So you know that it's important to rank well for what your customers are searching, but how do you figure out what they might be searching?
Well, it's surprisingly simple. Start out by typing your service and location into Google.
Right down at the bottom of the page you'll see a 'Searches related to' section. Why does Google show this? Because that's what people are searching.
You can also view the keyword planner tutorial here.
When looking for keywords be sure to think outside the box. Don't just search for the industry you're in but search for the services you provide.