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Succeeding with SEO is not simply about being visible; it is about understanding what users want and need. A keyword analysis for Google is how you reach that understanding. Today, many organisations have no clear, documented keyword strategy, so they produce content with no plan for how it should convert or where it sits in the customer journey. At Topdog, we treat the keyword analysis as a blueprint that maps the route to greater growth and market share. It also gives web managers and leadership the basis for smarter, better-informed decisions.
The purpose of a keyword analysis or keyword strategy
The purpose of a keyword analysis is to identify the keywords and topics that matter most to your business, so you can optimize your website’s visibility and relevance in Google. Without a properly executed keyword analysis, companies risk “doing the wrong thing right”, which is exactly why it is the cornerstone of successful SEO in 2026. A professional keyword analysis forms the foundation of your content marketing strategy. If you operate a B2B business, we align the keyword analysis with a tailored B2B content marketing plan. The analysis serves as a tactical blueprint for your entire digital presence and provides the foundation for meeting users’ needs at the right moment.
Why do companies hire Topdog to carry out keyword analyses?
Companies choose Topdog as their SEO agency and partner because we go well beyond the traditional list of words. We act as a specialist and adviser, focused on making your data usable across the whole organisation. When you bring in Topdog as your SEO consultant, you don’t just get a pile of keywords in an Excel spreadsheet — you get a structured plan that marketing managers, web managers and writers can act on. The documentation also makes it easy for the leadership team to understand what it takes to succeed with SEO. Using it, leadership can set priorities and give the web team direction — for example, which part of the website to prioritise or build next.
What problems do Topdog’s keyword analyses solve?
The most common problem companies face is a keyword analysis that sits gathering dust in a folder and never creates any value. Topdog solves this by:
- Eliminating internal competition between pages in Google: We make sure every primary keyword has a unique “home” (URL), so your own pages don’t compete against each other.
- Structuring disorganised data: We sort keywords into pyramid structures and themes, making them easy to navigate and prioritise.
- Explaining search intent (intent): We clarify whether the user wants to find information, to navigate or to complete a transaction, so you create the right type of content and use the right page template to match that intent.
- Creating a clear map of your future website: Our visualisation gives the wider organisation and the leadership team something concrete to discuss — where to start, what to prioritise and what it will take.
Below is an example of a problem that a keyword analysis uncovers. The data shows which content ranks for a given search at a Swedish e-commerce retailer. As you can see, a great deal of content is fighting for a single keyword. This is an SEO problem that reduces traffic, makes it harder to sell, and confuses AI search tools.
What types of companies buy services from Topdog?
We act as an SEO expert and adviser for companies that see the web as their most important growth channel. They include:
- B2B companies with complex buying journeys, who need to meet the customer with the right information at every step. (B2B includes SaaS companies, as they typically serve a B2B audience.)
- E-commerce retailers with thousands of products, who need a logical structure and specific page templates to maximise conversion.
- Companies in banking and finance. Topdog is the agency with the most experience in banking and finance.
- Organisations facing a rebuild or a new initiative, who need a reliable partner to get the foundations right from the start and begin growing online.
When should you carry out a keyword analysis?
The keyword analysis should be the first step in any SEO initiative. It is the blueprint you need before you start building the “house” (your website). If your current SEO efforts aren’t delivering the results you expected, or you are planning to create new content, it’s time to talk to Topdog, a digital marketing agency, about producing an updated keyword analysis.
What is included in one of Topdog’s keyword strategies and keyword analyses?
When you buy this service, or ask us to help with a keyword analysis, it includes, among other things:
- Intent classification: Every word is tagged by purpose (Information, Navigation, Transaction).
- URL mapping: Each important keyword is assigned a specific destination on the site.
- Mind maps: A visual map of the site’s future structure and architecture.
- Page-template analysis: Recommendations on the page templates needed to meet searchers’ needs.
- Competitor and SERP analysis: We look at what it actually takes to rank at the top of Google today.
- We sometimes also carry out a competitive analysis when the client’s leadership team asks for it.
What is the effect of Topdog’s work? / How are Topdog’s keyword analyses used?
The effect of a thorough analysis from Topdog is an organisation that pulls in the same direction.
- For leadership: The keyword data is used to build financial cases that demonstrate the value and return (ROI) of the SEO investment. Leadership can also have straightforward, constructive conversations with the web department.
