Keyword and intent research is the work of figuring out what your customers actually type and ask, what they mean when they ask it, and which of those questions you can realistically win. We map real demand to real pages, so every page you build or optimize has a job and an audience.
Keywords on their own are not the point. The point is intent: someone searching “best olive oil for cooking” wants a recommendation, someone searching “olive oil smoke point” wants a fact, and someone searching a product name wants to buy. Those are three different pages with three different jobs. We sort demand by intent first, then by how hard the term is to rank for given where your site stands today.
What’s involved
- Pulling real query data from Search Console, keyword tools, and the questions people ask AI assistants, not a generic guess.
- Grouping terms into topics and mapping each to the right page type: collection, product, blog, or FAQ.
- Reading intent: informational, comparison, or ready to buy, so the content matches what the searcher wants.
- Scoring opportunity by demand, difficulty, and how close your existing pages already are.
- Flagging gaps where competitors rank and you have nothing.
For ecommerce, we tie this straight to your catalog and collection structure, so research turns into pages that sell, not a spreadsheet that sits in a drawer. For multilingual stores, we do this per market rather than translating one keyword set, because demand differs by language.
This is where a content program should start. Skip it and you write pages nobody searches for, or you chase terms you have no chance of ranking for this year. Done right, it tells you exactly what to write next and what to leave alone.