SEO keyword research uncovers exactly what your potential customers are searching for. We analyse what you currently rank for, what your competitors rank for, and where the real opportunities lie. Sometimes a longer, more specific phrase drives less traffic but converts far better than a broad root term that attracts the wrong audience. Keyword research ensures every effort targets searches that actually generate leads.
In SEO, a keyword is whatever someone types into search. A root keyword is one word — "plumber." Short-tail is two or three — "commercial plumber." Long-tail is almost a sentence — "emergency plumber fix burst pipe in bathroom." A bank will always outrank a mortgage broker for "home loan" — but that broker can dominate "low doc home loans for tradies."
Keyword research identifies intent — commercial and transactional keywords convert fastest because the user is ready to act. But focusing only on these means competing for the 3% ready to buy right now, often on price. Informational keywords capture buyers earlier in their journey, building trust before they decide. A smart mix of both fills the funnel at every stage.
Keyword research should be refreshed every three to six months — or sooner if a new competitor emerges, a new product launches, or language shifts. AI has already changed search terminology dramatically, with terms like AEO, GEO, and agentic search emerging rapidly. Digital Assassin monitors these shifts monthly, keeping clients ahead of the curve. The earlier we know about new products, the better.
Keyword research is a starting point, but AI visibility requires a different approach. We use specialist AI visibility tools to uncover the actual prompts your ideal customers are typing into ChatGPT, Perplexity, and other AI tools — and what results each tool is serving back. This tells us exactly where you're missing and what content to create to become the authoritative answer.