Pages, not spreadsheets
Terms grouped by intent and mapped to existing or proposed pages give the content team something to act on.
Find search language that matches the agency’s actual business.
We research relevant products and audiences, distinguish intent and map useful groups to website pages with dated sources.
A few clients we’ve worked with
What we do
We research relevant products and audiences, distinguish intent and map useful groups to website pages with dated sources.
Decisions that shape this work.
A popular insurance query may concern support rather than a new quote.
A keyword cannot establish agency licensing or product availability.
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 uses the agency’s actual offerings and approved public information. Product statements and customer-data decisions stay with the agency’s authorised reviewers.
Offering vocabulary
Compare agency terminology with observed search phrasing.
Intent classification
Separate quote interest from claims support, jobs and unrelated research.
Page mapping
Group related terms around distinct useful destinations.
What clients say.
Reviews from the companies we have built and maintained websites for.
Read every review on Clutch“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.”
“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.”
“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.
The agreed engagement includes the relevant outputs below.
- 01
A keyword table.
- 02
Intent notes.
- 03
A keyword-to-page map.
Our process
How the work runs.
Confirm research boundaries
List approved offerings, audiences and excluded topics with the agency.
[ 01 ]
Research and classify terms
Compare relevant queries and their intent using documented sources.
[ 02 ]
Map useful groups
Assign clusters to existing or proposed pages and record missing metrics or unresolved scope.
[ 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 insurance agencies: questions.
Does every keyword need its own page?
No. Queries sharing an intent can use one useful page.
Can you target a product we may offer later?
It can be recorded as a future research topic, not presented as an available offering.
Website 2.0 combines strategy, design, development and launch in one engagement.