Before you write a word of website copy, it’s worth knowing what your customers actually type into Google. That’s all keyword research is: finding the words and phrases people use when they’re looking for what you offer, so you can use the same language on your site.
Get this right and your pages answer the searches that bring you customers. Get it wrong and you can have a beautiful site that ranks for things nobody searches for.
Start with how your customers talk
The best keyword ideas often come from your customers, not from tools. Think about the questions people ask when they ring you, the words they use in emails, and how they describe their problem before they know the technical term.
A plumber might call it a “combi boiler service”, while the customer searches “boiler service near me”. A beauty clinic might say “advanced skin rejuvenation” when the client is searching “facial for acne scars”. Write down the customer’s version.
Look at what Google suggests
Start typing your main service into Google and look at the suggestions that appear. Then scroll to the bottom of the results page and look at the related searches. Both show you real phrases people search for, and they’re free.
Check what’s already working for you
If your website has been live for a while, Google Search Console shows you the exact searches your site already appears for. Look for phrases where you get lots of impressions but sit on page two. Those are often the quickest wins, because Google already thinks you’re relevant.
See who you’re up against
Search for your main services in your own area and look at who ranks. What are their pages called? What do their headings say? You’re not copying them, but you’re learning what Google currently considers a good answer to that search.
Use a tool to check the numbers
Tools like Google Keyword Planner, Semrush and Ahrefs estimate how often a phrase is searched and how competitive it is. For a small local business, treat the numbers as a guide rather than gospel. A phrase with 20 searches a month in your town can be worth far more than a national phrase with thousands.
Focus on specific phrases
Short, broad keywords like “web design” are extremely competitive and attract people with all sorts of intentions. Longer, more specific phrases, such as “WordPress web designer Altrincham”, are searched less often but by people who know what they want. They’re easier to rank for and far more likely to turn into enquiries.
Match each keyword to one page
Once you have your list, group similar phrases together and give each group one page on your site. Your Altrincham web design page targets Altrincham searches; your website maintenance page targets maintenance searches. If several pages chase the same phrase, they compete with each other and none of them ranks well. Understanding the intent behind each search helps you decide which page should answer it.
Use your keywords naturally
Put your main phrase in the page title, the main heading and the first paragraph, and use related phrases where they fit naturally. Use descriptive words in your image file names and alt text. Then stop. Repeating a keyword over and over makes your copy worse and doesn’t help you rank.
Check back regularly
Keyword research isn’t a one-off job. Every few months, look at Search Console again to see which searches are growing, which pages are climbing and where new opportunities have appeared.
If you’d like help finding the searches that matter for your business, take a look at my SEO services or get in touch.