# Keyword research for beginners: finding what your customers search

> Keyword research shows the words customers use and the questions they ask. Here is a simple process to build a keyword list and plan pages from it.

Web page: https://oravol.com/insights/keyword-research-for-beginners

## About this article

- **Published:** 4 October 2026
- **Topic:** SEO & AI Search
- **Publisher:** ORAVOL

## Key takeaways

- Start from customer language, then validate it with search tools.
- Group keywords by intent and assign each group to one page.
- Prioritise relevance and buying intent over raw search volume.

## Article

Keyword research is the process of finding the words and questions people type into search engines when they need what you offer. It tells you which pages to create and how to describe your services in your customers' language.

### Step 1: start with customers, not tools

List how customers describe their problems and your services. Look at:

- Questions asked in sales calls, emails and chats
- The words customers use in reviews
- How competitors and industry forums describe the topic

You will often find customers say "website redesign" while you say "digital transformation". Use their words.

### Step 2: expand with search data

Enter your seed terms into keyword tools and Google itself:

- **Google autocomplete** suggests common phrasing as you type.
- **"People also ask"** and related searches reveal follow-up questions.
- **Google Search Console** shows queries you already appear for.
- **Keyword tools** give estimated volume and competition.

### Step 3: understand intent

Every search has an intent:

- **Informational:** "how to choose a logo"
- **Commercial:** "best logo design agency for startups"
- **Transactional:** "logo design price"
- **Navigational:** a brand name

Look at the current top results for a keyword. If they are all guides, a sales page will struggle to rank there, and vice versa.

### Step 4: group and map

Group keywords that share the same intent and would be answered by the same page. Assign each group to one page on your site, either an existing page or a new one. Avoid creating several pages that compete for the same intent.

### Step 5: prioritise

Score each group on:

1. **Relevance:** does it match what you sell?
2. **Value:** how likely is the searcher to become a customer?
3. **Feasibility:** can you compete with the current results?

Start with relevant, valuable topics where competition is reasonable.

### Step 6: write for people

Use the main phrase naturally in the title, heading and opening, then cover the topic thoroughly. Repeating keywords unnaturally doesn't help.

Keyword research is the first stage of our [SEO service](https://oravol.com/services/seo), and our [content and copywriting](https://oravol.com/services/content-copywriting) team turns the plan into pages.

## Questions

### Which keyword tools are free?

Google Search Console shows queries you already appear for, Google's autocomplete and related searches reveal phrasing, and Google Keyword Planner gives volume ranges with a Google Ads account.

### Should I target high-volume keywords?

Only if they match what you offer and you can realistically compete. Specific, lower-volume phrases often bring more qualified visitors.