At Ladder 48, we know that keyword research is the foundation of successful SEO and content strategies.

This introduction to keyword research will guide you through the essentials of finding the right words and phrases to target.

We’ll cover everything from understanding different types of keywords to using powerful research tools and analyzing search data.

What Is Keyword Research?

Keyword research forms the backbone of successful SEO and content strategies. At Ladder48, we’ve witnessed how this process can revolutionize a contractor’s online presence.

The Power of Targeted Keywords

Effective keyword research uncovers what potential customers search for online. Contractors might target terms like “emergency plumber near me” or “best roofing company in [city name]”. This knowledge allows you to craft content that matches your audience’s active searches.

Short-tail vs Long-tail Keywords

Short-tail keywords consist of brief, one or two-word phrases (e.g., “plumber” or “roofing contractor”). These keywords boast high search volumes but face stiff competition. Long-tail keywords, however, are more specific phrases (such as “licensed plumber for bathroom renovation in [city name]”). While they have lower search volumes, they often yield higher conversion rates due to their specific user intent.

Latent Semantic Indexing (LSI) Keywords

LSI keywords are terms semantically related to your main keyword. For a roofing contractor, these might include “shingle replacement”, “roof inspection”, or “gutter installation”. These keywords help search engines grasp the context of your content and can enhance your overall SEO performance.

Impact on SEO and Content Strategy

Keyword research directly shapes your SEO and content strategy. It helps you:

1. Spot gaps in your current content
2. Analyze your competition
3. Align your services with customer needs
4. Enhance your website’s structure and navigation

For instance, if you’re a painting contractor and your research reveals high search volume for “eco-friendly interior paint options”, you might create a dedicated page or blog post on this topic.

A study by Ahrefs found that pages ranking #1 on Google receive 31.7% of all clicks. This statistic underscores the importance of targeting the right keywords to ascend those rankings.

Keyword research isn’t a set-it-and-forget-it task. Search trends evolve, and your strategy should adapt accordingly. We recommend you review your keyword strategy at least quarterly to maintain your competitive edge in the contracting industry.

Now that we’ve covered the basics of keyword research, let’s explore the tools that can supercharge your efforts. In the next section, we’ll introduce you to some powerful platforms (like Google Keyword Planner and SEMrush) that will take your keyword research to new heights.

Which Keyword Research Tools Should You Use?

At Ladder 48, we’ve tested numerous keyword research tools over the years. Here are our top picks for contractors who want to boost their SEO game:

Google Keyword Planner: The Free Starter Tool

Google Keyword Planner is a free tool that’s part of the Google Ads platform. It’s an excellent starting point for contractors new to keyword research. This tool provides search volume data and keyword ideas based on your seed keywords.

For example, a roofing contractor might start with “roof repair”. Google Keyword Planner will suggest related terms like “emergency roof repair” or “roof leak repair”, along with their monthly search volumes.

A word of caution: the search volume ranges in Google Keyword Planner can be broad. For more precise data, you’ll need to run Google Ads campaigns.

SEMrush: The All-in-One SEO Powerhouse

SEMrush is a comprehensive SEO toolkit that includes robust keyword research features. It’s particularly useful for analyzing your competitors’ keywords.

An HVAC contractor can input a competitor’s website and see which keywords they rank for. This can uncover valuable opportunities you might have missed.

SEMrush also provides a “Keyword Magic Tool” that generates thousands of keyword ideas from a single seed keyword. It even categorizes these keywords into groups, making it easier to plan your content strategy.

Ahrefs: The Link Building and Keyword Research Combo

Ahrefs is renowned for its backlink analysis tools, but it’s also a powerhouse for keyword research. Its “Keywords Explorer” tool provides in-depth metrics like keyword difficulty, click-through rate, and even a “parent topic” feature that helps you understand the broader context of your keywords.

For contractors, Ahrefs’ “Questions” feature is particularly valuable. It shows you questions people ask about your services. A plumbing contractor might find questions like “How often should I replace my water heater?” – perfect for creating informative blog content.

