How to find keywords for your website (UK guide)

By Netbeam · Updated 2026-10-22

Knowing how to find keywords for your website is the first step in any SEO plan. Keywords are the words and phrases your customers type into Google or ask AI tools. This UK guide shows a simple process that does not need expensive software to start, and explains how to turn a list of phrases into a plan for your pages.

How to find keywords: start with what you sell

List your services and the problems you solve in plain language. Then add the places you work. A Leeds accountancy firm might list “small business accountant Leeds” and “self assessment help” long before any tool is opened. Write down every service, product, location and type of customer, as each can become a page.

Use your customers’ own words

Check emails, call notes, reviews and social messages for the exact phrases people use. These are often different from the technical terms you use in the office, and they are the words you should write for. Ask your team what customers ask most often. Those questions make excellent headings and FAQs.

Use free tools to expand your list

• Type your main terms into Google and note the suggestions that appear as you type.
• Look at the “People also ask” box for question keywords.
• Scroll to “Related searches” at the bottom of the results.
• Check Google Search Console to see what you already appear for.
• Use a keyword tool to compare search volume and difficulty.

Free sources are enough to build a useful first list. Paid tools add volume and difficulty estimates, which help you prioritise, but they are still estimates and should be used as guides rather than facts.

Understand search intent

Every search has a purpose. Some people want to learn, some want to compare and some are ready to buy or call. Match each page to one main intent.

• Informational: “what is technical SEO” suits a guide or blog post.
• Commercial: “best SEO agency UK” suits a service or comparison page.
• Transactional: “book SEO audit” suits a booking or contact page.
• Local: “SEO agency Leeds” suits a location page.

A page that tries to do everything usually ranks for nothing. Check what already ranks for the phrase and match its type, then do it better.

Choose keywords you can realistically win

High search volume is not the only measure. New or smaller sites do better by targeting specific, lower-competition phrases and local terms first, then moving to bigger ones as authority grows. Look at who currently ranks and ask honestly whether your page could be more useful, more current or more trustworthy than theirs.

Map one main keyword to each page

Give every key page a primary keyword and two or three closely related terms. Use the primary keyword in the title, headings, opening paragraph and meta description, written naturally. Avoid sending two pages after the same phrase, as they compete with each other. A simple spreadsheet with columns for page, primary keyword, secondary keywords, intent and notes is enough.

Think about AI search questions

People now ask full questions in AI tools. Add questions such as “how much does it cost”, “how long does it take” and “is it worth it” to your list and answer them clearly on the relevant page. This helps both Google and AI tools find a direct answer on your site.

Keep your list current

Search habits change, especially as AI tools answer more questions. Review keywords every few months and add the questions people ask. Our SEO services include keyword research, and you can start with a free SEO audit. For Google’s own guidance, see Google’s SEO Starter Guide.

A worked example: a Leeds accountancy firm

Start with the services: self assessment, bookkeeping, payroll, limited company accounts and tax advice. Add the place: Leeds, West Yorkshire and nearby towns. Combine them into phrases such as “self assessment accountant Leeds” and “bookkeeper for small business Leeds”. Add questions customers ask: “how much does an accountant cost for a sole trader” and “when is the self assessment deadline”.

Group the phrases by intent. Questions become guide pages and FAQs. Service plus place phrases become service and location pages. Phrases that signal readiness to buy, such as “hire an accountant”, go on pages with a clear call to action. By the end you have a page-by-page plan instead of a loose list of words.

Common keyword research mistakes

• Choosing only the highest-volume phrases.
• Ignoring local and question-based searches.
• Targeting the same phrase on several pages.
• Writing for tools instead of people.
• Never reviewing the list after publishing.

How to use keywords once you have them

Write the page for the reader first. Put the main keyword naturally in the title, the first paragraph, a heading and the meta description. Use related phrases and questions throughout the page, add internal links to related pages and keep the wording clear. Avoid repeating the keyword awkwardly, as it makes the page worse for people and does not help rankings.

After publishing, watch Google Search Console for the queries the page actually attracts. These often suggest new sections, new FAQs or new pages to write, which is how a keyword list improves over time.

Frequently asked questions

How do I find keywords for free?

Use Google suggestions, People also ask, Related searches and Google Search Console. These show real phrases people use.

How many keywords should each page target?

One primary keyword and two or three closely related terms is a good rule. Focus beats volume.

What is search intent?

It is the purpose behind a search, such as learning, comparing, buying or finding something nearby. Match your page to that purpose.

Do I need a paid keyword tool?

Not to start. Paid tools help with volume and difficulty estimates, but free sources can build a strong first list.

Should I target high-volume keywords?

Not always. Smaller sites often win faster with specific, lower-competition and local phrases.

How often should I update my keyword list?

Review it every few months and whenever you add a service or location.

Want help applying this? Request a free SEO audit, see our SEO services or check SEO pricing.