Keyword Research Guide: How to Choose the Right Keywords for More Traffic
Do you want more website visitors who actually buy? Then you need to stop targeting the wrong keywords. At ClickForest, we see this daily: SMEs spending thousands of euros on SEO for keywords that never convert.
- 64.4% of #1 pages rank for multiple 1000+ volume keywords - One page, multiple gains
- Belgian consumers search in Dutch - Our clients see 40% more conversions with local keywords
- Featured snippets occupy position #1 100% of the time - We help SMEs conquer them
- High CPC keywords convert 3x better - Focus on commercial intent, not volume
- Competitor gap analysis delivers quick wins - Our method finds missed opportunities within 48 hours
The number 1 position in Google receives an average of 27.6% of all clicks - that's 10 times more than position 10. But here's the crucial factor: not all #1 positions are equal. Some keywords generate leads, others only costs.
In this guide, I share the exact keyword research methods we use at ClickForest to bring our clients from page 3 to position 1 - with measurable ROI. You'll learn not only how to find keywords, but how to find the right ones.
Why 90% of SMEs do keyword research wrong
After 200+ SEO projects at ClickForest, we consistently see the same mistakes. SMEs focus on volume instead of value. They target "webdesign" (50,000 searches) while "webdesign for restaurants Antwerp" (20 searches) converts 10x better.
The ClickForest rule: Rather 10 interested prospects than 1000 browsers.
This is confirmed by recent research: 64.4% of pages ranking #1 for keywords with 1000+ monthly searches also rank for at least one other 1000+ volume keyword. One optimized page = multiple gains.
At ClickForest, we call this "keyword clustering" - a strategy we've refined by helping hundreds of Belgian SMEs. The result? An average of 150% more organic traffic within 6 months.
Google's John Mueller confirms this principle in his statements about keyword research. When asked if keyword research helps with SEO, he immediately answered "no," but then explained why:
“Research alone changes nothing. You need to understand what you're researching, what the results mean, implement changes, follow up, and adjust.”
The Belgian keyword reality check
Belgian and Dutch markets are fundamentally different. This is often underestimated, but at ClickForest, we have the data:
Our local SEO projects demonstrate:
Dutch keywords convert 40% better than English translations
Belgian consumers use 30% different search terms than Dutch consumers
Local + service combinations have 5x less competition
Seasonal patterns in Belgium are unique (Q4 is not the dominant sales season)
Concrete ClickForest case: Bastiano Traiteur Before: Rankings for "catering" (#87), low traffic After: Rankings for "Italian catering Bonheiden" (#2), "communion caterer Mechelen" (#1) Result: 340% more online orders in 8 months
What Google's experts say about modern keyword research
Danny Sullivan, Google's former Search Liaison and now Director within Google Search, emphasizes a fundamental truth about SEO that also applies to keyword research:
“SEO is no longer about gaming the system, but about learning to play by the rules.”
This philosophy perfectly aligns with our keyword research approach at ClickForest. We don't look for shortcuts, but for sustainable strategies that create real value.
The ClickForest keyword clustering method
Step 1: Multiple keyword mapping (based on scientific research)
Research shows that successful pages don't rank for a single keyword, but for clusters. At ClickForest, we have refined this into a 5-step system:
Soft cluster example (our Shopify case):
Main keyword: "have a Shopify webshop built"
Cluster keywords: "shopify expert belgium", "shopify partner", "build ecommerce website"
Long-tail: "shopify webshop creation cost", "shopify migration specialist"
Result: One page ranks for 15+ related keywords.
SEO expert Jill Whalen perfectly summarizes this in her well-known statement about sustainable SEO:
“Good SEO approaches only get stronger over time. Only search engine tricks need to constantly change as algorithms shift.”
Step 2: CPC intent analysis (ClickForest method)
Research shows that a high Cost-Per-Click often indicates high conversion intent. We have validated this with our Belgian data:
ClickForest CPC benchmark (Belgian market):
Practical example: "Shopify expert" (€8 CPC) converted 3x better than "create webshop" (€2 CPC) for our Shopify projects.
