Keyword research for beginners

Last updated 13 October 2026 · By the XKey team

What is a keyword?

A keyword is simply a search: "emergency plumber preston", "how much is a new boiler", "wedding cakes near me". Short, general searches ("plumber") are popular but fiercely competitive. Longer, specific searches ("combi boiler repair preston same day") are each searched less, but together they make up most searches, and the people typing them are closer to buying.

How do I find the words customers use?

1. Listen to your customers. Write down how they describe their problem on the phone and in emails. They rarely use your trade terms.
2. Use Google's own suggestions. Start typing your service into Google and note what it suggests, then scroll to "People also ask" and "Related searches".
3. Generate variations. The free long-tail keyword generator turns one service into dozens of searches: with your town, with "near me", as questions, by price.
4. Check Search Console. If your site is already live, the Performance report in Search Console shows real searches you appear for – often ones you'd never have guessed.

Which free keyword research tools are worth using?

• Google autocomplete, "People also ask" and "Related searches" – real searches, straight from Google, for any topic.
• Google Search Console – the searches your own site already appears for, with impressions and position. The best source once your site has been live a few months.
• Google Keyword Planner – rough monthly search ranges. It's free inside a Google Ads account, and you don't have to run any ads.
• Bing Webmaster Tools – has a free keyword research tool with search volumes from Bing. The numbers are smaller than Google's, but the patterns are similar.
• Google Trends – shows whether interest is rising, falling or seasonal. Useful for timing pages such as "Christmas party venues" or "garden landscaping".
• XKey's keyword generator and keyword difficulty checker – turn one service into dozens of searches, then see how hard each is to rank for.

A worked example: a plumber in Preston

Here's how one afternoon of research turns into a plan. The plumber starts with what customers say on the phone, checks Google's suggestions, and looks at page one for each search:

Five searches, four pages, each matching what Google already shows. That's the whole method.

What about "near me" searches?

You don't need to write "near me" on your pages. Google uses the searcher's location to answer those searches, mostly from the map results, so a complete Google Business Profile and clear town and service names on your website matter far more. Our local SEO checklist covers the rest.

How do I know if I can rank for a keyword?

Search for it and look at page one. If it's all national brands and directories, pick a more specific phrase. If you see small local businesses with thin pages, that's an opening. The free keyword difficulty checker grades the pages that rank now, and the domain authority checker shows how strong those sites are.

How do I check what people want from a search?

The results tell you. If page one is all guides, searchers want information, and a sales page won't rank. If it's all businesses with prices, they're ready to buy. Match the type of page Google is already showing.

How do I turn keywords into pages?

• One main topic per page. Group searches that mean the same thing ("boiler repair", "fix my boiler") onto one page; give different needs ("boiler repair" vs "new boiler") their own pages.
• Use the main phrase in the title, the H1 and the opening paragraph, then write naturally. The word counter shows if you've overdone it.
• Answer the related questions on the same page, as headings.
• Don't make a page per town with only the town name changed. Google calls those doorway pages. Make town pages only where you can say something specific about the work there.

What about search volume numbers?

Exact monthly search numbers need Google Ads' Keyword Planner (free with an Ads account) or a paid tool, and for local services they're often too small to show anyway. For a small business, relevance beats volume: a phrase searched 20 times a month by people ready to buy is worth more than one searched 2,000 times by people just browsing.

Frequently asked questions

How many keywords should a page target?

One main topic, plus the close variations and questions that go with it. Trying to rank one page for unrelated searches usually means it ranks for none.

Do I need a paid keyword tool?

Not to start. Google's suggestions, Search Console, Keyword Planner, Bing Webmaster Tools and a look at page one cover what most small businesses need.

How often should I do keyword research?

Properly once, then check Search Console every month or two for new searches you're appearing for – they're ideas for new pages.

What is a long-tail keyword?

A longer, more specific search, such as 'combi boiler repair preston same day'. Each is searched less often, but they're easier to rank for and the searchers are closer to buying.

Should I put 'near me' in my page titles?

No. Google works out location from the searcher, not from the words 'near me' on your page. Use your town and service names instead.