Your keyword list has volume next to it, not pipeline value. Nobody can say which terms actually produce customers.
KEYWORD RESEARCH FOR B2B SAAS
Rank for the searches your buyers actually make — not the ones you assume they make.
Built from your ICP’s real language, your competitors’ visible gaps, and how AI answer engines already describe your category — handed to your team as briefs they can ship, not a spreadsheet they shelve.
5.0 · 15+ reviews from
Michal Glinka
Head of Analytics & Tracking
You'll meet me — not a sales rep. I check your GA4 and tags before every call.
- B2B teams in Oslo, Stockholm, London and NYC
Trusted by B2B teams that measure marketing in revenue
The situation
You’re publishing. You’re still not sure what you’re publishing for.
Even when the right keywords are identified, the technical or content fixes needed to target them sit in a backlog no one prioritizes.
The list was built once, a year or two ago, and never revisited against how the market or the SERP has moved.
A competitor outranks you on terms core to your ICP and nobody on the team can say why.
Content gets written to a title, not to a mapped search intent — so it half-answers the query and never ranks.
You don't know which questions ChatGPT, Perplexity, or Gemini already associate with your category — or whether you're in the answer.
Why Growston
Most agencies hand you a spreadsheet. We hand you a shipped page.
A keyword list tells you what to target. It doesn't target it. Growston pairs the research with the briefs and tickets needed to actually rank for it — inside your business, not alongside it.
A typical SEO vendor
- Delivers a keyword spreadsheet, ranked by volume
- Hands the list to your content team with no brief
- Reports rankings, not revenue
- Treats AI search as an afterthought
- Local generalist, no cross-border fluency
Growston
- Delivers keyword clusters mapped to search intent, funnel stage, and pipeline value
- Turns every priority cluster into a content brief a writer can execute without a second meeting
- Reports which keyword clusters are producing qualified pipeline, not just position 1–10
- Maps keywords for AI answer engines (GEO) alongside classic SERP intent — built in, not bolted on
- Warsaw-based team built specifically for Nordic and English-speaking B2B search behavior
Our previous vendor sent us a monthly sentiment score. Growston sent us the response and the fix, same day.
30 minutes — your numbers, not a pitch.
What we do
Full-stack keyword research for B2B
Keyword Research & Analysis covers everything between “what should we rank for” and “here’s exactly what to write or build” — sized to your market and stage.
Keyword & Intent Mapping
Every term classified by search intent (informational, commercial, transactional) and funnel stage, not just volume and difficulty.
Competitor Gap Analysis
The terms your closest competitors rank for and you don't — and which of those gaps are actually worth closing.
AI Search / GEO Keyword Mapping
The questions AI answer engines already associate with your category, and where your brand is missing from the answer.
Search Volume & Difficulty Scoring
Realistic difficulty scoring against your current domain authority — not vendor-default estimates that ignore your starting point.
Content Brief Creation
Priority clusters turned into briefs your writers can execute — target intent, entities to cover, internal links, format.
Ongoing Keyword Monitoring
Quarterly re-scoring as the SERP, your rankings, and AI answer patterns shift — so the list doesn't go stale again.
How it works
From audit to a live system in four steps
Every step produces something you keep — whether or not you continue with us.
01
Audit
(Weeks 1–2) A full review of your current keyword footprint — what you rank for, what you should, where competitors have closed a gap, and how AI answer engines describe your category today.
You receive
A written findings document naming your keyword gaps and quick wins.
02
30/60/90 Plan
Priority keyword clusters sequenced against your content and dev capacity, tied to a pipeline outcome, not a ranking target alone.
You receive
A roadmap your CEO can read in five minutes.
03
Build & Launch
Content briefs and technical recommendations go to your writers and developers — or ours, if scoped — and the priority clusters go live.
You receive
Live pages targeting mapped, intent-scored keywords — not a list sitting in a doc.
04
Optimize & Report
Ongoing re-scoring as rankings, SERP features, and AI answer visibility shift, with monthly reporting tied to pipeline.
You receive
A live dashboard and a monthly written narrative — what changed, why, what's next.
Meeting first, written proposal within 3 business days.
How the first meeting works
We do the homework before we meet — so the meeting starts at your numbers.
Before the meeting: We review what's public about your marketingsite, positioning, search visibility — before we meet.
In the meeting: 30 minutes on your growth target, what's missing, and what we'd change. Not a pitch deck.
After: A written proposal within 3 business daysscope, price, and the outcomes we'd commit to. Yours to keep either way.
No marketing function yet? The meeting covers structure, budget bands, and a realistic build timeline.
