Keyword research
Keyword Research Built Around Search Intent
We find the words and questions your customers actually use, group them by what the searcher wants, and map each group to one page on your site, so you know which pages to build, which to improve and which searches aren’t worth chasing.
Intent analysis
Keyword clustering
Page mapping
Priorities
Why it matters
The Right Keywords Decide Which Pages Should Exist
A keyword list on its own doesn’t change anything. What matters is understanding what people mean when they search, what Google currently shows for those searches, and whether your site has a page that answers them well.
Good research tells you where to spend effort: pages to create, pages to merge, pages to rewrite and topics to leave alone. It also stops several pages from competing for the same search.
What’s included
Our Keyword Research Services
From seed terms to a page-by-page plan.
Seed and competitor discovery
Terms from your offer, your customers’ language, Search Console data and the pages that already rank for your topics.
Search intent analysis
Whether a search is informational, commercial, transactional or local, judged from the results Google actually shows.
Keyword clustering
Grouping terms that one page can satisfy, so each page has a clear primary topic.
Keyword-to-page mapping
Each cluster assigned to an existing URL or a new page, with cannibalization flagged.
Question research
The questions people ask around your services, for FAQs, guides and answer-ready sections.
Prioritization
Clusters ranked by business value, intent fit and how realistic it is to compete, not by volume alone.
Our process
Our Keyword Research Process
Start with the business, then the searcher.
01
Understand the offer
Services, products, locations and what a good lead looks like.
02
Collect terms
Seeds, Search Console queries, competitor pages and question research.
03
Check the results
Review what Google shows to confirm intent for each group.
04
Cluster and map
Group terms and assign one page per cluster.
05
Prioritize
Deliver a plan of pages to create, improve or merge.
What you get
Keyword Research Deliverables
Working documents you can use whether or not we do the follow-on work.
- A keyword spreadsheet with clusters, intent labels and notes
- A keyword-to-page map for existing URLs
- A list of new pages worth creating, with the primary topic for each
- Cannibalization flags where several pages target the same search
- Question lists for FAQs and guide content
- A prioritized order of work with the reasoning behind it
What we won’t do
- Treat tool search volumes as exact numbers
- Recommend pages that only target keywords with no real offer behind them
- Promise rankings for any keyword
- Hand over a raw export without analysis
Data Sources We Use
Each source has blind spots, so we combine them.
Google Search Console
Google Keyword Planner
Live search results
Competitor pages
Site search & analytics
Customer questions
What keyword research actually involves
Keyword research is the process of finding the words and questions people use when searching for what you offer, working out the intent behind each search, and deciding which page on your site should answer it. The output is a plan of pages, not just a list of keywords.
Most projects start with terms the business already uses, then widen out: what customers write in enquiries, what Search Console shows people already searching to reach the site, and which pages rank for the topics you want to own. From there we look at the actual results for each group of searches, because the results page is the clearest evidence of what Google thinks the searcher wants.
Search intent comes first
Two keywords can look similar and need completely different pages. Someone searching for a service with a city name usually wants a provider nearby; someone searching for how that service works wants an explanation. If the top results are guides, a sales page is unlikely to fit that search, and the reverse is also true. We label every cluster with its intent and use that label to decide the page type.
Why we don’t rely on search volume alone
Search volume figures from any tool are estimates. Google describes the volumes and forecasts in Keyword Planner as estimates, notes that very low-volume or sensitive keywords may not appear at all, and requires a completed Google Ads account setup to use it. Small, specific searches often convert better than broad ones, so we weigh business value and intent alongside volume.
Clustering and mapping
Once terms are grouped, each cluster gets one target page. This is where keyword research protects you from cannibalization: if two pages target the same cluster, they compete with each other and neither is clearly the best answer. The map shows where to merge, where to differentiate and where a new page is genuinely needed.
| Cluster intent | Typical page type |
|---|---|
| Informational (how, why, what) | Guide or explainer |
| Commercial investigation (best, vs, cost) | Comparison or pricing guide |
| Transactional (hire, buy, book) | Service or product page |
| Local (near me, city names) | Location or service-area page |
How keyword research connects to the rest of SEO
The map feeds directly into on-page SEO (titles, headings and content for each target page), content SEO (new guides and refreshes) and internal linking. Question research also supports answer engine optimization, where clear answers to specific questions matter. For a deeper look at answer-first writing, read our guide to making content easier to cite.
Sources
Related services
Works Well Together With
Not Sure Which Searches Your Site Should Target?
Tell us what you offer and who you serve. We’ll explain how we would research the searches behind your services and which pages they point to.
The free audit reviews
- Technical SEO health
- On-page SEO on key pages
- A prioritized list of fixes
Why Choose Laylar for Keyword Research?
Research that ends in decisions.
Intent-led
Every cluster is checked against the live results.
Page-level plans
You get a map, not a raw export.
No cannibalization
One clear target page per cluster.
Honest data
Volumes treated as estimates, not promises.
Frequently Asked Questions
Quick answers to common questions.
What do I get from keyword research?
A spreadsheet of keyword clusters with intent labels, a keyword-to-page map for your existing URLs, a list of new pages worth creating, cannibalization flags and a prioritized order of work.
Which tools do you use?
We combine Google Search Console, Google Keyword Planner, the live search results and competitor pages, plus your own analytics and customer questions where available.
Are search volumes accurate?
No tool’s volumes are exact. Google describes Keyword Planner volumes as estimates, so we use them to compare terms, not as traffic predictions.
Can you research keywords for several countries?
Yes, as long as the research is done per market and language. See our international SEO page for how we handle multiple countries.
Do you write the content too?
Keyword research is a standalone deliverable. Content and on-page work can follow as separate services.
Will this guarantee rankings?
No. Nobody can guarantee rankings. Research makes sure effort goes to the searches most likely to bring the right visitors.
Have Questions?
Talk to our team about your website and get a free on-page and technical SEO review.