Moz Keyword Explorer: The User-Friendly Option

Moz’s Keyword Explorer is known for its user-friendly interface and unique metrics. It provides a “Priority” score that combines search volume, difficulty, and organic click-through rate, helping you quickly identify the most valuable keywords.

Moz also offers a “Keyword Suggestions” feature that provides semantically related keywords. This is particularly useful for contractors looking to expand their content topics. For instance, an electrician researching “home wiring” might discover related terms like “electrical panel upgrade” or “smart home installation”.

Each of these tools has its strengths, and the best choice depends on your specific needs and budget. Many SEO professionals (including our team at Ladder 48) often use a combination of these tools to get a comprehensive view of the keyword landscape for our contractor clients.

Now that we’ve explored these powerful tools, let’s walk through a step-by-step process of conducting keyword research. We’ll show you how to go from initial brainstorming to creating a prioritized list of keywords that will drive your SEO strategy.

How to Conduct Keyword Research Step-by-Step

Start with Seed Keywords

List 10-15 core services you offer. A roofing contractor might include “roof repair”, “roof replacement”, and “gutter installation”. Add location-based terms like your city or service area. These form your seed keywords.

Think like your customers. What problems do they face? A homeowner might search “leaky roof fix” rather than “roof repair”. Add these problem-based terms to your list.

Expand Your Keyword List

Use keyword research tools to expand your seed list. Google Keyword Planner is a great starting point. Input your seed keywords and export the results. You’ll often find hundreds of related terms.

For more advanced research, tools like SEMrush or Ahrefs can uncover keywords your competitors rank for. This can reveal opportunities you might have missed.

A painting contractor using SEMrush might discover that a competitor ranks for “eco-friendly interior paint” (this could inspire a new service offering or content piece).

Analyze Search Volume and Competition

Look at the search volume for each keyword. Higher volume usually means more potential traffic, but it often comes with fiercer competition.

The “Keyword Difficulty” metric in tools like Ahrefs can give you a sense of how hard it will be to rank for a term. For new websites, we often recommend targeting lower difficulty keywords initially.

A study found that the average top-ranking page is over 2 years old. This underscores the importance of patience and targeting the right keywords from the start.

Evaluate User Intent

Not all keywords are created equal. Some indicate a readiness to buy, while others suggest the user is just researching. Google’s search results can give you clues about user intent.

If you see mostly service pages ranking for a keyword, it likely has commercial intent. If you see blog posts and guides, the intent is probably informational.

For example, “emergency plumber near me” clearly indicates someone ready to hire. “How to unclog a drain” suggests the user is looking for DIY solutions.

Prioritize Your Keywords

Create a shortlist of priority keywords. Consider a mix of:

1. High-volume, high-competition terms for long-term goals
2. Lower-volume, lower-competition terms for quicker wins
3. Long-tail keywords that closely match user intent

Try creating a spreadsheet with columns for the keyword, search volume, difficulty, and intent. This allows you to sort and filter your list easily.

Keyword research is an ongoing process. Search trends change, and new opportunities arise. We advise our clients to revisit their keyword strategy quarterly to stay ahead of the competition.

Final Thoughts

Keyword research forms the foundation of successful SEO strategies. You must understand different keyword types, use powerful research tools, and analyze search data to improve your website’s visibility. This ongoing process helps you identify new opportunities, adapt to market shifts, and maintain your competitive edge in the digital landscape.

High-quality, relevant content that addresses user intent is essential for effective SEO. You should incorporate target keywords naturally into your website’s pages, blog posts, and meta tags. Monitor your rankings and traffic, and adjust your strategy based on the results you observe.

Contractors who want to enhance their SEO efforts can benefit from partnering with a specialized agency. At Ladder48, we offer tailored SEO solutions (including comprehensive keyword research) designed specifically for contractors. Our team of experts can help you navigate the complexities of SEO and implement strategies that drive real results for your business.