Services · Keyword research
Are your customers actually using your terms?
The terms you think customers use are rarely the words they actually type in. We map out where search volume and buying intent coincide and translate that into a concrete page structure. Which words someone chooses depends on who they are, so the research begins with your target audience personas.
Including an initial look at the keywords you are currently found for.
Our approach
This is how we find the keywords where the profit lies
Professional tools
We combine data from Google Search Console, Ahrefs, Moz, and Ubersuggest with our own platform seo.eqwise.nl. This allows us to see not only search volumes but also what is actually happening in your market.
The KEI value as a compass
The Keyword Effectiveness Index indicates how interesting a keyword is to optimize: the number of monthly searches compared to the number of competing websites. This way, we focus on terms with achievable positions and sufficient volume.
Search intent at the core
Behind every keyword is an intent: orientation, comparison, or purchase. We link every term to the correct phase of the customer journey, ensuring your content and advertisements align with what your visitor is looking for — including in AI search engines.
The result
What you get from us
✓A complete keyword plan, grouped by topic and page
✓Search volumes, competition, and KEI value per keyword
✓Insight into the keywords your competitors are ranking for
✓Concrete advice: which pages to create or improve, and in what order
The research
Not the largest volume, but the right cluster
Thousands of terms mean nothing until you map them against volume and competition. What remains is a cluster where you can realistically win — and that is what the plan is built on.
Frequently asked questions about keyword research
Short answer: the words your customers use, instead of the words you use.
This difference is greater than it appears. Professionals search for terms from their field, while customers search for the problem they are experiencing. An installer thinks in terms of a “monoblock heat pump,” whereas the customer types “heating without gas costs.” Those who only optimize for the former completely miss the latter group.
What research also provides:
- Feasibility per keyword. Where you currently rank, who ranks above you, and how much authority they possess. Not every keyword can be won.
- Search intent. Does someone want to know something, compare, or buy? Only the latter group will request a quote in the short term.
- Low-hanging fruit. Keywords for which you already rank between positions 8 and 20 almost always yield faster results than something new.
- One keyword per page. To ensure your pages do not compete with each other for the same keyword.
And the point that saves the most money: which keywords you consciously do not pursue because they generate a lot of traffic but no customers.
Short answer: because search volume is the metric everyone looks at, yet it says the least about what it actually delivers.
A keyword with ten thousand searches per month where no one buys anything is worth less than a keyword with eighty searches from people looking for a quote. Nevertheless, content plans are still being built based on the largest numbers.
We weigh three factors against each other:
- Volume — how many people are searching for it
- Competition — how strong the current ranking parties are, not just how many there are
- Intent — how close this search query is to a lead or request
The ratio between the first two is often expressed as a KEI value. Useful as an initial filter, but with one flaw: the formula counts the number of competing pages, not their strength. Ten thousand weak pages are easier to beat than three strong ones. That is why a favorable KEI is a reason for us to take a closer look, never a final judgment.
Short answer: you will receive a keyword plan per page, not a spreadsheet with a thousand rows.
A raw keyword list is only half the work and usually the least useful part. The plan links each chosen keyword to a specific page: which page ranks for what, which pages should be merged because they conflict with each other, and where a page is missing that ought to be there.
Specifically, you will receive:
- One primary keyword and a handful of supporting terms for each existing page
- A list of missing pages, ordered by expected return
- Pages that compete with each other, including advice on which should become the primary page
- Keywords we consciously omit, along with the reasoning
This turns the research into an immediate blueprint, rather than a document that ends up forgotten in a folder.
Want to know where your opportunities lie?
Request the free website scan: you will immediately see which keywords you are currently ranking for and where the greatest gains can be made.