Keyword research sounds technical, but it's simply finding out the exact words your customers type into Google and making sure your website answers them. Get it right and every page has a clear job. Get it wrong and you can rank well for searches nobody makes.
Start with how your customers talk
Before any tool, write down how customers describe what they need. Look at:
- the words customers use on the phone and in emails;
- questions you're asked again and again;
- how competitors describe the same service;
- reviews, both yours and competitors'.
Customers often use different words to you. You might say "domestic electrical installation"; they search "electrician to rewire house Lisburn".
Understand search intent
Every search has a purpose. Broadly:
- Ready to buy or book: "emergency plumber Newry", "book MOT Ballymena". These are your most valuable searches.
- Comparing options: "best wedding venues Co. Down", "kitchen fitters near me reviews".
- Researching: "how much does a loft conversion cost", "do I need planning permission for a porch NI".
Each needs a different kind of page. Service pages for buying searches; guides and FAQs for research searches.
Free tools that work well
- Google's search suggestions. Start typing your service and note what Google suggests.
- People Also Ask. The expandable questions in the results show what people want to know.
- Related searches at the bottom of the results page.
- Google Search Console. If your site is set up, the Performance report shows the searches you already appear for, which is often the richest source of ideas. See our Search Console guide.
- Google Ads Keyword Planner. Free with a Google Ads account, and it gives rough monthly volumes and ideas, even if you never run an ad.
- Google Trends. Shows seasonality, such as when searches for heating repairs rise.
Local search habits in Northern Ireland
- Town names and areas: "Lisburn Road", "East Belfast", "Portstewart".
- County names: "Co. Tyrone", "County Fermanagh".
- NI as a term: "solar panels NI", "wedding photographer NI".
- Alternative place names: Derry, Londonderry and Derry~Londonderry.
- Near me: you don't need to write "near me" on your pages. Google uses the searcher's location, so focus on a strong Business Profile and clear area information.
Don't dismiss small numbers
Many keyword tools show small volumes, or zero, for Northern Ireland searches, partly because of rounding and partly because the population is smaller than in big UK cities. That doesn't mean nobody searches.
A phrase with a handful of searches a month from people ready to book can be worth far more than a popular phrase from people just browsing. Many similar low-volume searches added together are often where the real opportunity is.
Prioritise: value, intent and winnability
For each search or group of searches, ask:
- How valuable is a customer from this search?
- How ready to buy are they?
- How winnable is it? Look at who ranks now. If it's national brands and directories, a specific local page may still win; if it's established local competitors with strong pages and many reviews, it may take longer.
Start with searches that score well on all three.
Turn research into pages
- One main topic per page. Group closely related searches, such as "boiler service Bangor", "boiler servicing Bangor" and "gas boiler service Co. Down", onto one strong page.
- Separate pages for genuinely different services, such as boiler servicing and boiler installation.
- Guides for research questions, linking to the relevant service page.
- Avoid duplicates: two pages targeting the same search compete with each other.
A worked example
Imagine an electrician based in Bangor who also covers Newtownards and Holywood.
- Customer phrasing: "electrician", "rewire", "fuse board", "EV charger", "electrical certificate for landlord".
- Searches found: "electrician Bangor", "EV charger installation Co. Down", "fuse board replacement cost", "landlord electrical certificate NI".
- Pages: a homepage focused on electrician services in Bangor and North Down; service pages for rewiring, consumer units, EV chargers and landlord certificates; a guide answering "how much does a fuse board replacement cost?"; and clear area information for Newtownards and Holywood within those pages, rather than thin separate pages.
Keep it going
Keyword research isn't a one-off. Check Search Console every month for new searches you're appearing for, and improve the pages that are close to page one.
Related reading: how to write service and location pages that rank and the complete guide to SEO in Northern Ireland.
If you'd like us to do the research and turn it into a page plan, see our SEO service or get in touch.
