Keyword research helps you understand what customers are looking for and choose a page that can answer them. For a business working in French and English, it also helps distinguish the expressions people actually use in each language.
A seven-step method
1. Collect real questions
Review enquiries and questions asked before a quotation. Record customers’ wording, concerns and missing information.
2. Group related needs
Organise questions by topic: choosing a service, how it works, cost, timing or maintenance. One coherent group can often be addressed on a single page.
3. Review existing queries
If the site has Search Console data, examine the searches associated with each page. An impression represents an appearance in search results, not a visit or an enquiry.
4. Check intent
Does the person want to learn, compare or contact a provider? Review the results and choose a format that can meet that need.
5. Assign a page
Match the group to a service page, guide or FAQ answer. Avoid creating nearly identical pages for every synonym.
6. Write and connect
Use a precise title, a direct answer and useful examples. Link to the relevant service. Adapt French and English wording to each audience instead of translating every phrase mechanically.
7. Review the outcome
After publication and crawling, observe queries, clicks and enquiries. Update content when an important need remains unanswered; do not change everything because of an isolated fluctuation.
Should you choose the highest volume?
Not automatically. A popular phrase may attract people who do not need your service. Tool estimates help compare opportunities; they cannot guarantee a number of customers.
What about AI-generated answers?
Clear, verifiable and accessible answers remain useful. Google states that no special markup is required for its AI search features. Inclusion or citation is not guaranteed.
Explore our digital marketing service to connect this research with your offer.
