Keyword research means finding out which words your customers type into Google when they look for something you offer. With that knowledge you write pages that match real searches. Without research you often write in your own industry language, while your customer uses completely different words.
You don't need expensive software for it. With free tools, your own customer knowledge and a spreadsheet you'll get a long way. Below you'll read how to approach it, in six steps.
Why keyword research is the foundation of SEO
SEO is about being found in Google. Want to know how that works? Read what SEO is first. Google shows the pages that give the best answer to a search. If your pages don't cover your customer's words and questions, you don't stand much chance.
An example. An installer calls himself a 'climate control installation specialist'. His customers search for 'air conditioning installation' and 'air con installer Haarlem'. Without research he misses exactly those searches. With research he creates a clear page for them.
Step 1: start with your customer, not a tool
First write down the questions customers ask you on the phone, by email or when requesting a quote. Which words do they use? Which problems do they mention? These are your first keywords. Make a short list per service.
- What do you offer? For example 'dormer installation' or 'accountant for freelancers'.
- Which problem does it solve? For example 'leaking roof' or 'help with freelancer tax return'.
- Which questions do customers have beforehand? For example 'how much does a dormer cost' or 'do I need a permit'.
- Where do you work? Add place names if you work locally.
Step 2: expand your list with free tools
Now you look for variations and additions. There are plenty of free ways to do that:
- Google itself: type a keyword and look at the suggestions Google autocompletes.
- 'People also ask': the expandable questions in the search results show what else people want to know.
- Related searches at the bottom of the results page.
- Google Search Console: if your website already exists, you'll see which keywords you already appear for.
- Google Ads Keyword Planner: gives a rough indication of search volume. You need a Google Ads account for it.
Paid tools give more detail, but for an SME with a clear range of services that's often not needed at the start. Prices of such tools change regularly, so always check the current price if you're considering one.
Step 3: understand search intent
Search intent is the purpose behind a search. Two keywords can look alike but ask for something completely different. Roughly, there are four types:
- Informational: someone wants to know something. 'How does a heat pump work'.
- Comparison: someone is exploring options. 'Heat pump or gas boiler'.
- Transactional: someone wants to buy or arrange something. 'Heat pump installation'.
- Navigational: someone is looking for a specific company or site. 'Company name contact'.
When in doubt, just check what's at the top in Google. If you see blog articles, people are looking for information. If you see service pages and online stores, they want to buy. Create the type of page Google already rewards.
Step 4: choose keywords that fit you
Not every keyword is worth it. Put your list in a spreadsheet and rate each keyword on three points:
- Relevance: does it really fit what you sell? A visitor who can't buy anything from you won't bring much.
- Search volume: do enough people search for it? Locally, small numbers are often fine.
- Competition: are big national sites at the top? Then it's hard. Look for a more specific variation.
Specific keywords of several words are called long tail keywords. Think 'renovating a small bathroom' instead of 'bathroom'. Fewer people search for them, but the visitor knows better what they want. For an SME these are often the best opportunities.
Here's an example of what such a list could look like for a physiotherapist in Leiden. 'Physiotherapy' on its own is too broad and very competitive nationally. 'Physiotherapist Leiden' is local and transactional: perfect for the homepage or a service page. 'Exercises for back pain from sitting' is informational: a good topic for a blog article. 'Physiotherapy covered by health insurance' is a question many customers have beforehand: suitable for an FAQ or a short explainer page.
That way an overview takes shape by itself. A few keywords for your main pages, and a set of questions you can answer with articles. Together those articles form the basis of your content marketing and blogging.
Step 5: link each keyword to one page
Make a simple plan. Give each page one main keyword and a few related terms. That way two pages don't compete with each other for the same keyword. A service page gets a transactional keyword. A blog article gets an informational question.
Then use the main keyword in logical places: the page title, the main heading, the first paragraph and a few subheadings. Your meta title and description count too. Read how to write them in our article on writing a meta title and meta description. Above all, write naturally. Copy full of repetition reads badly and Google penalises it.
Step 6: measure and adjust
Keyword research is never completely finished. After a few months, check Google Search Console to see which keywords you appear for and how often people click. You'll often discover searches you hadn't thought of. You can adjust a page for them or write a new article.
Common keyword research mistakes
- Choosing only on search volume, without checking whether the keyword fits what you offer.
- Using your own industry language instead of your customer's words.
- Targeting several pages at the same keyword.
- Repeating a keyword so often that the copy becomes unnatural.
- Doing research once and never looking at it again.
Want help with keyword research and turning it into pages that rank? At Violexa we do that as part of online marketing, from €599 excl. VAT (€725 incl. VAT) per month, with no minimum term. If we build your website, we include the SEO basics from the start.
Not sure where to start? Book a free quickscan. In 30 minutes we look at your website and your opportunities in Google together. You get short written advice with a price indication, with no obligation.
Frequently asked questions
How do you do keyword research for free?
Start with your customers' questions. Add Google's suggestions, 'People also ask' and related searches. Use Google Search Console for keywords you already appear for and Keyword Planner for an indication of search volume.
How many keywords per page?
Choose one main keyword per page and a few related variations. That makes it clear what the page is about, and your own pages don't compete with each other.
What are long tail keywords?
They're specific searches of several words, such as 'dormer installation cost Alkmaar'. Fewer people search for them, but there's less competition and the searcher often already knows what they want.
How often should I do keyword research?
Do it thoroughly when you set up or redesign your website. After that, check Search Console every few months for new opportunities, and do it again when you add a new service.
