How to Find the Keywords Your Customers Are Really Using
A practical approach to keyword research that doesn't require expensive tools.
Good keyword research doesn't require expensive software — here's a practical approach using what's freely available.
Where to Start
- Google's autocomplete suggestions when you start typing a relevant search
- The 'People also ask' section on relevant search results
- Actual questions customers ask you directly, in their own words
A Common Mistake
Targeting broad, generic keywords ('website design') rather than specific ones ('website design for restaurants in Altea') usually means competing against far larger, better-established sites for little realistic chance of ranking.
Why Specific Beats Broad
Specific, longer keyword phrases have less competition and match genuine buyer intent more closely — meaning the traffic they bring converts better, even if the volume is lower.
FAQs
Not necessarily — free tools and genuine customer questions cover most small business needs.
Specific, in almost every case — less competition and better-matched intent.
Periodically — search behaviour shifts, particularly with the rise of AI-powered search.