D2N2 Growth Hub Supporting Growth

Getting Started in Keyword Research

Event Information:

Date: Friday, 13 November 2020

Time: 2:00pm - 4:00pm

Available To: Eligible SME's

Speaker: Ian Lockwood

Member Price: FREE

Non-Member Price: FREE

This webinar is hosted by the D2N2 Growth Hub, East Midlands Chamber and part-funded by the European Regional Development Fund.

Getting Started in Keyword Research: Learn how to use keyword research to inform your content creation and planning.

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.  

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. 

The 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 outcomes:

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. This webinar is aimed at SME businesses.

Please note that preference will be given to businesses based in Derby, Derbyshire, Nottingham and Nottinghamshire for this webinar.  


  • 2.00pm - 2.45pm - Webinar presentation

  • 2.45pm - 3.00pm - Break

  • 3.00pm - 3.45pm - Webinar presentation

  • 3.45pm - 4.00pm - Q&A

Speaker Information:

Ian Lockwood is an independent digital marketing consultant, trainer and founding director of Boom Online Marketing, a Google Premier Partner agency specialising in digital marketing and web design, delivering services to companies and organisations across the UK. Ian specialises in search engine optimisation, pay per click advertising, Google Analytics and conversion rate optimisation.

He has worked in the web and internet industry since 1998 and founded Boom in 2010, now managing a staff of 20 digital marketers and web developers. He has delivered digital marketing workshops to well over a thousand businesses over 17 years.



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 and Engagement Officer – Hannah Kerridge - 07741 163242