How to Choose Keywords for a Service Page: Step-by-Step Guide 2026

Many entrepreneurs in the Czech Republic and across the EU face a common paradox: website traffic increases, but the number of leads remains unchanged. The root cause almost always lies in misunderstanding search intent — the real intention behind a user’s query.

If your service page is optimized for phrases like “how to build a website yourself” or “free website builders”, you’ll attract DIY enthusiasts and students — not paying clients.

But by targeting queries such as “order a turnkey website” or “website development for business”, you reach users who are ready to delegate work to professionals and invest in results.

Core Criteria for Selecting High-Value Keywords
To filter out empty traffic and focus on real leads, we evaluate keywords using three essential factors:

1. Commercial Signals
Your keywords must include purchase-intent markers: price, order, cost, services, hire, price list.
These phrases clearly separate buyers from information seekers.
For example, when promoting a multipage website service, it’s essential to focus on queries related to investment in development, not just general technology terms.

2. Geographic Relevance (Local SEO)
For businesses operating in the Czech Republic, location markers are critical:

• in Prague
• in Brno
• in the EU

This helps Google show your service to users within your target geographic area.

3. Precision and Specificity
The more precise the query, the higher the conversion rate.
A broad keyword like “website” is useless.
A query like “order a one-page website for a law firm” comes from a motivated client who knows exactly what they need.
Want to know which keywords generate profit for your competitors in Prague?

I can run a detailed competitive analysis and assemble a priority keyword list for your business. Shall we continue?

Follow this methodology to build an effective service page. It helps you avoid competing with giants like Wikipedia or large aggregators — and instead reach your actual buyers.

Step 1. Brainstorming and Market Understanding
Put yourself in the client’s shoes. How would you search for your own service? Write down 10–20 base ideas.
If you sell one-page websites, your customers may search:

• landing page for product
• order business card website
• create a promo page

Step 2. Search Volume Analysis
Use tools like Google Keyword Planner, Ahrefs, Semrush, or Wordstat (for Russian-speaking users) to check real demand.

• High-volume keywords (HV): big traffic, high competition
• Mid-volume keywords (MV): ideal balance between competition and demand
• Low-volume keywords (LV): fewer searches but extremely high intent
• (e.g., “WordPress website development in Prague affordable”)

Step 3. SERP Analysis
Type each keyword into Google (in Incognito mode).

• If results are mostly articles or blog posts — it’s informational. Not suitable for a service page.
• If results include service pages, agency homepages, and commercial landing pages — that’s your target.

Step 4. Clustering
Never promote multiple services on the same page — it’s a critical SEO mistake.

• “e-commerce website” → separate page
• “corporate website” → separate page

Google must clearly understand: one page = one specific user need.

Working with client projects, we consider not only raw data but also the specifics of the EU market.

Linguistic nuances
Russian-speaking users in the Czech Republic often search in mixed languages or use unique expressions. We track these patterns.

Traffic vs. Revenue balance
We don’t chase empty clicks.
We’d rather bring 50 buyers than 1000 random visitors.

Landing page structure
Keywords must appear not only in the text but also in:

• H1–H3 headings
• meta tags
• image alt texts

This is especially important for complex websites like online stores, where category semantics play a crucial role.

Choosing the right keywords is the difference between a website that merely exists and a website that generates consistent revenue. Don’t try to trick algorithms — help users find exactly what you offer.

If you want to be sure your site is discovered by real customers — not accidental visitors — we’re ready to help with analysis and strategy. Learn more about our approach on the iuntsevich.cz homepage.