TL;DR
- Use Google Keyword Planner to find high and low-volume search terms.
- Combine broad and specific keywords, especially local ones.
- Create keyword-rich titles for each page based on its content.
- Study your competitors’ keyword density, but do not copy or overuse.
- Optimize for AI tools like ChatGPT by writing helpful, focused content.
- LLMs pull answers from websites with clear, well-written, and people-first content.
SEO for Beginners: Free Tools to Research Keywords for Your Website
In the last post, we used an example business to create a theme for a website called “John’s Auto Repair.” We focused on choosing content that matched both the service and the location. In this article, we will explore some free and simple tools to confirm which keywords are best to use and possibly find others you have not considered yet.
Using Google Keyword Planner
One of the easiest and most useful tools is Google Keyword Planner. While originally made for paid advertising, it also helps you see how many people search for specific keywords each month.
To help John’s website, we could type in “auto repair” on one line and “Penfield, NY” on another. The tool will show how popular these words are in search and how competitive they are.
Choose Specific, Localized Keywords
Do not aim for just the most popular keywords. Instead, use a mix of broad and specific phrases. This approach helps bring in traffic that is more likely to convert. For John’s homepage, we already suggested a smart title: Auto Repair Penfield, NY | John’s Auto Repair.
This combines a high-volume term with location keywords, narrowing the competition and targeting nearby searchers.
Creating Titles for Subpages
John’s website should have service-specific pages. These should each have their own keyword-rich titles that focus on a different search intent. For example, a page about brakes could use a title like: Brake Service Penfield | John’s Auto Repair
This format helps search engines match each page to a specific query. It also gives your site more chances to appear in search results. Keep in mind, avoid “stop words” like “in,” “the,” or “at” in your titles. These are usually ignored by search engines and add clutter.
What Are Your Competitors Doing?
Another helpful tool is Keyword Cloud or keyword density checker. This lets you see what words appear most often on your competitors’ pages.
Copy and paste the URL of a competitor’s website into the tool. You will get a visual map of the keywords used and how often they appear. Try this with the top few search results for your chosen keyword.
Do not assume higher keyword density always means better results. Overusing keywords can backfire and get your site penalized for keyword stuffing. The best use of this tool is to find a natural keyword range and aim to match or slightly improve upon that.
How Keyword Research Connects with AI and LLMs
Today, keyword research is not just for Google Search. Tools like ChatGPT, Google Gemini, and Microsoft Copilot use
Large Language Models (LLMs) are used to understand and summarize online content for users. These models look for relevant pages that offer real value and clear answers.
To perform well in this AI-driven environment, you need content that uses keywords naturally and explains topics clearly. LLMs select and reference content that is helpful, specific, and trustworthy.
Tips for AI and LLM Optimization
- Use specific phrases based on actual search behavior, not guesses.
- Answer common questions directly within your content.
- Avoid filler or fluff. Stay on topic.
- Include keywords in your subheadings and short paragraphs.
- Write in a natural, helpful tone as if explaining to a customer.
AI tools are changing how people get answers. Your content is more likely to be included in AI responses when it is clear, focused, and written for people rather than search engines.
Conclusion
Keyword research tools help you confirm which words are worth using and which ones to skip. Instead of guessing, you can base your page titles and content on real search data. Combine popular keywords with local terms, and focus your pages by service.
In this new AI-driven web, websites that speak clearly and provide helpful answers are the ones being chosen—not just by people, but also by language models like ChatGPT and Google Gemini.
Keywords are still important, but how you use them and how helpful your content is matters more than ever.