Quick answer: Keyword research means finding the words your customers type into Google and deciding which page should answer each one. List what customers ask, expand the list with free tools such as Search Console and Google's autocomplete, check the search results to understand intent, judge the competition, then give each main keyword its own page and track it.

Most keyword research guides are written for publishers chasing huge traffic numbers. Local businesses need something different. A search with 30 people a month in your city can be worth more than one with 30,000 nationally, if the 30 are ready to book. Here's the process I use for dental practices and home service companies.

Step 1: Start with what customers actually say

Your most useful seed list comes from your phone and your front desk, not a tool. Write down the exact words people use: "my crown fell off", "AC blowing warm air", "do you take weekend appointments". Ask your team what they hear every week. Those phrases become your seed keywords.

Step 2: See what you already rank for

If your site is connected to Google Search Console, open the Performance report and sort by impressions. You'll see real searches where Google already shows your pages, including ones you never targeted. Queries with plenty of impressions but few clicks, and an average position between about 5 and 20, are often the quickest wins.

Step 3: Expand the list with free tools

  • Google autocomplete and "People also ask": type a seed into Google and note the suggestions and questions.
  • Google Keyword Planner: it's free inside a Google Ads account. Accounts with low or no ad spend often see search volume as ranges (like 100 to 1K) rather than exact numbers, which is still enough to compare keywords.
  • Paid SEO tools: they add difficulty scores and competitor data. Their volumes are estimates, so use them to compare, not as exact counts.

Step 4: Check search intent in the results

Search each important keyword yourself and look at what ranks. If the results are all service pages from local businesses, Google sees the search as "I want to hire someone". If they're all articles and videos, it's "I want to learn". A map pack means local intent. Match the page you build to what's already ranking.

Step 5: Judge the competition honestly

Difficulty scores help, but look at who you'd be up against. If the results are national brands and directories with years of content, start with longer, more specific phrases ("emergency tooth extraction on Saturday" rather than "dentist"). If smaller local businesses rank, you have a real chance. A quick way to see how many pages target a phrase in their titles is an intitle: search, covered in my guide to Google search operators.

Step 6: Map one main keyword to each page

Group keywords that mean the same thing ("teeth whitening" and "tooth whitening") and assign the group to one page. Different intents get different pages. Keep a simple spreadsheet: keyword, page URL, intent and notes. This stops two of your own pages from competing for the same search.

Step 7: Use the keyword naturally, then track it

Put the main keyword in the page title, the main heading and the first paragraph where it reads naturally, and use related phrases in subheadings. My on-page SEO checklist covers the rest. Then check Search Console monthly to see whether the page is gaining impressions and clicks for the searches you mapped to it.

Local keyword research tips

  • "Near me" searches rarely need "near me" on the page. Google uses the searcher's location, so a complete Business Profile and clear location details matter more.
  • Add city or neighborhood names where you genuinely serve, and stop there.
  • Don't ignore zero-volume phrases. Tools often miss low-volume local searches that still bring calls.

Want a second opinion on your keywords?

Choosing what to target is the first thing I do in SEO consulting. If you'd like to see where you stand today, the free audit covers how you show up in Google, Google Maps and AI answers.

Get a free audit · Book a 30-minute strategy call

FAQ

What is keyword research in SEO?

It's the process of finding the words people type into search engines when they look for what you offer, then deciding which page on your site should answer each one.

Is Google Keyword Planner free?

Yes, inside a Google Ads account. Accounts with little or no ad spend often see search volumes as ranges rather than exact numbers.

What's the difference between short-tail and long-tail keywords?

Short-tail keywords are broad, one- or two-word searches with more volume and more competition. Long-tail keywords are longer and more specific, with less volume, and they're usually easier to rank for and closer to a decision.

How many keywords should one page target?

One main keyword or intent per page, plus close variations and related phrases. If two keywords need different answers, give them different pages.

Do low-volume keywords matter for local businesses?

Yes. A specific local search with only a few dozen searches a month can bring ready-to-book customers, and tools often under-report local volumes.

Khalid Hossen has worked in SEO and Google Ads for 14+ years, with 150+ dental & local service businesses served, and helped scale two dental practices to $5M. No long-term contracts. Get a free audit of how your practice or business shows up in Google, Google Maps and AI answers.