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How to Find the Keywords Your Customers Actually Type into Google

Your industry jargon isn't your customers' vocabulary. Here is a simple method to uncover their real searches and build your pages around them.

The Web Dimensions teamPublished 3 min read

How to Find the Keywords Your Customers Actually Type into Google

A common mistake is optimising a site for the words the company uses internally. Customers search with their own words, their typos, and sometimes in several languages. In Morocco, the same search can happen in French, English, Arabic or Darija written in Latin letters. Here's how to find out what they really type.

1. Start from customer questions

Your best source is free: questions you get by phone, WhatsApp, email and in meetings. Write down the exact wording for a few weeks. They become your titles, FAQs and article ideas.

2. Use Google's own tools

  • Autocomplete: type the start of a search and note the suggestions.
  • "People also ask" and "Related searches" at the bottom of results.
  • Google Keyword Planner (inside Google Ads) to estimate volumes and find variants.
  • Search Console: the goldmine. It shows the searches your site already appears for, including ones you never targeted.

3. Group keywords by intent

  • Informational: "how to choose a web host". Great for a blog post.
  • Commercial: "best web agency Casablanca", "WordPress or Shopify". The person is comparing.
  • Transactional: "ecommerce website price", "website quote". The person is ready to act: the target for service pages and ads.
  • Local: "plumber Rabat", "dental clinic Agadir". It runs through Google Maps and your business profile.

4. Pick realistic keywords

A broad, competitive keyword can take months of effort. Longer, more specific searches (the "long tail") have less volume but bring more qualified visitors and are easier to win. Start there.

5. One page per intent

Map each group of closely related keywords to a single page. Two pages targeting the same search compete with each other. Service pages target transactional searches; blog posts capture informational ones and link to the service page.

Put those keywords to work

Our SEO & Google Ads service starts with full keyword research, then turns those searches into pages, content and campaigns. See also our DIY SEO audit checklist.

Frequently asked questions

How many keywords should a page target?

One main keyword plus close variants (synonyms, phrasings, questions). Beyond that, create another dedicated page.

Are search volumes from tools reliable?

They're estimates, often rounded, especially for smaller markets. Use them to compare keywords against each other, and Search Console to see what really happens on your site.

Should we optimise for Darija?

If your customers search in Darija written in Latin letters, yes, at least in FAQs, ads and posts. Check those searches in Search Console and Google suggestions first.

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