Choosing keywords means deciding which conversations your business wants to join. For businesses serving American customers in Florida, that means thinking in English, in intent and in geography at the same time.
Start with what you sell
List the services that bring revenue, in order of importance. Then write how an American customer would describe each one. Brazilian owners often think of a service in Portuguese first; what matters is the term the customer types, such as “deep cleaning” or “post construction cleaning”.
Cross service with location
List the cities and regions you really serve. Combining service and place, such as “deep cleaning lake mary” or “move out cleaning orlando”, forms the basic map of the searches that matter.
Find the real terms
- Google autocomplete: start typing the service and look at the suggestions.
- “People also ask”: shows real questions related to the topic.
- Google Search Console: if your site already exists, the queries report shows which searches you already appear for.
- Your customers: questions asked by phone and WhatsApp show the real language of buyers.
Sort by intent
Split terms into three groups: people who want to understand (“how often to deep clean”), people comparing (“house cleaning cost orlando”) and people ready to hire (“house cleaning service near me”). Each group calls for a different kind of page.
Assess the opportunities
Search volume is an estimate, and it is not the only criterion. Also ask: does the term describe something I sell? Is the searcher close to hiring? What kind of page shows up in the top results today? Specific terms, even with low volume, often bring better leads.
One page per main intent
Decide which page serves each group of terms. When two pages target the same intent, they compete with each other. Service pages serve people ready to hire. Articles serve people still researching and should lead to the service page. See how to write them in service pages for American customers.
An example layout
| Term group | Intent | Page |
|---|---|---|
| house cleaning service orlando | hire | service page |
| house cleaning cost orlando | compare | pricing article |
| deep cleaning vs regular cleaning | understand | explainer article |
Avoid the most common mistakes
- Creating a page for every Florida city, only changing the name.
- Repeating the same keyword mechanically in the copy.
- Choosing terms by volume without looking at intent.
- Translating terms from Portuguese instead of researching real English usage.