Squatch's SEO Secrets: Week 2 Whispers in the Search Bar

How to Find the Keywords Your Customers Are Using

Welcome back, digital explorers! Last week, we took that critical first step in "unearthing" your business on Google by optimizing your Google Business Profile. You’ve set up your digital campsite, and now it’s visible on the map. Fantastic!

But what makes people trek to your campsite? It's not just being there; it's about being found when they're actively looking for what you offer. And to do that, you need to understand the language they're speaking into the search bar.

Think of our friend, Squatch. He’s incredibly intuitive. He doesn't just wander aimlessly; he listens. He picks up on the subtle sounds of the forest – the rustle of leaves, the calls of birds, the faint sound of a river. These "whispers" tell him where to find what he needs, where to go, and what to avoid.

In the world of Google, "keywords" are those whispers. They are the words and phrases people type into search engines when they're looking for information, products, or services. Understanding and using the right keywords is like having Squatch's legendary hearing for the digital wilderness. It helps you anticipate your customers' needs and guide them directly to your solution.

This week, we’re going to learn how to find those whispers. We’ll demystify keyword research, making it easy to understand and apply, even if you’ve never thought about it before. No fancy, expensive tools required for these initial steps – just a keen ear and a bit of digital intuition!

What Are Keywords, and Why Do They Matter So Much?

At its simplest, a keyword is any word or phrase that a person uses to search for something online.

• If someone types "commercial roof repair Dallas" into Google, "commercial roof repair Dallas" is their keyword.

• If they search for "benefits of roof coatings," "benefits of roof coatings" is their keyword.

Why are they so important for your business?

1. Connecting Supply with Demand: Keywords are the bridge between what your potential customers are looking for and what your business offers. If you don't use the words they search for, Google won't know to show them your amazing content or services.

2. Understanding User Intent: Keywords tell us why someone is searching. Are they just looking for information ("what is roof coating?")? Are they comparing options ("roof coating vs. roof replacement")? Or are they ready to buy ("best roof coating company Dallas")? Knowing the intent behind a keyword helps you create content that truly answers their needs.

3. Guiding Your Content: Once you know what people are searching for, you know exactly what kind of content to create for your website, blogs, and even your Google Business Profile posts.

Squatch's Analogy: Imagine Squatch is looking for the best berry patch. He wouldn't just blindly stumble around. He'd "search" for clues: the specific rustle of berry bushes, the scent of ripe fruit. Your business needs to give Google those same clear clues (keywords) so it can lead people to your "berry patch."

Types of Keywords: Knowing Your Digital Terrain

Before we start finding keywords, it's helpful to understand a few basic types:

1. Short-Tail Keywords (Head Terms): These are broad, typically 1-2 words.

   • Examples: "Roofing," "Coatings," "Dallas."

   • Pros: High search volume (many people search them).

   • Cons: Very competitive, hard to rank for, general intent (someone searching "roofing" might just want to see pictures, not hire a company).

2. Mid-Tail Keywords: More specific, usually 2-3 words.

   • Examples: "Commercial roofing," "Roof coatings Dallas," "Dallas roof repair."

   • Pros: Decent search volume, less competitive than short-tail, clearer intent.

   • Cons: Still competitive, but more manageable.

3. Long-Tail Keywords: Very specific phrases, 3+ words, often resembling questions.

   • Examples: "Benefits of elastomeric roof coating in Dallas," "How to choose a commercial roofing contractor," "Cost to replace TPO roof in Dallas."

   • Pros: Lower search volume individually, but less competitive, very clear user intent (someone searching for "cost to replace TPO roof in Dallas" is likely much closer to making a purchase decision).

   • Cons: You need more of them to generate significant traffic.

Squatch's Wisdom: Don't just chase the biggest, loudest noises (short-tail keywords). Often, the most valuable "whispers" are the quiet, specific ones (long-tail keywords) that lead you straight to what you're looking for.

Your Digital Listening Post: Free Ways to Find Keywords

You don't need expensive software to start finding valuable keywords. Here are some of the best free methods you can use right now, acting like Squatch's digital ears:

Method 1: Google Search Suggestions (The Autocomplete Whisper)

This is perhaps the easiest and most immediate way to see what people are actually typing into Google.

