- Start from what you sell and what buyers ask, not from a keyword tool.
- Search intent decides the page: a how-to search needs a guide, a service search needs a service page.
- Smaller, specific searches are easier to win and often closer to an enquiry.
- Map one main keyword to one page, and don't make two pages compete for the same search.
What keyword research is for
Keyword research is finding the words and phrases people type into search engines when they need what you offer, then deciding which of them to target and with which page.
For a small business, the goal isn't the highest-volume keyword in your industry. A national term with thousands of searches a month is usually dominated by large sites and full of people who will never buy from you. What you want is a list of specific searches that real buyers use, that you have a fair chance of winning, each matched to a page that answers it well.
This guide shows you how to do keyword research in five steps, mostly with free tools.
Step 1: Start with your services and your buyers' questions
Before opening any tool, write down:
- Every service you sell, in the words customers use, not internal names. "Managed IT support", not "Technology Partnership Programme".
- Who you sell to: sectors, business sizes, locations.
- The questions buyers ask before they get in touch. Ask your sales team and look through enquiry emails. "How much does X cost?", "How long does Y take?", "Do I need Z?"
- The problems that make people look for you. "Website not showing on Google", "server keeps going down".
This list is your seed list. It keeps the research tied to what you actually do.
Step 2: Find the searches people use
Now expand each seed into real searches. These free sources are the most useful:
| Source | What it gives you | How to use it |
|---|---|---|
| Google Search Console | The searches you already appear for, with impressions, clicks and average position | Performance report, Queries tab, last 12 months. Look for searches with impressions but low clicks |
| Google autocomplete | Popular completions of what you type | Type a seed into Google and note the suggestions; try adding letters after it |
| People also ask | The questions Google associates with a search | Expand the boxes; each opens more |
| Related searches | Variations at the bottom of the results page | Note the ones that match your services |
| Google Keyword Planner | Search volume ranges and related ideas | Free inside a Google Ads account; no need to run ads |
| Your competitors' pages | The topics and wording that rank | See website competitor analysis |
Search Console deserves special attention. Searches where you already appear on page two or three are often the quickest wins, because Google already sees you as relevant.
Paid keyword tools add search volume estimates, difficulty scores and competitor data. They're useful but not essential to get started.
Step 3: Work out the intent behind each search
Search intent is what the person wants when they search. It decides what kind of page can rank. Look at what Google already shows for the search; the results tell you what it thinks people want.
| Intent | Example | What ranks | Your page |
|---|---|---|---|
| Learn (informational) | "how to choose an IT support company" | Guides, articles | A guide |
| Compare (commercial) | "managed IT support vs in-house" | Comparisons, reviews, lists | A comparison guide or page |
| Buy or hire (transactional) | "managed IT support for law firms" | Service pages, local results | A service page |
| Go somewhere (navigational) | "[your brand] login" | The brand's own page | Usually nothing to do |
If the top results for a search are all guides, a service page is unlikely to rank for it, and the reverse is true too. Matching intent is often the difference between ranking and not.
Step 4: Judge volume and difficulty, sensibly
Search volume tells you roughly how often something is searched. Treat it as a guide, not a fact. Tools estimate it, figures are often given in ranges, and low numbers can still matter. A search for your exact service in your area might show "10 a month" and still be the most valuable keyword you have.
To judge how hard a search is to win, look at the results yourself:
- Who ranks? If page one is national brands, directories and very strong sites, it's hard. If it's businesses like yours, you have a chance.
- How good are the pages? Thin or outdated pages are beatable.
- Is there a map pack, AI Overview or lots of ads? These push normal results down the page.
- Do you already appear? Check your position in Search Console.
Then prioritise. A useful rule: aim first for searches that are specific, close to an enquiry, and winnable, even if their volume looks small. Several specific searches added together often beat one head term.
Step 5: Map keywords to pages
Group similar searches together and give each group one page. This is called a keyword map.
- Group searches that mean the same thing. "IT support for solicitors" and "law firm IT support" belong on one page.
- Assign each group to one page: an existing page if it fits, or a new one if nothing does.
- Choose one main keyword per page, with the others as supporting wording.
- Check for overlap. If two pages target the same search, they compete with each other. Merge them or make their focus clearly different.
- Note the gaps: important searches with no page yet. These become your content plan.
Keyword map template
| Keyword group | Main keyword | Supporting keywords | Intent | Volume (approx.) | Difficulty (your judgement) | Target page | Status |
|---|---|---|---|---|---|---|---|
| IT support for law firms | it support for law firms | law firm it support; legal it services | Hire | [n] | Medium | /services/legal-it-support | Page needs rewriting |
| IT support cost | how much does it support cost | managed it support pricing | Compare | [n] | Low | New guide | To write |
Using the keywords on the page
Once a page has its keyword, use it where it helps the reader:
- in the page title and H1, in natural wording (see title tags and meta descriptions)
- early in the opening paragraph
- in subheadings where it reads naturally
- in the questions you answer on the page
Don't repeat it unnaturally. Google's guidance is to write for people, and its spam policies list keyword stuffing as a problem. A page that thoroughly answers the search will naturally use the related words.
How often to do keyword research
Do a full round when you plan a new site or content plan, then check Search Console monthly for new searches you're appearing for. Buyers' language shifts over time, and new services or problems create new searches.
Questions
How do I do keyword research for free?
Start with your services and customers' questions, then expand them using Google Search Console, autocomplete, People also ask, related searches and Google Keyword Planner. Check each search's results to judge intent and difficulty.
How do I find the right keywords for my business?
Look for searches that describe what you sell in your customers' words, match the intent of the page you'd create, and are realistic to rank for. Specific searches close to an enquiry are usually the best place to start.
What is search intent?
The goal behind a search: to learn something, compare options, buy or hire, or reach a particular site. The pages Google already shows for a search tell you which intent it has.
Are low-volume keywords worth targeting?
Often, yes. Specific searches tend to be easier to rank for and closer to a buying decision, and several of them together can bring more enquiries than one competitive head term.
How many keywords should one page target?
One main keyword, plus closely related variations and questions. If two searches need different answers, they need different pages.
Every guide is checked against the platform it describes before it’s published, and re-checked when the platform changes.