Keywords in practice: how to find out what your customer types into Google

Showing up on Google starts with one simple thing that almost nobody does right: speaking the same words your customer uses to search. You can have the best service in town, but if your website says "climate solutions" and the customer types "air conditioning repair," you never meet. Finding those terms is what we call keyword research. I'll teach you the complete method, and it's all free.

First: what is "search intent"

Not every search has the same goal. Before choosing keywords, understand the three types that matter most for a small business:

• Purchase intent (transactional): the person wants to hire now. "24 hour electrician," "fitness meal prep quote," "dentist that accepts insurance." This is gold, those searching this way are close to closing.
• Local intent: the search has a place built in. "Tire shop near me," "beauty salon in [neighborhood]." Google shows the map first, and here your website works together with Google Business Profile.
• Question intent (informational): the person wants to learn. "How much does it cost to replace a clutch," "how to know if I need a root canal." It doesn't sell right away, but it's how you show up, build trust, and capture those who will buy later.

The rule is to match each page with one intent. A service page answers purchase intent; a blog post (like this one) answers the question.

How to find the words, for free

You don't need a paid tool. Use these sources, all free:

• Google autocomplete. Start typing your service and see what Google suggests. These suggestions are real, frequent searches. "laptop repair" → it completes "laptop repair won't turn on," "laptop repair quote." Each suggestion is a clue.
• "People also ask." In the middle of the results, Google shows a box with related questions. It's a goldmine of real questions to turn into content and FAQ sections.
• Related searches at the bottom. At the bottom of the results page, there's a list of "related searches." More terms real people use.
• Google Ads Keyword Planner. It's free (you just need an account). It shows ideas and a sense of volume, how many times per month each term is searched.
• Google Trends. Compare interest in terms over time and by region. Great for choosing between two ways to say the same thing.
• Your own customers. The most underrated source. What do they ask on chat or text? How do they describe the problem? Write down their exact words, that's how the next customer will search.
• Competitors. See which terms appear in the titles and texts of those who already rank well for your service. Not to copy, to understand your market's vocabulary.

The small business secret: the long tail

Short, generic terms ("lawyer," "restaurant") have huge volume and absurd competition, you won't beat the big players anytime soon. The smart move is the long tail: more specific terms, with fewer searches, but with much more intent and much less competition. "Employment lawyer in Austin" is infinitely more reachable, and those who search that way know exactly what they want. Add up several long tails and you have a steady flow of the right customer.

Where to put the words (without overdoing it)

Found the terms? Use them in the places Google values most, naturally:

• In the page title (that text on the browser tab). It's the strongest signal.
• In the first visible heading (the H1) and the first paragraphs.
• In the subheadings that organize the content.
• In the text, writing naturally. If you write for a human using the customer's vocabulary, the keywords come in on their own.

What not to do: repeat the same word dozens of times (the famous "keyword stuffing"). Google sees that as manipulation and punishes it. Write for the person, not the robot, the robot got good at telling the difference.

Build a simple map

Make a small table: each row is a keyword, next to it the intent, and next to that the page that will answer it. This avoids the most common mistake, multiple pages fighting for the same word, or no page covering an important term. One intent, one page.

Keyword research seems technical, but it's really about listening to the customer. Want to know which terms your site already shows up for (or fails to) and which pages are missing? Start the builder on stau.io, answer the quiz, and watch the site build itself in about 3 minutes. The preview is free and lives for 7 days. Also see how a good FAQ section captures exactly those long tail searches.