SEO in practice
Keyword research: which search question belongs on which page?
A useful keyword research does not end with a long list of words. It shows which customer questions you want to answer, which page is suitable for this and which work has priority.
Content contact: Jimmy Buitenhuis · Updated on
Start with the offer and the customer
First write down which services you actually provide, for whom and in which work area. Collect questions from conversations, quotes and emails. Which words do customers themselves use? A technical term that sounds logical internally is not always the term with which someone searches for a solution.
Then view Search Console for which search queries existing pages are already shown. That is a source of real search queries for your own site, but not a complete overview of all market demand. Combine that information with customer questions and search results research. Estimates from keyword tools are tools, not guaranteed traffic numbers.
An example: a company that replaces window seals
This is a fictional work example, not a customer case or measured result. Suppose a company both carries out replacement and provides maintenance advice. The questions below do not automatically belong on four almost identical sales pages.
| Search query | What is the visitor looking for? | Matching page |
|---|---|---|
| Have window seals replaced | Compare service providers | Service page with working method, work area and application |
| Costs to replace window seals | Being able to estimate a price | Cost item on the service page; separately only if there is sufficient personal explanation |
| How do I recognize worn window seals? | Identify the problem | Explanation with your own photos and a link to the replacement service |
| Replacing window seals in Diemen | Availability nearby | Working area on the service page, when the company actually works there |
The choice for a separate page depends on the needs of the visitor. If the same explanation and next step suffice, one strong page can answer multiple related search questions. Just a different place name is not a good reason to republish the same text.
This is how you make the plan feasible
- Group by need. Keep questions about explanation, comparison and enquiries separate. Verify that the visible search results support that format.
- Choose an existing page where possible. Make a note of the current URL and what information is missing. Only create something new when a separate question remains.
- Record the improvement. Consider a clearer offer, an example, a cost consideration or an internal link. An additional mention of the keyword is not in itself a substantive improvement.
- Determine priority. Weigh relevance to your company, current visibility, effort required and the likelihood of actionable requests. The largest estimated search volume may not be the best first choice.
- Agree on how you will assess. Before publishing, capture current impressions, clicks, and any requests.
A worksheet can contain six columns for this purpose: customer question, search intent, URL, missing content, person responsible and evaluation date. In this way, research becomes an assignment that someone can actually carry out.
What do you do after publication?
First check that the correct page is accessible and indexable. Then view the development of the same page and queries in Search Console, with similar time periods and search filters. Keep brand name searches separate. An average position is not a fixed place for every searcher.
Many impressions and few clicks require research into position, search intent and the title displayed. Clicking but not requesting also requires attention to the offer and contact route. With very little data you cannot draw a reliable conclusion about the result of a change.
Also read how to investigate technical blocks or view what you receive with our keyword research.
Source for the basics: Google Search Central: SEO Starter Guide. The example and worksheet layout above are our practical implementation.
Make your findings actionable
Use us SEO improvement plan for Excel or Google Sheets (CSV) to record the customer question, evidence, action and control per page. It contains three fictional examples and an empty work line; replace them with your own findings.
Do you want to tackle research and implementation together? View the work and concrete delivery of our SEO process.
Help with implementation?
Jimmy Buitenhuis helps you from Diemen, online or at your location, with research and implementation. We first discuss your website and goals and then agree on the work.