How do I perform basic keyword research to find out what terms my customers are searching for?

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Keyword research is one of the most important foundations of digital marketing and SEO. Knowing the exact words and phrases your potential customers type into Google helps you create content, build service pages, and even adjust your offers to better match demand. Fortunately, you do not need to be an SEO professional or buy expensive software to perform basic keyword research. With a few free tools and a structured approach, you can uncover the search terms that matter most to your audience.

Start With What You Already Know

The first step is brainstorming. Write down the products, services, and solutions your business provides, then expand that into all the ways customers might describe them. For example, if you run a landscaping company, think beyond “landscaping services” to terms like “yard cleanup,” “tree trimming,” or “lawn care near me.” Put yourself in your customer’s shoes and consider both industry language and everyday language.

Google gives away a lot of keyword ideas for free. Start typing a phrase into the search bar and see what autocomplete suggestions appear. These are real terms that people actively search. After running a search, scroll to the bottom of the results page to view “related searches.” Both of these areas provide a goldmine of customer-driven search terms you can add to your list.

Explore Free Tools for Search Volume Data

To move beyond guessing, you’ll want to look at actual data. Tools like Google Keyword Planner (free with a Google Ads account) show search volume ranges and competition levels. Ubersuggest and AnswerThePublic are also useful entry-level tools. Look for terms with steady or growing search volume, and avoid chasing only high-volume keywords that may be too competitive for your business to rank for.

Check Out Your Competitors

One of the quickest ways to discover new keyword opportunities is by looking at what your competitors are ranking for. Enter their website into a free SEO tool like Ubersuggest or SEMrush’s limited free version. You’ll see the keywords driving traffic to their site. This insight helps you spot both gaps and overlaps in your own strategy.

Focus on Long-Tail Keywords

While broad terms like “insurance” or “lawyer” may have huge search volume, they are also incredibly competitive and vague. Long-tail keywords, which are longer and more specific phrases (such as “affordable car insurance in Detroit” or “estate planning lawyer near me”), usually have lower search volume but much higher conversion potential. Customers who search long-tail terms are often closer to making a decision.

Organize and Prioritize Your Keyword List

Once you have a list of potential keywords, organize them by relevance, search intent, and business value. Group related terms together and decide which ones belong on core service pages, which can be used for blog posts, and which may help inspire future content. Prioritize keywords that are realistic for your business to rank for in the near term, while keeping an eye on more competitive terms for long-term growth.

Bottom Line

Basic keyword research doesn’t require expensive software or advanced SEO skills. By combining brainstorming, Google’s free suggestions, entry-level keyword tools, and competitor analysis, you can build a keyword list that reflects what your customers are really searching for. If you’d like help identifying the highest-value keywords for your business and turning them into an actionable content plan, I can guide you step by step.

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