Keyword Research

Targeting the wrong keywords means writing for no one, or for a battle you can't win. Keyword research is about finding the intersection: what your customers search for, and what you can cover better than anyone else.

It continues on from SEO: ranking first on Google.

01 — Starting from customers

Their words, not yours

• Note the questions asked in meetings, by email, in comments.
• Look at Google's autocomplete suggestions and the "People also ask" box.
• List the terms competitors use in their titles.

02 — Sorting by intent

Inform, compare, buy, locate

Every query has a purpose. A "buy" page doesn't rank alongside an "understand" article. Group queries by intent: each group becomes one type of page.

03 — Estimating

Volume and difficulty, even roughly

Volume tells you the potential; difficulty depends on the strength of the pages already ranking. Precise queries (long tail) have lower volume but convert better and are won faster.

04 — Prioritizing and grouping

Effort/reward, then clusters

Start with queries that show strong purchase intent and reasonable difficulty. Organize them into groups around a pillar page — internal linking does the rest.

05 — Frequently asked questions

Frequently Asked Questions

Do you need a paid tool?

Not to start: Google autocomplete, "People also ask", Search Console, and Google Trends are enough to build a first plan.

How many keywords per page?

One main theme per page, expressed through natural variations. Not a list to force in.

Is the long tail worth it?

Yes: less competition, clear intent, better conversion. It's often where a site first starts to rank.

06 — Resources & links

Where to go, concretely