Guide · Updated October 2026

How Do I Do Keyword Research for Free?

A simple, free keyword research method for small businesses using Google autocomplete, People Also Ask, Search Console and free planner tools.

How Do I Do Keyword Research for Free?

Short answer: Start with the words your customers actually use, then check them with free tools: Google autocomplete, the People Also Ask box, related searches, Google Search Console and Google Keyword Planner. For a local business, a short list of service plus location phrases and common questions is usually all you need.

Start with your customers, not a tool

Before opening any software, write down how customers describe their problem on the phone. A homeowner rarely says 'drainage remediation'. They say 'blocked drain' or 'sink not draining'. Those everyday phrases are your best keywords. Check old emails, enquiry forms and reviews for the exact wording.

Five free tools and how to use them

1. Google autocomplete

Type your main service into Google slowly and note the suggestions. Then try adding letters, like 'boiler repair a', 'boiler repair b', to uncover more ideas. Use a private browser window to reduce personalised results.

2. People Also Ask

Search your service and look for the box of related questions. Click one and more appear. These are perfect topics for FAQ sections or blog posts.

3. Related searches

Scroll to the bottom of the results page. Google lists related searches that hint at what people look for next.

4. Google Keyword Planner

It is part of Google Ads and free to use, though it may ask you to set up an account. Search volumes are shown as broad ranges unless you run ads, but that is enough to compare phrases.

5. Google Search Console

If your site is live, the Performance report shows real searches that already bring up your pages. Look for phrases with many impressions but few clicks: improving those pages is often a quick win.

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Organise what you find

Put your phrases into a simple spreadsheet with three columns: keyword, rough volume and which page it belongs to. Group similar phrases together. 'Emergency electrician', 'electrician near me' and '24 hour electrician' might all point to one page.

Match each group to a page

  • Service phrases go on dedicated service pages.
  • Location phrases go on your homepage or area pages.
  • Questions become FAQ sections or blog posts.
  • Price questions deserve a clear answer on the relevant page.

Avoid creating separate pages for tiny wording differences. Google understands that 'plumber' and 'plumbers' mean the same thing.

Do not chase big numbers

A phrase with thousands of national searches is usually dominated by big brands. A local phrase with modest volume but high buying intent, such as 'roof repair in your town', is far more valuable for a small business. You can see how we structure local service pages on our sample sites.

The bottom line

Free keyword research is about listening to customers and confirming with Google's own tools. Collect real phrases, group them, assign each group to a page and write content that answers what people are actually searching for.

Frequently asked questions

Is Google Keyword Planner really free?

Yes, though it sits inside Google Ads. Without active ad spend, volumes show as broad ranges.

How many keywords should a small business target?

Focus on one main group per page. A typical small site might target ten to thirty phrases in total.

Should I use keywords in my business name?

Not on Google Business Profile, where it breaks guidelines. On your website, use them naturally in headings and copy.

Are paid keyword tools worth it?

They give more data, but most small local businesses can do well with free tools alone.

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What Is Domain Authority and Does It Matter?Read guide →Why Did My Google Rankings Drop?Read guide →How Do Near Me Searches Work on Google?Read guide →How Long Does SEO Take to Work?Read guide →

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