Six sources of keyword ideas
| Source | What to look for | Best use |
|---|---|---|
| Search Console | Queries that already earn impressions | Improve pages close to page one |
| Google autocomplete | Phrases people type often | Ideas for FAQs and guides |
| Competitor pages | Services and cities they cover | Gaps in your own site |
| Sales calls and forms | Questions, objections and wording | Copy that helps buyers decide |
| Customer reviews | Words customers use to praise you | Page and ad copy that sounds real |
| Keyword tools | Volume, difficulty and related terms | Estimates of demand for each group |
Google says autocomplete predictions reflect real searches, so they are a free view of how people phrase things. Search Console is even better, because it shows the searches where your site already appears.
Start with services, then add problems
List every service you sell. Then add the problems people have before they know the service name. A plumber might start with water heater repair. Then come "no hot water," "water heater leaking" and "water heater replacement cost." Each of those leads to a call, and each needs a clear answer.
Turn the list into pages
- Write down your core services, best-margin jobs and service areas.
- Add problems, costs, comparisons and near-me versions of each service.
- Find queries where you appear in Search Console but get few clicks.
- Note topics that ranking competitors cover and you do not.
- Group ideas by intent and decide which need a page or an FAQ.
- Keep the ideas most likely to bring calls, forms or bookings.
Reviews deserve a second look. Phrases like "same-day appointment" or "explained everything" show what buyers care about. Use them on the page where a visitor decides.
Recommended action. Pick one high-value service and fill four columns with service terms, problem terms, cost questions and location terms. Then decide which terms need a page and which fit an FAQ.
For a full list mapped to pages, our SEO services do this research for every service you sell. See also how to choose the right keywords.