Digital Webinars Developing Skills

Getting started in Keyword Research

Event Information:

Type: Digital Growth

Date: Thursday, 20 August 2020

Time: 10:00am - 12:00pm

Available To: Eligible SME's

Member Price: FREE

Non-Member Price: FREE

This webinar is delivered by the East Midlands Chamber’s Digital Growth Programme team and is part-funded by the European Regional Development Fund, East Midlands Chamber and Leicestershire County Council.

Targeting the right keywords is essential to any SEO strategy and encompasses far more than simply making a list of keywords you want to rank for. Learn how to use keyword research to inform your content creation and planning.

This webinar explains the concepts behind keyword research, how to use the keyword tools available to you, and how to utilise that information to plan and write content for your website to rank higher in Google.

Understanding the difficulty of ranking for a keyword as well as the amount of traffic it might deliver is important, but it’s just the start. The searcher journey needs to be considered – what questions do people have on this topic, what additional information will they find useful?

There is also natural language processing to consider – how will search engines understand the semantics of your pages; what co-occurring words and phrases do they expect to find on a page relating to your target keyword?

Having gathered as much data as we can about keywords, the next step is planning how to use them. When should keywords be grouped together on a page, or when should a separate page be created to target a particular phrase? How should these pages be structured and organised within a website? This webinar will help you answer these questions.

This webinar will cover:

  • Choosing which keyword research tools to use
  • Understanding the metrics provided by keyword tools
  • Judging difficulty in ranking and choosing target keywords
  • How to gather a wide selection of keywords & determine intent, from information seeking to potential customer
  • How to decide which keywords to group together
  • Planning new pages and sections of your website based on keyword research

Webinar Outcome:
Attending this webinar will give you a comprehensive understanding of how to undertake keyword research and use that information to plan your website’s structure. You will finish the session ready to tackle keyword research for SEO, knowing what tools to use and how to turn that research into a page plan for your website.


Who Should Attend:

This webinar is aimed at those who manage or write content for their business website. You will learn how to use keywords to improve your website ranking in Google. It is suitable for any level of expertise and no technical knowledge is required – the webinar is pitched at beginner to intermediate level.

Places are limited and priority will be given to trading SMEs based in Leicester and Leicestershire.


  • 10.00am - 10.45am - Webinar presentation
  • 10.45am - 11.00am - Break
  • 11.00am - 11.45am - Webinar presentation
  • 11.45am - 12.00pm - Q&A


Speaker Information:

Image of Ian Lockwood

Ian Lockwood is a founding director of a digital agency specialising in online marketing and web design. He has 20 years’ experience in the Internet industry, both as director of his own agency and as deputy MD of a web design and development company. Ian has helped hundreds of businesses and organisations across all sectors in B2B and B2C environments make the most of digital marketing and the web, having worked with the Chamber on various digital support programmes.



Book Your Place:

This webinar will be delivered via Go to Webinars. To register for a place complete the booking form.
Any questions please speak to your dedicated Events & Engagement Officer - Kam Atker - 07971 403 786