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SEO Help! How to Conduct Effective Keyword Research with Free SEO Tools
- renaealk
- Apr 29, 2024
- 6 min read
Updated: Oct 5
You’ve spent hours turning that pen. It gleams under the shop lights. The finish is flawless. You post it online… and crickets.
It’s not because your work isn’t good. It’s because the right people never found it.
Take Derrick, for example — a small-town pen maker who used to post his walnut fountain pens on Etsy with titles like “Handcrafted Pen.” Gorgeous photos. Zero traffic.
After learning about long-tail keywords, he changed one line to “Hand-Turned Walnut Fountain Pen Gift for Dad.” Within two weeks, that listing started showing up in real search results — and his first out-of-state order rolled in.
That’s the difference between hiding and being found.
If your beautiful pens are buried on page 12 of search results, this post is your map back to the front page.
And don’t worry — this isn’t a tech tutorial. You won’t need a degree in SEO or a spreadsheet the size of Texas.
We’re talking real talk for makers who’d rather be sanding than staring at analytics.
Let’s get you visible — one keyword at a time.
What Keywords Actually Are (And Why They Matter)
Let’s strip out the jargon.
Keywords are just the words or phrases your future customers type into Google, Pinterest, or Etsy when they go hunting for something like your pens.
It’s digital matchmaking.
When you use the same words your customers search for, you’re waving and saying, “Hey! I make exactly what you’re looking for!”
For example:
Someone searching for “handmade executive pen gift” isn’t window-shopping.
They’ve got a name on their list and a credit card ready to go.
“Okay, so now you know what keywords are — but here’s why they’re the difference between getting found and getting buried.
Why Keyword Research Matters (Like… Really Matters)
Keyword research is just learning to speak your customer’s language.
It’s how you discover what real people type into Google, Pinterest, or Etsy when they’re looking for products like yours. Once you know those words, you can shape your titles and descriptions to match what buyers are actually searching for — not what you hope they’re searching for.
You could write the prettiest product page in the world, but if no one’s using those words, Google won’t show it.
Good keyword research bridges that gap — helping your pens get found, clicked, and loved by the people already looking for them.
Once you understand how keywords work, the next step is knowing which kinds to use — because not all keywords are created equal.
Types of Keywords- Short-Tail vs Long-Tail Keywords
Or, why “Pens” will never get you found (and that’s okay).
There are two types of keywords you’ll run into: short-tail and long-tail.
Short-tail = the crowded highway
These are 1–2 words like:
pens
wood pens
luxury pens
They’re broad, high-traffic, and totally dominated by giant brands like Montblanc or Cross. Good for understanding your niche, bad for trying to rank anytime soon.
Long-tail = the scenic back road that leads to your shop
These are longer phrases, usually 3–6+ words, like:
handmade wood pen gift for dad
veteran-themed bolt action pen
custom fountain pen with blue resin
They’re specific, less competitive, and way more likely to bring ready-to-buy customers to your listings.
✨ Rule of thumb:
Short-tail = 1–2 words → use for inspiration.
Long-tail = 3–6 words → use for visibility + sales.
Here’s a simple visual:
Keyword Type | Example | Competition | Buyer Intent |
Short-tail | “Pens” | Very High | Low |
Mid-tail | “Wood pens” | Medium | Medium |
Long-tail | “Handmade walnut pen gift for boss” | Low | High |
So instead of chasing “wood pens,” aim for “hand-turned walnut fountain pen gift for graduation.”
Less traffic — but 10x better odds that the person searching actually wants to buy.
The Easiest (Free!) Place to Start: Google Keyword Planner
You don’t need expensive tools or subscriptions. Google already gives you everything you need — for free.
Here’s a little secret: you don’t need fancy paid software to find great keywords. Google already gives you one — it’s called Google Keyword Planner, tucked right inside Google Ads.
Even if you never run a single ad, you can use it to peek behind the curtain and see what people are actually typing into Google — plus how often they search it, how competitive it is, and even how valuable those clicks might be.
