Keyword research

What it is

Keyword research starts with seed terms and expands them using search tools, autocomplete, site search logs, sales calls and competitor pages. Each query is then classified by intent, grouped into clusters that can be served by one page, and scored on commercial value and difficulty. The result is a working document that tells content, product and paid teams what to build and in what order.

Why it matters

It is how you connect what the business sells to the language customers actually use, which is often not the language used internally. Good research prevents duplicate pages, exposes gaps competitors already cover, and gives a defensible reason for each piece of content. As answer engines and AI summaries reshape clicks, understanding the question behind the query matters more than chasing a single head term.

How it works

Practitioners export volume and difficulty data from a keyword tool, pull real queries from Search Console and internal site search, then cluster by meaning rather than exact string. Clusters are mapped one to one against existing or planned URLs, with a primary query and supporting questions for each. Prioritisation weighs expected traffic against conversion likelihood and the effort required to compete.

When it applies

It applies before writing or restructuring content, when planning a site architecture or migration, and on a recurring basis as new terminology and question formats emerge.

Examples

• A law firm finds that clients search "how long does probate take" far more than "probate services", and builds a question led guide that feeds the service page.
• An ecommerce site clusters 400 queries into 30 category and filter pages, removing 12 thin pages that were competing with each other.
• A SaaS team mines Search Console for question queries already earning impressions, then expands the FAQ blocks that AI assistants tend to quote.

How it is measured

• Number of priority clusters with a single mapped, published URL
• Share of tracked clusters where the site ranks in the top ten, and top three
• Impressions and clicks growth for mapped clusters in Search Console
• Conversion rate and assisted revenue by cluster, to check commercial value not just volume