What does keyword search actually mean?

a keyword search is just what someone types into google. keyword research is working out which of those phrases people use for what you sell, and roughly how often. for a one-person operation, two hours is enough. open search console and note what you already show up for, type your main service into google and write down the autocomplete suggestions and the people-also-ask questions, then run those through keyword planner for a rough size. you end up with maybe 20 phrases, each one becomes a page or a section. definitely worth the two hours.