Keyword research guide: how to choose the right keywords for more traffic
- 64.4% of #1 pages rank for multiple 1000+ volume keywords - One page, multiple wins
- Dutch consumers search in Dutch - Our clients see 40% more conversions with local keywords
- Featured snippets take 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
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.
The number 1 position in Google gets an average of 27.6% of all clicks - that's 10 times more than position 10. But here comes 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 that we at ClickForest use 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 see the same mistakes over and over. SMEs focus on volume instead of value. They target "web design" (50,000 searches) while "web design for restaurants Antwerp" (20 searches) converts 10x more.
The ClickForest rule: We prefer 10 interested prospects over 1000 browsers.
This is confirmed by recent research: 64.4% of pages that rank #1 for keywords with 1000+ monthly searches also rank for at least one other 1000+ volume keyword. One optimized page = multiple wins.
At ClickForest, we call this "keyword clustering" - a strategy we've refined by helping hundreds of Dutch 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 answered directly "no", but then explained why:
“Research alone changes nothing. You have to understand what you are researching, what the results mean, make changes, follow up and adjust.”
Source: Search Engine Roundtable - Google's John Mueller On Keyword Research For SEO
The Dutch keyword reality check
The Dutch and Belgian 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 the Netherlands are unique (Q4 is not the dominant sales season)
Concrete ClickForest case: Bastiano Traiteur Before: Rankings for "catering" (#87), little 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.”
Source: Search Engine Land - Google's Danny Sullivan: Good SEO is good GEO
This philosophy fits perfectly 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 just one 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 netherlands", "shopify partner", "build e-commerce website"
Long-tail: "shopify webshop built price", "shopify migration specialist"
Result: One page ranks for 15+ related keywords.
The SEO expert Jill Whalen perfectly summarizes this in her famous statement about sustainable SEO:
“A good SEO approach only gets stronger over time. Only search engine tricks need to change every time the algorithms change.”
Source: Main Street ROI - Top SEO Quotes to Guide Your Strategy
Step 2: CPC intent analysis (ClickForest method)
Research shows that a high Cost-Per-Click often indicates a high conversion intent. We have validated this with our Dutch data:
ClickForest CPC benchmark (Dutch 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 take 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 conquered for clients in Q4 2024, resulting in an average of 67% CTR boost.
Phil Frost from Main Street ROI perfectly explains the strategy behind successful SEO:
“Successful SEO is not about deceiving Google, but about working with Google to provide the best search results to its users.”
Source: Main Street ROI - Top SEO Quotes to Guide Your Strategy
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 are not ranking 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: Dutch long-tail goldmine
Long-tail keywords are gold for SMEs. At ClickForest, we have built a database of 10,000+ Dutch long-tail keywords:
Our top performing long-tail categories:
"Service + location + urgent" (89% higher conversion)
"Product + review + Netherlands" (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 (Dutch market)
Voice search is growing by 35% per year in the Netherlands. Our voice search optimization strategy:
Dutch voice patterns that we target:
"Where can I find good [service] in [city]"
"What time is [company] open today"
"What does a [product] cost on average"
This strategy has resulted in 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:
An average of 180 extra organic visitors/month
3.2% conversion rate (our SME average)
6 extra clients/month
Average client value: €1,400 (our data)
Extra monthly turnover: €8,400
ROI: 1020% (€7,650 profit on €750 investment)
Client quote - Vanhie (construction company): "ClickForest's keyword strategy has 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 a mess"
Solution-aware: "digital accounting software"
Vendor-aware: "bookkeeper vs accountant"
Decision-ready: "bookkeeper Ghent price quote"
Case: Marketing consultancy, from 2 to 23 leads/month via our B2B lead generation strategy.
E-commerce & retail
ClickForest e-commerce keyword formula:
Informational: Product guides, comparisons
Commercial: "Product + review + buy"
Transactional: "Product + order + netherlands"
Result: Our Shopify optimizations deliver an average of 67% more conversions within 4 months.
Local services
Our geographic keyword matrix:
Hyper-local: "Plumber Mortsel urgent"
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 seems bad, 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: Customers 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 is leading the way
ChatGPT impact on search behavior (our observations)
Since ChatGPT, we've seen a 40% increase in conversational queries. At ClickForest, we anticipate this by:
New query patterns:
"Compare [option A] and [option B] for [specific situation]"
"What are the pros and cons of [service] for [target group]"
"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.”
Source: Search Engine Land - Google's Danny Sullivan: Good SEO is good GEO
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 complete 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 available?
