“What’s the point in keyword research? In my industry, we’ve only got two keywords!”

My jaw slapped the table when a potential client came out with this little gem.

We were talking parcel delivery, and he wanted space on Google. But rather than spend the time and money to see what his customers wanted, he insisted “No, they’ll either type ‘courier’ or ‘parcel delivery’.”

Hmmm. OK, says I, nimbly switching on my keyword tool of choice.

And whaddyaknow? It spat out 732 variations...showing over 100k searches from the last 30 days.

‘Courier’ and ‘parcel delivery’ got 950 hits between them. So he was ready to ignore over 99% of his market!

OK, my then prospect (now happy convert) didn’t know it then – but the truth is, we all have our own little way of searching:

  • Some of us use broad terms...some of us use narrow
  • Some will enter problems...others look for solutions
  • Some search for local answers...and others cast the net wider
  • And some are ready to buy right now....while others are only browsing

The trick is finding every variation, then whittling down the list to find the peeps who are ready, willing and able to buy your thing.

Not the peeps who are *thinking* of buying *something like* your thing!

Now I can do all that for you.

It won’t take long, and chances are it will transform your business online. It will connect you with the right customers and drive them to the right pages, where you can have relevant conversations. Targeted, not generic.

Of course, you could always guess your keywords and save a shekel or two. But a few hours of research today will save a whole load of pain in the long run.

In this section


    Project: Editing and rewriting an annual report. Creating an easy, conversational style for a mixed audience, from internal stakeholders to you, me and the gatepost.


    Project: Direct mail and collateral for a major high street supplier of digital hearing aids. A control-busting campaign that won a Canmol Award from the CIM in Wales.

    Read the Case Study


    Project: Website copy for one of the UK's leading digital agencies


    Project: SEO and copy for a new website, spreading the word for a national charity. Also included training in SEO and copywriting.

    Rebranding and website by AA Media, Codeworks and Folio Typographics

    Read the Case Study


    Project: Consultancy, SEO and web copy for the top Mercedes commercial dealers in Wales. I know a lot about vans, you know.

    Website created by SpinDogs

    View website


    Project: Consultancy, SEO and web copy for an all-Wales IT project. Also included training in SEO, copy and case study writing.

    Additional work: delivering workshops for SMEs, on various bits of copywriting and digital marketing.

    Website created by S8080

    Read the Case Study


    Project: SEO, copy and strapline for an awesome training team. Handover project included training in copywriting and SEO.

    View website


    Project: Ad concepts for a high street and online betting legend, promoting a new opportunity to overseas affiliates.


    Project: Revamping case studies and email marketing - asking local employers to offer placements for IT students.


    Project: Consultancy, SEO and copy for a series of micro sites - promoting women’s entrepreneurship, business incubation and some nifty activities around London 2012.

    Also included training in SEO and copywriting.

    See women’s entrepreneurship website

  • UWIC

    Project: Supporting the marketing team at Cardiff Metropolitan University. Projects included course page copy, a charitable appeal and training to build SEO and copywriting skills.


    Project: Concepts and copy for a series of brochures, web pages, annual reports and info packs - promoting physical activity in the workplace, at home and everywhere in between.

    Designers included Spring Creative

    Read the Case Study


  • James Daniel...Copywriter
    T/A EarthMonkey Media Ltd
    Sandringham House
    1-3 Cemetery Road
    Bridgend CF31 1LY
  • 0845 643 6261
  • james@jamesthecopywriter.co.uk

Latest from Twitter

James Daniel

James Daniel @jdcopywriter

13 Nov

@BokehTog @remarkablepaper No comnent. But I'll share my full unbridled thoughts if I don't get a sodding response soon...

James Daniel

James Daniel @jdcopywriter

13 Nov

@remarkablepaper how long before you guys answer my email (actually emails, multiple)?

James Daniel

James Daniel @jdcopywriter

19 Oct

19 Classic Headlines From the 1920s, from @mikecapuzzi. Great stuff (although I hate the semi-colon in number 3): mikecapuzzi.com/19-headlines/

James Daniel

James Daniel @jdcopywriter

15 Oct

@jessleemorgan Ooh I didn't know I'd tweeted that! I just posted it on LinkedIn. Miracles of tech, huh?

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