Pages, not spreadsheets
Terms grouped by intent and mapped to existing or proposed pages give the content team something to act on.
Research the language of people seeking help and people offering support.
We compare actual programmes with relevant search queries and their intent. Assistance, volunteering and donor research may use different language, so the output maps useful questions to pages without treating every term as a new programme.
A few clients we’ve worked with
What we do
Keyword research for nonprofits: Research boundaries, Intent evidence, Page mapping.
Decisions that shape the work.
Which programmes and audiences are within scope?
Which queries imply a service the organisation cannot provide?
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.
Keyword research: scope of work.
The brief records the website scope, approved source material and responsibilities for review.
Research boundaries
Confirm actual services, relevant audiences and excluded topics.
Intent evidence
Collect available query information with source, market and date.
Page mapping
Group questions into distinct programme or resource purposes.
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.
The agreed engagement produces the following artifacts.
- 01
A dated query and intent dataset.
- 02
Relevance and exclusion notes.
- 03
A query-to-page map.
Our process
How the work runs.
Review programme vocabulary
Compare staff terminology with public questions.
[ 01 ]
Research representative queries
Inspect intent and available metrics.
[ 02 ]
Map supported coverage
Assign topics to useful pages and flag unsupported services.
[ 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 nonprofits: questions.
Does low reported search volume make a help page unnecessary?
No. Practical usefulness can justify a page independently of measured search demand.
Will missing keyword metrics be invented?
No. Unavailable figures remain recorded as gaps.
Website 2.0 combines strategy, design, development and launch in one engagement.