- For web managers: The analysis serves as a map for building navigation and structure that both users and Google understand.
- For writers: It provides an exact recipe for the content to create, the topics to cover and how internal linking should strengthen the site.
- Leadership and those responsible come away knowing more about their segment, their users and search engine optimization.
What does a keyword analysis cost?
Topdog does not work to a fixed price list. Instead, we run bespoke projects shaped around each client’s needs, goals and challenges.
In practice, SEO challenges are rarely just about SEO. They are often organisational — different departments not working together, say, or decision-makers holding different priorities and pulling in different directions.
That is why we tailor every project to the organisation’s real situation. The price therefore varies depending on the needs and problems to be solved.
Typically, our keyword analysis projects fall in the range of SEK 40,000–100,000.
Future-proofed search strategies
SEO is going through major change right now. AI-based search is establishing itself and, in some cases, challenging traditional SEO methods and assumptions — keyword analysis included.
At the same time, the fundamentals still matter. To succeed, you still need a well-structured, hierarchical website that is fast, authoritative, and clearly meets users’ needs. Keyword analysis and keyword strategy remain central to this. They can also be combined with a content analysis of your existing pages for even better results. Without a well-thought-out website structure, AI SEO becomes far more difficult to get right.
In AI search, topics — or entities, in SEO terms — are decisive. They are what we base the map of your future website on.
That is why Topdog’s methodology for keyword analysis and keyword strategy holds up even in a future where AI search plays an ever-greater role.
This is what a keyword analysis from Topdog contains
Topdog’s keyword strategies are:
- Clear, not scattered
- Built on a clear structure that makes implementation easier
- A genuine fit with your business
- Tailored to your specific situation
- Easy to link to improvements in your website and content production
Other SEO services
Our clients
Reviews
5/5
“Mex hired Topdog to improve our ranking on commercial keywords and reverse a negative trend in traffic. The project focused on content, technical SEO and improved information structure on about 50 of our converting pages.
Topdog is in our opinion one of the best SEO agencies we have worked with. They combine strategy and execution – from content production and landing pages to technical solutions.
What stands out is their execution power and commercial focus. The work was data-driven and linked to business benefit, not just ranking. In addition, they were very committed.
The result was improved visibility, better structure and we learned a lot about the web during the project.”
Henric Gustafsson
VD
5/5
We carried out an SEO project together with Topdog in early 2025 and are very satisfied with both the collaboration and the result. Christian and Isabelle are knowledgeable, clear and efficient, and they work according to a well-functioning process that makes life easier for us as a customer.
The fact that Topdog also showed tangible commitment and went the extra mile for a successful delivery of course gives it a gold star in the corner.
Niklas Trieb
Group Head of Marketing & Communications at Ramudden Global
Ramudden
5/5
We at Dearsam have had the privilege of working with Topdog and we are very pleased with the result.
Topdog has really made sure that the collaboration works in practice – from the first planning meeting to ongoing deliveries, they have taken responsibility and ensured that things happen. When new information or technical limitations arose, they have shown great flexibility and adaptability, which meant that the project never stopped but flowed smoothly.
We also appreciate that Topdog follows up continuously – they make sure that we both understand what is happening and that we reach the goals we set. In addition, they have been nice, considerate and genuinely interested in our business – it has felt like a collaboration, not just a customer-supplier relationship. Isabelle, who has been in charge, has been a rock.
For us, it goes without saying: all e-retailers should hire Topdog if they want both technical expertise, business focus, and a partner who truly cares about driving results.”
Mats Ohlsson
Grundare & VD
Dear Sam
5/5
Entiros chose to hire Topdog for a keyword analysis and a data-driven keyword strategy. Pontus and Eugene gave us insights into both search engine data and relevant keywords, and a deeper understanding of our potential customers’ search intentions.
Through valuable discussions, the entire team gained in-depth knowledge of search engine optimization and its business benefits. Please hire Topdog if you need a competent, committed and reliable partner who is really good at SEO.
Pierre Dahlman
Relations Manager
Entiros.se
5/5
“Right from the start, I felt that Topdog was truly focused on achieving results. It wasn’t about maxing out hours or following a standardized project template – it was about doing what was actually required to succeed.”
