Keyword research that ends in a site structure, not a spreadsheet.
I'm Miroslav Planansky. I run SEO for Flashscore's betting section across 20+ markets, and I do keyword research the same way there: queries clustered by intent, checked against the live SERP and mapped to specific pages. Remote, CET.
Free 15-minute intro call · no commitment
Deliverables
What do you get from professional keyword research?
You get clusters of queries mapped to search intent and to specific pages, ready to use as a site structure and a content plan. A raw keyword export tells you what people type. Research tells you which page should answer each group of queries, what format that page needs, and in what order to build them.
Each cluster gets one target page and an intent profile: what the visitor expects to find there and what kind of content earns the click. That mapping is also what prevents two of your pages from competing for the same query.
01
Cleaned query table
Queries with volumes, intent labels and cluster assignment. The junk is filtered out before you ever see it.
02
Cluster-to-URL map
Which page carries which intent: what exists, what gets merged and what needs to be created.
03
Architecture proposal
Categories, subcategories and landing pages with naming, derived from how customers search instead of your org chart.
04
Prioritized content plan
What to build first based on potential and competition, written as assignments a writer can pick up.
Process
How do I do keyword research?
Data collection is the easy part. The value sits in the two steps after it.
01
Collect and clean
Your Search Console queries first, because they show real demand you already capture. Then DataForSEO for volumes and competitor coverage. Duplicates, zero-intent noise and irrelevant branded terms go out.
02
Cluster by intent, verify in the SERP
Queries get grouped by what the searcher wants, then each cluster is checked against the live results page. If Google rewards comparison tables for a query, a prose article won't rank there, whatever the volume says.
03
Map to pages and prioritize
Each cluster gets exactly one target URL, which is how cannibalization gets prevented rather than fixed later. Priority follows potential versus competition versus your ability to cover the topic well.
Tooling: Google Search Console, GA4, DataForSEO and Screaming Frog for mapping the research against your existing pages. The SERP reading is done by hand, because that's the step where tools guess and judgment decides.
Pricing
How much does keyword research cost?
Keyword research is billed from €100 per hour; there is no fixed package price because scope varies too much to pretend one number fits all sites. A five-page service site and a catalog with thousands of products are different projects, and the hours reflect that.
Standalone research
from €100
/ hour
Scoped after the free intro call: number of categories, language versions and how deep the structure proposal goes.
Within an SEO audit
from €900
/ audit
Keyword coverage and intent match are part of every full audit, alongside the technical and authority review.
Within a retainer
from €100
/ hour · 10+ hrs/month
On ongoing engagements, research runs continuously: new topics get mapped as the content plan progresses.
I estimate the hours on the free 15-minute intro call, once I've seen the site. For the full review, see the SEO audit.
Who it's for
Who needs keyword research?
Order it when a structural decision is ahead of you, because changing the structure later costs far more than researching it first.
01
Building a new site
The research becomes the sitemap. Categories, landing pages and naming follow demand from day one instead of being retrofitted.
02
Planning a redesign
A redesign is the one cheap moment to fix structure. Research shows which pages to keep, merge or add before the new build is locked.
03
Scaling content
If you plan more than a few articles ahead, research turns the backlog into clusters with priorities, so every piece has a defined role.
04
Entering a new market
Search behavior doesn't translate one-to-one between languages. Research maps real local demand before you invest in content.
Before you build
Planning a site or a content push?
Fifteen minutes is enough to tell you whether research pays off for your project and roughly how many hours it would take.
Why me
Why keyword research with me
I run content and technical SEO for Flashscore's betting section across 20+ markets. Keyword research there means different languages, different SERPs and different intent for the same topic, every week.
Three years as SEO manager for CZ/SK/HU in regulated fintech. I built the education hub's topic structure around intent clusters and wrote most of the content against those maps myself.
Proof on a small site
StudioPosh, a local business nobody could find online, ranks for 450+ keywords and gets 300+ organic visits a month with zero PPC spend. The structure came from research, the same method, smaller scale.
Not sure whether you need research or a broader engagement? Start with SEO consulting, the research can grow out of it.
FAQ
Common
questions.
6 questions
How much does keyword research cost?+
Keyword research is billed at my consulting rate, from €100 per hour. There is no fixed package price because scope varies too much between a five-page service site and a multi-category e-commerce catalog. It can also run as part of an SEO audit (from €900) or inside a monthly retainer. The 15-minute intro call is free and I'll estimate the hours there.
What do I actually receive at the end?+
Four things: a cleaned query table with volumes and intent, a map of clusters to specific URLs (existing and new), an information architecture proposal with page naming, and a prioritized content plan. Every item is written so a developer, designer or writer can pick it up directly.
How is this different from exporting a keyword tool?+
An export lists queries; research decides what to build. I cluster queries by search intent, check the live SERP for each cluster to see what format actually ranks, assign each cluster to one page, and flag where two pages would compete with each other. The judgment layer is the deliverable, the export is just raw material.
Do you do keyword research for non-Czech markets?+
Yes. At Flashscore I run SEO across 20+ markets including the UK, Brazil, Italy, France and Poland, so multi-language and multi-country research is routine work. For languages I don't speak, the data and SERP analysis still hold; I pair them with a native reviewer on your side for final naming.
Which tools do you use?+
Google Search Console for your real query data, DataForSEO for volumes and SERP data, Screaming Frog for mapping research against your existing pages, and GA4 for how current traffic behaves. The decisive step is manual: reading the live SERP for each cluster before assigning it a page.
When is the right time to order keyword research?+
Before building a new site, before a redesign, and whenever you plan content further than a few articles ahead. Without it, the menu and the content plan follow your internal mental map instead of how customers actually search. Done early, it shapes the information architecture instead of patching it later.
Start with the data
Build the structure around how customers search.
Tell me what you're building and I'll tell you whether keyword research pays off for it and what it would take. The 15-minute intro call is free, no commitment.
Book a consultationplanansky.miroslav@gmail.com