Step 3: Featured snippet dominance strategy
19% of all keywords have a featured snippet, and these occupy the #1 position 100% of the time. At ClickForest, we have developed a specific method:
ClickForest featured snippet formula:
Target question-based keywords ("How to create a webshop")
Structure answers in 40-50 words
Use lists, steps, tables
Optimize for "People Also Ask"
Concrete results: 23 featured snippets secured for clients in Q4 2024, resulting in an average 67% CTR boost.
Phil Frost of Main Street ROI perfectly explains the strategy behind successful SEO:
“Successful SEO isn't about tricking Google, but about collaborating with Google to provide the best search results to its users.”
Advanced keyword research: the ClickForest toolkit
Tool 1: Competitor gap analysis (our secret weapon)
While others focus on popular keywords, we look for what competitors are missing. Our method:
Week 1: Analyze top 5 competitors Week 2: Export their keyword data (via SEMrush free version) Week 3: Identify gaps they don't rank for Week 4: Target these missed opportunities
Case result: For a local marketing agency, we found 47 untargeted keywords with commercial intent. Result: 12 new leads in the first month.
Tool 2: Belgian long-tail goldmine
Long-tail keywords are gold for SMEs. At ClickForest, we have built a database of 10,000+ Belgian long-tail keywords:
Our top performing long-tail categories:
"Service + location + urgent" (89% higher conversion)
"Product + review + Belgium" (134% more CTR)
"How + action + costs" (156% more engagement)
Example transformation: Before: "SEO" (180,000 searches, position #67) After: "SEO specialist small businesses Limburg" (35 searches, position #2) Result: From 0 to 8 leads per month
Tool 3: Voice search optimization (Belgian market)
Voice search is growing 35% annually in Belgium. Our voice search optimization strategy:
Belgian voice patterns we target:
"Where can I find good [service] in [city]"
"What time is [business] open today"
"How much does a [product] cost on average"
This strategy generated 43% more local calls for our clients.
The ClickForest ROI calculator for keyword research
Investment breakdown (our standard SME approach)
Monthly investment: €750
Keyword research + strategy: €200
Content optimization: €350
Technical SEO: €200
ClickForest results after 6 months:
Average 180 additional organic visitors/month
3.2% conversion rate (our SME average)
6 additional customers/month
Average customer value: €1.400 (our data)
Additional monthly revenue: €8.400
ROI: 1020% (€7.650 profit on €750 investment)
Client quote - Vanhie (construction company): "ClickForest's keyword strategy generated 47 new projects for us in 9 months. ROI of 890% - best investment ever."
Sector-specific keyword strategies (ClickForest expertise)
B2B services
Our B2B keyword hierarchy:
Problem-aware: "accounting is chaotic"
Solution-aware: "digital accounting software"
Vendor-aware: "bookkeeper vs accountant"
Decision-ready: "accountant Ghent price quote"
Case: Marketing consultancy, from 2 to 23 leads/month through our B2B lead generation strategy.
E-commerce & retail
ClickForest e-commerce keyword formula:
Informational: Product guides, comparisons
Commercial: "Product + review + buy"
Transactional: "Product + order + Belgium"
Result: Our Shopify optimizations deliver an average of 67% more conversions within 4 months.
Local services
Our geographic keyword matrix:
Hyper-local: "Emergency plumber Mortsel"
City-wide: "Electrician Antwerp 24/7"
Regional: "Landscape architect Flemish Brabant"
Zero-click era: the ClickForest approach
65% of searches end without a click. This may seem negative, but at ClickForest, we turn it into our strength:
Our zero-click strategy:
Dominate featured snippets for brand awareness
People Also Ask optimization for authority
Local pack dominance for local business
Knowledge panel optimization for expertise
Result: Clients experience 89% more brand recognition, even without direct clicks.
Read our complete zero-click guide for the full strategy.