What stands out most about Topdog’s SEO methodology is their flexibility. They adapt to the goal and show a genuine desire to reach it all the way.
“The collaboration was straight to the point – no fluff, no unnecessary overhead. We went straight to what gives effect.”
The clearest acknowledgement came not internally, but from our competitors.
“Several people got in touch and said: ‘You show up everywhere on Google.’ That’s when we realized that our SEO work had really taken off.”
I’ve worked with SEO before, but never this hands-off.
“It gave me a new understanding of how technology and content are connected – and how important it is to look at SEO from a holistic perspective.!
Viktor Ström
Head of Communications
Lannebo Fonder
5/5
We at PLAYipp enlisted the help of Topdog to boost our SEO in Sweden and Norway. Through a thorough SEO project with keyword analysis, content creation, improved user experience and technical optimization, we achieved the goals we set.
What really made the difference was Topdog’s commitment, flexibility and clear processes that made everything smooth. They not only felt like a reliable partner, but also a really nice bunch to work with. We highly recommend Topdog to all B2B and SaaS companies looking for a committed and reliable digital partner.
Jenny Westerberg
CMO
PLAYipp
5/5
We hired Topdog to help us with SEO, keyword analysis and content improvements for http://Byggahus.se. I was impressed by Topdog’s technical expertise and genuine commitment to our company’s success. They also went above and beyond what we had agreed upon, which shows their desire to create real value for their customers. I highly recommend Topdog to anyone looking for a reliable, committed and knowledgeable SEO partner.
Marlén Eskilsson
VD & Redaktör
Bygga Hus
5/5
I enjoy working with Topdog SEO and always recommend them to others. When I have hired Topdog, they have been responsive to our needs and tailored solutions for our B2B consulting business. In addition totheir sharp expertise in SEO strategies and implementation, they are incredibly knowledgeable too – I have learned a lot every time and thanks to them I now have a fairly deep understanding of how SEO works. I can recommend Topdog if you are looking for a knowledgeable agency that is generous!
Rebecka Flink
Marknadschef
Time People Group
5/5
We at Holistic have had the privilege of collaborating with Topdog to improve our SEO for our e-commerce and our internal processes, and we are more than satisfied with the results.
Topdog has from the start ensured that we understood what needs to be done, set up goals and then translated them into actions for our organisation or for Topdog. This has led to significant improvements in traffic and sales through Google.
Topdog’s strategies are well thought-out and tailored to our specific needs. They have shown a great ability to adapt to our internal processes and changing circumstances.
Their dedication also exceeded our expectations. Topdog has truly gone “the extra mile” to help us reach our business goals, and their work has had a clear impact on our digital sales.
We warmly recommend Topdog to all companies looking for a reliable, generous and results-driven partner in e-commerce SEO.
Daniel Kostic
Head of digital
Holistic
5/5
We at Sorselestugan have had the pleasure of collaborating with Topdog to improve our UX SEO, conversion and expand our website in Google. The collaboration has exceeded expectations from the first contact where we listened to one of Topdog’s webinars on e-commerce to the final evaluation meeting.
Topdog has shown an extraordinary commitment during the project. They have a strong focus on results and follow up on all efforts in detail to ensure that the goals are met. Both before, during and after the project, they have also been generous with their time, knowledge and expertise in SEO.
We are very satisfied with the results of our project with Topdog and very quickly received confirmation that our collaboration gave the effects we were aiming for. The collaboration with Topdog has been one of the best we have had with a consulting agency and we can highly recommend Topdog to anyone looking for a reliable and competent SEO agency that truly understands what it takes to succeed online.
Elias Johansson
Ecommerce Manager
Sorselestugan
5/5
Lindskrog Long-Term Parking hired Topdog for SEO optimization, and the results exceeded our expectations. Since we started working with them, our website has seen a noticeable increase in both traffic and rankings on Google. Communication was clear and efficient, and the project went smoothly. We are very satisfied with their work and look forward to continued cooperation. In our opinion, Topdog is the best SEO agency.
Jonas Ryberg
VD
Lindskrog Långtidsparkering
5/5
I was looking for an SEO agency that could help me get our organization up and running with SEO. I chose Topdog because I felt they were the best at adapting to our unique circumstances.
