Paid tools are handy, but they are not required to start. With a few free sources and some patience, you can build a solid keyword list.
Start with your own knowledge
List your services, products and the problems you solve. Add the words customers use when they call or email you. These are your seed ideas.
Use Google's own suggestions
- Autocomplete: Type a seed phrase and note the suggestions that appear.
- People also ask: These boxes show real questions related to your search.
- Related searches: Found at the bottom of the results page.
Mine Google Search Console
If your site already has some visibility, Search Console lists the searches that show your pages. Look for ones where you appear but get few clicks, or rank on page two. These are often the easiest wins.
Check what competitors rank for
Search for your main keywords and open the top results. Look at their headings, page topics and the questions they answer. You are not copying them, you are learning what searchers expect.
Understand search intent
Every search has a purpose. Some people want to learn, some want to compare, and some are ready to buy. Match your page type to the intent: guides for learners, comparison pages for researchers, service pages for buyers.
Group and prioritise
Put similar keywords together and assign each group to one page. Then prioritise using three questions:
- Is it relevant to what we sell?
- Would the visitor be a good customer?
- Can we realistically compete?
Tip: Longer, more specific phrases often have less competition and attract people closer to buying.
Keep a simple sheet
Track the keyword, the page it belongs to and its current position. Review monthly and adjust. That is enough to run a good keyword plan.
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