SEO · ServiceMOFU
Keyword research that becomes a site architecture
The short answer
A keyword list is not a strategy. A map of query → intent → funnel stage → page is. Most keyword research deliverables are 5,000-row exports nobody ever opens. What a business actually needs is a decision: which pages to build, what each one targets, and which existing pages are competing with each other.
PMG produces keyword research as an architecture document — every target query assigned to exactly one page, with its funnel stage and its call to action.
What our research deliverable contains
- Every target query mapped to one page and one page only
- Funnel stage (TOFU / MOFU / BOFU) per query, driving the CTA
- Search intent classification: informational, commercial, transactional, navigational
- Existing page assignments plus a gap list of pages to create
- Cannibalisation report — where two pages compete for one query
- Priority order based on volume, difficulty and commercial value
- Question clusters for FAQ and AEO structure
- Competitor coverage comparison
How intent changes the page
- Informational ("what is ROAS") — a glossary entry or guide, soft CTA, no hard sell
- Commercial ("best performance marketing agency") — comparison or service page, medium CTA
- Transactional ("hire meta ads agency mumbai") — a service or location page with prominent contact options
- Navigational (brand terms) — your own pages, defended in both organic and paid
Serving a transactional query with a blog post, or an informational query with a sales page, is the most common reason well-written content doesn't rank.
Cannibalisation: the quiet killer
When two pages target the same query, Google picks one — often the weaker one — and both underperform. We find these through Search Console position data, then consolidate, differentiate or redirect. On sites over a few hundred pages this is routinely the single biggest available gain.
What our keyword research deliverable contains
- Keyword list with search volume, difficulty and intent
- Topic clusters and a pillar–cluster map
- Query-to-page mapping, including new pages to create
- Priority ranking by business value and feasibility
- Competitor gap analysis
- Question list for FAQs and AEO
- Local and language variations
How to prioritise keywords
| Factor | Question |
|---|---|
| Business value | Does ranking bring customers or leads? |
| Intent | Informational, commercial, transactional or local? |
| Difficulty | Can we compete in a reasonable time? |
| Current position | Are we already close (positions 5–20)? |
| Content fit | Do we have or can we create the best answer? |
Quick wins usually come from commercial queries where you already rank on page one or two.
Sources beyond keyword tools
- Search Console queries you already appear for
- Google Ads search-term reports
- Sales and support questions
- On-site search logs
- "People also ask" and related searches
- Questions asked to AI assistants in your category
- Forums, communities and review sites
Keyword research by business type
| Business | Research focus |
|---|---|
| Local services | Service plus location and "near me" terms |
| eCommerce | Category, product and comparison terms |
| B2B | Problem-led and solution terms, comparisons |
| Publishers | Topic clusters and trending questions |
A worked example
A brand had five pages competing for the same keyword and none ranking well. Keyword research mapped each topic to one page, merged duplicates and created new pages for gaps. Rankings consolidated, and the strongest page climbed.
Before keyword research
- Business goals and priority products
- Existing rankings and pages
- Competitor list
- Customer language from sales and support
How a Keyword Research engagement with PMG runs
- Audit (week 0–1). Accounts, analytics, tracking, website, CRM flow and competitors reviewed, with a written list of what's broken, what's wasted and the three moves we'd make first.
- Plan (week 1–2). Break-even ROAS or a target cost per lead, a measurement plan and a 90-day roadmap for Keyword Research, with owners and dates.
- Launch (week 2–4). Clean structures, verified conversion signals, the first creative sprint and landing-page fixes.
- Optimise (months 2–3). A weekly test cadence, with budget following the cheapest incremental results rather than platform-reported ones.
- Scale (month 3 onwards). New channels, geographies and retention loops, added only when the economics hold.
Every week you get a one-page scorecard, a change log, the test board and a 30-minute call with your strategist. See how we work and pricing for details.
Why teams choose PMG for Keyword Research
- Measurement first. Unit economics and clean tracking come before any increase in spend.
- You own everything. Ad accounts, data and creative stay in your name; ad spend goes straight to the platforms.
- Senior hands on the account. The strategist you speak to is the person running it.
- Weekly transparency. Scorecard, change log and test board — every week.
- Short minimum terms. We keep clients with results, not contracts.
- India and international. One Mumbai team running campaigns across Indian cities and overseas markets, Mon–Sat, 7am–9pm IST.
Where we run Keyword Research
We manage Keyword Research for businesses across India — including Mumbai, Delhi NCR, Bengaluru, Pune, Hyderabad, Chennai, Kolkata and Ahmedabad — and for companies in the UAE, Saudi Arabia, the United States, the United Kingdom, Canada, Australia, Singapore and Germany. Campaigns are planned market by market, with language, currency, platform mix and privacy rules matched to each. See all Indian locations and international markets.
Free growth audit
Get a written audit for Keyword Research.
No sales call required. Tell us where to look; a strategist replies within working hours and sends the written audit within 72 hours.
- Tracking check
- Pixels, Conversions API, GA4 events and offline conversions — what is firing, what is double-counted, what is missing.
- Wasted spend
- Search terms, placements, audiences and overlap that cost money without producing qualified leads or sales.
- Conversion path
- Landing page speed, message match, form friction and follow-up time — where interested people drop off.
- 90-day priorities
- The three changes we would make first, with the metric each one should move.
Frequently asked questions
How many keywords should we target?
One primary query per page, with a cluster of secondary variations. A 200-page site should have roughly 200 distinct primary targets, not 200 pages fighting over 20 keywords.
Do keyword tools still matter with AI search?
Yes for volume and difficulty data. But question-shaped research matters more now — the phrasing people use when asking an assistant differs from what they type into a search box.
How often should keyword research be refreshed?
A full refresh annually, with quarterly reviews of Search Console data for emerging queries you're already ranking for accidentally.
What is a long-tail keyword?
A more specific, usually lower-volume query — often with higher intent and less competition. See long-tail keyword.
How do we avoid keyword cannibalisation?
Map each primary query to one page and make other pages link to it rather than compete with it. See keyword cannibalization.
Should we target Hindi or Hinglish keywords?
If your customers search that way, yes — with proper language pages, not mixed content on one page.
What is search intent?
The goal behind a search — to learn, compare, buy or find a place — which decides what kind of page should rank.
Are keyword volumes accurate?
They are estimates; trends and relative volumes matter more than exact numbers.
How often should keyword research be updated?
At least annually, and whenever products, markets or search behaviour change.
What tools do you use for keyword research?
Search Console, keyword tools, SERP analysis and customer research.
How is keyword research turned into pages?
By mapping each keyword cluster to one page with a clear intent.
How long does Keyword Research take to show results?
Tracking fixes and search campaigns often show improvement within two to four weeks; prospecting on Meta or YouTube usually needs three to six weeks of creative testing; SEO compounds over three to nine months. We agree leading indicators up front so progress is visible early.
Is there a long contract?
No. Minimum terms are short, because we would rather keep clients with results than with contracts.
Will we own the ad accounts and data?
Yes. Everything runs in your own accounts with partner access for PMG, and you can see it all at any time.
What do you need from us to start?
Access to ad accounts and analytics, your margins and order values (or deal values), brand assets, and a decision-maker available for a weekly 30-minute call.
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