We faced two challenges: direction and capability. It should be added that our main market is the US. The solutions we developed together meant that a) Topdog would create a keyword strategy based on search data, tailored to us and our AI business, and b) train our organization so that parts of the implementation could be handled internally, once the direction was set.
Our business focus in AI is still a defined topic for our target groups. Given this challenge, Topdog presented a strategy that was intuitive and easy to understand – a strategy that enabled us, despite a complex topic, to get leads.
The second aspect, the training of our organization, was also good. The training was completely tailored to us, with clear processes, examples and goals. Pontus at Topdog carried this out with great commitment.
If you are looking for an agency that offers personal service, cutting-edge business expertise and tailored solutions, I can highly recommend Topdog.
Tomas Uppgård
Head of Partnerships
Stream Analyze
5/5
BG Institute hired Topdog for research and to scale up the visibility of our website in Google using technology and UX.
We managed to quintuple the size of our website. Driving projects like this when it is the first time working together, with limited resources and many stakeholders, is not the easiest. It worked because Topdog made sure it worked. Topdog has a level of commitment far beyond the ordinary. Topdog is exceptional at technology, UX, and making projects work in the real world. I can warmly recommend Topdog to anyone who needs help with SEO.
Andreas Perneby
Head of Marketing & Digital Sales
BG institute
5/5
We at Danske Bank have worked with Topdog SEO for a long time to improve our search engine optimization for mortgages and related pages in particular. Topdog’s team has shown great and deep expertise in all areas of SEO. This has led to very good results, in the form of improved rankings, increased visibility, increased traffic and more conversions.
Topdog has shown an ability to adapt to our specific needs and circumstances. They have always been available, pleasant, flexible and had a good pace during all our projects. I highly recommend Topdog to all companies looking for a committed, knowledgeable and reliable SEO partner.
Linda Kovačič Örnevall
Web Manager
Danske Bank
5/5
We at Paralox have had the pleasure of working with Topdog, and I have to say I am incredibly impressed. As the founder of Paralox, I am focused on business development and sales and I was looking for an SEO agency that didn’t just talk about SEO but could also “tie the knots” with our goals. TopDog turned out to be a uniquely good choice…
We purchased a number of services from Topdog, such as Content, UX SEO with project management. In my opinion, Topdog has the know-how, they are professional but above all, they have an unusual quality that many probably underestimate. They have the ability to be active and supportive partners to ensure that the project plan is really driven through…even within the parts of the project that are not their responsibility, by ensuring that we also complete our vital promised parts in various projects.
In summary, I am very satisfied with Topdog and I would gladly use them again and I would more than gladly recommend them to others who are looking for a skilled SEO agency with an understanding of the business. Topdog takes the whole picture and business results seriously, but above all, they tie the projects together!
Peter Stenquist
VD
Paralox
5/5
Abion hired Topdog to increase our visibility primarily on Google. Topdog has helped us for a long time with keyword analysis, planning, scaling up our content production, technical SEO and advice when we launched new sites in other countries.
I appreciate Topdog for 3 reasons. Their structured processes, personal commitment and that they try to adapt to our organization.
I can recommend all B2B companies to hire Topdog to help them with SEO, content and leads.
Emil Björnum
Global Chief Marketing Officer
Abion, fd Portsgroup
5/5
We have collaborated with Topdog and are satisfied with the collaboration. The challenge when it comes to a company’s SEO is that reality and daily operations often take over and projects tend not to be completed.
What we needed was a driven project manager who could announce that the project was completed. Here, Topdog, led by Isabelle, has been of great value to us.
We have previously collaborated with several other SEO agencies that have not delivered what we expect, but Topdog has not disappointed us, they have rather under-promised and over-performed in our joint project.
For this reason, I can highly recommend Topdog to other companies that need a competent and committed SEO agency.
John Helgsten
Affärsområdeschef
Kustvillan<strong>We have collaborated with Topdog and are satisfied with the collaboration. T</strong>he challenge when it comes to a company's SEO is that reality and daily operations often take over and projects tend not to be completed. What we needed was a driven project manager who could announce that the project was completed. <strong>Here, Topdog, led by Isabelle, has been of great value to us.</strong> We have previously collaborated with several other SEO agencies that have not delivered what we expect, but Topdog has not disappointed us, <strong>they have rather under-promised and over-performed in our joint project.</strong> For this reason, I can highly recommend Topdog to other companies that need a competent and committed SEO agency.
