Keyword research identifies the terms potential customers are using to search for businesses like yours. For example, diners in Essex might search for “best Sunday roast in Chelmsford” or “live music bars in Colchester.” By optimising your website with these keywords in titles, meta descriptions, and content, you improve your chances of ranking higher in search results. Targeting specific, high-intent keywords ensures your site attracts customers who are ready to book a table or visit your venue, driving more relevant traffic and increasing conversions.