Walkthrough:

1. Open Google Search: Go to google.com.

2. Start Typing a Broad Term: Begin typing a general keyword related to your business. Let's use our Dallas commercial roofing company as an example.

   • Type: commercial roofing

3. Observe Autocomplete: As you type, Google will suggest popular related searches in a dropdown menu. These are real searches people have performed!

   • You might see: "commercial roofing companies," "commercial roofing Dallas," "commercial roofing repair," "commercial roofing near me."

4. Add a City/Service: Now, try adding your service area or a specific service.

   • Type: commercial roofing Dallas

   • You might see: "commercial roofing Dallas TX," "commercial roofing contractors Dallas," "commercial roofing companies in Dallas."

5. Try Question-Based Searches: People often search in the form of questions.

   • Type: what is roof coating

   • You might see: "what is roof coating made of," "what is roof coating good for," "what is roof coating cost."

6. Use Alphabetical Modifiers: This is a neat trick! Type your main keyword, add a space, and then type a letter of the alphabet. Repeat for A-Z.

   • Type: roof coating a -> "roof coating application," "roof coating advantages"

   • Type: roof coating b -> "roof coating benefits," "roof coating best"

7. Scroll to "People also ask": After you perform a search, look for the "People also ask" box. These are common questions related to your search. Expand them to see more! These are golden for blog post ideas.

8. Scroll to "Related searches": At the very bottom of the search results page, Google provides a list of "Related searches." These are other terms people used after or instead of your initial search.

Squatch's Tip: These suggestions are pure gold because they come directly from Google's own data on what real users are searching for. They reflect true demand! Jot down every relevant phrase you find.

Method 2: Google Keyword Planner (A Glimpse into the Data)

While primarily for Google Ads, the Keyword Planner offers free keyword research tools that can give you insights into search volume and competition levels. You'll need a Google Ads account (even if you don't run ads).

Walkthrough:

1. Set up Google Ads Account: Go to ads.google.com and sign in with your Google account. If you've never used it, you might be prompted to set up your first campaign. You can skip this by clicking "Are you a professional marketer? Skip the guided setup" or by following prompts to set up a dummy campaign, then pausing it immediately.

2. Navigate to Keyword Planner: Once in your Google Ads dashboard, click on "Tools and Settings" (wrench icon) in the top menu, then select "Keyword Planner" under "Planning."

3. Choose "Discover new keywords":

   • You can start with keywords (e.g., "commercial roof coatings," "flat roof repair") or with your website URL.

   • Crucial: Make sure your location targeting is set to your service area (e.g., "Dallas, TX," or "Texas") for accurate local data.

   • Click "Get Results."

4. Analyze the Results:

   • You'll see a list of keyword ideas.

   • Avg. monthly searches: This gives you an idea of how many times a keyword is searched per month.

   • Competition: This indicates how many advertisers are bidding on this keyword (a proxy for organic competition, though not perfect).

   • Top of page bid (low/high range): This shows what advertisers are paying, which can hint at the commercial value of the keyword.

5. Filter and Sort: Use the filters at the top to narrow down results (e.g., only show keywords with "Dallas" in them, or filter by search volume). You can also download the list.

Squatch's Tip: Keyword Planner gives you a clearer sense of the "size" of the whispers. It helps you see which terms are whispered more often than others, and which might be easier or harder to "hear" above the noise.

Method 3: Your Google Search Console (See Your Existing Footprints)

If you have a website and it's already connected to Google Search Console (which it absolutely should be for any business serious about SEO!), this tool shows you what keywords people are already using to find your site.

Walkthrough:

1. Access Search Console: Go to search.google.com/search-console/ and sign in.

2. Go to "Performance": In the left-hand menu, click on "Performance."

3. Analyze Queries: The "Queries" tab will show you a list of keywords people searched for that resulted in your website appearing in Google's search results.

   • You'll see the average position for each keyword, how many clicks you got, and how many times your site appeared (impressions).

