How do you do keyword research without expensive tools?

You can understand what your customers search for without paying for an expensive suite. Free sources cover most of the ground for a local or small business.

Use search suggestions

Type the start of a query into Google and read the autocomplete suggestions and the "people also ask" and "related searches" sections. These are real queries from real people.

Mine your own channels

Your Google Business Profile, Search Console, and even the questions in your inbox tell you exactly what language your customers use. This is more valuable than any generic tool for a local business.

Think in problems, not just products

People search for the problem before the solution. Someone may search "water under kitchen sink" long before "plumber". Pages that answer the problem capture that earlier intent.

Favour specific, local terms

Broad terms are competitive and often not even relevant to a local business. Specific terms that include a place, a problem, or a qualifier convert better and are easier to rank for.

Validate with Search Console

Once pages are live, Search Console shows the queries you actually appear for. Let real data, not guesses, guide what you write next.