Keyword
What somebody types into a search box. The phrase they use is rarely the phrase your industry uses.
Want this explained against your own numbers?
A free consult is twenty minutes and there is no pitch deck at the end of it.
What somebody types into a search box. The phrase they use is rarely the phrase your industry uses.
The gap between trade language and customer language is where most keyword research earns its money. Nobody searches for "HVAC preventative maintenance solutions"; they search "furnace tune up calgary" and "why is my furnace blowing cold air".
Intent matters more than volume. "Furnace repair calgary" has fewer searches than "how does a furnace work" and is worth many times more, because one is a person with a problem and a chequebook and the other is homework.
| Informational | how does a heat pump work | Low commercial value |
|---|---|---|
| Commercial | best heat pump for calgary winters | Comparing, not yet buying |
| Transactional | heat pump installation calgary | Ready to spend |
| Navigational | hubfolio digital | Looking for you specifically |
This comes up most often in Search Engine Optimisation. Getting found when someone searches for what you sell — without paying per click. Slower than ads, but it compounds and keeps working after the budget stops.
A free consult is twenty minutes and there is no pitch deck at the end of it.