Pages, not spreadsheets
Terms grouped by intent and mapped to existing or proposed pages give the content team something to act on.
Research the searches that fit your property services.
We compare actual offerings with relevant search language and intent, then map useful groups to pages instead of generating a page per phrase.
A few clients we’ve worked with
What we do
We compare actual offerings with relevant search language and intent, then map useful groups to pages instead of generating a page per phrase.
Decisions that shape this work.
A place name can describe browsing interest rather than demand for the business’s service.
Different phrases may share the same intent and belong on one page.
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 property business’s actual services and verified information. Availability, pricing and property claims need approval from the responsible team.
Service vocabulary
Distinguish investor, occupier and other relevant service searches.
Location relevance
Check place-related terms against genuine business coverage.
Page mapping
Group related queries around distinct useful purposes.
Selected projects across our wider practice
All case studies
“They focused on how to make our daily operations easier, not just on building features for the sake of it.”
“They understood that the app needed to be practical for someone sitting in a car, not just look good on a desktop.”
What you receive.
The agreed engagement includes the relevant outputs below.
- 01
A keyword research table.
- 02
Intent and relevance notes.
- 03
A keyword-to-page map.
Our process
How the work runs.
Confirm the research scope
List actual services, audiences and locations with excluded topics.
[ 01 ]
Research and classify terms
Check relevant queries and distinguish commercial, informational and unrelated intent.
[ 02 ]
Map useful clusters
Assign groups to existing or proposed pages and record source dates 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 real estate companies: questions.
Will every neighbourhood term become a page?
No. Research interest must be matched with actual service relevance and useful source material.
Does search volume prove someone wants to transact?
No. Intent must be assessed; many property searches are informational or navigational.
Website 2.0 combines strategy, design, development and launch in one engagement.