What do you think of when you hear people talk about using “keywords”? Most people immediately think of Search Engine Optimisation (SEO), but what if keywords are useful for more than just SEO?
In today’s digital world, keywords are the bridge between what your audience is searching for and the stories you want to tell. By conducting smart keyword research and fine-tuning your keyword strategy, you can make your content more relevant, boost visibility, and ensure that your PR efforts reach the right people at the right time. Keywords are more than just SEO terms, they are the key that connects your stories to what people are actually searching for.
Understanding keyword research for PR
So, what exactly is keyword research? At its core, keyword research involves looking at the terms and phrases your audience uses when searching for information online. While keywords are often linked to SEO and marketing, it is valuable for anyone creating public-facing content. When you use the language your audience uses, your search visibility is boosted and you are able to better relate to your target audience, creating a genuine connection.
You could think of keyword research as tuning into a real conversation before you respond. Instead of sending random messages into the void, you start by listening to understand what your target audience is looking for. After this first step, you can then position your brand to answer, inform, and inspire.
If you’re still not convinced, here are some benefits of integrating keyword research:
- Boosted reputation: Well-optimised content ranks higher in search results, helping your brand pop up as a prominent voice.
- Improved media outreach: Journalists and influencers often use search engines to find sources so having the right keywords boosts your chances with medias
- Better crisis management: Having a strategy for keywords linked to sensitive topics ensures accurate, positive stories are found first.
- Established thought leadership: Ranking for industry-relevant terms reinforces your authority and brings in new opportunities.
How to conduct keyword research?
Start with real questions, not assumptions
Effective keyword research begins by stepping into your audience’s shoes. What are the real questions your customers or prospects are asking? What problems are they trying to solve? Tuning into these concerns helps you uncover keywords and topics that truly matter to your community. Keep an eye on popular themes, trending pain points, and conversations happening in your industry.
At SYNC PR, we emphasise thoughtful communication tailored to each stage of business growth. For instance, prospects might search for terms like “scalable communication for startups” or “best startup messaging tools.” Understanding this intent allows your PR efforts to better match those seeking specific, actionable solutions.
This empathy-driven approach should also inform how you structure your content. Educational pieces work best when someone is researching a topic, while announcements serve those keeping up with updates, and expert commentary builds trust among audiences evaluating options.
Build on what’s already working
Before jumping into new content creation, take a moment to evaluate what you already have. Use tools like Google Search Console to analyse your website, blog or newsroom. Which pages are attracting traffic? Which ones are underperforming? Look for patterns and identify content that could benefit from a simple refresh, sometimes a few SEO tweaks are all it takes to boost visibility.
Platforms like Semrush, Google Keyword Planner, and social listening tools can also help you discover keywords with strong potential. For example, typing in a term like “corporate reputation” or “crisis PR strategy” will reveal a range of related searches, their volumes, and potential new angles for content. These insights help you identify gaps and opportunities while keeping your strategy grounded in data.
Just as importantly, align each keyword with the appropriate content format. A high-intent query may call for a detailed blog post, while simpler questions might be best answered through a short FAQ or press release. Clarity is key. Stuffing your copy with keywords can make it unreadable. Instead, focus on seamless integration and audience-first messaging.
Balance difficulty, trends and timing
Not all keywords are created equal. Some, like “digital marketing,” are extremely popular but also highly competitive, making it tough to rank without significant effort. Others, more specific long-tail keywords, such as “digital marketing tips for small startup businesses” may have lower search volumes but also face less competition, offering a better chance to break through.
A smart PR strategy involves balancing both types. Target a few high-traffic keywords for long-term authority, while also pursuing low-difficulty alternatives for quicker wins.
To stay ahead, track trends using tools like Google Trends and monitor real-time conversations on social platforms. PR thrives on timeliness and relevance. When you spot a new topic gaining traction, don’t wait. Create content quickly to ride the wave, your brand can become part of the conversation before your competitors even notice.
Ultimately, keyword research isn’t just about rankings. It’s about meeting your audience where they are, with clarity, purpose and timing that builds lasting connections.
Pitfalls PR pros should avoid
PR professionals often make the mistake of using industry jargon that their audience would never type into a search bar. This not only makes the content less discoverable but also disconnects it from the reader’s intent. Ignoring the ‘why’ behind each search means missing valuable opportunities to tailor your message to what people are genuinely looking for.
Another common oversight is neglecting existing high-performing content, which often needs just a few strategic SEO tweaks to stay relevant. And while it’s important to include keywords, overloading your copy can quickly make it unreadable and ineffective. The goal is balance- matching audience intent with clear, accessible language and smart optimisation. to read.
Final thoughts
Effective PR creates real, authentic connections between brands and their audiences. To have effective PR is to have effective keywords and the first step is research. Smart keyword research reveals what truly matters to the people you want to reach, so that you can give them what they are actually interested in. By grounding your messages in the genuine language and concerns of your field, each piece of content will have a better chance of discovery and impact. For more tips on achieving PR success, check out how to maximise your SEO strategy.
Let’s take the guesswork out of your PR outreach. Reach out to us at hello(a)syncpr.co for a strategy built on what people are really looking for.