Want more traffic to your website? You need to stop guessing what your customers are searching for.
Most business owners think they know what to put on their site. They assume people are typing in short, obvious terms like:
- “Lawn care”
- “Plumbing Charlotte”
- “Affordable detailing”
But here’s the truth: guessing doesn’t get results.
If you want to show up on Google and AI platforms like ChatGPT, Gemini, and Perplexity, you need to know the exact words and questions your ideal customers are typing—and saying—when they search.
That’s where website SEO and keyword research come in.
And no, it’s not just a “marketing thing.”
It’s the foundation of website search optimization in the age of AI.
In this guide, we’ll walk through how to do smart keyword research, what tools to use, and how to turn those keywords into content that works for both search engines and AI assistants
Why Keyword Research Still Matters
Search has changed. People don’t just type in a word and scroll through 10 blue links.
They now ask complete, conversational questions like:
- “How much does weekly lawn care cost near me?”
- “Is it better to repair or replace an old water heater?”
- “What’s the best mobile detailing service in Charlotte for busy professionals?”
And AI platforms like ChatGPT and Gemini don’t just return a list of links. They summarize answers—using the most relevant and helpful content they’ve been trained on.
So if your website doesn’t reflect the actual language your customers are using, both Google and AI tools will skip right over you.
Step 1: Get Inside Your Customer’s Mind
The first step in SEO for your website isn’t opening a tool. It’s getting inside your customer’s head.
Ask yourself:
- What questions do customers ask on sales calls?
- What do they Google before they ever talk to me?
- What problems are they trying to solve?
- What fears, objections, or goals drive their decision?
You’re not just looking for “keywords.”
You’re identifying intent—what someone wants or needs when they start searching.
Example:
If you own a landscaping business, your ideal customer may not search “landscaper.”
They might search:
- “Best lawn maintenance schedule for summer”
- “Affordable yard clean up before selling home”
- “How often should I fertilize my lawn in South Carolina?”
Those are the real questions you want to answer on your website.
Step 2: Use the Right Keyword Research Tools
Once you know your audience, it’s time to dig into actual data.
Here are some keyword research tools you can use:
Ubersuggest
Shows search volume, SEO difficulty, content ideas, and competitor keywords. Great for beginners.
KWFinder
Helps you find long-tail keywords with less competition and high intent.
AnswerThePublic
Visualizes the questions people are asking about a topic. Excellent for blog inspiration.
Google Search Console
Shows what keywords are already bringing traffic to your site—so you can double down on what’s working.
ChatGPT or Perplexity.ai
Ask:
“What questions do people have about [your service] in [your city]?”
These tools can simulate search behavior and surface trending queries.
Step 3: Choose Keywords Based on Intent
Not all keywords are created equal.
Here’s a quick breakdown of keyword intent:
| Intent Type | Example Keyword | Why It’s Valuable |
|---|---|---|
| Informational | “How to choose a home cleaning service” | Use for blogs and FAQs |
| Navigational | “Maid Pro Charlotte reviews” | Use on testimonial & review pages |
| Transactional | “Same-day cleaning service near me” | Use on service pages and CTAs |
| Local | “Mobile car detailing Charlotte NC” | Great for Google Maps and AI summaries |
Step 4: Build Content Around Search Queries
Now that you have strong, intent-based keywords, it’s time to create content that answers those searches directly.
Here’s how:
Service Pages
Build separate pages for each service + location combo.
Instead of: “Our Services”
Create:
- “Commercial Pressure Washing in Charlotte, NC”
- “Weekly Lawn Care Services in Fort Mill, SC”
Each page should include your main keyword in the:
- Title
- First paragraph
- At least one subheading (H2)
- URL
- Meta description
Blog Posts
Write content that answers actual questions from keyword research.
Example:
- Keyword: “how often should I detail my car?”
- Blog title: “How Often Should You Get Your Car Detailed? (And Why It Matters)”
Break it down simply. Use H2s, bullet points, and real examples. Make it helpful and easy to scan.
Bonus Tip:
Start blog posts with a short summary. AI tools often pull these directly into answers.
Step 5: Keep It Human and Helpful
One mistake many business owners make: stuffing keywords everywhere.
Don’t.
AI and Google both favor natural, helpful writing. Focus on solving problems, not hitting a word count.
If your content is easy to understand, clearly structured, and focused on real questions—you win.
Also, include:
- FAQs using real keyword phrases
- Internal links to related blog posts and services
- A CTA (Call-to-Action) that matches the keyword’s intent
Example:
At the end of a post titled “Best Time to Plant Sod in the Carolinas”, add a CTA like:
“Ready to upgrade your lawn? Book a free estimate for sod installation today.”
Step 6: Monitor and Adjust Using SEO Tools
Once your new content is live, track its performance.
Use tools like:
- Google Search Console to see what keywords you’re ranking for
- Ubersuggest or Ahrefs to monitor your domain’s authority
- Hotjar or Microsoft Clarity to watch how visitors interact with your pages
Don’t just post and forget.
Refine your content over time based on what’s getting clicks, what’s not, and what questions people keep asking.
Final Thoughts: Keyword Research Isn’t Guesswork—It’s Strategy
The businesses showing up in Google AND AI-generated answers are the ones doing keyword research right.
They’re not guessing.
They’re not writing fluff.
They’re creating content that speaks the language of real customers and smart machines.
Here’s your action plan:
- Know your customer’s questions
- Use tools to uncover high-intent keywords
- Build out service and blog pages using real search terms
- Write naturally, clearly, and with helpful intent
- Keep your site active and evolving
Keyword research and SEO aren’t optional anymore.
They’re the foundation of online visibility—especially in a world where AI is answering more searches than ever before.
Need help doing keyword research and creating content that ranks?
Let’s talk. We’ll help you uncover what your audience is searching for—and turn it into traffic that converts.