Pages, not spreadsheets
Terms grouped by intent and mapped to existing or proposed pages give the content team something to act on.
Find the search language that matches your contracting work.
We research terms for the actual trades, sectors and project types the company serves. Each relevant cluster is mapped to a useful page rather than becoming a list of pages to generate automatically.
A few clients we’ve worked with
What we do
We research terms for the actual trades, sectors and project types the company serves. Each relevant cluster is mapped to a useful page rather than becoming a list of pages to generate automatically.
What needs to be clear before work begins.
Construction searches may concern jobs, training or general information rather than hiring a contractor.
Different terms can describe the same service and should not automatically produce separate pages.
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 work uses the company’s actual services and approved project material. The agreed brief identifies required access, decisions and review responsibilities.
Service vocabulary
Compare buyer phrasing with the terminology used by the estimating and project teams.
Intent assessment
Separate contractor-hiring queries from jobs, training and general construction information.
Page mapping
Assign suitable clusters to existing or proposed pages and record unresolved demand data.
Selected projects across our wider practice
All case studies
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 notes.
- 03
A keyword-to-page map.
Our process
How the work runs.
Confirm the service boundaries
List the actual trades, sectors and project types with the business before selecting research terms.
[ 01 ]
Research and classify terms
Check relevant search language and distinguish buyer intent from unrelated or informational searches using the available sources.
[ 02 ]
Map relevant clusters
Assign useful groups to existing or proposed pages and record source dates, excluded topics and unresolved metrics.
[ 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 construction companies: questions.
Will every keyword get its own page?
No. Queries with the same intent can share a useful page; separate pages need a distinct purpose.
Can you include a trade we plan to offer later?
It can be researched as a future option, but the website should not present it as an available service before the company approves that claim.
Website 2.0 combines strategy, design, development and launch in one engagement.