Every successful SEO strategy starts with one question: what are your customers actually searching for? Keyword research answers it. Get it right, and every page you write has a real chance to bring in visitors who are ready to buy. Get it wrong, and you can rank for words nobody searches.
Here’s a beginner-friendly process you can do with free tools.
What Is a Keyword?
A keyword is the word or phrase someone types into Google, like “roof repair Columbia MD” or “how much does a website cost.” Keywords reveal intent, meaning what the person wants:
- Transactional or local intent: “plumber near me,” “hire web designer Baltimore.” They’re ready to buy.
- Commercial intent: “best CRM for small business,” “WordPress vs Wix.” They’re comparing options.
- Informational intent: “how to get more Google reviews.” They’re learning.
Small businesses usually get the fastest results from local, service-specific keywords with clear buying intent.
Step 1: Brainstorm Your Core Services
List every service you offer and the words customers use for them. Customers don’t always use industry jargon. A homeowner might search “AC not blowing cold air,” not “HVAC diagnostics.”
Step 2: Add Locations
If you serve a local area, combine services with cities, counties, and neighborhoods: “kitchen remodeling Silver Spring,” “accountant Rockville MD.” These phrases have less competition and higher intent than broad terms.
Step 3: Use Free Keyword Tools
- Google Autocomplete: Start typing a service into Google and note the suggestions.
- People Also Ask: The questions Google shows are great blog and FAQ topics.
- Related searches: Found at the bottom of the results page.
- Google Search Console: Shows the searches your site already appears for. This is gold for finding quick wins.
- Google Keyword Planner: Free with a Google Ads account, useful for rough search volume ranges.
Step 4: Check the Competition
Search each keyword and look at who ranks. If the top results are huge national brands, it may be hard to compete right away. If you see local businesses, directories, and thin pages, you have an opportunity.
Step 5: Match Keywords to Pages
Give each important keyword group its own page:
- Service pages for each main service (“water heater installation”).
- Location pages for each major area you serve, with genuinely useful local content.
- Blog posts for informational questions (“how often should I service my furnace?”).
Avoid targeting the same keyword with multiple pages. They’ll compete with each other.
Step 6: Use Keywords Naturally
Put your main keyword in:
- The page title and meta description.
- The main heading (H1) and at least one subheading.
- The first paragraph.
- Image alt text, where it describes the image accurately.
- The URL, kept short.
Then write naturally for humans. Cover the topic thoroughly, answer common questions, and include clear next steps. Keyword stuffing hurts more than it helps.
Step 7: Track and Improve
After publishing, watch Google Search Console. Pages ranking on page two (positions 11–20) are prime candidates for improvement: expand the content, improve titles, and add internal links.
Keyword Research + Local SEO = More Leads
Keywords are most powerful when combined with a strong Google Business Profile, steady customer reviews, and a fast website. Wondering whether to invest in SEO or ads first? Read SEO vs. Google Ads.
Want Us to Do the Research for You?
CDD Services handles keyword research, content planning, and on-page optimization for small businesses. Learn about our SEO services or book a free consultation.
