What it is
The list of phrases your customers use to search for what you sell, with their frequency and split by page. It is the basis of SEO: it decides which pages the site needs and what they should say.
How we use it
We build it for the client's niche: in their customers' words, with the region, without queries that bring the wrong people. It is the longest part of SEO because it means understanding the client's business and competitors. Each query gets its own page or section.
Where it helps a business
- The site has to bring customers from Google and Yandex, not just sit there as a business card.
- You need to decide which pages to build: one "Services" page or a page for each service and city.
- Ads are expensive and you want to know which queries to win in organic search.
How we use it
- In customers' words. Queries are collected from search engines' statistics tools and checked against the actual results.
- With a deep dive into the niche. This is the longest part of SEO: understanding the client's business, what competitors write and which queries bring buyers rather than random visitors.
- A page for each query. The keyword set decides which pages the site needs, and we write their titles and descriptions.
- With AI assistants in mind. Questions people ask AI assistants are longer than search queries and are answered by dedicated pages and FAQ sections.
Common problems
- A keyword set from the owner's head. The owner is sure people search by one word; in reality they search differently.
- Queries that are too broad. Broad words mean expensive competition and random visitors; specific ones bring buyers.
- Built once and forgotten. Demand changes; review it every six months.
When you do not need it
A site that people only reach through a business card link or ads, and that will not be promoted in search, needs no keyword set.