AI-era keyword research: how ClickForest leads the way
ChatGPT's impact on search behavior (our observations)
Since ChatGPT, we've seen a 40% increase in conversational queries. At ClickForest, we anticipate this:
New query patterns:
"Compare [option A] and [option B] for [specific situation]"
"What are the pros and cons of [service] for [target audience]"
"Explain why [problem] occurs and how [solution] helps"
Danny Sullivan emphasizes in his recent statements that the fundamentals of good SEO do not change, even in the AI era:
“Good SEO is good GEO (Generative Engine Optimization). The basic principles have not changed.”
ClickForest AI-keyword Strategy: We don't just target traditional keywords, but also AI-prompt patterns. Result: 34% earlier traffic to new content.
Voice + AI convergence
The combination of voice search and AI creates new opportunities. Our clients who adopt this early see 67% more qualified traffic.
View our AI marketing strategies for the full approach.
The ClickForest implementation roadmap
Week 1-2: Foundation audit (our method)
ClickForest discovery process:
Current state analysis: Where do you rank now?
Competitor landscape: Who are your real rivals?
Opportunity mapping: What quick wins are there?
Keyword gap analysis: What are competitors missing?
Week 3-4: Strategic keyword selection
Our priority matrix:
Tier 1: Quick wins (easy + valuable)
Tier 2: Medium term (competitive but achievable)
Tier 3: Long term (high value, high effort)
Week 5-8: Content optimization blitz
ClickForest content approach:
Hub pages: Main category optimization
Spoke content: Long-tail supporting articles
Cluster linking: Internal linking for topical authority
Week 9-12: Performance tracking + iteration
Our KPI dashboard:
Rankings improvement
Organic traffic growth
Conversion rate evolution
ROI evolution
Advanced techniques: what other agencies don't tell you
Seasonal keyword arbitrage
Belgian consumers show unique seasonal patterns. Our data reveals:
Q1: 67% more searches for "organization", "planning", "new year"
Q2: 89% increase in "garden", "holiday", "summer" related terms
Q3: 45% more "school", "autumn", "indoor" activities
Q4: Not just Christmas - also "taxes", "year-end closing"
ClickForest Seasonal Strategy: We plan content 4 months in advance to capture seasonal peaks.
Technical SEO + keyword synergy
Keyword research without technical SEO is a waste. Our structured data implementation increases keyword rankings by an average of 23%.
Our technical stack:
Schema.org optimization for rich snippets
Core Web Vitals improvement (ranking factor)
Mobile-first indexing optimization
Page speed enhancement (conversion factor)
Real client transformations (concrete figures)
Case 1: Studio Play (retail)
Situation: Instagram hacked, website traffic -78% ClickForest approach: Complete keyword research + content overhaul Results in 6 months:
Organic traffic: +156%
Keyword rankings top 10: +89 keywords
Online sales: +134%
ROI: 687%
Case 2: Integrative Health (B2B supplements)
Situation: New market entry, no Belgian rankings
ClickForest strategy: Belgian keyword localization + authority building
Results in 8 months:
Top 10 rankings: 67 keywords
B2B leads: +890%
International expansion enabled by Belgian success
ROI: 1.240%
View Integrative Health transformation
Case 3: Authentic Flavours (online food retail)
Situation: Competition from large retailers ClickForest focus: Long-tail product + recipe combinations Results in 7 months:
"Artisanal [product]" keywords dominated
Organic revenue: +267%
Customer acquisition cost: -45%
ROI: 934%
Authentic Flavours complete case
Keyword research FAQ (client questions)
How many keywords should my SME target?
ClickForest advice: Start with 15-25 keywords in 4-6 clusters. Focus beats volume. A properly optimized page ranks for 8-12 related terms.
How quickly do I see results from keyword optimization?
Our experience:
Which tools does ClickForest use internally?
Our tech stack:
Can I do this myself or should I hire ClickForest?
Honest answer: You can learn the basics, but professional keyword research requires:
Database access (€200-500/month tools)
Belgian market expertise
Technical SEO knowledge
Content production capacity
Ongoing monitoring + adjustment
ROI calculation: DIY costs 15-20 hours/week. Professional outsourcing is often more cost-effective and yields better results.
