Keyword research isn’t about stuffing words into pages. It’s about understanding what your customers want and how they ask for it.
At a glance
- Start with your customers’ questions and words, not with tools.
- Every search has an intent: people want information, want to compare options or are ready to buy.
- Google Search Console shows the searches that already bring your pages into results.
- Group similar keywords and create one strong page for each topic, rather than many near-identical pages.
- Write naturally; repeating a keyword over and over doesn’t help readers or rankings.
Good keyword research answers a simple question: what words do your customers type when they’re looking for what you offer? The answer shapes which pages you create and how you describe your business.
Start with your customers
Before opening any tool, gather the language your customers already use:
- Questions from emails, phone calls and in-store conversations.
- Words customers use in reviews.
- How competitors and local directories describe services like yours.
Customers rarely use industry jargon. A dentist might say “dental prophylaxis”; a patient searches “teeth cleaning.”
Understand search intent
Every search has a purpose. Broadly:
| Intent | Example | What the page should do |
|---|---|---|
| Informational | “how to prune apple trees” | Explain clearly and thoroughly |
| Comparison | “spring vs fall tree pruning” | Help people weigh options |
| Local | “arborist near me” | Show location, service area and contact details |
| Ready to act | “book tree pruning Ottawa” | Make it easy to book or buy |
Matching your page to the intent matters as much as matching the words.
Use free tools
- Google Search Console: the Performance report shows the searches that already bring your pages into Google results, with clicks and impressions. It often reveals topics you didn’t know you ranked for.
- Google’s search suggestions: start typing a topic and note the suggestions, plus the “People also ask” questions on results pages.
- Your own site search: if your site has a search box, its logs show what visitors look for.
Try this
Look in Search Console for searches with many impressions but few clicks. They point to pages that appear in results but don’t convince people to click, often a sign the title or content needs work.
Turn keywords into pages
- Group similar keywords and questions into topics.
- Plan one strong page per topic, rather than many thin pages with slightly different wording.
- Use the words naturally in your title, headings and text.
- Answer the related questions within the page.
Our guide to title tags and meta descriptions shows how to present each page in search results, and our SEO basics guide covers the wider picture.
Questions readers ask
Do I need paid keyword tools?
Not to start. Customer conversations, your site’s search data, Google Search Console and the suggestions that appear as you type in Google give small businesses plenty to work with.
Should I target the most popular keywords?
Popular, broad keywords are usually very competitive. Longer, more specific searches often bring fewer visitors but people who are a better match for what you offer.
How many keywords should a page target?
Think in topics rather than single keywords. A good page naturally covers a main topic and the related questions people ask about it.
What about French-language searches?
If you serve French-speaking customers, research their searches separately; direct translations often miss the words people actually use.
This guide is general information, not legal advice. Platform rules and CASL guidance change, so check Google’s documentation and the CRTC’s guidance before you rely on it.