How to find the exact search terms your potential customers type into Google — and how to use them to get your business in front of them at the right moment.
Keyword research is the process of discovering the exact words and phrases that people type into Google when they're looking for a service like yours. If you don't know what your potential customers are searching for, you can't create content that shows up when they do.
For EV charger installers, keyword research is particularly valuable because the search landscape is still maturing. Many high-intent terms have relatively low competition — meaning it's still achievable to rank on page one without the budget a more established sector would require.
Generic SEO keyword tools don't understand the difference between a home charger installation and a commercial charge point. You need to approach research with EV-specific knowledge — or work with someone who has it.
Not all searches are equal. Before building a keyword list, understand the three types of intent you'll encounter:
The searcher wants to learn something. They're not ready to buy yet. Examples: "how much does EV charger installation cost", "do I need a smart charger", "what is OZEV grant". These searches are best served by blog posts and FAQ pages — and they build trust with potential customers before they're ready to enquire.
The searcher wants a nearby business. Examples: "EV charger installer Birmingham", "home EV charging point installation near me". These are your highest-value searches — the person is ready to buy and looking for someone local. They're best served by dedicated location pages and a well-optimised Google Business Profile.
The searcher is comparing options or about to make a decision. Examples: "best EV charger installers UK", "OZEV approved installer", "Pod Point vs Andersen charger installation". These work well as service pages, comparison content, and case studies.
Most installers only target local intent. Don't overlook informational searches — they pull in people earlier in the journey and are often easier to rank for. Someone who finds you via "OZEV grant explained" is a warm lead, not a cold one.
Here are the categories of keywords that consistently drive enquiries for EV charger installation businesses:
You don't need expensive software to start keyword research. These free tools will give you solid data:
Open Google and type "EV charger installer" followed by the first letter of the alphabet (a, b, c...). The autocomplete suggestions show you exactly what local searches exist — and you'll often spot towns and phrases you hadn't considered.
Once you have a list of potential keywords, you need to prioritise. The best keywords have a reasonable amount of search volume, strong buying intent, and are achievable to rank for given your current domain authority. For most EV installers, that means starting with hyper-local terms — your specific town or city — where competition is lower, and expanding outward as your site builds authority.
A good starting target is 5–10 location-specific keywords and 10–15 informational keywords. That's enough to inform a solid 6–12 month content plan without overwhelming your resources.
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