Every search starts with words. If a business describes itself one way and customers search another way, the business stays invisible. A junior SEO or content marketer is often asked first to find out which words real customers use. You can do this well with free tools and a little patience.
What a keyword is
A keyword is any word or phrase someone types or speaks into a search box. "Shea butter" is a short, broad keyword. "Where to buy pure shea butter in Tamale" is a longer, more specific one. Longer phrases are searched less often, but the people typing them usually know exactly what they want, and fewer businesses compete for them. For a small local business, these longer phrases are often the best place to start.
Free ways to find keywords
- Search suggestions. Start typing a phrase into a search engine and read the suggestions that drop down. They come from what people actually search. Try adding letters after your phrase, such as "shea butter a", "shea butter b", to see more.
- Related searches and questions. At the bottom of a results page, and in boxes that list common questions, you will find more phrases people use.
- Google Trends. Compare two or three phrases to see which is searched more and how interest changes through the year, for example in the harmattan or before Christmas. You can set the country to Ghana.
- Your customers. Read WhatsApp chats, comments and reviews. The exact words customers use are often the best keywords of all.