"Keyword research" sounds like something that needs a subscription and a marketing degree.
At heart it's much simpler: working out what your audience actually types into Google, then writing for those words.
Start with the questions people ask
Brainstorm the real phrases someone would use to find what you offer, then let Google help: autocomplete suggestions, the "People also ask" box, and the related searches at the bottom of the results page are a free, direct window into how people phrase things.
Understand search intent
The same topic hides different intentions. Someone typing "how to make sourdough" wants to learn; "bakery near me open now" wants to buy today; "Sunrise Bakery Elm Street" wants a specific business.
Match each page to what the searcher actually wants — a recipe or guide for the first, a clear hours-and-location page for the second.
Long-tail beats broad for beginners
A short, broad term ("cake") is fiercely competitive and vague. A longer, specific phrase ("gluten-free birthday cake delivery in Elm Street") has less competition, clearer intent, and a far better chance of ranking — and it attracts exactly the right reader.
Choose keywords you can win
You don't need paid software to begin — autocomplete, related searches, and the free tiers of common keyword tools are enough to tell whether a phrase is worth writing for.
Balance demand against competition, and be honest about where you can compete: target specific phrases your content genuinely answers better than what's already ranking. One page that truly satisfies a clear query beats ten that vaguely chase a broad one.