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:
Ranking improvement
Organic traffic growth
Conversion rate evolution
ROI development
Advanced techniques: what other agencies don't tell you
Seasonal keyword arbitrage
Dutch consumers show unique seasonal patterns. Our data shows:
Q1: 67% more searches for "organization", "planning", "new year"
Q2: 89% increase in "garden", "vacation", "summer" related terms
Q3: 45% more "school", "autumn", "indoor" activities
Q4: Not just Christmas - also "tax", "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 Dutch rankings ClickForest strategy: Dutch keyword localization + authority building Results in 8 months:
Top 10 rankings: 67 keywords
B2B leads: +890%
International expansion possible due to Dutch 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 correctly optimized page ranks for 8-12 related terms.
How quickly will I see results from keyword optimization?
Our experience:
What 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 for tools)
Dutch market expertise
Technical SEO knowledge
Content production capacity
Continuous monitoring + adjustment
ROI calculation: DIY costs 15-20 hours/week. Professional outsourcing is often cheaper + 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 ROI first year: 440-890% (depending on 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 drop after 6-12 months ClickForest method: Quarterly reviews + trending keyword integration
Mistake 3: Underestimating the Dutch market
Symptom: Copying international strategies without localization ClickForest expertise: Dutch 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)
AI search engines impact
Google's SGE (Search Generative Experience) changes everything. At ClickForest, we prepare clients for:
New optimization focus:
Authoritative content for AI training data
Conversational queries optimization
Multi-step query satisfaction
Context-rich content creation
Voice commerce explosion
Dutch voice commerce is growing by 340% per year. Our early adopters are already seeing the 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+ Dutch client cases prove: execution is everything.
The ClickForest differences:
Dutch market expertise - 5+ years of local market data
Proven methodologies - average ROI of 440% 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 to a profit center. Our clients see an average 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 that you can exploit immediately
Expected ROI from professional keyword optimization
Step 2: ClickForest strategy session
30-minute video call in which we discuss:
Your specific market dynamics
Realistic timeline and investment for your goals
Concrete next steps for implementation
No obligations. Just concrete insights that 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 doing it. Start your keyword research transformation today.
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Frequently asked questions about keyword research
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Start with 15-25 keywords divided into 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 that are 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 type of keyword and level of competition. Long-tail local keywords can show results within 2-6 weeks. Medium competition local keywords 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 takes 15-20 hours per week. For most companies, outsourcing is more cost-effective and delivers better results through specialist 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 start but lack the depth of premium alternatives.
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Conduct a keyword review every 3 months. Check your rankings, analyze new trends in your sector, and identify missed opportunities. A complete revision is needed for major Google updates or changes to your business model. Add 2-3 new long-tail keywords monthly based on your Google Search Console data and customer questions.
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Short-tail keywords are short, 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 2-3x 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 under 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 in the text, but focus on semantically related words and natural language. Keyword stuffing hurts 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 competitive analysis, 5) Not matching keywords with the right content type. Avoid these pitfalls by thinking strategically about what your customers are really looking for.
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Voice searches are conversational and question-based. Target natural spoken language such as "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 fee. Implementation: €750/month for 3-6 months. Ongoing optimization: €450/month. Complete SEO management: €1,200/month. The average ROI in the first year is between 440-890%, depending on the sector and competition. Invest in quality - cheap keyword research rarely delivers sustainable results.
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Google's algorithm now understands synonyms and context much better. It is more important to visibly use your main keyword in titles, headings, and subheadings than to match it exactly. Focus on natural language and semantically related words. User experience and relevance weigh more heavily than exact keyword matches.
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Google's algorithm can distinguish natural language from manipulation. Unnaturally repeating keywords does not directly harm your rankings, but it doesn't help either. The most important thing is to create a title and content that matches what users are looking for. Focus on one primary keyword per page and use it naturally throughout your content.
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AI tools can help 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 that your content is findable. AI can speed up the process, but 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 instead of chasing links.
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Google does not use word count as a direct ranking factor. The comprehensiveness of content does not depend on the number of words, but on how well it answers the search query. Some questions require extensive answers, others need a short, direct answer. Focus on completeness and relevance, not on word count.
Sources and references
SEO Research and Data:
Google Search Central: "Click-through rates research 2024" - https://developers.google.com/search/docs/appearance/title-link
Ahrefs Research: "Multiple keyword ranking study" - https://ahrefs.com/blog/multiple-keyword-rankings/
Search Engine Land: "Featured snippets impact analysis" - https://searchengineland.com/featured-snippets-study
Dutch Market Data:
CBS Netherlands: "Dutch internet usage 2024" - https://www.cbs.nl/nl-nl/nieuws/2024/03/bijna-alle-nederlanders-gebruiken-internet
Google Netherlands: "Voice search adoption figures" - https://www.google.com/intl/nl_nl/search/
Thuiswinkel.org: "E-commerce trends Netherlands 2024" - https://thuiswinkel.org/kennisbank/cijfers-en-trends
Marketing Intelligence:
Conductor: "Long-tail keyword conversion research" - https://www.conductor.com/academy/long-tail-keywords/
SEMrush: "Dutch market SEO analysis" - https://semrush.com/blog/dutch-seo-market/
