You’re told to put more keywords on your website, so you start guessing. Maybe people search for “affordable garden services”. Perhaps “garden maintenance near me” is more popular. You could spend weeks writing pages around phrases your customers never actually use. Meanwhile, the questions they’re asking over the phone are sitting right in front of you.
To find out what customers search for on Google, combine what real buyers ask with evidence from Search Console, search results, keyword tools and your own enquiry records. You won’t get a perfect list of every search, but you can identify the questions worth answering and the services worth prioritising. I’d start with your customers, not a giant exported keyword spreadsheet.
1. Write down the questions customers already ask
Look at the last ten enquiries. What did people want to know before they felt comfortable buying? They may ask how much a service costs, how long it takes, whether you cover a particular area or whether two options are different.
Those are valuable clues because they’re connected to actual buying decisions. Keep a shared list and add to it every time a new question comes up. A question repeated across sales calls is worth investigating before a trendy phrase suggested by an SEO tool.
2. Look at the services people actually buy
Don’t base your content plan on everything your business could theoretically offer. Start with the profitable services you deliver regularly, the customers you want more of and the areas you can genuinely serve.
For each priority service, write down the language customers use. An owner might describe a technical service one way while buyers use a simpler expression. Your website should favour words people understand, without compromising accuracy.
3. Check Google Search Console for existing demand
If your website already appears in Google, Search Console’s Performance report can show some of the searches bringing impressions and clicks. Review queries alongside the pages Google shows, and compare relevant time periods.
Pay attention to terms where an important page gets impressions but few clicks, or where the wrong page appears to be attracting the search. Search Console doesn’t show every possible query and isn’t a substitute for speaking to customers, but it gives you evidence from your own website.
4. Use Google suggestions as clues, not as a strategy
Type a genuine service phrase into Google and look at suggested searches and related questions. These can reveal the language people use and concerns you hadn’t considered. Read the actual results to understand what Google appears to be serving for that search.
Don’t assume every suggestion has high search volume or strong buying intent. Some questions attract people looking for a free explanation rather than somebody preparing to spend money. Use suggestions to generate ideas, then assess whether the subject fits your business.
5. Study what ranks for the question you want to answer
Search results give you clues about intent. If a phrase returns tutorials and definitions, Google may be treating it as an information question. If it returns local businesses and service pages, the reader may be closer to choosing a supplier.
Look for what existing pages explain well, what they leave out and where your firsthand knowledge could help. Don’t copy competitors’ headings and rewrite their paragraphs. That creates another interchangeable page without giving the reader a reason to choose you.
6. Use keyword research tools carefully
Tools can help explore variations and estimate demand, but figures are estimates and need interpretation. Google’s Keyword Planner is one possible starting point, particularly for researching terms related to advertising.
Don’t let the largest number win automatically. A broad phrase can attract lots of irrelevant visitors, while a more specific search may describe exactly the service you want to sell. Balance potential demand with relevance and the likelihood that the reader can become a customer.
7. Separate informational, comparison and buying searches
People search at different stages. A customer might first ask what a service involves, then compare providers, and finally search for somebody nearby. The website page should fit that stage.
- Informational: “How long does roof cleaning last?” needs a useful explanation.
- Comparison: “Repair or replace old windows?” needs honest trade-offs.
- Commercial: “Window repair company Guildford” needs a relevant service offering and clear contact route.
These are illustrative examples, not verified search-volume opportunities. The distinction helps you decide whether to write a blog article, improve a service page or create a location-specific page where there’s a genuine reason.
8. Build a simple search-question list
I’d keep a working sheet with the customer question, likely intent, related service, location if relevant, existing page and next action. That’s enough to spot gaps without drowning in data.
| Customer question | Likely content | Business purpose |
|---|---|---|
| How much does the service cost? | Useful price guide | Help buyers assess budget |
| Which option should I choose? | Comparison article | Build confidence |
| Can you help in my area? | Relevant service/location information | Support local enquiries |
| What happens after I book? | Service-process section | Remove uncertainty |
9. Avoid creating several pages for the same question
If you already have a strong service page, don’t create a new article simply to target a slightly different version of its main search. You may end up with two weaker pages competing for the same intent or confusing visitors about which is current.
Check your existing content first. Often the best move is improving an established page with a clearer answer or missing detail. Sometimes a separate article makes sense because it answers a different buying question in depth.
10. Prioritise questions by commercial usefulness
Start with subjects connected to profitable services, genuine customer demand and a clear gap in what your site explains. That is how I would prioritise SEO work before producing more pages. A useful niche question with modest interest may be worth more than a broad topic attracting thousands of people who will never buy from you.
Search traffic isn’t the only measure. Consider whether an article helps somebody trust you, understand an important decision or find the appropriate service page. My guide to finding more customers for a small business covers how content fits into the wider picture.
Turn what customers search for into useful content
Pick three or four genuine questions, check what’s already on your website and decide which deserves a stronger answer. Write in the language customers use, explain the practical options and link to the relevant service when it helps. Then monitor how the page performs rather than publishing dozens of articles without reviewing them.
The aim isn’t to collect keywords. It’s to meet existing demand with information that helps somebody make a decision. If you want help identifying the most useful searches for your business and building pages around them, book a call and tell me which services you want more enquiries for.