---
title: Keyword Research — A New Dawn & Shine
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-09-a-new-dawn-shine-marketing-call-93020881.md
tags:
- seo
- keyword-research
- google-ads
- a-new-dawn-therapy
- shine-marketing
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Keyword Research — A New Dawn & Shine

## Overview

As part of the foundational SEO engagement for [[wiki/clients/a-new-dawn-therapy/_index|A New Dawn Therapy]] and [[wiki/clients/shine-marketing/_index|Shine Marketing]], keyword research was completed for both sites using Google Keyword Planner. This research serves as the strategic backbone for both ongoing SEO work and the Google Ads campaigns being built out for each client.

The keyword documents are internal working references — Katie Geiser (the client) does not need direct access to them, but they inform all content, targeting, and bidding decisions going forward.

## Methodology

- **Tool:** Google Keyword Planner
- **Metrics analyzed:** Search volume, keyword competition level, estimated top-of-page bid costs
- **Scope:** Therapy-related and marketing-related keyword sets for each respective site

## Purpose and Application

The keyword research serves two parallel functions:

### 1. SEO Content Strategy
Keywords identified through this research map to the pages and content that each site should prioritize for organic ranking. This includes existing page optimization and any future content (e.g., blog posts) that may be added.

### 2. Google Ads Targeting
The same keyword data directly informs which terms to bid on in Google Ads campaigns. Understanding competition levels and cost-per-click estimates helps set realistic budget expectations and prioritize high-value, lower-competition terms where appropriate.

> "This will kind of help us map our Google ads as we set those up and think about what keywords we want to bid on. So we're looking at kind of the competition, how much it costs to be the top of the page."
> — Sebastian Gant, meeting 2025-10-09

## Status

| Site | Keyword Research | Applied to SEO | Applied to Google Ads |
|---|---|---|---|
| A New Dawn Therapy | ✅ Complete | In progress | Pending setup |
| Shine Marketing | ✅ Complete | In progress | Pending setup |

## Related Work

- [[wiki/knowledge/seo/conversion-tracking-setup|Conversion Tracking Setup]] — tracking infrastructure built alongside this keyword work
- [[wiki/knowledge/google-ads/google-ads-foundation|Google Ads Foundation]] — next phase that directly consumes this keyword research
- [[wiki/clients/a-new-dawn-therapy/meetings/2025-10-09-seo-progress-hosting|Meeting: SEO Progress & Hosting Decision (2025-10-09)]] — source meeting where keyword research progress was reported

## Notes

- Keyword research was paused on some downstream SEO tasks (back-end website work) while the [[wiki/knowledge/hosting/website-hosting-decision|website hosting decision]] was pending. Now that hosting has been deferred to December, foundational SEO work is proceeding on the existing Bluehost infrastructure.
- If the client adopts the Jane EHR platform (which includes built-in analytics), keyword and content strategy may eventually extend to email newsletter campaigns as the group practice grows.