Start with your customers
List the problems your customers have and the words they use for them. Sales calls, reviews and support emails are gold. Then expand those seeds with Google autocomplete, “People also ask”, related searches and Search Console queries.
Understand intent
- Informational: “how to unclog a drain”.
- Commercial: “best plumbers in Austin”.
- Transactional: “emergency plumber near me”.
- Navigational: “Acme Plumbing phone number”.
Match each keyword to the type of page that satisfies that intent.
See how your site scores on this in about two minutes.
Judge difficulty honestly
Look at who ranks today. If the first page is full of national brands with huge authority, aim first for more specific, longer phrases where you can realistically compete.
Map keywords to pages
Give each page one primary keyword and a few close variants. Group related topics into clusters around a main pillar page and link them together. A EmojiCry report suggests a target keyword map for your page to get you started.
Frequently asked questions
Do I need paid tools for keyword research?
Paid tools give search volumes, but free sources like Search Console, autocomplete and PAA are enough to build a strong plan.
How many keywords should one page target?
One main topic, with natural variations. Separate topics deserve separate pages.