Match what you offer to what people search
A "keyword" is simply whatever someone types into Google — a couple of words or a whole question. Keyword research is really intent research: understanding the exact words customers use and what they want when they use them.
Three intents to recognize
- Informational ("how to fix a leaky faucet") — they want to learn
- Commercial ("best plumber near me") — they're comparing options
- Transactional ("emergency plumber [city]") — they're ready to act
A healthy site serves all three: helpful articles for the learners, comparison-friendly pages for the shoppers, and an obvious way to call or book for the ready-to-act.
How to build your list
- Start with the obvious terms for your service and city
- Expand with the questions customers actually ask you
- Note which competitors show up on Google for each — that's your opportunity map
Then prioritize: target terms with real intent and realistic difficulty before chasing huge, generic keywords.