SEO

`Søkeordsanalyse: Slik finner du søkeord som gir flere kunder`

Many businesses want to be more visible on Google. But high traffic alone is not necessarily a good result. If the visitors are not interested in your products or services, the traffic creates little value.
A good SEO strategy therefore doesn't start with filling your website with random keywords. It starts with understanding what customers actually need, what questions they ask, and how they search when approaching a purchasing decision.
This is especially important for local businesses and companies in the construction, renovation and crafts sectors. A customer looking to buy new stairs, renovate a bathroom or find a carpenter often actively uses Google before contacting a supplier.
In this guide, I explain how to find keywords that can bring in more relevant visitors, more inquiries, and increased sales.

What do customers look for before they contact you?

A potential customer rarely applies just once. Before submitting an inquiry, the customer often goes through several steps.
For example, a person considering purchasing a new interior staircase might start with broad searches:

new staircase
modern staircase
wooden staircase

Later, the searches become more specific:

How much does a new staircase cost?
price of interior stairs
oak staircase with glass railing
stairs with assembly in Oslo
stair supplier in Drammen

Recent searches may have lower search volume, but they can be more valuable. The person already has a clear need and is closer to a purchasing decision.
The same applies to other industries. A customer searches not only for "carpenter", but perhaps for "price for building a terrace", "carpenter for renovation in Bærum" or "custom-made wardrobe under the stairs".
Therefore, you shouldn't just ask: How many people are searching for this word? You should also ask: How close is the person to becoming a customer?

Start with the services you actually want to sell

Before using SEO tools, you should create an overview of your most important products and services.
For example, a construction company can offer:

renovation
annex
terrace
replacement of windows
interior stairs
customized solutions
assembly

The next step is to make each service more specific.
If you sell stairs, you can divide the topic into several categories:

new staircase
interior staircase
oak staircase
staircase with glass railing
space-saving staircase
staircase with assembly
price of new stairs

Each category can represent a separate page, an article, or a part of a larger guide.
This method makes it easier to create content that responds precisely to what the customer is searching for.

Use the customer's language, not just technical terms

A common mistake is to use the same words on the website that the suppliers use internally. Customers are not always familiar with the technical terms.
For example, a staircase manufacturer might use words like “riser”, “rail”, “landing” or “return railing”. But many customers are looking for something simpler:

closed staircase
stairs with wall on the side
staircase with turn
railing for stairs
railing for interior stairs

That doesn't mean you should avoid technical terms. But you should explain them and combine them with words that customers actually use.
The same goes for SEO services. A business owner might not be searching for “technical SEO optimization.” They’re more likely to search for:

Why isn't my website showing up on Google?
How to get more customers from Google
SEO help for business
SEO specialist Oslo
What does SEO cost?

Good SEO is about understanding both the technical language and the customer's language.

Find ideas directly in Google

You don't always need advanced tools to find good keywords. Google can give you lots of useful ideas.
Type the beginning of a search, for example:
new staircase
Google may suggest related searches such as:

new staircase price
new staircase in old house
new staircase with installation
new staircase indoors
new oak staircase

Also check out the "Others also ask" section. Here you'll find questions that can be used in articles and FAQ sections:

How much does it cost to install a new staircase?
How long does it take to install a staircase?
Which staircase takes up the least space?
Can you replace the stairs without renovating the entire room?

Such questions are valuable because they reflect the uncertainty the customer has before making contact.

Look at the search intent behind each keyword

Two keywords may be about the same product, but have different value to the business.
The search "staircase design" may mean that the person is just looking for inspiration.
The search "price of new stairs with installation" shows, however, that the customer is considering purchasing.
Search intent can be divided into three simple groups:

Information search
The customer wants to learn more.
Examples:

What type of wood is best for stairs?
How wide does an interior staircase need to be?
What affects the price of a new staircase?

Such searches are well suited for guides and blog posts.

Commercial searches
The customer compares alternatives.
Examples:

best staircase supplier
oak stairs or pine stairs
custom staircase price
SEO agency or freelancer

Here you should explain the differences, advantages and what the customer should consider.

Purchase-oriented searches
The customer is ready to make contact.
Examples:

order new stairs
stair supplier Oslo
SEO specialist for construction company
get a quote for renovation

These keywords should be used on service pages and landing pages with clear contact options.

