Service scope
Keyword research
Turn the language customers use into a practical map of questions and useful pages.
What a useful scope includes
- Collect phrases from actual service descriptions and customer questions.
- Group phrases by the decision behind them.
- Match each group to an existing page before proposing a new one.
- Record evidence, uncertainty and the reason for each priority.
A practical review question
Would the same page satisfy these two searches, or do they represent different decisions?
Set the boundary
Search-volume estimates are estimates. They do not establish demand that this business can serve or convert.
Agree on the deliverables, responsibilities and review process before work begins.