You named your tool something nobody searches for

Three free tools. A clever name for the category we invented to describe them. Ninety days of waiting. The result in Search Console: seventeen impressions, total, across all three. Not seventeen clicks — seventeen times the page even showed up in results. The tools worked fine. Nobody could find them, because the name existed nowhere except in our own heads.

This is the trap of naming things after your own idea. A phrase you coined has zero search demand by definition — you're the only one who knows it. Google can only show your page for words people actually type, and if those words appear nowhere on your page, the page is invisible no matter how good it is.

Check demand before you name anything

You can validate a name in about fifteen minutes with free tools. The goal is to find the words a stranger would use to describe the problem your tool solves, then name the tool after those words.

1. Write the plain-language problem your tool fixes, in the words a customer would use — not your industry jargon. "Split a bill," not "expense reconciliation utility."
2. Type the start of that phrase into Google and watch autocomplete. Those suggestions are real queries people finish typing. Note the ones that match what you built.
3. Scroll to the "People also ask" and "Related searches" blocks on the results page. That's a free map of how the problem gets phrased.
4. Open Google Keyword Planner (free with any Google Ads account, no spend required) and paste your candidate phrases into Discover new keywords. It returns volume as broad ranges, not exact numbers — that's fine. You're looking for the difference between "10K–100K" and a blank.
5. Cross-check in Bing Webmaster Tools keyword research or a free tier like Ubersuggest if you want a second opinion.

If your invented phrase returns nothing and "bill splitter" returns a range, you have your answer. Name it what the range says.

Rename to the words people type

Renaming isn't just changing the display text. The search-relevant words need to appear in the places Google reads first.

• Put the searched phrase in the <title> tag and the single <h1>.
• Use it in the first sentence of body copy, naturally.
• Set the URL slug to the phrase, not the brand word.
• Keep your invented name — as a product brand, not the primary label. Brands earn search demand over years; you can't skip to the payoff.

You can name a product anything. You cannot name the page anything and expect to be found.

Where DIY stops

Keyword Planner's ranges are deliberately vague unless you're spending on ads, so for a close call between two decent phrases you're guessing. That's usually fine — pick the one that reads most naturally and move on. Where it gets harder is when the honest phrase is competitive: "invoice template" has real demand and also thousands of established pages you won't outrank quickly. At that point the job shifts from naming to strategy — a more specific angle, a genuinely better tool, or accepting the phrase will take months of links and content to place for. That's real work, not an afternoon fix. But naming the page correctly costs nothing and is the difference between seventeen impressions and a page that has a chance at all.