Long-tail keywords can yield better results

Many businesses want to rank for broad keywords with high search volume. But broad keywords often have high competition and unclear intent.
Compare:

stairs
interior staircase
price of new interior oak staircase with installation

The last search is longer, but also more precise. The customer knows what he wants.
These searches are called long-tail keywords. For small and medium-sized businesses, they can be very profitable because they often attract people who are ready to take action.
The same applies to SEO:

SEO
SEO company
SEO specialist for construction company in Norway

The last search has fewer searches, but may yield a more relevant customer.

Analyze your competitors, but don't copy them.

Look at the websites that already rank high in Google. Examine what topics they cover, how they structure their pages, and what questions they answer.
If your competitors write short and superficial texts, you have an opportunity to create something better.
For example, you can add:

clear price examples
pictures from real projects
explanation of the work process
information about delivery time
frequently asked questions
local pages for the areas you cover

The goal is not to repeat what competitors have already written. The goal is to create a page that gives the customer a more complete and credible answer.

Use keywords naturally

Once you have chosen your keywords, you should use them in a natural way in:

the page title
main heading
an introduction
subheadings
The URL
the meta description
FAQ sectioninternal
links

Avoid repeating the same keyword an unnatural number of times. The text should first and foremost be useful and easy to read.
Google should understand the topic of the page, but the customer should feel that the text is written for humans.

Good keywords not only bring traffic, but customers

Keyword analysis isn't just about numbers in an SEO tool. It's about understanding the customer's needs and creating content that meets the customer at the right time.
For a construction company, one good keyword can lead to an inquiry for a larger project. For a staircase supplier, a detailed article about prices can generate several relevant inquiries. For a local business, a well-optimized services page can make it easier to be found by customers in the local area.
Do you want to find out which keywords can bring more customers to your business? I can analyze the market, competitors, and search patterns in your industry and create an SEO strategy that is tailored to your goals.

Søkeordsanalyse: Slik finner du søkeord som gir flere kunder

What do customers look for before they contact you?

A potential customer rarely applies just once. Before submitting an inquiry, the customer often goes through several steps. For example, a person considering purchasing a new interior staircase might start with broad searches:

Later, the searches become more specific:

Start with the services you actually want to sell

Before using SEO tools, you should create an overview of your most important products and services. For example, a construction company can offer:

The next step is to make each service more specific. If you sell stairs, you can divide the topic into several categories:

Each category can represent a separate page, an article, or a part of a larger guide. This method makes it easier to create content that responds precisely to what the customer is searching for.

Use the customer's language, not just technical terms

That doesn't mean you should avoid technical terms. But you should explain them and combine them with words that customers actually use. The same goes for SEO services. A business owner might not be searching for “technical SEO optimization.” They’re more likely to search for:

Good SEO is about understanding both the technical language and the customer's language.

Find ideas directly in Google

You don't always need advanced tools to find good keywords. Google can give you lots of useful ideas. Type the beginning of a search, for example: new staircase Google may suggest related searches such as:

Also check out the "Others also ask" section. Here you'll find questions that can be used in articles and FAQ sections:

Such questions are valuable because they reflect the uncertainty the customer has before making contact.

Look at the search intent behind each keyword

Information search The customer wants to learn more. Examples:

Such searches are well suited for guides and blog posts.

Commercial searches The customer compares alternatives. Examples:

Here you should explain the differences, advantages and what the customer should consider.

Purchase-oriented searches The customer is ready to make contact. Examples:

These keywords should be used on service pages and landing pages with clear contact options.

Long-tail keywords can yield better results

Many businesses want to rank for broad keywords with high search volume. But broad keywords often have high competition and unclear intent. Compare:

The last search is longer, but also more precise. The customer knows what he wants. These searches are called long-tail keywords. For small and medium-sized businesses, they can be very profitable because they often attract people who are ready to take action. The same applies to SEO:

The last search has fewer searches, but may yield a more relevant customer.

Analyze your competitors, but don't copy them.

Look at the websites that already rank high in Google. Examine what topics they cover, how they structure their pages, and what questions they answer. If your competitors write short and superficial texts, you have an opportunity to create something better. For example, you can add:

The goal is not to repeat what competitors have already written. The goal is to create a page that gives the customer a more complete and credible answer.

Use keywords naturally

Once you have chosen your keywords, you should use them in a natural way in:

Avoid repeating the same keyword an unnatural number of times. The text should first and foremost be useful and easy to read. Google should understand the topic of the page, but the customer should feel that the text is written for humans.

Good keywords not only bring traffic, but customers

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