Keyword search

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/
Google Ads, Keyword Planner
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
Ahrefs, Keyword Research for SEO, 2024
https://ahrefs.com/keyword-generator
Ubersuggest, Keyword Research Made Simple
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.