Keyword research guide: focus on intent and conversion

Do you want more website visitors who actually buy? Then you need to stop targeting the wrong keywords. We see it every day: SMEs spending thousands of euros on SEO for keywords that never convert.

The number 1 position in Google receives an average of 27.6% of all clicks (Backlinko), roughly 10 times more than position 10. But here is the crucial nuance: not all #1 positions are equal. Some keywords generate leads, others only costs.

In this guide I share the keyword research method we use at ClickForest ourselves. You will learn not just how to find keywords, but above all how to find the right ones.

Why many SMEs approach keyword research the wrong way

In our SEO projects we keep seeing the same mistake: focusing on volume instead of value. SMEs target a broad keyword such as “web design” (tens of thousands of searches), while a specific term such as “web design for restaurants Antwerp” (a handful of searches) is far more likely to convert.

The rule of thumb: better 10 interested prospects than 1,000 casual browsers.

Ahrefs research confirms that a single page can win far more than one position: a page ranking #1 also ranks in the top 10 for nearly 1,000 other relevant keywords on average (the median is around 400). One well-optimised page = multiple wins.

At ClickForest we call this approach “keyword clustering”: one strong page that ranks for a cluster of related search terms, instead of separate pages per keyword.

Google’s John Mueller confirms this principle in his statements about keyword research. When asked whether keyword research helps with SEO, he answered directly “no”, but then explained why:

“Just researching changes nothing. You have to understand what you’re researching, what the results mean, make changes, follow up and adjust.”

— John Mueller, Search Advocate Google

The reality of the Belgian search market

Belgian and Dutch markets differ more than often assumed. What to watch for in local SEO:

• Dutch-language keywords fit better than English translations
• Belgian consumers often use different search terms than Dutch consumers
• Local + service combinations usually face less competition
• Seasonal patterns in Belgium are unique (Q4 is not automatically the dominant sales season)

Keyword clustering in practice

Step 1: map the cluster

Successful pages do not rank for one keyword but for clusters of related search terms. This is what that looks like for a Shopify page:

• Main keyword: “shopify webshop development”
• Cluster keywords: “shopify expert belgium”, “shopify partner”, “ecommerce website build”
• Long-tail: “shopify webshop development price”, “shopify migration specialist”

One page built this way ranks for a whole series of related search terms at once.

Step 2: weigh buying intent via CPC

A high Cost-Per-Click often signals high conversion intent: expensive search terms usually attract buyers, not just visitors who are still orienting themselves. So weigh intent, not just search volume.

Step 3: aim for featured snippets

A share of searches shows a featured snippet, which takes the most prominent position above the organic results. To capture it:

• Target question-based keywords (“How to build a webshop”)
• Structure answers in 40-50 words
• Use lists, steps and tables
• Optimise for “People Also Ask”

A well-optimised answer in this format has a real chance at the snippet position.

Three techniques to dig deeper

1. Competitor gap analysis

While everyone aims for the popular keywords, you look for what competitors are missing:

• Week 1: analyse your top 5 competitors
• Week 2: export their keyword data (possible with the free version of Semrush)
• Week 3: identify the gaps they do not rank for
• Week 4: target those missed opportunities

This is how you find commercially interesting keywords your competitors have no content for, with less competition to rank.

2. The Belgian long-tail goldmine

Long-tail keywords are gold for SMEs. Combine service, location and intent into specific search terms:

• “Service + location + urgent” (e.g. “emergency plumber Ghent”)
• “Product + review + Belgium”
• “How + action + costs”

A generic term like “SEO” is almost unwinnable; a specific long-tail like “SEO specialist small businesses Limburg” has less volume but far higher intent and is realistic to rank for.

3. Voice search optimisation

Spoken and conversational queries keep growing. Our zero-click approach starts from typical spoken patterns:

• “Where can I find good [service] in [city]”
• “What time is [business] open today”
• “What does a [product] cost on average”

This is how you match how people search out loud, in full sentences.

Sector-specific keyword strategies

B2B services

A workable B2B keyword hierarchy:

• Problem-aware: “accounting is a mess”
• Solution-aware: “digital accounting software”
• Vendor-aware: “bookkeeper vs accountant”
• Decision-ready: “accountant Ghent price quote”

A marketing consultancy that wants B2B leads focuses mainly on decision-ready keywords and combines that with a targeted B2B lead generation strategy.

E-commerce & retail

For e-commerce you work in three intent layers:

• Informational: product guides and comparisons
• Commercial: “product + review + buy”
• Transactional: “product + order + belgium”

Combine these intent layers with targeted conversion optimisation to turn more visitors into buyers.

Local services

Work with a geographic keyword matrix:

• Hyper-local: “plumber Mortsel emergency”
• City-wide: “electrician Antwerp 24/7”
• Regional: “landscape architect Flemish Brabant”

Ranking in the zero-click era

More and more searches end without a click: in 2024, according to SparkToro and Datos, this was already the case for 58.5% of US and 59.7% of European Google searches. That seems like bad news, but you can approach it strategically:

• Capture featured snippets for brand visibility
• Optimise for People Also Ask for authority
• Be present in the local pack for local businesses
• Optimise the knowledge panel for expertise

The effect: your brand stays visible and authoritative in the search results, even without direct clicks.

