Keyword research is the foundation every effective SEO strategy is built on. Get it wrong, and you risk targeting keywords nobody searches for, or competing for terms so competitive your business has little realistic chance of ranking. This step-by-step guide walks South African business owners through a practical, repeatable keyword research process.
What Is Keyword Research?
Keyword research is the process of identifying the exact words and phrases your potential customers type into Google when searching for businesses, products, or services like yours. The goal is finding the intersection between what people actually search for, how competitive those terms are, and how closely they match your business offering.
Step 1: Start With Seed Keywords
Begin by listing the obvious, broad terms describing your business — “SEO services”, “plumber”, “dentist”, “accountant”. These seed keywords form the starting point for deeper research, even though they’re often too competitive or broad to target directly.
Step 2: Add Location Modifiers
For most South African service businesses, combining your seed keywords with location terms dramatically improves relevance and reduces competition. Instead of “SEO services” alone, you’re researching “SEO services Cape Town”, “SEO services Johannesburg”, or even suburb-level terms like “SEO services Sandton”.
Step 3: Use Google’s Free Research Tools
Free tools every South African business can use:
- Google Autocomplete — start typing your seed keyword and note Google’s suggestions
- Google “People Also Ask” — reveals related questions worth targeting
- Google “Related Searches” — found at the bottom of search results pages
- Google Keyword Planner (free with a Google Ads account) — provides search volume estimates
Step 4: Analyse Search Intent
Not all keywords are equal — understanding intent helps you prioritise correctly. Generally, keywords fall into three categories:
| Intent Type | Example Keywords | Best Use |
| Informational | “how does SEO work” | Blog content, building topical authority |
| Commercial | “best SEO company Cape Town” | Service pages, comparison content |
| Transactional | “hire SEO agency Johannesburg” | Landing pages, direct conversion focus |
Step 5: Check Competition Levels
Search each candidate keyword and review who currently ranks on page one. If the top results are large, established national or international brands, ranking may be significantly harder than for a keyword where local South African businesses similar in size to yours are currently ranking.
Step 6: Prioritise Based on Realistic Opportunity
Balance three factors when deciding which keywords to prioritise: search volume (how many people search this term), competition (how hard it will be to rank), and relevance (how closely it matches what your business actually offers and converts customers for).
Step 7: Group Keywords Into Content Clusters
Rather than treating each keyword in isolation, group related keywords into content clusters — one comprehensive page or article targeting a primary keyword, supported by related secondary keywords woven naturally throughout. This approach typically outperforms creating many thin, separate pages for closely related terms.
South African-Specific Keyword Research Considerations
- Include both formal and colloquial South African terminology (e.g. “plot” vs “property”, “bakkie” vs “pickup truck”)
- Research in both English and, where relevant, other South African languages your audience uses
- Account for South African spelling conventions (“optimise” not “optimize”, “colour” not “color”)
- Consider load-shedding and economic context keywords if relevant to your industry
Paid Tools Worth Considering for Deeper Research
| Tool | Best For | Approximate Cost |
| Ahrefs | Comprehensive keyword and competitor data | From ~$99/month |
| SEMrush | Keyword research plus full SEO toolkit | From ~$129/month |
| Ubersuggest | Budget-friendly keyword research | From ~$29/month |
Frequently Asked Questions
How many keywords should a South African business target initially?
We recommend starting with 10-15 well-researched primary keywords for a small business, expanding to 25+ as your content and authority grow. Trying to target too many keywords simultaneously without sufficient content depth and authority typically results in ranking poorly for all of them rather than well for a focused set.
Is Google Keyword Planner accurate for South African search volumes?
Google Keyword Planner provides reasonably reliable directional data for South African search volumes, particularly for broader national or major city terms. However, it sometimes groups very granular suburb-level searches together or shows ranges rather than exact figures — paid tools like Ahrefs or SEMrush typically provide more precise, granular South African keyword data.
Should I target high-competition keywords or focus only on easier ones?
A balanced approach works best — target a mix of lower-competition “quick win” keywords that can rank faster, alongside a smaller number of higher-competition, high-value keywords as longer-term goals. Focusing exclusively on easy keywords often means missing significant traffic and lead potential from more competitive, valuable search terms.
How do I find out what keywords my competitors are ranking for?
Paid tools like Ahrefs or SEMrush allow you to enter a competitor’s domain and see exactly which keywords they rank for, along with their position and estimated traffic. Without paid tools, you can manually search likely keywords and observe which competitors consistently appear, giving you a rough sense of their keyword focus areas.
How often should I update my keyword research?
We recommend reviewing your keyword strategy every 6 months, as search behaviour, competition, and your own business offerings evolve over time. Significant business changes — new services, new locations, or major market shifts — should also trigger an updated keyword research review outside the regular schedule.
Final Thoughts
Effective keyword research combines understanding what your South African customers actually search for, realistic assessment of competition, and clear alignment with your business offering. Start with the free tools outlined above, and consider investing in paid tools as your strategy matures and the value of deeper data justifies the cost.
“Want professional keyword research tailored to your specific South African industry and location? Get a free SEO consultation today.”
