01
Keywords are signals of intent
An SEO keyword is the language a searcher uses to express a need. The phrase itself matters, but the intent behind it matters more because two similar queries can require completely different page types.
Treat keyword research as demand research rather than a list-building exercise.
02
Understand the major keyword types
Broad informational terms support education and discovery, commercial terms indicate comparison, and transactional terms signal a stronger readiness to act. Branded and local queries reveal different relationships with the business.
Classifying intent helps determine what page should target each theme.
03
Map topics to pages, not individual words
Modern search engines understand related terms and concepts. One strong page can often cover a coherent topic rather than creating separate thin pages for every keyword variation.
Group related searches by intent and assign them to the page that can answer the full problem most naturally.
04
Measure quality, not search volume alone
High-volume phrases can be attractive but commercially weak. Lower-volume decision-stage terms often produce stronger leads or sales because the searcher knows what they need.
Prioritise by relevance, intent, competition, business value and the authority your site can realistically build.
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