9:30 - 4:00 April 16, 2020Brighton £775 £600 - Early BirdRegister

Your Trainer

Meet your trainer

Dan is Aira’s resident keyword research expert, working with clients ranging from SMEs to internationally recognised blue chip organisations. With a background in SEO, both agency and in-house, he is vastly experienced in the realities of implementing successful SEO programmes. From research and auditing to on-page and off-page, he is passionate about ensuring that the work he does creates real-world benefits.

In his spare time he is the founder of MK Search, a quarterly meetup based in Milton Keynes, and a huge fan of ice cream and Chelsea FC.

Who should attend this course?

This course is designed for any marketer who regularly conducts keyword research projects and wants to go beyond the basics to identify new terms and opportunities to help their clients or business.

Whether you’re new to the game, or have experience in keyword research; if you want to step up a gear, by the end of the day you’ll have mastered the art of keyword research and will have a solid foundation for future projects.

What you'll need to bring along

  • A laptop (and charger)
  • Access to research tools such as Moz, SEMrush or Ahrefs would be useful but not essential.

What to expect

100% Money Back Guarantee

Course Overview

Over the course of the day, you’ll not only learn about a variety of keyword research techniques but you’ll be able to start approaching the research process completely differently, seeing things from a different perspective with the end goal being able to identify and optimise for phrases that will increase traffic and conversions.

Course Outline


  • What’s going to be covered
  • (Briefly) Why we conduct research
  • How keyword research has changed and why it’s so important

The Buyer’s Journey & Intent

  • What is the buyer’s journey?
  • Understanding the intent behind keywords
  • What we need to do for users & search engines

Keyword Research Tools

  • Paid tools
  • Free tools
  • Freemium tools

Identifying New Phrases

  • Gathering “Seed” keywords (Exercise)
  • Competitor analysis
  • Questions
  • Featured snippet opportunities
  • Google Analytics
  • Google Search Console
  • Using research tools


Creating an Actionable Research Document (Exercise)

  • What to include
  • Mapping out the stages of the buyer’s journey and intent

Keyword Mapping

  • Where to start
  • Why it’s important
  • How to map keywords accurately
  • Next steps

Course Recap




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