Uncover and track the keywords that make your business tick


Start conducting some research into Search Engine Optimisation (SEO) and the importance of ‘keywords’ quickly becomes apparent. A ‘keyword’ is a query (it may be a phrase) that is inputted into a search engine, triggering a string of results to appear. If your website ranks within the top 100 search results it is said to have ‘ranked’ for that particular keyword. Keywords with a high search volume’ (the number of average monthly searches’) have more potential to bring people to your website than ‘low search volume’ keywords.

In theory you want your website to rank for as many high search volume keywords as possible.

However, the emphasis should be placed on ranking as highly as possible for keywords that are relevant to your website and the services you provide. When sourcing and ordering the organic search results for a particular search query a search engine is ultimately looking for pages that it feels are relevant for that query and are an authority on the subject area they cover. If you are optimising your website it is therefore vital you give prominence the right keywords in your content.


‘Keywords’ can be categorised in many different ways. From ‘branded keywords’ to ‘geographical keywords’, there are a number of ways that search queries can be classified. There are however two main types of keyword classification that you must be aware of, ‘broad’ (also known as ‘short-tail’) keywords and ‘specific’ (also known as ‘long-tail’) keywords.

Ensure that your website ranks highly for your products and services with smart keyword targeting and tracking.


Broad keywords are keywords with high levels of traffic that are broadly related to the product or service that you offer. Because of their high search volume it is often difficult to rank for broad keywords as there are many websites competing for the top search positions.

Let's look at an example...

You own a travel insurance company for tour operators.

An example of a broad keyword in this instance would be ‘Professional Liability Insurance’. This keyword has over 720 monthly searches and is loosely relevant to the products/services you are offering. However, of the 720 people searching for this, it is likely that only a very small proportion may be owners of travel/tour businesses and fit within the target market you are looking to capture.



Specific keywords are keywords that are precisely relevant to what your company is providing. Specific keywords have much less traffic volume than broad keywords, however they provide a much higher chance of converting to a lead. Often they are longer in length than broad keywords.

Going back to the previous example, the search term ‘Tour Operator Insurance’ would be an example of a specific keyword. It only gets 90 monthly searches but it is a very considered search query, indicating that the searcher is an owner of a tour or travel operator business and that they are specifically interested in an insurance product.


When optimising your website, it is vital you target the right keywords. Keywords with a high search volume are not always the most lucrative as the competition may be too great. Choosing the keywords best for your website can therefore be extremely tricky. Our SEO specialists are on hand to help you make the right decision. With years of experience between them carrying out keyword research for many businesses in a range of sectors, they will make sure your website is optimised with the right keywords given prominence.


Once you have optimised your website, it is vital you use a search marketing platform to monitor how your website is ranking in the organic search results for your target keywords. Using the previous example, your website may have dropped from 4th to 8th for the keyword ‘Tour Operator Insurance’. You could then look further into this information and develop strategies to improve its ranking. Here at Signify not only will we track and closely monitor your target keywords, we will make the changes that are necessary to get your ranking and organic traffic back up.


Nathan Palmer Signify



“I personally love keyword tracking! God I sound boring. But it's extremely satisfying watching SEO work pay off and propelling clients websites into key search engine positions”