What does professional keyword research cost?
ClickForest pricing tiers:
Audit + strategy: €1,250 (one-time)
Implementation: €750/month (3-6 months)
Ongoing optimization: €450/month
Complete SEO management: €1,200/month
Average first-year ROI: 440-890% (depending on the sector)
Keyword research mistakes that cost you €1000s
Mistake 1: Prioritizing volume over value
Symptom: Rankings for keywords that don't convert ClickForest fix: Commercial intent analysis before volume research
Mistake 2: One-time keyword research
Symptom: Rankings decline after 6-12 months ClickForest method: Quarterly reviews + trending keyword integration
Mistake 3: Underestimating the Belgian market
Symptom: Copying international strategies without localization ClickForest expertise: Belgian consumer behavior database since 2019
Mistake 4: Ignoring Technical SEO
Symptom: Good content doesn't rank ClickForest approach: Keyword research + technical optimization in parallel
Mistake 5: Skipping competitor analysis
Symptom: Fighting for unwinnable keywords ClickForest intelligence: Competitor gap analysis for quick wins
The future of keyword research (ClickForest predictions)
Impact of AI search engines
Google's SGE (Search Generative Experience) is changing everything. At ClickForest, we prepare clients:
New optimization focus:
Authoritative content for AI training data
Conversational queries optimization
Multi-step query satisfaction
Context-rich content creation
Voice commerce explosion
Belgian voice commerce is growing 340% annually. Our early adopters are already seeing benefits.
ClickForest voice strategy includes:
Local business voice optimization
Voice-specific keyword research
Smart speaker presence optimization
Conclusion: your keyword research success starts now
Keyword research is the foundation of profitable SEO. But as our 200+ Belgian client cases prove: execution is everything.
The ClickForest differences:
Belgian market expertise - 5+ years of local market data
Proven methodologies - average 440% ROI in the first year
Technical + strategic - keyword research + complete implementation
Measurable results - monthly reporting with concrete business impact
Ready to professionalize your keyword research?
Stop guessing. At ClickForest, we transform keyword research from a cost center into a profit center. Our clients typically see an ROI of 440-890% within 6 months.
Step 1: Free keyword opportunity audit
We analyze your current keyword portfolio and identify within 48 hours:
Top 10 missed keyword opportunities
Competitor gaps you can exploit immediately
Expected ROI from professional keyword optimization
Step 2: ClickForest strategy session
30-minute video call where we discuss:
Your specific market dynamics
Realistic timeline and investment for your goals
Concrete next steps for implementation
No obligations. But concrete insights you can implement immediately.
Book your free ClickForest keyword audit
Or prefer direct contact?
Email frederiek@clickforest.com with "Keyword Research" in the subject line. We will contact you within 24 hours for your free analysis.
Your competitors are already active. Start your keyword research transformation today.
🚀 More leads, higher conversion, better ROI
This article provided you with insights. Now it's time for action. Whether you want to build a profitable webshop, generate more revenue from performance marketing or SEO, or grow with AI marketing - we provide concrete support to help you move forward.
💬 Discuss your challenge directly with Frederiek: Schedule a free strategy consultation or send us a message
📧 Prefer to email? Send your question to frederiek@clickforest.com or call +32 473 84 66 27
Strategy without action remains theory. Let's take your next step together.
Frequently asked questions about keyword research
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Start with 15-25 keywords spread across 4-6 clusters. Focus on quality over quantity. A well-optimized page automatically ranks for 8-12 related search terms. Begin with long-tail keywords specific to your service and location, such as "accountant small businesses Rotterdam" instead of the generic "accountant".
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This depends on the keyword type and competition level. Long-tail local keywords can show results within 2-6 weeks. Medium-competition local keywords typically take 3-5 months. National keywords with high competition can take 6-12 months. Patience is crucial – Google needs time to assess your authority and relevance.
