How does keyword research work, and how do you choose what to target?
Keyword research identifies the language your market uses, measures demand and assesses whether you can compete. Candidate queries come from search tools, Search Console, support tickets, sales conversations and competitor rankings. Each is then evaluated on search intent, the strength of current results and the commercial value of the traffic.
Search intent is essential. Informational searches indicate research, comparison searches indicate decision-making and location-specific vendor searches often indicate readiness to buy. Pages should match the intent of the queries they target.
We assess competitiveness by reviewing the current first page. Established, thorough results are difficult to displace, while thin or incomplete results present an opportunity.
Search volume should be weighed against relevance. For most B2B businesses, specific, lower-volume queries from qualified buyers are more valuable than high-volume general terms.
The output is a map of topics to pages, with one page per question and related phrasings covered within it, which prevents pages on the same site competing with each other.
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