Keyword research basics: find what your customers search
All SEO starts with a simple question: what do your customers actually type into Google? Get that right and everything else has direction; get it wrong and you optimise for words nobody searches. Keyword research is how you find those real phrases — and it's far more approachable than it sounds. Here are the basics, without the intimidating tools and jargon.
Think like your customer, not your business
The biggest mistake is targeting the words *you* use rather than the words *customers* use. You might say "bespoke web development"; they might search "small business website designer". They describe problems ("website too slow") more than solutions. Start by listing the questions and phrases a real customer would type, in their language.
Understand search intent
Different searches want different things, and matching that intent matters more than the exact words:
- Informational — "how much does a website cost" (they want to learn).
- Commercial — "best web designer near me" (they're comparing).
- Transactional — "hire web developer London" (they're ready to act).
Use the free tools you already have
- Google itself — start typing and read the autocomplete suggestions; those are real searches.
- "People also ask" and "related searches" — a goldmine of real questions.
- Google Search Console — shows the terms you already appear for.
- Keyword tools — free tiers (like Google Keyword Planner) show rough search volumes.
Pick keywords you can actually win
For each candidate, weigh three things: does it match what you offer, do people actually search it, and can you realistically rank for it? Longer, more specific phrases (often called long-tail) usually have less competition and higher intent — the searcher knows what they want. A handful of realistic, relevant keywords beats a wish-list of impossible ones.
Then use them naturally
Once you know your keywords, use them naturally in your page titles, headings and content — where they genuinely fit, not stuffed in awkwardly. Google rewards content that genuinely answers the search, not pages crammed with repeated phrases. Write for the person first, with the keyword as your guide to what they need.
Common questions
What is keyword research?
It's the process of finding the actual words and phrases your customers type into search engines, so you can build your website and content around them. It covers understanding what people search, how often, what they intend by it, and which terms you can realistically rank for — the foundation of any SEO.
How do I find keywords for my website?
Start by listing the questions and phrases a real customer would search, in their words. Then use free tools: Google's autocomplete and "people also ask", Google Search Console for terms you already show for, and Keyword Planner for rough volumes. Focus on specific, relevant phrases you can realistically rank for.
What are long-tail keywords?
Longer, more specific search phrases — like "affordable web design for cafes in Leeds" rather than just "web design". They're searched less often, but they have far less competition and much higher intent, because the searcher knows exactly what they want. They're usually the most realistic and rewarding terms for a small business to target.
Do I need paid tools for keyword research?
No — you can get a long way with free tools: Google's own autocomplete and related searches, "people also ask", Google Search Console, and Keyword Planner. Paid tools add depth and speed for serious campaigns, but for most small businesses the free options are enough to find realistic, relevant keywords.
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