Enterprise keyword research requires balancing relevance, search volume, and competition, while also using onsite search data, branded phrases, location modifiers, and competitive backlink analysis to build a winning content strategy.
keyword research isn't a box to tick off mindlessly before hitting publish
Enterprise SEO Level Keyword Research TipsThese 10 keyword research tips will help you focus on what your customers want and need, and figure out how to do a better job giving it to them and helping them find your product, service, or brand!
Enable site search inside Google Analytics, then go into the behavior section to see what visitors are already searching for on your site. These searches reveal the exact words your audience uses and can point directly to content gaps or high-value keyword opportunities.
A branded key phrase is a term you invent and associate with your product or service, the way HubSpot created 'inbound marketing.' If you generate demand around your own phrase, you capture the lion's share of search results for it and avoid sending customers to competitors.
Keyword difficulty can be misleading because it does not show the full picture. You also need to examine how many social shares and links competing pages have, how strong those links are, and whether the sites ranking for that term are actually authoritative, before deciding to pursue a phrase.
Adding a location modifier to a product or service keyword gives a realistic estimate of local search demand. It also helps in tools like Ahrefs to compare volumes across areas. Google now localizes results automatically, so targeting location plus service phrases is essential for local visibility.
keyword research isn't a box to tick off mindlessly before hitting publish. It's not even just a box that you tick off intelligently before you hit publish. Instead, it should be a more comprehensive, consistent activity that guides your next great marketing idea.
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if you do, and you dig down and do the research well, you'll find those golden nuggets that nobody's bidding on, right? And so that's why you shouldn't just use Google Keyword Planner, you should use something like Ahrefs to find that data, to know what approach is best.
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you want to make your backlink profile look very similar to the people that are ranking in the positions you want to rank for
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Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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