Service · 04 / Keyword Research
Target
what your
customers
actually search.
Most keyword lists are noise. I build keyword strategies grounded in real search intent, business value and realistic difficulty — so every page you create has a job to do.
· 4 intent buckets
· 1:1 keyword → page
· 12-week plan
The scorecard
Volume is a vanity metric.
Intent is the strategy.
Every query a homeowner types is classified into one of four intents, so your service pages answer what the searcher actually wants — not just what’s popular.
I
Learn
Informational
N
Reach
Navigational
C
Compare
Commercial
T
Convert
Transactional
The method
Four moves from list to strategy.
A repeatable framework — not a tool dump. Each step has one job and a clear hand-off to the next.
Build the universe
Start with your offer, ICP and competitors. Expand into long-tail and adjacent topics until the full set of relevant queries is on the table.
- ICP-driven seeds
- Competitor discovery
- Long-tail expansion
Tag every query by intent
Every keyword gets a single intent label (I / N / C / T) plus funnel stage and SERP feature notes — so each one has a job.
- Intent labelling
- Funnel stage
- SERP feature flags
Prioritize by value × winnability
Volume alone is a trap. Each keyword is scored by business value, difficulty, intent and current rank — effort flows to highest return.
- Value scoring
- Realistic difficulty
- Current-rank gap
Assign keywords to pages
Primary and supporting terms mapped onto existing pages, plus a clear list of what needs to be created. No more guessing what to write.
- Primary + secondary
- New content list
- Editorial calendar
The process
From kickoff to keyword map.
01
Kickoff
Quick call to align on offer, ICP and goals.
02
Research
Seeds, expansions and competitor mining.
03
Score
Tag intent, score value and group into clusters.
04
Deliver
Keyword map, calendar and a clear next step.
Common questions
Before you ask.
How is this different from a tool dump from Ahrefs or SEMrush?
Tools give you data; this gives you strategy. The work is in filtering noise, classifying intent, scoring against your business model and mapping keywords to pages.
Do I need to write all the content myself?
No. You get a plan — you decide pace and whether to write in-house, hire a writer, or have me execute it as part of ongoing SEO work.
What if I'm in a niche with low search volume?
Low-volume often means high-intent. The framework adapts — we focus on conversion-grade terms rather than chasing vanity traffic.
How often should keyword research be refreshed?
A major refresh once a year, with lighter quarterly check-ins, keeps your roadmap aligned with shifting demand.
Ready when you are
Build content on demand not on guesses.
A quick call to see if a keyword strategy is the right next step for your site. No pressure, no template pitch.