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If you've dipped your toes into the world of Search Engine Optimization (SEO), you've undoubtedly heard the term "keywords." But what exactly are they, and why are they so important for your website? This beginner's guide will demystify keywords, explain the crucial concept of search intent, and show you how to find what your potential customers are looking for using simple, free tools right from Google.

What Are Keywords? Your Customers' Words

Simply put, keywords (or keyphrases) are the words and phrases that people type into search engines like Google when they are looking for information, products, or services. If you run a bakery in Singapore, a customer might type "best croissants Orchard Road" or "custom cakes delivery Singapore." These are all keywords.

For your website, keywords are the bridge between what people are searching for and the content you provide. By strategically including the right keywords on your website, you tell search engines what your content is about, helping them match your pages to relevant user queries. Without keywords, search engines might not understand your content, making it difficult for your target audience to find you.

Understanding Search Intent: Why Are They Searching?

Finding keywords isn't just about what people type; it's about *why* they are typing it. This "why" is called search intent (or user intent or keyword intent). Understanding search intent is crucial because Google aims to deliver the most relevant results. If your content doesn't match the user's intent, it won't rank well, even if you use the right words.

There are generally four main types of search intent:

1. Informational Intent: The user wants to learn something.

   • Keywords: "how to bake sourdough," "history of Singapore," "what is SEO"
   • Content Focus: Blog posts, guides, tutorials, educational articles.

2. Navigational Intent: The user wants to find a specific website or page.

   • Keywords: "Facebook login," "DBS internet banking," "WebCareSG contact"
   • Content Focus: Homepage, contact page, login page.

3. Commercial Investigation Intent: The user is researching products or services before making a purchase. They are comparing options.

   • Keywords: "best smartphones 2025," "iPhone vs Samsung review," "CRM software comparison"
   • Content Focus: Product reviews, comparison articles, detailed service pages.

4. Transactional Intent: The user is ready to buy or take a specific action.

   • Keywords: "buy running shoes online," "hire freelance web designer Singapore," "subscribe to Netflix"
   • Content Focus: Product pages, service pages with clear calls-to-action, pricing pages.

Aligning your content with the correct search intent is vital. For instance, if someone searches "buy running shoes," Google won't show them a blog post about "the history of running shoes." It will show product listings from e-commerce sites.

How to Find Keywords Using Free Google Tools

You don't need expensive tools to start your keyword research. Google itself provides incredibly valuable insights into what people are searching for. These methods are simple and can be done by anyone.

Method 1: Google Search Suggestions (Autocomplete)

This is the simplest way to find common phrases. As you type a query into the Google search bar, Google tries to predict what you're looking for.

1. Start Typing a Broad Topic: Go to Google.com and start typing a general word or phrase related to your business or content idea (e.g., "digital marketing Singapore," "healthy recipes," "best coffee beans").

2. Observe Suggestions: As you type, Google's autocomplete will present a list of related searches. These are often popular queries that real users are typing.

   Example for "digital marketing Singapore":

   • digital marketing Singapore job salary
   • digital marketing Singapore course
   • digital marketing Singapore agency
   • digital marketing Singapore freelance

   These suggestions give you ideas for specific topics and articles your audience might be interested in.

3. Use the Alphabet Trick: Type your main keyword, then add a letter of the alphabet (e.g., "digital marketing a", "digital marketing b"). This can reveal even more long-tail (more specific) keywords.

Method 2: "People Also Ask" (PAA) Section

The "People also ask" box appears directly in Google search results and shows common questions related to your search query. This is a goldmine for understanding informational intent and structuring your content.

1. Perform a Search: Search for your primary keyword (e.g., "how to fix a leaky faucet," "best houseplants for beginners").

2. Locate the PAA Box: Scroll down the search results page to find a box titled "People also ask."

3. Expand Questions: Click on a question to reveal its answer. As you click and expand, more related questions often appear, allowing you to dive deeper into sub-topics.

   Example for "best houseplants for beginners":

   • What is the easiest houseplant to keep alive?
   • What are low-maintenance indoor plants?
   • What plants do not need much light?
   • What is the easiest plant to grow for beginners?

   These questions are direct insights into what users want to know. You can use them as headings in your articles, or as inspiration for entirely new blog posts.

Method 3: "Related Searches" at the Bottom of Google Results

At the very bottom of almost every Google search results page, you'll find a section called "Related searches." These are other queries that people who searched for your original term also looked up.

1. Perform a Search: Enter your keyword.

2. Scroll Down: Go to the very end of the search results page.

3. Analyze Related Searches: This section often reveals tangential or related topics that you might not have considered but are relevant to your audience.

   Example for "healthy recipes":

   • easy healthy dinner recipes
   • healthy breakfast recipes
   • healthy recipes for weight loss
   • healthy meal prep ideas

   These suggestions help you expand your content ideas and cover a broader range of related topics that your audience is searching for.

Putting Keywords to Use

Once you've found a list of potential keywords using these free methods:

• Prioritize: Focus on keywords that are highly relevant to your business and content, and where the search intent matches what you can offer.
• Integrate Naturally: Use these keywords naturally within your website content, blog posts, product descriptions, headings, and even your meta descriptions. Don't "stuff" keywords unnaturally, as this can harm your SEO. Focus on providing value to the user first. For more on optimizing your content, see our guide on on-page SEO.
• Monitor Performance: Use Google Search Console (another free tool!) to see which keywords your site is already ranking for and how many clicks you're getting.

Keyword research is an ongoing process. As search trends evolve, so should your keyword strategy. By consistently using these free Google tools, you'll gain valuable insights into your audience's needs and be well on your way to improving your website's visibility and attracting the right visitors. If you're looking for more advanced SEO strategies or need expert guidance, feel free to contact WebCareSG for professional digital marketing and SEO services.

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