Keyword research is like listening to thousands of potential customers as they express exactly what they want. It’s market research on steroids, revealing not just what people are looking for, but how they’re thinking about their problems and solutions.
Understanding the Five Types of Keywords
1. Short-tail Keywords
These are broad terms like “home improvement” or “kitchen renovation.” They get massive search volumes, sometimes tens of thousands of searches per month, but they’re incredibly competitive and often too vague to drive quality leads.
Think of ranking for “home improvement” like trying to open a general store in the middle of Oxford Street, competing with massive chains. It’s possible, but it requires enormous resources and time.
Include these in your homepage and main category pages, but don’t expect quick wins.
2. Long-tail Keywords
These are specific phrases like “affordable kitchen renovation small terraced house London” or “wet room installation cost UK disabled access.” They have lower search volumes individually, but they’re far less competitive and much more likely to convert.
Here’s the magic: long-tail keywords account for 70% of all search traffic. Someone searching for “wet room installation cost UK disabled access” is clearly much further along in their buying journey than someone just searching “bathroom.”
Create detailed blog posts and service pages targeting these specific queries.
3. Local Keywords
These incorporate geographical elements and are absolutely vital for home improvement businesses. Phrases like “loft conversion Nottingham” or “bathroom fitters near me” help you capture customers in your service area.
Google heavily prioritises local relevance for home improvement searches. Even when someone doesn’t include a location in their search, Google assumes they want local results and shows businesses near them.
You can use these keywords to create location-specific landing pages and optimise your Google Business Profile.
4. Transactional Keywords
These indicate someone is ready to make a purchase or book a service: “book bathroom renovation consultation,” “hire tiler near me,” or “get kitchen quote Birmingham.” These are pure gold for your service pages.
Feature prominently in your calls-to-action and service page headings.
5. Informational Keywords
These capture people in the research phase: “How much does a kitchen remodel cost UK?” or “Best tile brands for bathrooms.” While they don’t immediately convert, they’re perfect for building trust and authority.
Create comprehensive blog content that positions you as the expert.
Keyword Research Tools and Techniques
Free Tools to Start With:
- Google Keyword Planner: Provides search volume and competition data
- Google Search Console: Shows what keywords you’re already ranking for
- Google Autocomplete: Type your main keywords and see what Google suggests
- AnswerThePublic: Reveals the questions people ask about your topics
Professional Tools for Serious Growth:
- Semrush: Comprehensive keyword research plus competitor analysis
- Ahrefs: Excellent for finding keyword opportunities your competitors are missing
- Moz: Great for local SEO keyword research
SEO Approach of Building Topic Clusters
Instead of creating individual pages for every single keyword, modern SEO works best with clustered content around broader topics. Here’s how to implement this:
Step 1: Identify your main service areas (your “pillar topics”):
- Kitchen renovations
- Bathroom renovations
- Loft conversions
- Garden landscaping
- Interior painting
Step 2: For each pillar, identify cluster keywords: Kitchen renovations cluster might include:
- Small kitchen design ideas
- Kitchen renovation costs
- Kitchen layout options
- Modern kitchen trends
- Kitchen renovation timeline
Step 3: Create a comprehensive pillar page for each main topic, then write detailed blog posts for each cluster keyword, linking back to your pillar page.
This approach accomplishes several things:
- Demonstrates topical authority to Google
- Keeps visitors on your site longer
- Makes it easier to create comprehensive, helpful content
- Improves your overall domain authority
Local Keyword Research Secrets
For home improvement businesses, local keyword research requires a different approach:
- Think Beyond City Names: Include neighbourhoods, districts, and nearby landmarks. Someone in South London might search for “kitchen fitters Clapham” rather than “kitchen fitters London.”
- Consider Travel Distance: Most people won’t hire a bathroom fitter from 50 miles away. Focus on keywords within your realistic service area.
- Seasonal Local Patterns: “Garden landscaping Surrey” peaks in spring, while “bathroom renovation Surrey” might peak in autumn when people are indoors more.
- Competition Analysis: Use tools like Semrush to see what local keywords your competitors are ranking for, then identify gaps in their strategy.
For a full breakdown, see our complete Home Improvement Marketing Guide or book a free consultation with Loop Digital and find out how we can boost your home improvement marketing.
