Keyword research
What is keyword research?
Keyword research is the work of finding out which words and questions your potential buyers type into search engines. Each query is weighed for search volume, difficulty, intent and value to the business. The result is a map in which every group of queries belongs to one page — a page that already exists, or one still to be written.
Example
A maker of made-to-measure kitchens in Ruse wants more enquiries from Google. The tool shows, say, 5,000 monthly searches for “kitchens” and 90 for “made-to-measure kitchens Ruse”. The first looks like the prize, but its first page belongs to big chains and catalogues, and its intent is vague: some people want photos, others flat-pack units. The second is small, and it holds everything: the product, how it is made and the town.
The arithmetic, with illustrative numbers: 90 searches at a 20% clickthrough rate in first place is about 18 visits a month. If one visit in six asks for a quote, that is 3 enquiries. If one in three becomes an order worth €4,000 on average, one phrase brings in about €4,000 of revenue a month. In thirtieth place for “kitchens”, the same firm gets nothing.
Full research applies that logic to every query: a spreadsheet of phrases grouped by topic, each group with its volume, difficulty, intent and the page responsible for it. The phrases a site already appears for come from Google Search Console; volumes come from Keyword Planner in Google Ads, which often shows ranges rather than exact figures.
Why it matters for a business
Research decides where the content budget goes before it is spent. Without it, pages are written on instinct and end up chasing phrases that nobody searches for, that cannot be won, or that bring the curious instead of buyers. Bulgarian search volumes are small, and tools often report zero where real searches exist, so long-tail keywords and a site’s own Search Console data count for more than headline volumes.
The “difficulty” column is a score from 0 to 100 that every tool calculates its own way. Google publishes no such number, so read difficulty as a comparison between queries, not as a promise.
What to ask
- Where do the volumes come from, and how reliable are they for Bulgarian queries?
- How was the intent of each group decided — from Google’s first page, or by guesswork?
- Which page is responsible for each group, and what will change on it?
- Which queries were chosen for their value to the business, not only for their volume?
Keyword research is the base of the plan that follows the audit in our SEO work.