Pre-Meeting SEO Audit
| PageSpeed Score | 45/100 |
|---|---|
| Core Web Vitals | Failed |
| Index Coverage | 78% |
| Crawl Budget | Optimized |
Results
What this looks like in practice
B2B Marketplace — International Expansion into UK & Nordics
Fintech Platform — 5x Organic Traffic Through Technical SEO
Healthcare SaaS — From Zero to $2M Pipeline in 12 Months
Transparency
What your monthly report looks like
A live dashboard plus a written narrative — which keyword clusters are ranking, which are producing pipeline, and what’s next. No forty-slide decks.
Clients
What B2B teams say after switching
What you get
Deliverables, month by month
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A full keyword and intent audit against your ICP and current rankings
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A prioritized keyword cluster roadmap tied to pipeline value, not volume alone
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Content briefs for every priority cluster, ready for your writers or ours
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AI search (GEO) keyword mapping alongside classic SERP intent
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A live dashboard plus a monthly written narrative
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Quarterly re-scoring as the SERP and AI answer patterns shift
The alternatives
The honest comparison
| Growston | In-house hire | Big traditional agency | Freelancer / solo SEO consultant | |
|---|---|---|---|---|
| Cost | Fixed-scope, mid-market pricing | Full salary, recruiting, and ramp | Expensive, top-heavy pricing | Low cost, limited capacity |
| Time to value | Weeks — audit to briefs your team can ship | Months of hiring, plus ramp | Slow, fragmented internally | Varies — research without execution capacity |
| Research + execution together | Yes — same team maps the keywords and ships the page | Depends entirely on the hire | Rarely — sold as separate services | No — you still need someone to brief and build |
| Accountable to | Pipeline and ranking outcomes | Activity | Activity / hours billed | Hours |
| After launch | Re-scores and reports monthly | Maintenance mode | Account handoff to juniors | Unreliable continuity |
Fit check
Who this is for — and who it isn’t
Not a fit if you
- Are pre-revenue with no product-market fit yet — keyword strategy is premature
- Want a one-off keyword list with no content or technical follow-through
- Want hourly billing or piecework rather than an accountable engagement
- Operate in crypto, gambling, adult content, or MLM
A strong fit if you
- Are a B2B SaaS, scale-up, or founder-led company in the Nordics, UK, US, or expanding into them
- Publish content but can't tie it to a mapped, prioritized keyword strategy
- Want keyword research handed off as briefs your team can execute, not a spreadsheet to interpret
- Are ready to give us access to your GA4, Search Console, and current content plan
The people on your account
Named senior strategists — not “our team”
Natalia Mazur
Creative Designer
Produces conversion-focused visuals for ads and web.
Michal Glinka
Dedicated Marketing Director
Sets growth strategy, prioritizes channels, and owns performance outcomes.
Tomasz Nowak
Project Manager
Controls timelines, deliverables, and keeps execution on track.
FAQ
Before you ask
What's the difference between a keyword list and what Growston delivers?
A keyword list ranks terms by volume and difficulty. Growston delivers keyword clusters mapped to search intent, funnel stage, and pipeline value, plus the content briefs needed to act on them.
Do you write the content, or just the briefs?
Both, depending on scope. Every priority cluster gets a brief; content production can be added as part of the engagement or handed to your existing writers.
How is this different from a technical SEO audit?
Technical SEO fixes what stops a page from ranking. Keyword research decides which pages should exist in the first place, and for what intent. Most engagements need both.
Do you cover AI search visibility (GEO), or just Google?
Both. Every keyword cluster is mapped for classic SERP intent and for how AI answer engines like ChatGPT, Perplexity, and Gemini already describe your category.
How long until we see ranking movement?
Priority clusters typically show early ranking movement within 60–90 days of a page going live, depending on domain authority and competition. We report on leading indicators from month one.
Can you serve us outside the Nordics, UK, or US?
Our team is built specifically for Nordic and English-speaking B2B search behavior. Outside those markets, we’ll tell you honestly if it’s a fit.
You're based in Warsaw — can you really operate at Nordic pace?
Yes. Our operating model — cadence, reporting, communication style — is built around how Nordic and English-speaking teams expect to work, not adapted after the fact.
What size company is this built for?
Companies with €2M+ ARR (or approaching it) and a marketing team of 1–8 people that needs senior research capacity without a full in-house hire.
How long is the initial engagement?
Initial term is usually 3–6 months for a standalone keyword research engagement; most extend once the roadmap is running or fold into a broader SEO retainer.
What if the keyword strategy isn't producing results?
We review it against the original hypotheses at each quarterly check-in. If a cluster isn’t converting to pipeline, we re-score and re-prioritize — that’s part of the engagement, not a separate ask.
Next step
Book a meeting. Get a proposal.
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Proposed meeting times within 1 business day
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30 minutes with a senior strategist who reviewed your reputation before the call
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Written proposal within 3 business days — scope, price, and the OKRs we'd commit to
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No obligation — the proposal is yours to keep
Michal Glinka
Senior GTM Strategist · runs every first meeting personally
Let's meet
Prefer email? Write to hello@growston.com