SEO guide
Keyword research means finding the exact words your customers type before they buy, then building a page that answers them better than anyone else. This free method takes about an hour.
Short answer
Keyword research is finding the words and questions your customers type into Google and AI tools. Start with your services and areas, expand them with Google autocomplete, “People also ask” and Search Console, sort them by intent (are they ready to buy?), then give each group of similar keywords its own page. Prioritise high-intent local searches before broad, competitive terms.
Key takeaways
- Start with services multiplied by locations
- Use free tools such as autocomplete, People Also Ask and Search Console
- Intent matters more than search volume
- One topic per page, not one keyword per page
- Questions make great guides and FAQs
The 5-step free method
01
List services × areas
“Bathroom fitter” × “Lucan, Clondalkin, Dublin 22” gives you a starter list in minutes.
02
Expand with autocomplete
Type each phrase into Google slowly and note the suggestions. Do the same on YouTube.
03
Mine “People also ask”
Every question Google shows is a heading or FAQ waiting to be written.
05
Ask customers and AI
What did customers ask on the phone? Ask ChatGPT “what would someone ask before hiring a [service] in [town]?”
Sort by intent, not just volume
| Intent | Example | What to build |
|---|---|---|
| Ready to buy (transactional) | “emergency plumber Lucan” | Service or area page |
| Comparing (commercial) | “best kitchen fitters Meath”, “solar panels cost” | Price guides, comparisons |
| Learning (informational) | “how long does an extension take” | Guides and FAQs |
| Looking for you (navigational) | “Murphy Electrical reviews” | Strong brand presence |
Small searches, big money
A search with 30 searches a month, like “attic conversion Swords”, can be worth more than one with 3,000, like “attic ideas”, because the person is ready to buy.
Map keywords to pages
✓ Do this
One page = one topic.
“Boiler service Dublin” page targets: boiler service, boiler servicing, annual boiler check, gas boiler service cost.
✗ Not this
Separate near-identical pages for “boiler service Dublin”, “boiler servicing Dublin” and “boiler check Dublin”. They compete with each other.
Free and paid tools
- Free: Google autocomplete, People Also Ask, Google Search Console, Google Trends, Google Ads Keyword Planner (free with an account)
- Paid: Semrush, Ahrefs and Ubersuggest give volumes and difficulty scores, and are useful for competitive markets
Frequently asked questions
How many keywords should a page target?
One main topic, plus its close variations and related questions. Usually that’s 5 to 20 related phrases for one page.
Are long-tail keywords worth it?
Yes. Longer, specific searches have less competition and often more buying intent, especially for local businesses.
How often should I redo keyword research?
Review it every 6 to 12 months, or when you add services or areas. Search Console shows new opportunities every month.
Want a keyword map built for you?
We’ll research your market and map every important search to a page on your site.