How to find a list of relevant keywords for a web site?

logo-ciso-dentalLet’s say we want to create a list of keywords for web site – a dental clinic which handles dental implants. How to set up the keyword list?

Firs, we need to start with the keywords from the client – dental implants, dental clinic bucharest, dentistry.

We take the keywords, and we use a keyword tool such as:

After some searches, we get to a keyword list similar to the one below

Keyword (Romanian) Monthly average searches in Romania Google AdWords competition
dentar 110000 0,41
stomatologie 110000 0,4
dinti 90500 0,2
stomatologic 90500 0,46
dentist 74000 0,17
cabinet stomatologic 60500 0,48
cabinete stomatologice 40500 0,58
implanturi 33100 0,62
proteze 27100 0,39
proteza 22200 0,31
portelan 22200 0,18
albire 22200 0,47
implant dentar 18100 0,78
implanturi dentare 18100 0,78
albire dinti 14800 0,59
albirea dintilor 14800 0,55
aparat dentar 14800 0,53
aparate dentare 14800 0,58
aparat ortodontic 12100 0,55
clinica stomatologica 8100 0,7
ortodontie 8100 0,36
ortodont 8100 0,36
radiografie dentara 8100 0,31
doctor stomatolog 6600 0,24
medic dentist 6600 0,2
ortodontia 6600 0,37
proteze dentare 6600 0,62
detartraj 6600 0,24
radiologie dentara 6600 0,31
parodontoza 5400 0,44
cabinet stomatologic bucuresti 5400 0,83
radiografii dentare 5400 0,31
preturi stomatologie 4400 0,78
dantura 4400 0,1
stomatologie copii 2900 0,63
urgente stomatologice 2900 0,42
clinici dentare 2900 0,82
dentist bucuresti 2400 0,6
doctori stomatologi 2400 0,22
stomatolog copii 2400 0,61
coroana dentara 1900 0,51
rezectie apicala 1600 0,04
coroane dentare 1600 0,52
chirurgie dentara 720 0,4
medic ortodont 590 0,29
portelan dentar 590 0,56
chirurgie orala 590 0,24
dinti ceramica 590 0,36

The table gives us an overview over the potential of a keyword for the competition. After more research, we establish the keywords.

Now, we need to establish the pages to be created. We can do optimizations for two terms for a page:

  • [dental clinic] and
  • [bucharest clinic] can be combined into
  • [dental clinic bucharest].

For each final keyword made, one page will be created which will start with the desired keyword:

  • Dental clinic in Bucharest – what are your options?
  • Dental clinic in Bucharest – where to start the search from?
  • Dental clinic in Bucharest – how to choose?
  • Dental clinic in Bucharest – what are some top picks?

Then, the pages are created. For each page, one should look at things such as:

  • The title of the page (<title>…</title>).
  • The meta description tag (<meta name=”description” content=”…”).
  • The h1 tag, less important, though (<h1>…</h1>).
  • Alternative texts (img src=”…” alt=”…”).
  • The URL for the page (
  • Other on-page signals, specfici for each site.

In the above example, a good solution would be:

  • <title>Dental clinic in Bucharest – what are your options?</title>
  • <meta name=”description” content=”Dental clinic in Bucharest – what are your options? How to choose from the variety of options? Find out in the article some strategies on this.“>
  • <h1>Dental clinic in Bucharest – what are your options?</title>
  • <img src=”” alt=”Dentist X Y, speaking to his patients”>

For the following pages have been created, targeting keywords:

Albire dinti Albirea dintilor Aparat ortodontic Cabinet stomatologic Cabinete stomatologice Chirurgia dentara
Clinica implant dentar Clinica stomatologica Coroana dentara Cosmetica dentara Dentist bucuresti Dintii de ceramica
Doctor stomatolog Implant dentar Implant dentar monofazic Implant dentar standard Medic dentist Medic ortodont
Ortodontia Ortodontie Parodontoza Portelan dentar Preturi stomatologie Stomatologie copii

On the blog there have been new posts for long tail keywords, not necessarily the most targeted, but terms that might be looked for and are relevant for the business:


  • For some of the top keywords, there have been some results at the time, after which a linkbuilding campaign was made.
  • For the long tail keywords (strings made of more than one term), the results were even better, at that time there was no real competition for the terms, and good positions were obtained.

P.S.: Also see How Google’s Panda Update Changed SEO Best Practices Forever – Whiteboard Friday – Moz and Why Good Unique Content Needs to Die – Whiteboard Friday – Moz

P.S. #2, 2015.05.21: Also see:


Or it might not match expectations of searchers. This is distinct and different from searchers’ questions. So searchers’ questions is, “I want to know how artificial sweeteners might affect me.” Expectations might be, “I expect to learn this kind of information. I expect to find out these things.” For example, if you go down a rabbit hole of artificial sweeteners will make your skin shiny, they’re like, “Well, that doesn’t meet with my expectation. I don’t think that’s right.” Even if you have some data around that, that’s not what they were expecting to find. They might bounce back. (Why the Links You’ve Built Aren’t Helping Your Page Rank Higher – Whiteboard Friday – Moz)

P.S. #3, 2015.06.13, a very good video on keyword research:

Why We Can’t Do Keyword Research Like It’s 2010 – Whiteboard Friday – Moz

P.S. #4, 2015.08.29: How Much Keyword Repetition is Optimal – Whiteboard Friday – Moz

P.S. #5, 2016.03.26: Using Related Topics and Semantically Connected Keywords in Your SEO – Whiteboard Friday – Moz

P.S. #6, 2016.05.14: On-Page SEO in 2016: The 8 Principles for Success – Whiteboard Friday – Moz

P.S. #7, 2018.02.02: How to Write for SEO in 2018 – Whiteboard Friday – Moz

I am a Digital Marketing freelancer. My expertise is in SEO (Search Engine Optimization) / UX (user experience) / WordPress. Co-founder of (series of events on SEO & PPC) and (Book on branding for MDs). On a personal level, I like self-development - events, sports, healthy living, volunteering, reading, watching movies, listening to music.

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