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You can learn the basics, but professional keyword research requires access to premium tools (€200-500/month), Dutch market expertise, technical SEO knowledge, and continuous monitoring. DIY costs 15-20 hours per week. For most businesses, outsourcing is more cost-effective and yields better results due to specialized knowledge.
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Google Keyword Planner remains the most reliable free option, especially for local markets. Google Search Console shows your current keyword performance. AnswerThePublic (limited free version) helps find question-based keywords. Ubersuggest offers a basic free tier. These tools provide a good starting point but lack the depth of premium alternatives.
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Perform a keyword review every 3 months. Check your rankings, analyze new trends in your sector, and identify missed opportunities. A complete revision is necessary during major Google updates or changes to your business model. Monthly, add 2-3 new long-tail keywords based on your Google Search Console data and customer inquiries.
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Short-tail keywords are brief, generic search terms with high search volume but low conversion (e.g., "marketing"). Long-tail keywords are specific, longer phrases with lower volume but higher conversion intent (e.g., "online marketing agency Amsterdam small businesses"). Long-tail keywords are easier to rank for and convert 2-3 times better.
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Check the current top 10 results. If these are all major brands with Domain Authority 70+, the keyword is likely too competitive. Look for keywords where local businesses, niche sites, or newer websites rank. Tools like SEMrush show a "keyword difficulty" score. Start with keywords below 30% difficulty and gradually build up to more competitive terms.
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No, Google's algorithm understands synonyms and context. Use your main keyword naturally in the title, H1, and a few times within the text, but focus on semantically related words and natural language. Keyword stuffing harms your rankings. Write for people, optimize for Google – in that order.
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The top 5 mistakes: 1) Targeting volume instead of intent, 2) Ignoring local opportunities, 3) One-time keyword research without follow-up, 4) Ignoring competitor analysis, 5) Not matching keywords with the correct content type. Avoid these pitfalls by thinking strategically about what your customers are truly searching for.
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Voice searches are conversational and question-based. Target natural spoken language like "Where can I find good SEO help in Utrecht" instead of "SEO Utrecht". Optimize for "who, what, where, when, why" questions. Ensure fast loading times and local optimization. Featured snippets are crucial for voice search results.
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Keyword audit and strategy: €1,250 one-time. Implementation: €750/month for 3-6 months. Ongoing optimization: €450/month. Complete SEO management: €1,200/month. The average ROI in the first year ranges between 440-890%, depending on the sector and competition. Invest in quality – cheap keyword research rarely yields sustainable results.
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Google's algorithm now understands synonyms and context much better. It's more important to use your main keyword visibly in titles, headings, and subheadings than to match it exactly. Focus on natural language and semantically related words. User experience and relevance outweigh exact keyword matches.
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Google's algorithm can distinguish natural language from manipulation. Unnaturally repeating keywords doesn't directly harm your rankings, but it also doesn't help. The most important thing is to create a title and content that matches what users are searching for. Focus on one primary keyword per page and use it naturally throughout your content.
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AI tools can assist with brainstorming and content creation, but they do not replace professional keyword research. The fundamental approach remains the same: understanding how people search and ensuring your content is discoverable. While AI can accelerate the process, strategic keyword research still requires human expertise and market knowledge.
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Links remain important, but the focus should be on quality and relevance, not quantity. A few strong, relevant links from authoritative sites in your niche are more valuable than dozens of random links. Concentrate on creating content that naturally earns links rather than actively pursuing them.
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Google does not use word count as a direct ranking factor. The comprehensiveness of content depends not on the number of words, but on how well it answers the search query. Some questions require extensive answers, while others need a short, direct response. Focus on completeness and relevance, not on word count.
Sources & References
SEO Research & Google Guidance
Search Engine Roundtable – Google’s John Mueller on keyword research for SEO – https://www.seroundtable.com/google-keyword-research-for-seo-35716.html
Keywords & Content in Practice
Practical Ecommerce – Yes, SEO keywords remain important – https://www.practicalecommerce.com/yes-seo-keywords-remain-important
