1. Start With What You Actually Sell

Before using any tools, answer three basic questions:

• What do you sell

• Who do you sell it to

• What problem does it solve

Examples:

• Plumber in Salt Lake City

• Mobile tow service near me

• Custom candles for gifts

• Dog trainer for aggressive dogs

If your keywords do not match what you offer, none of the remaining steps matter. Relevance is always the foundation.

2. The Fastest Shortcut: Use DM Audit to See What Competitors Rank For

If you are not sure where to start, the quickest way to get keyword ideas is to analyze what your competitors already appear to be targeting.

DM Audit does this automatically.

You simply enter:

• Your website

• Two competitor URLs

The audit will extract:

• Page themes

• Headings

• Keyword patterns

• Search intent indicators

• Messaging gaps

You can get to a starting point in about 2 minutes. Saving you time to focus on other areas.

This does not replace your judgment, but it gives you a direction instantly and prevents guesswork.

3. Use Free Tools to Build Your Keyword List

The following steps give you a complete process using only free tools. No subscriptions. No paid software.

Step 1. Use Google Search Results

Google is the best free keyword research tool on the planet.

Search for a phrase that describes your business and evaluate: Pro tip! Always do this in incognito, Google search is catered.

Autocomplete
Shows common searches real users type.

People Also Ask
Reveals questions you should answer in your content.

Related Searches at the bottom
Shows additional variations you should consider.

Competitor Titles and Descriptions
Look at the wording competitors use in their page titles and meta descriptions. These often contain targeted keywords.

This method will save you from monthly subscriptions which we all kinda hate.

Step 2. Use Google Keyword Planner

Keyword Planner is free inside your Google Ads account. You do not need to run ads. You will not be charged.

Steps:

1. Go to Tools

2. Choose Keyword Planner

3. Select Discover New Keywords

4. Enter a phrase or competitor URL

5. Review volume ranges and suggested keywords

Use this data to refine your list. Look for phrases with clear search intent, even if volume is not huge. Relevance is more important than vanity metrics. DM Audit will do this for you in the future. 

Step 3. Use Google Trends

Google Trends helps you understand:

• Whether a keyword is rising or falling in interest

• Which regions search for it most

• Seasonal patterns

• Comparisons between similar terms

This is valuable for deciding between variations such as:

• tow truck service vs towing near me

• mobile mechanic vs onsite mechanic

• candle gifts vs handmade candles

A small increase in clarity can double the number of qualified visitors you attract.

4. How to Choose Your Final Keywords

Use this simple decision framework:

1. Relevance
Does this keyword match what you actually sell
This is the most important factor.

2. Search Intent
Does this phrase come from someone ready to buy or take action
Example:

• “tow truck service near me” shows intent.

• “tow truck pictures” does not.

3. Volume
It does not need to be high.
A low volume keyword with strong buying intent is better than a high volume keyword with weak intent.

4. Competition
If a keyword is too broad or dominated by national brands, choose a longer phrase.
Example: “emergency tow service Tooele” can beat “tow truck” every time.

Your target structure:

• 1 primary keyword

• 3 to 5 supporting keywords

• 10 to 15 optional variations for future content

Keep it simple and focused.

5. Where to Put Your Keywords on Your Website

Do not scatter keywords randomly. Place them with intention and structure.

Put your primary keyword in:

• Your main H1

• Your first paragraph

• Your meta title

• Your meta description

Put your secondary keywords in:

• H2s

• Supporting paragraphs

• Image alt text

• Internal links between your pages

If you want the full step-by-step breakdown of where keywords belong and how to structure a page correctly, read the SEO guide here:

Beginner’s Guide to SEO That Actually Makes Sense

This guide explains headings, search intent, page layout, and internal linking in a way that is easy for beginners to follow.

6. Final Tip: Re run DM Audit After You Update Your Site

Once you update your headings, clarity, and keyword placement, run another DM Audit.

The audit will show you:

• How your page reads.

• Checks your clarity to your customer

• Checks you trust signals

• Whether your SEO is in line with standards

• Checks your competitors’ messaging so you can make pivots if need be. 

This creates a natural feedback loop so you always know what to improve next.

Conclusion

You do not need paid tools to find great keywords.
You need clarity, relevance, and a simple process.

This guide gives you everything you need to make smart keyword decisions, and DM Audit gives you the speed and competitive insight to start strong.