Keyword Research

Keyword research tells you which words your customers use to search for what you sell, how often those words are searched and with what intent. The result is not a list of keywords: it is a plan that assigns every important search to a page of your site, either one to improve or one to create. It is the foundation of any SEO strategy.

For a foreign company that wants to sell in Italy, this means studying how Italians actually search, which is rarely a translation of the keywords you use at home. For a company growing into several countries, the research is repeated market by market.

Who it is for, and who it is not for

Keyword research is right for you if:

• you are about to launch or rebuild your website and want to decide which pages it needs;
• you run an online store and want to understand how customers search for your categories and products;
• you publish content but it brings few visits, or visits that don't turn into leads;
• you want to enter a new market, in another region or abroad, where the research has to be redone country by country, as in international SEO.

It is not right for you if you only want a list of high-volume words to "put in the copy": without a plan of pages, that list is of little use.

The problems it solves

• Pages written in the company's words instead of the customers' words.
• Targeting searches that are too broad: high volume, but with very strong competition and intents that don't match what you offer.
• Several pages targeting the same search, competing with each other.
• Useful searches left uncovered, with no page on the site that answers them.

What we do

1. Listening. We start from you: the services or products with the best returns, your customers, the areas you serve, seasonality.
2. Collecting searches. We use your site's Search Console data, Google's suggestions and related searches, the questions customers ask search engines and AI tools, keyword volume tools and the searches your competitors rank for.
3. Intent analysis. For each group of searches we look at Google's results page: does the searcher want to learn, compare or buy? What kind of page does Google show?
4. Clustering. We group searches with the same meaning, because Google understands synonyms and the sense of a question. One page can answer many similar searches.
5. Page map. Each group is assigned to a page: one you already have, or a new one.

We take into account both short, high-volume searches and longer, more specific ones, which are searched less but often show a clearer intent. We also separate brand and non-brand keywords, because someone searching for your name and someone searching for your service are at different stages.

What you receive: how the map is built

We deliver a file with one row for each group of searches, plus the list of pages to create. Here are a few sample rows, made up to show the format, for a company that sells and installs windows:

Search	Intent	Page	Priority
window replacement without building work	Commercial: wants the service	New service page	High
pvc windows prices	Commercial: comparing before asking for a quote	Existing PVC windows page, to be expanded	High
difference between pvc and aluminium windows	Informational: still choosing	New guide, linking to the two product pages	Medium
how to measure a window	Informational	FAQ on the service page	Low

The real file also has a column with indicative search volume. Volumes come from Google Keyword Planner, the Google Ads tool, which gives estimates and often only ranges, and from Search Console, which shows your site's real impressions for the searches it already appears in. We use them to compare searches with each other, not as a traffic forecast.

How we work

1. Audit and data. We start from what already brings traffic to your site and what brings traffic to your competitors.
2. Strategy and keywords. This is the heart of the service: searches, intent, clusters and the page map.
3. Technical implementation and content. The plan becomes titles, page structure and copy, also through SEO copywriting.
4. Authority and multichannel. The same searches guide social media, campaigns and the content that gets you cited by AI tools.
5. Measurement and iteration. Every month we check in Search Console which searches your pages appear for, and we update the map.

How long it takes

It depends on how many services, products and markets are involved: a site with a few services in a single city takes far less work than an online store with thousands of products or a site in several languages. We give you the timing in the quote. The effects on traffic come later, once pages have been created or improved, and are measured in months.

What we don't do

• We don't choose keywords on volume alone. A search with low volume but the right intent can be worth more than a very popular one.
• We don't stuff copy with keywords. Writing for people comes first; searches tell us what people want to know.
• We don't promise rankings for the chosen searches: Google decides them, and they change with what competitors do.

How much keyword research costs

Keyword research is included in monthly SEO consulting, which starts at €300 a month + VAT, and it is updated over time. If you need it as a standalone project, for example before rebuilding your site, we quote it on request based on the number of services or products, markets and languages.

The project is led by Eugenio Tommasi. We have been managing Google Ads campaigns for over 15 years: the searches we study for SEO are the same ones customers use when they click on ads. If you want to know what an SEO agency should deliver, see our dedicated page.

The first step

Want to know which searches your site appears for today and where the opportunities are? Contact us with your website, the markets you are targeting and your goals, and ask for a quote. You can write to us in English, Italian, Spanish, German or Portuguese, at info@seo.srl, or call +39 320 486 4478.