What is a keyword?
A keyword is the term someone types in. Your job is to have the best page for each keyword — not one page for everything.
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What is a keyword?
A keyword is the term someone types in. Your job is to have the best page for each keyword — not one page for everything.
Keywords range from short and broad (“dentist”) to long and specific (“dentist Amsterdam South new patients”). The latter bring in less traffic, but far more enquiries.
Keyword research maps out which terms exist, how often they are searched for, how fierce the competition is, and what someone is looking for at that moment.
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Geschreven door: Lubna Ouarghi
Why it matters
Without a keyword plan, you end up writing pages nobody searches for or competing for terms you will never win.
It also determines your page structure: every serious keyword deserves its own page with its own title.
How we approach it
We start every project with keyword research and prioritise the terms: first what is achievable and delivers immediate enquiries, followed by the high-competition terms.
You receive this list as well, showing which page is mapped to each term.
Frequently asked questions
How many keywords do I need?
Usually 20 to 60 relevant terms for an SME, spread across services, locations, and questions.
Can one page rank for multiple keywords?
Yes, for variations of the same query. But two different questions belong on two separate pages.
Bronnen en controle
Laatst bijgewerkt en gecontroleerd: September 2026 — door Lubna Ouarghi
This explanation is based on the official documentation below and on my own work in client projects.
- Google Search Central — SEO Starter Guide — what SEO is and where to start
- Google Search Central — Do you need an SEO specialist? — what a specialist does and what to look out for
- Google Search Essentials — the rules your site must comply with
Want to know where your website stands on this?
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