An important part of keyword research is using data to evaluate which phrases you should focus on. Google Trends is a good way to do this for free.
The number of possible phrases someone could enter into Google to find your business is infinite. You want to find the phrases that people actually and typically search for. That’s why you need to collect data for each potential phrase before you attempt to optimize your content for it.
What’s great about the Google Trends data?
Google Trends will tell you how many people are interested in a given phrase. Once you have this data, you’ll know the phrases for which you should optimize a page.
In some ways, this is limited. If you have access to a Google Ads account, you’d get better data from the Keyword Planner. If you don’t have this access, you’ll still find this process helpful.