Keyword research means finding out what your customers actually search for on Google, and in which words. In short: you start from a few core words, expand them with real suggestions, group them by intent and pick the ones you can win. Without it, you write things on your site that nobody searches for.

Why it matters

Your site can look great, but if it uses different words than your customers, Google won't match you up. Keyword research aligns your pages with real demand — bringing people who want exactly what you offer.

The basic steps

  • Start with "seed" words: your services, e.g. "website development", "online store".
  • Expand with Google's suggestions (autocomplete, "Related searches") and Google Search Console.
  • Sort by intent (see below).
  • Group similar keywords onto one page, not one page per synonym.
  • Prioritize: start with low-competition keywords that have clear intent.

Types of intent

Not all searches are equal. Informational ("what is a landing page") — the person is learning. Commercial ("best web studio Moldova") — comparing. Transactional ("online store development price") — ready to buy. Service pages target commercial and transactional intent; the blog covers informational questions and links to services.

The power of long-tail

Short words ("website") are extremely competitive. Long, specific phrases ("how much does an online store cost in Moldova") have low competition and more ready buyers. For a new site, long-tail is the fastest path to first rankings.

Free tools

  • Google autocomplete and the "Related searches" block.
  • Google Search Console — shows the real keywords you already appear for.
  • Google Keyword Planner — for rough volumes.

Common mistakes

  • Targeting words that are too generic, impossible to win early on.
  • Multiple pages for the same keyword (cannibalization).
  • Ignoring language: in Moldova people search in both Romanian and Russian — cover both.

At shadowforge we make keyword research the foundation of every SEO project — in Romanian, Russian and English — and build the site structure around real demand. Message us if you want your pages to target exactly what customers search for.