How to Do Keyword Research for SEO (Even If You’re Not a Tech Expert)

If you’ve ever tried to improve your website’s Google ranking, you’ve probably heard the term “keyword research.” But what exactly is it, and how do you do it if you’re not an SEO expert?

Good news, keyword research doesn’t have to be complicated, expensive, or technical. With the right approach (and some free tools), you can uncover exactly what your ideal customers are typing into Google, and use that insight to attract more traffic, enquiries, and sales.

In this beginner-friendly guide, we’ll walk you through how to do keyword research the simple way, no jargon, no overwhelm, no paid tools required.

What Is Keyword Research?

Keyword research is the process of finding out what people are searching for online, and how those searches relate to your business, service, or content.

For example:

• A plumber might target keywords like “leaking tap repair Dunedin” or “emergency plumber near me.”
• A landscaper might aim for “low maintenance garden ideas” or “retaining wall builders NZ.”

By using the right keywords on your website, blog posts, and service pages, you’re more likely to appear in search results when someone’s looking for what you offer.

Why Keyword Research Matters

• It helps you create content people are actually looking for
• It improves your chances of ranking on Google
• It attracts higher-quality visitors who are ready to enquire or buy

Without keyword research, you’re just guessing, and guessing often means writing content nobody searches for.

Step 1: Start With Your Customers’ Questions

Before diving into tools, start with what you already know. Think about your typical customer:

• What questions do they ask?
• What problems are they trying to solve?
• What services are they searching for?

Write down a few topics or phrases they might use in Google. These are your seed keywords, the starting point for your research.

💡 Example: If you’re a builder, seed keywords might be:

• house extensions
• home renovation cost
• licensed builder Dunedin
• new build checklist

Step 2: Use Free Tools to Find Keyword Ideas

Now let’s expand those ideas using free tools. Here are three simple options:

1. Google Search (Autocomplete & “People Also Ask”)

Start typing a keyword into Google and see what suggestions pop up.

For example:

• Typing “bathroom renovation” might show:
  • bathroom renovation cost NZ
  • bathroom renovation ideas
  • bathroom renovation mistakes

Scroll down the page and check out the “People also ask” and related searches for even more ideas.

2. AnswerThePublic

Website: answerthepublic.com
This tool generates tons of keyword ideas based on what people ask. Just enter a keyword like “landscaping” and it will show questions, comparisons, and topics people search around that word.

3. Ubersuggest (Free Version)

Website: ubersuggest.com
Enter your keyword and Ubersuggest shows related terms, monthly search volume, and keyword difficulty. Great for seeing how competitive a keyword is.

Step 3: Choose Keywords With Intent

Not all keywords are equal.

Some people are just browsing. Others are ready to hire or buy. Focus on keywords with commercial intent, the ones used by people who need a service now.

Compare these two:

• “bathroom design inspiration” → Research stage
• “bathroom renovator Dunedin” → Action stage

Choose keywords that match your customers’ intent, especially those that suggest someone is looking to hire, contact, or book.

Step 4: Organise Your Keywords by Page or Topic

Group your keywords into themes that make sense together. Each group can form the basis of:

• A service page (e.g., “house foundations Dunedin”)
• A blog post (e.g., “how much does a house extension cost in NZ?”)
• A FAQ section (e.g., “Do I need consent for a retaining wall?”)

This helps avoid stuffing all your keywords into one page, and keeps your content focused and useful.

Tip: Use a spreadsheet or Notion/Google Docs to keep track of keyword ideas by topic, search volume, and priority.

Step 5: Use Your Keywords Naturally

Once you’ve chosen your keywords, use them in:

• Your page title and meta description
• The main heading (H1) and subheadings
• The first 100 words of your content
• Image file names and alt tags
• Internal links between related pages

But remember: write for humans first. If it sounds unnatural, don’t force it. Google is smart enough to understand synonyms and context, so focus on clarity and usefulness.

Bonus: 3 Extra Tips to Make Your Keyword Research Go Further

1. Look at Your Competitors
   Google your seed keywords and see who’s ranking. What pages do they have? What words do they use in their headings and titles? Learn from what’s working.
2. Include Location Keywords (if you’re a local business)
   Adding your town or region makes your content more relevant for local search, e.g., “drainage contractor South Otago” vs just “drainage contractor.”
3. Update Pages Over Time
   Keyword trends change. Review your main pages every 6, 12 months to add new phrases or refresh content that’s gone stale.

Final Thoughts

Keyword research doesn’t require expensive tools or a marketing degree. If you can understand your customers, use a few free tools, and write helpful content, you’re already ahead of the game.

By targeting the right keywords (not just the popular ones), you’ll attract better traffic, improve your rankings, and build a website that actually brings in business.