Research your keywords.
From question to page.

Start with your offer and customer questions

List your main products or services and the people they are for. Choose a defined area first. For a shop, that might be making coffee at home; for a service business, installing charging points in existing homes.

Collect words from quotes, emails, conversations and internal searches. Record problems, doubts and requirements as well as product names. “Which grinder fits under a kitchen cupboard?” contains a requirement that a general category description can easily overlook.

Add a column for the evidence you already have: measurements, your own photos, an explanation of the process or recurring questions from customers. This determines which topics you can answer well now and which need further research first.

Add search data and explain what it means

Use Search Console to see which queries already make your pages visible. Filter by the chosen topic, then look at the pages. An unexpected query can reveal a missing answer; check that it fits your actual offer.

Use Keyword Planner for additional variants and an indication of demand. The competition column concerns advertisers, not the difficulty of gaining an organic position. Record the country, language, period and source for each volume. A number without that context is difficult to compare.

Missing search volume does not mean a question has no value. A very specific question may matter just before someone places an order. Record “volume unavailable” and support the choice with customer conversations or existing enquiries. Never invent a volume to make the plan look complete.

• Google: Search Console performance
• Google: search volumes and forecasts in Keyword Planner

Look at what the search results actually offer

Search the main variants and record the page types that recur: category, product, guide, comparison, local provider or tool. The wording of a search term alone is not enough to determine intent.

In our Dutch search research on 14 September 2026, “SEO calculator” mainly returned website checkers. “SEO ROI berekenen” (calculate SEO ROI) returned financial calculators instead. The wording differs only slightly, but visitors expect a different result. That is why our ROI tool has a specific name.

Treat the results as a snapshot. They can vary by location, time and search environment. Record the URLs you reviewed and your conclusion, so you can later check whether the chosen page type still fits.

Group by the question behind the words

Combine variants when the same answer serves visitors well. “EV charger fitting price” and “charging point installation costs” do not automatically need two articles. Compare the search results and the explanation required before adding a URL.

A useful cluster has a main offer page, supporting answers and a logical next step. The main page links to relevant detail; an answer links back to the offer it applies to. Google uses links to discover pages and understand their relevance.

For GEO, add complete, natural customer questions to your research. Do not create a separate page for every possible wording. A well-developed answer can serve several variants.

• Google: internal links and descriptive link text

Choose what to work on first

Assess a topic on four points: fit with your offer, importance to the customer's choice, available evidence and effort required. Prioritise a topic with demonstrated demand and good first-hand information over a broad term where you have little to add.

For each planned page, record one main question, an audience, a content owner and a next step. Add the sources supporting your decision. Also decide whether you can improve an existing page instead of creating a new one.

The content planner proposes connections between your offer, an answer, a comparison and a choice guide. It uses your inputs and fixed planning rules; it does not retrieve search volumes. Check the proposal against your own research, then export it as a working document.

Frequently asked questions