How to Do Keyword Research for Free

Keyword research is the process of finding out what words and phrases people type into Google when they're looking for your service. It's the foundation of effective SEO — because if you don't know what your customers are searching for, you can't create content that shows up when they search for it.

You don't need expensive tools to do useful keyword research for a local Naples service business. These free methods will get you most of the way there.

Method 1: Google Autocomplete

Start typing a search query in Google and pay attention to the suggestions that appear in the dropdown. These suggestions are based on real searches — Google is showing you what people actually type.

For a Naples pool company: type "pool" and let Google complete. Then "pool cage," then "pool cage naples," then "pool cage repair naples." Each autocomplete suggestion is a real keyword phrase being searched by real people.

Do this systematically across your main service categories. Write down every relevant suggestion.

Method 2: "People Also Ask" and Related Searches

When you search for a keyword in Google, two features show you related search behavior:

People Also Ask: A box that appears in search results showing questions related to your query. These are excellent blog topic candidates — they represent real questions people have that are related to your service.

Related Searches: At the bottom of the Google results page, a section shows other searches that people make in the same session. These are variations and related queries worth targeting.

Method 3: Google Search Console

If your website is set up in Google Search Console, the Performance report shows exactly what search queries are already bringing visitors to your site — and crucially, which queries are generating impressions (showing up in search) but not clicks (because you're ranking on page three or four).

Queries where you have many impressions but few clicks are targets for optimization. You're almost ranking — a page improvement or additional content could push you to page one.

Method 4: Competitor Research

Search for your main service in Naples and look at what the top-ranking businesses have on their websites. What are their page titles? What words appear in their H1s and service descriptions? What pages do they have that you don't?

This isn't about copying — it's about understanding what the market has established as the relevant keyword territory for your category.

What to Do With the Keywords You Find

Organize your findings into groups:

• Service keywords (e.g., "pool cage installation Naples") → target with service pages
• Question keywords (e.g., "how long does screen enclosure last") → target with blog posts or FAQ sections
• Comparison keywords (e.g., "aluminum vs. fiberglass pool cage") → target with comparison content
• Local variations (e.g., "screen enclosure contractor Bonita Springs") → target with location pages or service area mentions

Start with the highest-intent, most specific keywords first — these represent potential customers who are ready to hire, not just researching.

If you'd like help identifying the highest-impact keyword opportunities for your specific Naples business, request a free website and SEO review from JRM Agency.