Start with search intent
Someone searching “what is SEO” is at a different stage from someone searching “SEO services Bucharest”. Before looking at volume, think about what the person wants to do once they land on the page.
Group terms by page
Do not create a page for every small variation. Group closely related terms into one strong page, with headings and sections that cover the topic fully.
Prioritise keywords with commercial value
Phrases that include a service, a city, price, quote, company or a comparison are often more valuable. They may bring fewer visits, but better enquiries.
Connect keyword research to content and conversion
A keyword list produces nothing on its own. Every important term needs a page, a clear message, internal links and an easy next step.