Keyword research
Definition
Keyword research is the process of finding the words and questions people type into search engines, then judging which are worth targeting by their intent, competition and relevance to what the business sells. Search volume is only one input.
Start with customer questions, not a tool: sales calls, WhatsApp enquiries and support emails already contain the wording buyers use. A tool then supplies variants and rough volumes, and the results page supplies the verdict on intent. If page one for a phrase is full of portals and directories, a service page is unlikely to win there. Group phrases by the need behind them and give each need one page, so the pages don't compete.
Treat volume figures as modelled estimates. They rank options against each other well enough, but they don't forecast visits, and they can show tiny or zero numbers for phrases that people do use. After launch, Search Console shows what the pages actually appeared for, including variants nobody planned, and that is the better dataset.
In the UAE do the research in English and Arabic separately, not by translating one list, and add Arabizi forms and variant spellings of local place names to the test. Test whether two variants are really different by searching both: if the first pages match, Google is treating them as one query.
Definitions are free.So is the cost review.
A short call, then a written review inside 72 hours: what your marketing costs, what it produces, and what is worth fixing first.