Every successful SEO campaign begins with a simple question: what are your customers actually typing into Google? Guessing wastes months of effort on words nobody searches. Keyword research replaces guesswork with evidence, showing you exactly which terms bring visitors ready to buy. In this guide from Spiderlap we explain how to find and choose the right keywords for the Jordanian market, step by step and without jargon.
Why Keyword Research Comes First
Before you write a single page, keyword research tells you where the demand is. It shows which services people search for, how they phrase them, and how strong the competition is. Skipping this step is like opening a shop without checking whether anyone in the neighbourhood wants what you sell.
Good research also protects your budget. Instead of chasing a term that is impossibly competitive or one nobody searches, you focus on words that are both reachable and profitable for your business in Amman, Irbid, or beyond.
Step One: Understand Search Intent
Search intent is the reason behind a query, and it is the most important concept in keyword research. The same topic can carry very different intents, and matching yours is what wins the ranking.
| Intent type | What the searcher wants | Example in Jordan |
|---|---|---|
| Informational | To learn or understand | "how does local SEO work" |
| Commercial | To compare before buying | "best accounting firm in Amman" |
| Transactional | To act or buy now | "book dental appointment Irbid" |
| Navigational | To reach a specific brand | "Spiderlap SEO services" |
Match your page to the intent. A buyer searching "best" wants a comparison, not a definition, and serving the wrong format sinks your ranking no matter how good the writing is.
Step Two: Brainstorm Your Seed Keywords
Start with the obvious words that describe your business. If you run a car workshop, your seeds might be "car service," "brake repair," and "oil change." Add your locations, such as Zarqa or Aqaba, to capture local searches. These seeds are your starting points, not your final list.
Think like your customer, not like an insider. People rarely search in industry jargon; they use everyday language and describe their problem. Note the exact phrases customers use when they call or message you, since those are pure gold.
Step Three: Expand Your List
Now grow your seeds into a full list using free and paid sources:
- Google autocomplete: start typing your seed and note the suggestions.
- Related searches: scroll to the bottom of the results page for more ideas.
- People Also Ask: the question boxes reveal real queries to answer.
- Competitor pages: see which terms ranking rivals target.
- Keyword tools: paid platforms add volume and difficulty data.
Group the results by theme as you go, since these groups will later become your pages and articles. Our
Step Four: Prioritise by Value
You cannot chase every keyword at once, so rank them. Weigh search demand, competition, and relevance to your services, then favour terms with clear buying intent. A phrase with modest volume but strong intent, like "emergency plumber Amman," often beats a high-volume but vague term.
For a new site, lean toward longer, lower-competition phrases first. These early wins build momentum and authority, making the harder terms reachable later. This ties directly into building
Step Five: Map Keywords to Pages
Each keyword group should map to one clear page or article, not scattered across many. Assign your main term to a dedicated page, then support it with related content that links back to it. This structure helps both readers and Google understand your focus.
Avoid targeting the same keyword with two pages, since they end up competing with each other. One strong page always beats two weak ones fighting for the same term. For store owners, keyword mapping also shapes platform choice, which we compare in
Checklist: Solid Keyword Research
- You identified the search intent behind each keyword.
- You listed seed terms in your customers' own language.
- You expanded them using autocomplete and related searches.
- You grouped keywords into clear themes.
- You prioritised terms by demand, competition, and intent.
- You started with reachable long-tail phrases for a new site.
- You mapped each keyword group to a single page.
The Spiderlap Takeaway
Keyword research is the compass of your entire SEO effort. Understand intent, gather the real phrases your Jordanian customers use, prioritise by value, and map each one to the right page. Do this well and every article you write pulls in visitors who are actually looking for what you offer.
If you want a professional keyword strategy built on real data for your market, the Spiderlap team is ready to help. Reach out through our contact page and let us find the words that bring you customers.