Progressive Web, a Chesterfield digital marketing consultancy with 15+ years of experience, specialises in websites, SEO, and Google Ads, transforming underperforming marketing into lead-generating success.
Discover the exact search terms your customers use and build a keyword strategy that drives qualified traffic to your business.
of keywords are long-tail searches
of daily Google searches are completely new
higher conversion rates for long-tail keywords
searches per month is the median keyword volume
You’re chasing “mortgage broker” with 50,000 competitors when you should target “mortgage broker for self-employed Derbyshire” with 5 competitors. You’re fighting for “electrician” when “emergency electrician Matlock” converts 10x better. Most businesses target the obvious keywords and wonder why they never rank.
Strategic keyword research isn’t about finding the highest search volumes – it’s about finding the search terms your customers actually use when they’re ready to buy. The queries that indicate commercial intent. The long-tail phrases that convert visitors into customers.
91.8% of keywords are long-tail searches, yet they only account for 3.3% of overall search demand. While competitors fight over popular terms, smart businesses target the 15% of daily searches that are completely new and specific to their services.
Our keyword research identifies the exact search terms that drive qualified traffic to your business. We map search intent, analyse competitor gaps, and build keyword clusters that inform your content structure and site optimisation.
For mortgage advisers who need to rank for specific scenarios, estate agents targeting property types and locations, or trades serving emergency and specialist services – strategic keyword research is the foundation of everything else.
Strategic Targeting
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While competitors target obvious terms with massive competition, you'll target the specific searches that indicate buying intent and convert visitors into customers. Smart keyword strategy is the difference between ranking for vanity terms and ranking for profit. Mortgage advisers, estate agents, and trades across Derbyshire trust our research to identify the search terms that actually drive business growth.
Complete Keyword Analysis
Our goal was to create a professional website that simplified the mortgage process for our clients and showcased our brand. Simon helped us achieve that and more. The new site places the client front and centre, and his Local SEO strategy has helped us stand out in search results. Since we launched, our traffic has grown by 35%, and our search visibility has nearly doubled. Simon’s straightforward approach and deep expertise have been invaluable.
Hearthstone Mortgages
Keyword research for local businesses requires understanding regional search patterns and local modifiers. Someone searching “plumber” in Bakewell has different intent than someone searching “emergency plumber Bakewell Sunday”. The second searcher is ready to pay premium rates immediately.
Local keyword research reveals the specific terms people use when searching for services in Matlock, Dronfield, Staveley, and across the Peak District. We identify the location modifiers, service combinations, and commercial intent phrases that drive qualified local traffic.
This research directly informs your professional content creation and comprehensive site analysis. Every page, every header, every internal link is built around keywords that real customers actually search for when they need your services.
You’re not the only one. Here are some of the most common things people ask when they’re thinking about Keyword Research & Strategy Chesterfield and what you really need to know before starting.
We analyse competitor content gaps, search for industry-specific long-tail terms, and examine the questions your customers ask that competitors aren't answering. Often the best opportunities are in specific service combinations, emergency scenarios, or niche applications that larger competitors overlook because the individual volumes seem small.
Both, but start with long-tail keywords if you're newer to SEO. Long-tail keywords convert better because they indicate specific intent, have less competition, and are easier to rank for. Once you establish authority with long-tail terms, you can gradually target broader, higher-volume keywords.
Most tools overestimate search volumes significantly. Google Keyword Planner overestimates 91.45% of search volumes according to studies. We cross-reference multiple data sources and focus more on search intent and competition levels than exact volume numbers, because one qualified visitor beats ten unqualified ones.
Quarterly for most businesses, but immediately after major algorithm updates, seasonal shifts, or business changes. Search behaviour evolves constantly - new competitors, changing customer needs, emerging search terms. Regular updates ensure your strategy stays relevant and competitive.
Absolutely. Keyword research often reveals that existing content can target additional related terms with minor optimisation. It also identifies content gaps where you could rank well with targeted new content. The research guides both content optimisation and content creation strategies.
Keyword research is the foundation that informs everything else. It guides your content creation, shapes your site structure, determines internal linking strategies, and identifies which pages need the most attention. Without proper keyword research, you're optimising for terms that might not drive business results.
This was our first website, and we weren’t sure where to start. Simon made the whole process easy and delivered a professional site that highlights our services and helps us attract local and commercial clients. He also synced our Google reviews, implemented a Local SEO strategy, and the site looks and works great on all devices too. Now we rank for key search terms in our area, and we’re getting more enquiries than ever. It’s been a fantastic experience working with Simon and Progressive Web.
Ready to grow your business online? Whether it’s building a high-performing website, boosting your SEO, or creating a Google Ads strategy, we’re here to help.