Step 1: Build the seed keyword list
List every service you offer, every problem you solve, and every variation of your service category. Multiply each by Toronto-area modifiers: 'Toronto', 'GTA', neighbourhood names, and 'near me'.
Look at competitor sites' navigation, service pages, and footer links. Their menu structure is essentially their keyword strategy.
Step 2: Expand with research tools
In Ahrefs Keyword Explorer or Semrush, enter your seed keywords and pull related keywords, questions, and 'also ranks for' suggestions. Filter by Canadian search volume.
Use AnswerThePublic and AlsoAsked.com to find question-format queries — these become the foundation for FAQ content and answer pages.
Check Google's auto-suggest, 'People Also Ask' boxes, and related searches at the bottom of result pages for free, real-world keyword data.
Step 3: Segment by intent and competition
Transactional ('hire toronto seo agency'): high commercial value, target with service pages and pricing pages.
Commercial investigation ('best toronto seo company'): target with comparison pages and case studies.
Informational ('what is local seo'): target with blog posts and answer pages.
Navigational (your brand name): own these by default with a strong brand presence.
Sort each by Keyword Difficulty (KD) and Domain Rating gap. New sites should focus on KD < 30 keywords; established sites can chase KD 50–70 commercial terms.