Keyword research isn’t about picking the terms with the most traffic; not if you want it to work. The best SEO agencies treat keyword research as a core business function. It shapes site structure, content priorities, targeting, and even product positioning. Done wrong, you get traffic that doesn’t convert; or worse, SEO work that burns time and budget for nothing.
Let’s break down what serious agencies do differently.
1. They Start With the Business, Not the Tool
Solid keyword research begins with inputs from sales, product, and marketing. Revenue goals, margin drivers, seasonal pushes: all of these matter. From there, agencies group keywords by funnel stage: awareness (guides), consideration (comparisons), and conversion (buy, demo, pricing).
One example: “CRM comparison table” sits mid-funnel. “HubSpot onboarding service” is near the bottom. A 2023 Search Engine Journal report found that only 38% of in-house SEO efforts involve sales team input. Good agencies close that gap. They use tools like Semrush Topic Clusters or Ahrefs, but only after understanding what the business actually needs to grow.
2. They Analyze the SERP, Not Just the Keyword
It’s not enough to see search volume. Agencies worth hiring review what Google actually ranks. Is it a featured snippet? A video? A Reddit thread? If the top 10 results are mostly review listicles, your product page has no shot.
Example: a fintech company chasing “best budgeting app” might assume their homepage can rank. It won’t. Google favors independent review roundups. A good agency will recommend a comparison guide and back that with SERP data and CTR projections from tools like SEOTesting or STAT.
3. They Run Keyword Gap Audits, but Don’t Copy-Paste
Most tools spit out hundreds of gaps. That’s the easy part. What better agencies do is qualify those gaps based on ranking potential, intent, and content differentiation.
Take a DTC skincare brand. If competitors rank for “best moisturizer for eczema” but the product line is geared toward rosacea, a copycat article would be a waste. Better to own the rosacea category and build topical authority from there. In a 2024 Clearscope webinar, Bernard Huang said it best: “Most keyword research fails because brands assume search volume equals strategic value. It’s rarely that simple.”
4. They Account for Geography and Language
Local SEO isn’t just “add city name to keyword.” Smart agencies preview SERPs by IP, check who’s actually ranking, and use geo tools like BrightLocal or Semrush with local filters.
For global projects, they make sure to not just translate but to also localize. “Cheap flights” might sound fine in the US, but UK users may prefer “budget airfare.” Native-language SEO pros or regional SERP tools catch that difference. Without it, you’re guessing.
5. They Use Long-Tail Keywords to Build Depth
Long-tail keywords not only convert better but also help support pillar pages and improve internal linking. Agencies pull these from People Also Ask boxes, Reddit threads, or tools like AlsoAsked and Keyword Insights.
So instead of just “project management tools,” they recommend “best PM tool for small creative teams” or “how to onboard new hires into Asana.” That kind of content earns trust, ranks faster, and drives useful traffic.
6. They Dig Into GSC to Find What’s Already Working
Instead of chasing new terms, the best SEO agencies use Google Search Console to find keywords where the client ranks on page 2 or 3. These are easy wins. Update the content, rework the heading, or add a FAQ, and that position 11 page might jump to 4.
One firm we saw ranking for “do I need a lawyer for a prenup” boosted their visibility just by clarifying the headline and tightening the intro. No new page, no new writing: just data and execution.
7. They Prioritize Based on Impact, Not Volume
A massive keyword list sorted by volume? That’s noise. Agencies with experience group terms by value and effort. What’s a quick win? What’s a big swing worth taking? What’s not worth chasing at all?
They ask tough questions, too: Do you have authority in this niche? Do you have anything useful to say? If not, they move on.
Want agencies that treat keyword research like strategy, not SEO busywork? Check out our list of best SEO agencies. These teams don’t just “find keywords”: they build plans that actually make search worth your time.