Keyword Research

How it works

• Tools show how often people search a phrase and how hard it is to rank for.
• Owners often use industry terms while customers use plain ones ("water heater" or "hot water tank").
• Each page should focus on one main search phrase and its close variations.
• Local phrases ("near me", your city) matter most for small businesses.

What can go wrong (example scenario)

An IT firm built its site around "managed endpoint detection". Almost nobody searched for that. Its customers were searching "computer virus help" and "IT support for small business".

How WILDCARD handles it

Managed Search starts with keyword research, then shapes each page around the words customers really use.

• A clinic learns more people search "physio" than "physiotherapy" in its area.
• A mover finds a steady stream of searches for "piano movers" and builds a page for it.
• A bookkeeper targets "bookkeeper for contractors" instead of just "bookkeeper".

A question owners ask

Should I go after the most popular words?

Not always. A smaller, specific phrase often brings fewer but better leads.