Keyword research in Hebrew: how do you find what customers are searching for?

Many business owners ask me how to promote their website on Google. My answer always starts at the same point: you need to understand what your customers type into the search box. That process is called keyword research. In Hebrew it's more complicated, because automated tools are less accurate. But that's not a reason to give up - it's an opportunity to listen to your customers better than anyone else.

Why is keyword research in Hebrew so different?

Keyword research in Hebrew is different because the language is complex and global tools don't always understand it. On top of that, search volume in Israel is smaller, so the tools show less data. The right approach is to think like the customer and not rely only on machines.

For example, an automated tool might show you data for the Hebrew word for "plumber" (אינסטלטור). But it will probably miss searches for "emergency plumber" using the other common word (שרברב), "recommended plumber" in the feminine form, or "urgent leak repair". If you focus on just one word, you lose every customer who uses other words to describe exactly the same problem.

How do you start thinking like the customer?

You start with a pen and paper, or a new document on your computer, and answer a few simple questions. Before you run to technical tools, take time to understand your customers' vocabulary. It's the basis of all good marketing, and especially of ranking on Google.

Imagine you own a small neighborhood bakery. Write down every way a customer might search for you. They won't just type "bakery". They might search for "fresh sourdough bread", "custom birthday cake", "challah for Shabbat near me" or "where to get a good almond croissant". Each of these phrases represents a different need and a different customer.

1Use the most powerful tool: Google itself

The best free tool for keyword research in Hebrew is Google's search engine. Google suggests in real time what other people are searching for, and that's valuable information no other tool can provide with the same accuracy.

The process is very simple. Open an incognito window in your browser (so your own search history doesn't affect the results). Start typing a main keyword for your business, for example "apartment renovation". Don't press Enter. Look at the list of suggestions Google opens below the search box. These are phrases people really search for. Then run the search and scroll to the bottom of the page. There you'll find a box called "Related searches", and great ideas are hiding there too.

2Account for the nuances of Hebrew

For your keyword research to be effective, you need to think about every way the same thing can be written or said in Hebrew. Automated tools almost always miss these points, and that's where your advantage lies as a business owner who knows the audience.

There are three main areas to pay attention to:

• Full and defective spelling: Hebrew words can be written with or without extra vowel letters. Do your customers write "locksmith" as מנעולן or מנולן? "Interior design" as עיצוב פנים or עצוב פנים? Google is getting better at understanding context, but it's always good to include both options naturally in your text.
• Grammatical forms (gender and number): if you're a female fitness trainer, customers will search for "fitness trainer" in the feminine form, but also in the masculine form, or for "fitness training". Your site should speak to everyone and include the different forms.
• Slang and parallel terms: an electrician can also be a "licensed electrician". A beauty salon can also be a "cosmetician". Cell phone repair can also be a "phone repair lab". Think about everyday language, not just the official terms.

3Organize all the words you found

Once you've collected a long list of phrases, it's time to bring some order. The goal isn't just to collect words, but to understand the intent behind each search and group similar phrases together. That helps you decide what content to create and where to put it on your site.

Open a simple spreadsheet (like Google Sheets) and create three columns: "Keyword phrase", "Topic" and "Search intent".

• Keyword phrase: the exact phrase you found (for example, "how to plant tomatoes on a balcony").
• Topic: group similar phrases under a general topic (for example, "balcony vegetable garden").
• Search intent: try to understand what the person wanted to achieve. Do they want to learn something (informational), buy something (commercial), or get to a specific place (navigational)?

For example, for a plant nursery: "how to plant basil" and "orchid care" belong to the topic "home gardening guides", and the intent is informational. By contrast, "nursery open on Saturday" and "buying large planters" belong to the topic "buying products", and the intent is commercial or navigational. A split like this helps you build a blog with useful guides and product pages that drive sales.

4What do you do with the keyword list?

In the end, the keyword list isn't the goal - it's a working tool. The goal is to use these words to create a site that both Google and your customers understand and love. You need to weave the phrases you found naturally into the content on your site.

Here are some key places to use your keywords:

1. Page titles (Title): this is the first thing Google and visitors see. A good title for a page about tree pruning is "Tree pruning and removal services in central Israel", not just "Services".
2. Inner headings (H1, H2): use headings to break up the text and highlight topics. For example, "When is the right time to prune fruit trees?" can be a great heading inside an article.
3. Body text: weave the phrases and their variations into the text itself. If you wrote about "tree pruning", also mention "professional gardener for pruning" and "tree pruning price".
4. Your Google Business Profile: make sure your business name, description and the services you offer in your Google Business Profile (opens in a new window) contain the important keywords. This is critical for local businesses. If you're not sure how your profile looks, it's worth considering a professional audit.

What to do now?

Keyword research isn't a one-time task, but getting started is the most important part. Here are five steps you can take today to begin:

1. Grab a pen and paper: write down 10-15 different ways a customer might describe your service or product. Don't censor yourself.
2. Go to Google: open an incognito window and start typing the phrases you wrote. Write down all the autocomplete suggestions and the related searches at the bottom of the page.
3. Listen to your customers: think about your last phone call with a customer. What words did they use to describe their problem? Those are your best keywords.
4. Check your website: open your site's homepage. Do the words and phrases you collected appear on it clearly and naturally?
5. Start small: pick one page on your site or one service you want to promote. Try improving its titles and text based on what you've learned. If it feels like too much, I'm here to help. You can always get in touch and talk it through.