5/5
Topdog helped us with concrete actions and clarified what needed to be done on our site. This made it easier for us to scale Hedvig’s SEO efforts.
What I appreciated most was that the information was clear. The delivery was full of insights, concrete and Topdog ensured that we at Hedvig fully understood the content. I can recommend other finance-related companies to use Topdog.
Peter Warghagen
Web & SEO Specialist
Hedvig Försäkringar
5/5
I am extremely happy that we at Lifesum chose the agency Topdog. In the past year, traffic increased by 400%. I can highly recommend Topdog to other tech and app companies.
Mattias Storm
VP Growth
Lifesum
Frequently asked questions on keyword analysis
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Why is a keyword analysis so crucial for an SEO project?
The keyword analysis is the very cornerstone of all search engine optimization. Without it, you risk "doing the wrong thing right" — pouring major resources into optimizing for words that don't meet users' needs or contribute to the business. It serves as a blueprint for understanding your customers' goals and for building your website the right way.
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Who needs a keyword analysis?
Everyone, even those who don't do much SEO. The reason is that a keyword analysis is about understanding your users and customers better, and every company needs a deeper understanding of its customers and users.
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If I'm going to buy a keyword analysis, what should I bear in mind?
A keyword analysis isn't just a pile of words in Excel. It has to be usable. At Topdog, we usually combine a keyword analysis with a site structure, because it's easier to rank when your structure is right.
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What does a keyword analysis cost?
It depends entirely on the scale and what you want to use it for. At Topdog we usually charge SEK 40,000–100,000 for an analysis, and in that case it is tailored specifically to your needs.
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What does a keyword strategy contain?
a) Data, b) a new site structure designed to help you succeed in Google, and c) insight into what it takes to succeed.
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What is the problem with most keyword analyses on the market?
Many are described as "pointless" because they often amount to nothing more than a disorganised Excel spreadsheet of relevant words. The problem is that these documents are rarely actionable for the organisation; they lack structure, a priority order and any connection to actual business events. This type of keyword analysis just gathers dust in your inbox.
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How does Topdog's keyword analysis differ from others?
We don't scatter the keywords all over the place — we group them by landing page. Each group of words has a common thread: they share the same destination (URL). That makes it clear and easy to attach a concrete action to every keyword.
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What does it mean to classify search intent (search intent)?
For the analysis to be usable, we have to define the purpose behind the search. We divide searches into categories such as information (questions), transaction (intent to buy) and navigation (looking for a specific page). Understanding this lets us choose the right page template and create content that genuinely meets the user's needs.
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How does a mind map of a future site help with SEO work?
Topdog builds a mind map of your future site based on the keyword data. It serves as a visual blueprint and a "campfire" that the whole organisation, including the board and leadership, can gather around to discuss the strategy in a way everyone understands. It becomes a clear map of when the project is actually "finished".
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Can the keyword analysis be used to secure budget from leadership?
Yes. By combining keyword data with financial calculations, we can build a business case. Instead of talking about technology, in five minutes we can show a CEO the financial impact of the SEO work, the expected net value and the ROI, which makes it far easier to win buy-in for the project.
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What is a pyramid structure and why is it needed?
All content needs a structure, which in SEO is called a pyramid structure. It means a main topic at the top (e.g. Shoes), followed by sub-topics (Sneakers) and niche topics at the base (Blue sneakers). The aim is to cover the entire topic so that your website becomes the "final destination" in Google's eyes.
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How does Topdog's analysis counter internal competition?
By assigning each important keyword a unique "home" (a specific URL) in the documentation, we make sure your own pages don't start competing with each other in the search results. Without this structure, there is a high risk that Google gets confused and doesn't know which page to rank.
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What role does the keyword analysis play for content creators?
For writers and content managers, the analysis is an essential tool for knowing which topics to write about, how internal linking should work and what intent the text should carry. It makes it easier to create a content brief, so content is produced with the right keywords in titles and descriptions from the very start.
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Where do you find out what your content needs in order to rank in Google or AI search?
The truth is always in the search results (the SERP), not just in someone's head. By analysing the top 3–4 results for a keyword, we can see exactly which content and which structure Google prefers for that specific word, and that forms the basis for our requirements.