What this covers
Volume numbers are estimates, not facts
Every keyword research tool presents volume data as precise figures, but they are modelled estimates based on panel data and clickstream analysis. Knowing this changes how you use the numbers.
This webinar walks through how Ahrefs and Semrush generate their volume estimates, where they diverge, and when to trust Google Keyword Planner ranges instead.
Local search intent in the South African market
Search behaviour in South Africa has measurable differences from UK or US patterns. Certain categories show strong mobile intent, specific regional terminology, and price-sensitivity signals that affect which keywords are actually worth targeting.
A keyword with 2,400 monthly searches and clear purchase intent often outperforms one with 12,000 searches and vague informational intent.
Organising research into a usable content plan
Raw keyword lists are not strategies. This session shows how to cluster keywords by topic, assign pages, identify gaps, and sequence new content creation based on competitive difficulty.
- Seed keyword expansion methods
- Competitor gap analysis step by step
- Difficulty scoring and realistic ranking timelines
- Mapping keywords to existing pages vs. new content
The session includes a downloadable keyword mapping spreadsheet built in Google Sheets.
Program outline
Programme Overview
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How keyword tools collect and model their data 15 min
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Google Keyword Planner: strengths and when to rely on it 15 min
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Ahrefs Keywords Explorer walkthrough with a South African retail example 25 min
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Semrush Keyword Magic Tool and topic clustering 20 min
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Competitor gap analysis using both platforms 20 min
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Structuring a 90-day keyword plan from scratch 15 min
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Open Q and A 20 min
Prerequisites
Familiarity with basic SEO concepts. Access to any keyword tool trial is helpful but not mandatory.