Read our complete zero-click guide for the full strategy.

Keyword research in the AI era

The impact of ChatGPT on search behaviour

Since the breakthrough of ChatGPT and other AI assistants, queries have become more conversational and question-driven:

• “Compare [option A] and [option B] for [specific situation]”
• “What are the pros and cons of [service] for [target audience]”
• “Explain why [problem] happens and how [solution] helps”

Even in the AI era, the fundamentals of good SEO do not change: relevant, authoritative content remains the basis. What does shift is that, alongside traditional keywords, you also account for how people ask questions to AI assistants (prompt patterns).

Voice + AI convergence

The combination of voice search and AI creates new opportunities for those who act early. View our AI marketing strategies for the full approach.

A 12-week implementation roadmap

Weeks 1-2: foundation audit

• Current state: where do you rank now?
• Competitor landscape: who are your real rivals?
• Opportunities: which quick wins are within reach?
• Keyword gaps: what are your competitors missing?

Weeks 3-4: strategic keyword selection

Work with a priority matrix:

• Tier 1: quick wins (easy and valuable)
• Tier 2: medium term (competitive but achievable)
• Tier 3: long term (high value, high effort)

Weeks 5-8: content optimisation

• Hub pages: optimising your main categories
• Spoke content: supporting long-tail articles
• Cluster linking: internal links for topical authority

Weeks 9-12: measure and adjust

Track at least these KPIs:

• Rankings improvement
• Organic traffic growth
• Conversion rate evolution
• ROI development

Techniques that are often overlooked

Seasonal keywords

Belgian consumers show seasonal patterns you can factor into your planning. Q1: “organisation”, “planning”, “new year”. Q2: “garden”, “holiday”, “summer”. Q3: “school”, “autumn”, “indoor”. Q4: not only Christmas, also “tax” and “year-end”.

So plan your content 3 to 4 months ahead, so you capture seasonal peaks instead of chasing them.

Technical SEO + keyword synergy

Keyword research without technical SEO is wasteful. Good structured data helps search engines understand your content better and strengthens your rankings. The technical basics:

• Schema.org optimisation for rich snippets
• Core Web Vitals improvement (ranking factor)
• Mobile-first indexing optimisation
• Page speed improvement (conversion factor)

Frequently asked client questions

How many keywords should my SME target?

Start with 15-25 keywords in 4-6 clusters. Focus beats volume: a correctly optimised page ranks for 8-12 related terms.

How quickly will I see results from keyword optimisation?

The timeline depends on the competition for your keywords. For low-competition long-tail keywords you often see movement within 2 to 6 weeks. Medium-competition terms usually take 3 to 5 months, and highly competitive national keywords 6 to 12 months for stable positions. Consistent content and internal links speed up the process.

Which tools do we use internally?

Tool prices change regularly; always check the current rates on the tool’s own website.

Can I do this myself or is it better to outsource?

The basics can be learned, but professional keyword research requires:

• Access to paid premium tools
• Knowledge of the Belgian market
• Technical SEO knowledge
• Content production capacity
• Continuous monitoring and adjustment

Doing it yourself quickly costs 15 to 20 hours per week. For many businesses, outsourcing is therefore more cost-effective and delivers better results.

What does professional keyword research cost?

That depends on the scope: a one-off audit and strategy, or ongoing optimisation with a monthly budget. Always ask about the scope and expected effort, not just the price. Cheap keyword research rarely delivers sustainable results.

Five mistakes that cost you dearly

Mistake 1: volume over value

Symptom: rankings for keywords that do not convert. Fix: analyse commercial intent first, volume second.

Mistake 2: one-off keyword research

Symptom: rankings drop after 6 to 12 months. Fix: plan quarterly reviews and integrate new trends.

Mistake 3: underestimating the Belgian market

Symptom: copying international strategies without localisation. Fix: align keyword research with Belgian search behaviour (language, region, season).

Mistake 4: ignoring technical SEO

Symptom: good content does not rank. Fix: tackle keyword research and technical optimisation in parallel.

Mistake 5: skipping competitor analysis

Symptom: fighting for unwinnable keywords. Fix: use competitor gap analysis for quick wins.

The future of keyword research

AI search engines

Google’s AI Overviews and AI Mode (the successors of SGE) are changing what search results look like. Prepare with:

• Authoritative content that AI systems pick up as a source
• Optimisation for conversational queries
• Answers to multi-step questions
• Context-rich content

Voice and AI assistants as a purchase channel

Voice and AI assistants are becoming a growing purchase channel. Those who act early build a head start: think local voice optimisation, voice-specific keyword research and presence on smart speakers.

Conclusion: professionalise your keyword research

Keyword research is the foundation of profitable SEO, but execution makes the difference: start from the Belgian search market, work with clusters and intent analysis, pair that with technical optimisation and report measurably.

Want to know where you stand today? Our SEO audit shows you exactly where your biggest opportunities are. Prefer direct contact? Email frederiek@clickforest.com with “keyword research” in the subject line and we will schedule a no-obligation 30-minute video call about your market, a realistic timeline and concrete next steps.