How to Do Keyword Research for Your Website

Keyword research means finding the words and phrases your potential customers type into search engines. It tells you what to write about and how to describe your services in the language people use. You can do a lot of it with free tools and common sense.

Start with your own knowledge

List your services, products, and the problems you solve. Then add the questions customers ask you on calls, emails, and in person. These are often the best topics because they come from real people.

Think about search intent

Intent is the reason behind a search. Broadly:

Informational: "how to choose a domain name"
Navigational: looking for a particular site or brand
Commercial: comparing options, such as "best web designer for small business"
Transactional: ready to act, such as "hire web designer near me"

Match your page to the intent. A how-to guide will not satisfy someone who wants to buy, and a sales page will not help someone who wants to learn.

Use free sources of ideas

Search suggestions. Type a phrase into Google and note the autocomplete suggestions.
"People also ask" boxes and related searches at the bottom of results.
Search Console. Once your site is live, Google Search Console shows the queries that already bring impressions.
Competitor sites. See how others in your field name their services and pages.
Keyword tools. Many offer limited free usage, giving rough volume and difficulty estimates.

Treat volume figures as estimates, not exact numbers.

Choose realistic targets

Highly competitive short phrases are hard for new sites to win. More specific phrases, often called long-tail keywords, are usually easier and attract visitors who know what they want. "Emergency plumber in Leeds" beats "plumber" for a local business.

Map keywords to pages

Give each important page one main topic and a few closely related phrases. Avoid targeting the same keyword with several pages, since they compete with each other. A tidy site structure helps.

Use keywords naturally

Include your main phrase where it fits: the title tag, the main heading, early in the text, and in the URL. Then write for people. Repeating phrases unnaturally harms readability and does not help rankings.

Local keywords

If you serve specific areas, include place names. See local keywords.

Review and refine

Check which pages attract visitors and which queries show up, then expand what works.

The bottom line

Keyword research is about understanding your customers' language. Find the questions, match the intent, and create content that answers them well.