It’s like Google handing you the cheat sheet for what your customers care about most. And the best part? It’s totally free.
Here’s how:
Go to Google Ads (yes, you can skip paying for ads).
Click Tools → Keyword Planner → Discover New Keywords.
Type something simple like “handmade pen” or “luxury pen gift.”
You’ll see data like this:
“Luxury pens” → 1K–10K monthly searches, high competition
“Silver pen gift” → 10–100 monthly searches, low competition
👉 Don’t be fooled by the big numbers. Smaller, more specific keywords often bring better results.
A phrase like “handmade wood pen gift for dad” might only have 90 searches a month — but 90 buyers beats 9,000 browsers any day.
That’s where small makers win.
How to Read Keyword Competition (And What It Actually Means)
When you use Google Keyword Planner, every keyword shows a competition level — high, medium, or low. That’s Google’s way of hinting how crowded that search space is. Think of it like setting up your booth at a market.
High competition = the busy main aisle.
You’re right next to Montblanc and Cross, surrounded by shiny, big-budget brands. Lots of eyeballs (“luxury pens”) — but hard for small makers to stand out.
Low competition = the cozy corner with real conversations.
Fewer browsers, more buyers. Keywords like “silver pen gift” or “handmade pen for boss” may get fewer searches, but they attract people who are actually ready to buy.
Maker’s Rule of Thumb:
Start with low-to-medium competition keywords that describe your niche (“hand-turned walnut pen gift for dad”). Sprinkle in a few high-comp words (“wood pens,” “handmade pen”) for context and long-term growth.
It’s like woodworking:
High-comp keywords build the frame.
Low-comp keywords carve the fine details that make it yours.
Our Pick:
“Silver pen gift.
”Here’s why — 10,000 views from “luxury pens” won’t help if no one’s buying. But 100 people searching “silver pen gift”? They’re already picturing wrapping paper. 🎁
Translation: Less traffic. More buyers. Faster sales.
Start small, rank faster, sell sooner.
How to Pick Between Two Keywords (The Maker’s Shortcut)
When you’re torn between two keywords, don’t overthink it — just walk through this quick checklist:
Who’s Actually Searching?
If the keyword sounds like something a buyer would type (“gift,” “for dad,” “engraved”), it’s gold.
If it sounds like something a researcher or brand shopper would type (“luxury pens,” “best pens 2025”), skip it for now.
How Crowded Is the Room?
High competition = big brands with big budgets.
Low competition = more breathing room for small shops to shine.
What’s the Buyer’s Intent?
Ask yourself: “Is this person shopping or just scrolling?
”You want phrases that come from people with their wallets halfway open.
Can I Naturally Use This Phrase?
If it fits your product title or description without sounding awkward, it’s a keeper.
What’s Next
You’ve just unlocked the first piece of the SEO puzzle — understanding how keywords work and which ones to choose. That’s huge.
Now that you know how to spot strong keywords (and avoid the duds), the next step is using them like a pro.
In our next two posts, we’ll go deeper into the fun, creative side of keyword research:
Check out - [Expand Your List with These Fun, Free Tools] — where we play with Google, Pinterest, and Etsy to uncover real search terms your buyers are using right now.
Also Read: [Where to Actually Put Your Keywords on your website)] — because even great keywords won’t work if they’re hiding in the wrong place.
You’ve got the foundation. Next, we’ll build the visibility. One search phrase at a time.
Want to get found by the right buyers — not just more browsers?
Join my free email list for weekly inspiration, writing tools, and creative ideas to help you grow your shop.
💬 Need help crafting your content, finding your story, or building a brand voice that sells?
Book a free intro call—I work with makers who want to sell more by saying more.
And hey, let’s be pen friends:
Or just email renaealk@gmail.com if you’ve got a question.
You don’t have to guess your way through marketing. Here’s free sales strategies we made just for handmade pen sellers —and if you're stuck, reach out for a free call to talk about what’s holding your shop back.
🖊️Want a quick SEO boost? Share a product link you’ve optimized (or plan to!). Real examples help everyone see how keywords actually work in the wild.
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