Keyword Research
How to scope out keyword research for your client
Keyword research is the foundation of every successful SEO strategy, yet many agencies either skip it entirely or do it poorly. Without proper keyword research, you're essentially guessing what your audience is searching for.
The line item below shows you how to structure comprehensive keyword research proposals. It demonstrates how to break down strategic keyword analysis into clear, actionable components that help clients understand the value of targeting the right search terms. This is exactly the kind of structure you need to create SEO strategies that actually drive qualified traffic.
Sample Line Item
Breaking Down Keyword Research Scoping
Effective keyword research goes far beyond just finding high-volume keywords. It requires understanding search intent, competition analysis, and strategic targeting based on business goals. Let's break down what goes into research that actually drives results.
Examples of What to Include
Here are the core components of comprehensive keyword research. These elements work together to identify not just what people are searching for, but which keywords will actually drive qualified traffic and conversions for your client's business.
Primary keyword identification and analysis: In-depth research to identify high-value primary keywords based on search volume, competition, and business relevance. Includes search intent analysis and ranking difficulty assessment for strategic targeting decisions.
Long-tail keyword discovery: Comprehensive identification of long-tail keyword opportunities that are easier to rank for and often have higher conversion rates. Includes question-based keywords and specific product/service variations.
Competitor keyword gap analysis: Analysis of what keywords competitors are ranking for that you're missing, plus identification of keyword opportunities where you can outrank competitors based on content quality and optimization.
Potential Upsells and Add-ons
Here are specialized keyword research services that can provide additional strategic value. These upsells help clients discover more targeted opportunities and develop more comprehensive SEO strategies.
Local Keyword Research
$650Location-based keyword opportunities and local search analysis
Local keyword research is essential for any business with a physical presence or service area. It uncovers geo-specific search opportunities that often have less competition and higher conversion rates than general keywords.
Seasonal and Trending Analysis
$750Year-round search pattern analysis and trend identification
Understanding seasonal search patterns helps clients plan content and campaigns for maximum impact. Many businesses miss huge opportunities by not preparing for seasonal search spikes or emerging trends in their industry.
Content Gap Analysis
$950Competitor content analysis with strategic recommendations
Content gap analysis reveals specific opportunities where competitors are ranking for keywords but their content is weak or missing key information. This creates a roadmap for content that can quickly capture rankings.
Limitations to Consider
These boundaries help prevent scope creep and clarify what's outside the core keyword research scope.
No content creation: Research and strategy only, actual content development requires separate scope.
No ongoing keyword monitoring: Initial research only, continued tracking requires separate agreement.
No paid search keyword research: Focus on organic SEO opportunities, PPC research requires separate scope.
No implementation or optimization: Strategy and recommendations only, execution requires additional scope.
Building SEO strategy on solid keyword foundation
Keyword research is the compass that guides every other SEO effort. Without understanding what your target audience is actually searching for, you're shooting in the dark. Comprehensive keyword research reveals not just search opportunities, but insights into customer intent, market demand, and competitive landscapes.
Use this line item as your foundation for scoping, pricing, and selling keyword research projects. Whether you're working with local businesses or enterprise clients, strategic keyword research is essential for SEO success that actually drives business results.
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