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 around the startup’s current offer.
We investigate how potential customers describe the task or problem the company addresses. The research separates observed query intent and available metrics from the team’s assumptions about a new category.
A few clients we’ve worked with
What we do
Keyword research for startups: offer vocabulary, search context, page mapping.
What keyword research needs to account for.
A new category name may have little measured search demand.
Search volume does not establish willingness to buy the startup’s offer.
Internal product terminology may differ from customer language.
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.
The scope connects offer vocabulary, search context and page mapping.
Offer vocabulary
Collect founder language and available customer questions. Distinguish internal product names and familiar terms used by intended buyers.
Search context
Review relevant results and measurements for the chosen market. Record ambiguity and missing metrics rather than inventing demand.
Page mapping
Group terms under useful current pages or clearly labelled future research. Exclude queries the offer cannot satisfy.
What clients say.
Reviews from the companies we have built and maintained websites for.
Read every review on Clutch“Their level of dedication to the success of the project and GoPetZen's business as a whole is unique.”
“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.”
Keyword research deliverables.
Keep the agreed keyword research decisions and outputs in a reviewable handoff.
- 01
Source-linked query and intent research
- 02
Current-offer page mapping
- 03
Metric gaps and category assumptions
Our process
How we approach keyword research.
Describe the customer task
Review the current offer and the language available from genuine customer conversations.
[ 01 ]
Investigate query intent
Compare relevant search results and available metrics in the target market.
[ 02 ]
Map supported topics
Assign useful terms to realistic page purposes and keep speculative opportunities separate.
[ 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 startups: questions.
What if nobody searches for our product name yet?
We examine adjacent task and problem language while recording its relevance and uncertainty.
Will keyword volume tell us whether to build the product?
No. It is one form of demand evidence and does not replace customer research or commercial validation.