Keyword research involves discovering, analyzing, and selecting the most relevant and profitable search queries that your target audience uses in search engines. These keywords serve as the bridge between what people are searching for and the content you provide.
It includes examining search volume (how often a term is searched), competition (how hard it is to rank), and intent (what the user is trying to accomplish). For landscaping companies, this could mean targeting specific services like “landscape design,” locations like “landscaper in Boise,” or problems like “drainage issues backyard.”
Effective keyword research informs decisions around:
- Website structure and site architecture
- Service page content
- Location pages
- Blog topics
- Schema markup
- PPC ad targeting
It’s a crucial starting point for increasing organic visibility and attracting high-quality leads.
For a local landscaping business, targeting the right keywords means showing up when customers are actively searching for services you provide. Without keyword research, your content might miss the mark—attracting the wrong audience or none at all.
Using tools like Google Keyword Planner, Ubersuggest, or SEMrush, you can discover which terms have the best balance of search volume and competition. Then, by integrating them into your site’s pages (in headlines, URLs, meta titles, and body content), you can dramatically increase your chances of ranking and earning clicks.
Keyword research also supports your paid search campaigns by lowering CPC and increasing CTR through more relevant ad copy and landing pages.
Example
A landscaping company serving Charlotte, NC might discover:
- “Charlotte backyard landscaping” (high intent, location-specific)
- “French drain installation cost” (problem-aware)
- “Landscaping ideas for small yards” (research intent, blog opportunity)
They can use these to structure pages, optimize ads, and build content clusters that attract traffic and convert visitors into leads.