do not work like classic ten blue links. They’re trying to understand topics, extract answers, and cite sources that look trustworthy and well-structured.

The good news is if you are doing keyword research properly, you’re already doing a big chunk of what helps with AI visibility. The same fundamentals apply, but the focus shifts from “rank for one phrase” to “be a solid source on the topic”.

1) Think in topics first, keywords second

You still target the keyword, but you build around the wider topic:

  • definitions
  • step-by-step processes
  • comparisons
  • common mistakes
  • FAQs
  • supporting subtopics

2) Cluster by intent and questions, not just synonyms

When you cluster your keyword bank, capture question-based searches too:

  • what is…
  • how to…
  • is it worth…
  • best…
  • how much does it cost…
  • how long does it take…

Then bake them into the page using:

  • H2 and H3 headings that match real questions
  • FAQ sections with direct answers
  • short definition blocks and checklists

3) Map clusters to the right page type

If someone searches “keyword research checklist”, they want a guide.
If they search “SEO keyword mapping service Cornwall”, they want a service page.

AI systems often prefer pages that match intent cleanly because the answer is easier to extract and cite.

4) Write in blocks

Do more of this:

  • short paragraphs
  • clear headings
  • bullet lists
  • numbered steps
  • simple definitions
  • FAQs with direct answers

This is not writing for robots. It’s writing clearly.

5) Strengthen internal links to show topical authority

A solid internal linking structure helps prove you know your stuff:

  • pillar pages link to supporting guides
  • guides link back to the pillar page

related pages link to each other naturally

6) Add a simple AI friendly layer

Without going overly technical, these additions help both SEO and AI visibility:

  • FAQ sections
  • how-to steps
  • glossary style definitions
  • schema where relevant (FAQ, HowTo, Article, LocalBusiness)
  • clean metadata and headings

A quick reality check on AI SEO

AI visibility is not guaranteed, just like rankings are not guaranteed. But if you build well-structured pages around clear keyword clusters, answer real questions, and keep topical consistency across the site, you massively improve your chances of being cited.

CTA

If you want this done properly without spending your weekends in spreadsheets, here’s the simplest next step.

Send me your website link and a quick list of what you sell or offer. I’ll come back with which package fits best (Foundations, Growth, or Growth Pro) and what the first month would focus on. No essay, no hard sell, just a straight answer and a clear plan.

If you’d rather, just message me the word KEYWORDS and What industry you are in and I’ll try point you in the right direction.

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