“Keyword research” sounds like something that requires a data scientist and a monthly subscription. For a small local business, it mostly requires listening to your customers and spending an hour with a few free tools. Here’s how I approach it.
Start with the words customers already use
Before opening any tool, write down how customers describe their problem when they call you. Not how you’d describe it in the trade. If people say “my AC is blowing warm air,” that phrase matters more than “compressor diagnostics.” Ask your front desk or check your email for the exact wording people use.
Let Google finish your sentences
Type the start of a search into Google and watch the suggestions that drop down. Try your service plus your town, and your service plus words like “cost,” “near me,” “how to,” and “best.” At the bottom of the results page, look at the “related searches” too. These come straight from what real people type.
Check “People also ask”
Many searches show a box of related questions. Each one is a question real people ask, and each is a great candidate for a section on a service page or a helpful article.
Use Search Console if you have it
If your site is already set up in Google Search Console, the Performance report shows the actual searches you’re appearing for. That’s the most valuable keyword data you’ll ever get, because it’s about your site specifically. I cover how to read it in my Search Console beginner’s guide.
Sort what you find into three buckets
- Ready to hire: “roof repair Akron,” “emergency plumber near me.” These belong on service pages.
- Researching: “how much does a new roof cost,” “signs you need a new water heater.” These make great articles.
- Just curious: broad questions that rarely lead to customers. Lower priority.
Match one main phrase to each page
Give every important page one main search phrase to focus on, and don’t make two pages compete for the same one. Put the phrase naturally in the page title, the main heading, and the first paragraph. Then write the rest of the page for people, covering everything they’d want to know.
Don’t overthink search volume
Free tools often don’t show exact search numbers, and that’s okay. For local businesses, a phrase that twenty people a month search in your area can be worth far more than a national phrase with thousands, if those twenty are ready to hire.
Questions I hear a lot
How many keywords should a page target?
One main phrase, plus the natural variations that come with writing about the topic thoroughly.
Should I use exact keywords even if they sound awkward?
No. Write naturally. Search engines understand variations and meaning.
If you want a second set of eyes
If you’d like help mapping search phrases to your pages, that’s a core part of how I handle SEO. Or start with the free website check and I’ll point out quick wins.