Step 1: Collect seeds from real conversations
- Questions customers ask by phone, WhatsApp and email
- Words used in reviews and competitor pages
- Your services and the problems they solve
- Your locations and neighbourhoods
Step 2: Expand with free tools
- Google autocomplete and ‘People also ask’
- Google Search Console (queries you already show for)
- Google Keyword Planner (free with an Ads account)
- Related searches at the bottom of results
- Forums and Reddit threads in your niche
Step 3: Classify by intent
| Intent | Example | Page type |
|---|---|---|
| Informational | how to host a web app built with claude | Guide or blog post |
| Commercial | best seo agency for startups | Comparison or service page |
| Transactional | buy seo-ready website | Service, pricing or product page |
| Local | web designer in leicester | Location page |
| Navigational | awi digital pricing | Brand or pricing page |
Step 4: Prioritise
- Pick terms with clear buying intent first.
- Check the results page: if only huge brands rank, choose a narrower phrase.
- Prefer long-tail phrases (4+ words); they convert better and are easier to win.
- Score each term 1–5 for intent, competition and fit; start with the highest totals.
Step 5: Map keywords to pages
One primary keyword per page, plus 3–5 close variations. Never target the same term with two pages. Track positions monthly in Search Console and expand into the related questions that appear.
Start with a free SEO audit SEO from $120/month
We review your site and send a prioritised plan.
Frequently asked questions
How many keywords do I need?
A small site can start with 10–20 well-chosen terms mapped to its main pages, then grow.
Do I need paid keyword tools?
Not to start. Free sources plus Search Console are enough; paid tools help with volume estimates and competitor gaps.
Does AWI Digital do keyword research?
Yes. It is part of every SEO plan and our free audit.
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