We choose the right keywords for SEO by matching what your ideal customers type into Google when they are ready to book, call, or request a quote, then picking phrases your business can realistically win in your market.
Start with what pays the bills, not what sounds popular: list your main services, your best margins, and your most common “urgent” requests, then turn each into plain-language searches people actually use (service + city, service + “near me,” and problem + service). For Orlando businesses, that often looks like “emergency dentist Orlando,” “termite treatment Winter Park,” “personal injury lawyer Orlando free consultation,” or “lawn fertilization Kissimmee.” When we do keyword research in our SEO services, we build a simple keyword map where every money-making service gets its own dedicated page target, instead of forcing everything onto one generic “Services” page.
Next, verify search intent before you commit to a keyword. Type the query into Google and look at what ranks: if page one is mostly service pages and map listings, you need a service page that makes it easy to call or book. If it’s mostly guides, pricing explainers, or FAQs, you need helpful content that answers the question and then points to the right service. This is why we always sort keywords by intent first, and it’s also why this FAQ on search intent and the main types matters when you’re building your list.
Then pick one primary phrase per page and support it with closely related secondary phrases, because Google understands variations and you do not need to repeat the exact wording over and over. For example, a page targeting “root canal Orlando” can naturally include “endodontist in Orlando,” “root canal cost,” and “same-day root canal” if you truly offer those services. If you want a clean way to structure this, our guide on primary vs. secondary and related keywords explains how we group terms so one page can rank for many searches without sounding spammy.
- Write down your revenue drivers: 5 to 10 services you want more of.
- Add local modifiers: Orlando, nearby cities, neighborhoods, and “near me” style phrasing.
- Expand the list: use Google Search Console queries you already show up for, Google Keyword Planner for ideas, and the “People also ask” questions you see in search.
- Check the results page: match the page type to what Google is showing.
- Reality-check competitiveness: if page one is packed with huge brands or directories, look for longer, more specific phrases you can own.
- Map keywords to pages: one main topic per page, then connect pages with internal links so Google and people can find your best offers fast.
The biggest mistakes we see are chasing broad terms like “dentist” or “lawyer” without local intent, targeting services you do not really want to sell, and building content that gets clicks but no calls. If you want, we can review your current pages and your Google Search Console data and hand you a practical keyword map you can use to update existing pages or build new ones without guessing.
