Keyword research is really an exercise in listening. The goal is to find the words your customers already use, not the words your industry uses internally.
Start with what customers say to you
The phrases customers say on calls and in messages are the most valuable you will find, because they come from people who actually bought. Write them down verbatim.
Expand using free sources
Type a core phrase into Google and read the autocomplete suggestions, the "People also ask" box, and the related searches at the bottom of the results. Search Console will also show the queries your site already appears for — often including phrases you never targeted.
Favour specific phrases over broad ones
"Wedding photographer in Pune" is far more useful than "photography", because the person searching it has already decided what they need and where. Broad terms bring volume; specific terms bring enquiries.
One primary phrase per page
Map one primary phrase to one page. Two pages competing for the same phrase mostly compete with each other.
Key takeaways
- Use the exact words customers say to you
- Mine autocomplete, People also ask and Search Console
- One primary phrase per page
- Keywords
- Search Console
- SEO