Not what a keyword tool fantasizes about — what people in your city at 9pm on a Tuesday are really typing.
Generic keyword tools tell you 'plumber' has 600,000 searches and you should target it. Nobody in your city searches 'plumber' — they search 'plumber open now Kiel', 'burst pipe emergency Hamburg'. Those are the queries that book jobs.
Exactly what you get. Nothing bolted on to pad the invoice.
Start with what you offer. Expand into what people search.
Every keyword your top 3 rank for that you don't.
Informational, navigational, transactional.
City, district, 'near me', 'in [city]'.
From PAA, Reddit, forums, review text.
Volume × intent × competition × business value.
What people ask before hiring. More in the audit call.
Independent research, official documentation and industry-standard studies.
