Keyword research basics
How to find the words and phrases your customers are actually searching for — without needing expensive tools or technical expertise.
Keyword research is the process of finding out which words and phrases your potential customers type into Google. It's the foundation of any SEO strategy, because it tells you what topics your content should cover.
This guide walks you through the basics in plain terms.
Quick summary
Keyword research means finding the specific phrases real people use when searching for your product or service. Start by brainstorming how your customers describe what they need, then use free tools like Google Search Console or Google's autocomplete to see actual search data. Focus on specific, achievable phrases rather than broad competitive ones.
Why keyword research matters
If you write a page about "premium organic handcrafted candles," but your customers search for "soy candles near me," your page might never reach them — even if it's excellent.
Keyword research closes that gap. It helps you write about topics using the language your customers actually use.
Step 1: Brainstorm what your customers search for
Start without any tools. Think about your business and ask:
- What problem does my product or service solve?
- How would a customer describe what they need to a friend?
- What questions do customers ask me before buying?
- What words do they use that differ from industry jargon?
Write down as many phrases as you can. Think like a customer who knows nothing about your field.
Step 2: Expand with free tools
Once you have a starting list, use free tools to see real search data:
Google Autocomplete — Start typing a search in Google and see what it suggests. These suggestions are based on actual searches.
"People also ask" and related searches — After any Google search, scroll down to see related questions and searches at the bottom of the page. These are excellent keyword ideas.
Google Search Console — If your site is already live, this free tool shows you which searches people are already using to find you. It's one of the most valuable sources of real keyword data you have.
Answer the Public (free tier available) — Enter a topic and get a list of questions people ask about it.
Step 3: Evaluate your keywords
Not all keywords are equally worth targeting. Evaluate them on three factors:
| Factor | What to consider |
|---|---|
| Relevance | Does this keyword describe something I actually offer? |
| Search volume | Are enough people searching for this to be worth targeting? |
| Competition | Can a site like mine realistically rank for this? |
For most small businesses, the sweet spot is keywords that are:
- Directly relevant to your specific offerings
- Specific enough to have moderate competition (long-tail phrases)
- Clearly matched to your customers' intent
You don't need expensive tools
Paid tools like Ahrefs, Semrush, and Moz provide detailed data, but they're not required to get started. Free tools and careful thinking about your customer will take you a long way.
Step 4: Map keywords to pages
Once you have a list of keywords, decide which page on your site should target each one. A simple rule:
- One primary keyword per page
- Group closely related keywords on the same page
- Create new pages for topics that don't yet have a home
For example:
- Homepage: your business name + core service + location
- Service page A: specific service keyword
- Service page B: another service keyword
- Blog post: a question your customers ask
What to do with your keywords
Once you know your target keywords, weave them naturally into:
- Page titles
- Headings
- Opening paragraphs
- Image alt text
- URL slugs
The key word is "naturally." Write for your reader first, Google second.
Common questions
Related guides
- Keywords, explained
- Writing SEO-friendly content
- On-page SEO explained
- Local SEO basics
- How to measure SEO results
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