How do I choose the right keywords for my business?
Use the words your customers use, not your industry's jargon. Combine the service, the problem and the place, check the phrases in Google's suggestions and your Search Console report, and favor specific searches from people ready to hire. Then give each important service its own page built around those words.
The short version
- Start from customers’ words: calls, emails and reviews.
- A strong local phrase has a service, a detail and a place.
- Specific beats broad, and “hire” wording beats “how to” wording.
- Search Console shows the real searches already finding you.
- One main phrase per page, written naturally.
How do I find and pick keywords?
1. Collect customer language. A dentist says “dental implants.” A patient searches “replace missing tooth.” A roofer says “flashing repair.” A homeowner types “roof leaking around chimney.” Google’s SEO starter guide makes the same point: people new to a topic use different words than experts.
Good sources:
- questions customers ask on the phone and by email;
- words in your reviews;
- Google’s autocomplete and “People also ask”;
- the Performance report in Search Console.
2. Build local phrases. Most valuable searches combine:
- The service: “furnace repair”
- A detail: “emergency,” “no heat,” “same day”
- The place: “Johnstown PA,” or an implied “near me”
3. Pick realistic targets. “Wedding cake bakery Dayton” is easier to win, and more likely to bring a buyer, than “cakes.” For rough volume, Google Ads’ Keyword Planner is free with an Ads account. Treat its numbers as loose in small towns.
4. Turn them into pages. Give each main service its own page. Put the main phrase in the page title and main heading, then answer the questions people ask about it.
Why does the wording matter?
Google matches searches to pages, and AI tools quote pages that use clear, everyday language. If your site says “comprehensive HVAC solutions” and customers type “furnace won’t turn on,” you’ve made it harder to be found. The right words also bring the right visitors: people ready to hire, not just browsing.
What are the common mistakes?
- Chasing the biggest number. High-volume terms are slow and often bring the wrong visitors.
- Mixing up intent. “How to fix a leaking faucet” is a DIYer. “Plumber for leaking faucet” is a customer.
- Stuffing. Google says keyword stuffing is against its spam policies.
- Near-copy pages for every variation. See whether to make a page for every town.
- Using the meta keywords tag. Google doesn’t use it.
What if my chosen keywords don’t bring visitors?
Give new pages a few months. See how long SEO takes. Then check Search Console. If a page gets impressions but few clicks, rewrite its title and description. If it gets no impressions, the phrase may be too competitive or the page may not be indexed. See why a site doesn’t show up on Google.
How much does it cost, and how long does it take?
The tools above are free. A first list takes an afternoon. Recheck it every few months as new searches appear.
How does E-3 handle this?
Our SEO and AI search service covers Answers pages, schema and your Google Business Profile. Our free local SEO page writer is a good first step.
Related questions
Common questions
- Should I target the most popular keywords?
- Usually not at first. Broad terms are the hardest to rank for and often bring people who aren't ready to buy. Specific searches are easier and convert better.
- Do I need to repeat the keyword many times on a page?
- No. Google says keyword stuffing is against its spam policies. Use the main phrase in the title and heading, then write naturally.
- Does the meta keywords tag help?
- No. Google says it doesn't use the keywords meta tag.
Rather talk it through?
Call our team, or send a note and we’ll reply within one business day. No pressure and no jargon.