4. Filter by Page: You can also filter by "Pages" to see which keywords are driving traffic to specific pages on your site.

Squatch's Tip: This is like looking at Squatch's own trail map! It tells you exactly where you've already been seen and what "whispers" are already leading people to your digital doorstep. This is invaluable for finding keywords you might be ranking for unintentionally and optimizing those pages further.

Method 4: Competitor Analysis (Learning from Other Tracks)

What keywords are your competitors ranking for? You can get a good idea without expensive tools, simply by visiting their websites.

Walkthrough:

1. Identify Competitors: List 3-5 of your top local competitors (the ones you see often in Google searches for your services).

2. Visit Their Websites: Go to each competitor's website.

3. Look for Clues:

   • Navigation Menus: What services do they highlight? (e.g., "TPO Roofing," "Commercial Roof Coatings," "Emergency Repair").

   • Page Titles & Headings: Pay attention to the main headings (H1, H2) on their service pages and blog posts. These often contain target keywords.

   • Blog Post Topics: What are they writing about? If they have a blog, scan their post titles for keyword ideas.

   • Product/Service Descriptions: What specific terms do they use to describe their offerings?

4. Use Google Search: Search for your competitors' names. What related searches appear? What kinds of ads are they running (if any)?

Squatch's Tip: Squatch learns from other animals in the wild. You can learn a lot from your competitors' successful "tracks" without directly copying them. It helps you find gaps or reinforce good ideas.

Method 5: Listen to Your Customers (Real-World Whispers)

Your customers are a goldmine of keyword ideas! They're already telling you what they need and how they phrase their questions.

Walkthrough:

1. Listen to Sales Calls/Inquiries: What questions do potential customers ask during phone calls or initial meetings? What terms do they use to describe their problems or needs?

2. Review Customer Emails/Messages: Scan your customer service emails or messages for common questions or phrases.

3. Talk to Your Sales Team: They are on the front lines! Ask them what common objections, questions, or specific needs customers express.

4. Check FAQs: If you have a frequently asked questions (FAQ) section on your website, those questions are direct keywords you should target. If not, start building one based on customer interactions.

Squatch's Tip: These are the most authentic "whispers" you'll find, direct from the source. They reveal true pain points and needs, leading to highly relevant and valuable content.

Using Your Keywords: Guiding Searchers to Your Campsite

Once you've gathered a list of relevant keywords from these methods, what do you do with them? You strategically weave them into your digital presence!

1. Website Content:

   • Page Titles & Meta Descriptions: Include your primary keyword in the page title (what appears in the browser tab) and meta description (the short summary under your title in search results).

   • Headings (H1, H2, H3): Use keywords naturally in your headings to break up content and signal topics to Google.

   • Body Content: Integrate keywords naturally throughout your paragraphs. Don't "stuff" them – write for humans first, then optimize for Google.

   • Image Alt Text: Describe images using relevant keywords.

2. Blog Posts:

   • Each blog post should ideally target 1-2 main keywords and several related long-tail keywords.

   • Use keywords in the title, introduction, headings, and conclusion.

3. Google Business Profile:

   • We mentioned this last week! Use keywords in your business description, service descriptions, and especially in your GBP posts.

4. Social Media Captions: While not directly for Google ranking, using relevant keywords in your social media posts helps you connect with your audience and can drive traffic back to your website, where SEO magic happens.

Squatch's Final Word on Keywords: Listen, Learn, and Lead

Keyword research isn't about tricking Google; it's about understanding your audience and communicating effectively. It's about listening to the whispers in the search bar so you can provide the answers and solutions people are actively seeking.

By regularly performing this kind of "digital listening," you'll continuously refine your understanding of your market, discover new opportunities, and ensure your business truly stands out in the vast online wilderness. Your digital footprint will become clearer, and your legendary presence will grow!

Next week, we'll build on this foundation by exploring Week 3: No More Getting Lost in the Woods: Creating a Google-Friendly Website Layout. We'll discuss how your website's structure and user experience impact its ability to be found and loved by both Google and your potential customers.

Until then, keep those ears open and happy keyword hunting!