# Keyword search URL: https://www.business-ereputation.com/en/glossary/keyword-search/ Date: 2022-10-18 Last modified: 2025-12-22 Author: Nicolas Laustriat --- ## Keyword research: clear definitions for retailers and freelancers **Keyword research** consists of identifying the terms, expressions and questions actually used by Internet users when they search for a product, service or company on **Google**. This is a fundamental step in SEO, but also a direct lever for e-reputation, as it determines the queries on which your company appears… or disappears. For a retailer or independent entrepreneur, keyword research helps to understand how customers formulate their needs, doubts and expectations. It avoids having to communicate using your own internal vocabulary, which is often far removed from the real language of the market. **Source**: OpenClassrooms, _What is keyword research in SEO_, 2023** https://openclassrooms.com/fr/courses/6744066-ameliorez-votre-referencement-naturel-seo/6846961-identifiez-les-mots-cles ## Why keyword research is strategic for e-reputation Each keyword triggers a different focus on your image. A search on “review + company name”, “price”, “problem” or “reliable” directly exposes your reputation. Not anticipating these queries means letting Google and third-party platforms decide for themselves what will be visible. Keyword research helps identify sensitive queries related to trust and credibility. It helps to produce explanatory, reassuring and factual content, capable of framing the company’s perception. Source**: FrenchWeb, _E-reputation: understanding what Google says about you_, 2022** https://www.frenchweb.fr/e-reputation-comprendre-ce-que-google-dit-de-vous/451230 ## Keyword research and local visibility In local SEO, keyword research is not limited to search volumes. It must integrate the geographic dimension and immediate intent. Queries like “near me”, “around me”, “open now” or “emergency” are often more important than highly competitive generic terms. These keywords feed both the website and the Google Business Profile**. They enable Google to understand precisely in which contexts your company should appear. **Source**: France Num, _Référencement local : les bases pour les TPE_, 2023** https://www.francenum.gouv.fr/guides-et-conseils/developpement-commercial/visibilite-en-ligne/referencement-local-bases ## Free keyword research tools Several free tools enable freelancers to start keyword research without financial investment. Google Trends** allows you to analyze the evolution of interest in a term over time and by geographical area. It is particularly useful for detecting local or seasonal trends. The **Google Keyword Planner** (accessible via Google Ads) provides volume estimates and ideas for related queries. Although advertising-oriented, it can still be used to understand the language of Internet users. Google’s automatic suggestions, visible in the search bar and in _People Also Ask_ blocks, are also a direct source of information from users’ actual searches. **Sources**:** Google Trends, _About Google Trends_ [https://trends.google.fr/trends/](https://trends.google.fr/trends/) Google Ads, _Keyword Planner_ [https://support.google.com/google-ads/answer/7337243?hl=fr](https://support.google.com/google-ads/answer/7337243?hl=fr) ## Paid keyword research tools Paid tools provide a more structured and exhaustive vision. SEMrush** can analyze keywords, competition, search intent and competitor visibility. It is often used to structure an overall SEO strategy. **Ahrefs** is recognized for the quality of its data on keywords and related questions. It helps identify useful informational queries to build an expert image. **Ubersuggest**, more affordable, offers a simplified approach adapted to small businesses. These tools are particularly useful for prioritizing keywords according to their real potential, not just their volume. **Sources**:** SEMrush, _Keyword Research Guide_, 2024 [https://www.semrush.com/academy/courses/keyword-research](https://www.semrush.com/academy/courses/keyword-research) Ahrefs, _Keyword Research for SEO_, 2024 [https://ahrefs.com/keyword-generator](https://ahrefs.com/keyword-generator) Ubersuggest, _Keyword Research Made Simple_ [https://neilpatel.com/ubersuggest/](https://neilpatel.com/ubersuggest/) ## Concrete examples for self-employed workers A plumber may discover that “emergency night plumber” is more searched for locally than “plumbing repairs”. A restaurant owner may identify that “vegetarian menu” or “gluten-free restaurant” generates qualified searches. These keywords reveal precise expectations, sometimes absent from the initial communication. By integrating these terms into content, local pages or review responses, the company aligns visibility, discourse and service reality. Source**: Bpifrance Création, _Mieux connaître ses clients grâce au numérique_, 2022 https://bpifrance-creation.fr/encyclopedie/communication/strategie-numerique/mieux-connaitre-ses-clients ## Keyword research and the SEO of tomorrow With the rise of conversational search and AI-based assistants, keyword research is evolving towards a logic of complete questions and intentions. Freelancers need to think in terms of customer issues rather than simple lists of words. Keyword research then becomes a market intelligence tool. It enables us to better understand expectations, anticipate doubts and build a coherent, lasting e-reputation. This is not an isolated technical step. It’s strategic work, at the crossroads of SEO, customer relations and digital confidence. ## Are you looking to optimise your Google listing? Want to get genuine, positive customer reviews? Discover the simple method that will ensure you always rank first and ahead of your local competitors on Google My Business. [Discover the method](https://www.business-ereputation.com/en/the-method/) --- Source: https://www.business-ereputation.com/en/glossary/keyword-search/ Generated by Hack The SEO