How to do keyword research step by step (with free tools)

Keywords are the phrases people type into Google: "dentist in Heredia", "how much does a family lawyer cost", "coffee tour Naranjo". Researching them means finding out what your customers search for and the words they use, so you can create pages that answer exactly that.

It's the first step in any SEO strategy, and you don't need expensive tools. This guide shows you how to do it with free ones.

Step 1: start with your business, not the tools

Make a list of:

• Your services or products, using the names your customers use (not internal jargon).
• The problems you solve: "my roof leaks", "I got a fine", "my website doesn't show up".
• The areas you serve.
• The questions people ask you on WhatsApp, by phone or in person.

Ask your sales or customer service team: they hear these phrases every day.

Step 2: expand the list with free tools

• Google autocomplete: start typing your service and note the suggestions. Try adding letters ("pest control a…", "pest control b…") or words like "how", "how much", "near".
• "People also ask" and "Related searches" at the bottom of the results.
• Google Search Console: if you already have a site, the Performance report shows the searches you already appear for. It's the most valuable source, because it's real data from your site. See how to use Google Search Console.
• Google Trends: compares interest between terms and shows seasonality in Costa Rica.
• Google Ads Keyword Planner: free with an Ads account. It gives search volume ranges.

In Costa Rica, many specific searches have low volume and tools show "0" or "no data". Don't discard them: if the search makes sense for your customer, it often brings valuable visitors.

Remember local vocabulary if your customers are Costa Rican: "tenis" rather than "zapatillas", "soda", "refri", "carro". We explain it in Costa Rican Spanish words. And if you serve English speakers, research their searches separately: see bilingual website SEO.

Step 3: understand the intent behind each search

The same word can hide different needs. Group searches by what the person wants to do:

• Learn: "what is a root canal", "how does SEO work". Answered by guides and articles.
• Compare: "best car insurance", "Google Ads vs SEO". Answered by comparisons.
• Buy or hire: "pest control price", "small business accountant San José". Answered by service or product pages.
• Go somewhere: "hardware store near me". Answered by your Business Profile.

A foolproof trick: search the keyword on Google and look at what kind of pages appear. If you see articles, people want information; if you see shops, they want to buy. Create the type of page Google is already showing.

Step 4: prioritize

You can't work on everything at once. For each search, ask:

1. Relevance: could someone searching this become a customer?
2. Intent: are they close to hiring, or just researching?
3. Competition: who shows up today? If it's huge sites, a more specific search may be wiser.
4. What you already have: searches where you already rank in positions 8 to 20 are the quickest to improve.

Start with high-intent searches with reasonable competition, and with pages already close to page one.

Step 5: assign one page to each group

Group searches that mean the same thing ("pest control Heredia", "house fumigation Heredia", "exterminator Heredia") and assign them to a single page. Avoid creating several pages for the same intent: they compete with each other.

A simple spreadsheet is enough, with these columns: search, intent, priority, assigned page and status.

Step 6: use the words naturally

On the assigned page, include the main search:

• In the title and main heading.
• In the first paragraphs, naturally.
• In subheadings and related text, with synonyms and variations.
• In image alt text, when it truthfully describes the image.

Don't overdo it: Google understands synonyms and context. Write for people. For the title and description, see titles and descriptions that get clicks.

Step 7: measure and adjust

After a few weeks, check Search Console to see whether the page appears for the chosen searches, and for others you didn't expect. Those new searches are ideas for improving the page or creating new content.

Frequently asked questions

Do I need paid tools?

Not to get started. Paid tools (Semrush, Ahrefs and others) save time and give competitor data, but free tools are enough for a small or medium business.

Should I focus on the highest-volume searches?

Not necessarily. More specific searches ("child support lawyer in Cartago") have less volume but more intent and less competition.

How often should I repeat the research?

Check Search Console monthly and do a broader review once or twice a year, or whenever you launch a new service.

Would you rather we did it?

In an SEO audit we include an opportunity map with the searches worth targeting. See our prices or get in touch.