Keyword research sounds technical, but at its heart it is simple: finding out the words and phrases your customers type into search engines when they are looking for what you offer. Once you know that, you can use those words on your website and in your content so the right people find you.
You do not need expensive tools to get started. Here is a straightforward method.
Step 1: Brainstorm your seed list
Write down the obvious terms people might use to find you. Include:
- Your services (“website design”, “pool cleaning”, “dog grooming”).
- Your products.
- Your location (“Torrevieja”, “Murcia”, “Leeds”, “Galway”).
- Problems you solve (“leaking roof”, “website not showing on Google”).
Ask your customers and staff how they would describe what you do. They often use different words from you. A web designer might say “responsive design”; a customer will say “a website that works on phones”.
Step 2: Let Google show you what people search
Google itself is a free keyword research tool:
- Autocomplete: start typing a seed keyword into Google and note the suggestions.
- People also ask: these questions reveal what searchers want to know.
- Related searches: at the bottom of the results page, Google lists related queries.
Do this in an incognito window to reduce personalisation, and try searches in Spanish too if you serve Spanish-speaking customers.
Step 3: Use free tools for more data
- Google Search Console: if your site is connected, the Performance report shows the exact searches already bringing people to your site. This is gold.
- Google Keyword Planner: free with a Google Ads account, it gives rough search volume ranges.
- Google Trends: shows how interest in a topic changes over time — useful for seasonal businesses.
- Freemium tools such as AnswerThePublic and others give question-based keyword ideas.
Step 4: Understand search intent
Every search has an intention behind it:
- Informational: “how to clean a swimming pool” — the person wants to learn.
- Commercial: “best pool cleaning company Orihuela Costa” — the person is comparing options.
- Transactional: “pool cleaning quote Torrevieja” — the person is ready to buy.
- Navigational: “Sol Mar Marketing contact” — the person is looking for a specific business.
Match the page to the intent. Transactional keywords belong on service pages; informational keywords suit blog posts.
Step 5: Focus on long-tail keywords
Broad keywords like “web design” are extremely competitive and attract people from everywhere. Longer, more specific phrases — “web design for small businesses in Murcia” — have lower search volumes but much higher relevance. For local small businesses, long-tail keywords are usually where the wins are.
Step 6: Organise into groups
Group related keywords together and assign each group to one page. For example:
- Service page: “pool maintenance Torrevieja”, “pool cleaning service Torrevieja”, “weekly pool cleaning”.
- Blog post: “how often should a pool be cleaned”, “pool cleaning schedule summer”.
One page per topic avoids your own pages competing against each other.
Step 7: Use keywords naturally
Once you have your keywords, include them:
- In the page title and meta description.
- In the main heading (H1) and some subheadings.
- Naturally in the opening paragraph and body text.
- In image alt text where relevant.
- In the URL.
Never stuff keywords unnaturally. Write for humans first; search engines are very good at understanding natural language and synonyms.
Step 8: Review and refine
After a few months, check Search Console to see which searches you are appearing for and which pages are gaining traction. Adjust your content accordingly.
Putting it into practice
Keyword research is the foundation of effective service pages and blogging. It also helps with local SEO, because it reveals exactly how people in your area search.
If you would like us to do the research for you and turn it into a content plan, get in touch.
