A practical map from customer need to page and next step.
For Teams planning new content, improving existing pages or redesigning a website.
Research the decision behind the phrase
A person researching a problem needs a different answer from someone comparing providers. We group related searches by intent and examine the types of pages that satisfy them. Search-volume estimates are planning inputs, not a promise of visits.
Improve before expanding
Match each topic to an existing page where one already answers the question. Identify overlaps, gaps and weak internal links before commissioning new articles. Variations of the same query rarely need separate pages.
Turn findings into a brief
A useful brief names the audience, question, information needed, evidence available and next action. It also records related pages, so the new work strengthens the whole site.
- Service and product priorities
- Customer language and intent
- Existing page inventory
- Content and internal-link opportunities
Questions about Keyword research
Is keyword density a useful target?
Write naturally and cover the subject clearly. Repeating a phrase to reach a fixed percentage is not a sound content strategy.