Pages, not spreadsheets
Terms grouped by intent and mapped to existing or proposed pages give the content team something to act on.
Research how suitable clients describe their accounting needs.
We compare search language with the firm’s actual services and intended client profiles. The output separates hiring intent from research questions and maps relevant topics to pages.
A few clients we’ve worked with
What we do
We compare search language with the firm’s actual services and intended client profiles. The output separates hiring intent from research questions and maps relevant topics to pages.
What needs to be clear before work begins.
Popular tax queries may be unrelated to the clients or engagements the practice is seeking.
Researching a service does not authorise presenting it as an existing offering.
What research has to produce.
A keyword list is not a plan. Research is only useful once each term is attached to a page that could realistically win it.
You stop writing for nobody
Checking the result pages shows where the intent is commercial and where a term only looks valuable in a volume column.
Your pages stop competing
One page per intent prevents two of your own pages fighting over the same search.
What keyword research includes.
The scope follows the practice’s actual offerings and approved information. Your team retains responsibility for technical accounting statements and client-data decisions.
Service vocabulary
Review terms used for the approved tax, assurance, advisory and bookkeeping offerings.
Intent classification
Distinguish firms seeking help, individuals seeking information and unrelated software searches.
Page assignments
Group related queries and record source dates and missing metrics.
What clients say.
Reviews from the companies we have built and maintained websites for.
Read every review on Clutch“We didn’t choose them to be impressed — we chose them because we knew they’d deliver high-level results with no risk. As a CTO myself, that’s exactly what I look for in a long-term partnership.”
“And, you know, the great part about the fact that you hit the goal, it's not that you had to compromise anything that you were doing, because, honestly, the end result far exceeded what we could have imagined.”
“I would just say that you deliver on quality … I just thought we clicked, and you delivered what we were looking for.”
“Norml Studio's professionalism and responsiveness were impressive.”
What you receive.
These outputs are prepared for the work included in the agreed scope.
- 01
A keyword research table.
- 02
Intent and relevance classifications.
- 03
A page mapping.
Our process
How the work runs.
Confirm the service and audience scope
List the firm’s actual offerings and target clients, recording excluded and future topics separately.
[ 01 ]
Research and classify searches
Compare relevant terms and distinguish hiring intent, general questions and unrelated software or career searches.
[ 02 ]
Map the useful clusters
Assign related queries to distinct page purposes and record the sources, dates and any missing demand information.
[ 03 ]The people who do this work.
No account layer between you and them. These are the Norml specialists this work runs through.
Let's chat
“I've spent 10 years working across development and marketing. I started as a developer, but design, SEO and advertising were already part of the job. That taught me to treat a website as one system: the business, the content, the design and the code have to work together. At Norml, I lead the architecture behind our work and stay involved wherever strategy, design, development and search meet.”
Max TymoshynFounder & Architect
Get startedKeyword research for accounting firms: questions.
Should we target every popular tax question?
No. Topics must fit the firm’s audience and review capacity; high search interest alone does not make a useful business page.
Can the research include services we do not offer?
They may appear as excluded or future topics, but they should not be mapped as current offerings without the firm’s approval.
Website 2.0 combines strategy, design, development and launch in one engagement.