The Beginner’s Guide to Keyword Research for Small Businesses

If your business has an online presence (which it definitely should!) keyword research is not just an option, it’s the foundation for your success. Understanding how to do keyword research means understanding how potential customers search for the products or services you offer. Basically, the right keywords act as a bridge, connecting your business to the audience looking for what you provide.

For small businesses, navigating digital marketing can feel pretty overwhelming. That’s why we created this guide that breaks everything down into simple, actionable steps. You don’t need a marketing degree or a big budget, just a willingness to learn how keyword research can elevate your online visibility.

By the end, you’ll know exactly how to use a keyword research service or free tools to find focus keywords, opportunity keywords, and even high-level stuff like how to compare target keywords effectively. Let’s dive in!

What is Keyword Research?

Keyword research is the process of discovering what words and phrases people type into search engines when they’re looking for information, products, or services. It’s a crucial step for businesses aiming to improve keyword ranking and connect with their audience, but in more practical terms, it helps boost sales, generate leads, and just helps keep the lights on every month!

For small businesses, the right keywords can be a game-changer. Imagine owning a local bakery that starts ranking for “custom cakes near me”. Suddenly, you’re the go-to spot for all the special occasions happening in your community! Keyword research ensures you’re targeting phrases your customers actually use, which can help give your business the kind of visibility it deserves.

Keyword Research Basics - It’s Not Rocket Science!

Types of Keywords

When it comes to keywords, think of them as the building blocks of your online presence. Here’s a breakdown:

• Short-tail Keywords: These are short, broad terms like “pizza” or “books.” Think of them as the general terms people search for when they’re just starting their journey. While these keywords might get a lot of traffic, they’re extremely competitive. For a small business, it’s like trying to win a race against the big guys without proper training.
• Long-tail Keywords: Now, these are your secret weapon. They’re longer and more specific, like “affordable pizza delivery in Brooklyn.” Since fewer people search for them, there’s less competition. This means a higher chance of your business showing up in the results. Imagine someone in your neighborhood searching for exactly what you offer—that’s the power of long-tail keywords.
• Local Keywords: These are gold for businesses that rely on local customers. Phrases like “plumber in San Diego” or “best coffee shop near me” connect you with nearby customers. It’s like putting a virtual pin on your location and saying, “Hey, we’re right here!”

 

Search Intent

Understanding intent is crucial. Think about why someone is typing a keyword into a search engine. What are they hoping to find? This is where search intent comes in:

• Informational Intent: These users want to learn something. For example, if someone searches for “how to fix a leaky faucet” they’re probably looking for tips or guidance. They’re in research mode, not ready to buy or hire yet.
• Navigational Intent: These users are looking for something specific, like a brand or tool. If someone types “Apple iPhone,” they know exactly what they want to find.
• Transactional Intent: These are the money-makers. Phrases like “buy coffee maker online” show that the person is ready to make a purchase. They’re your hot leads, so you want to target these keywords when you’re selling something.

To keep it simple, think of keyword intent as the “why” behind the search. Once you understand this, you’ll know exactly which focus keyword to use for each part of your business strategy.

Tools to Use for Keyword Research

Beginner-Friendly Tools

• Google Keyword Planner: This free tool is a fantastic starting point. It helps you identify search volume, competition, and even suggested bid amounts for paid ads. Simply put, it’s the first step to learning how to find keywords for SEO because it provides valuable insights into how often a keyword is searched and how competitive it is.
• Ubersuggest: Created by Neil Patel, this tool is great for small businesses. It’s user-friendly and provides keyword ideas, search volume, and SEO difficulty. One of its standout features is the ability to see competitor keywords, making it easier to spot opportunities your competitors might be missing.
• AnswerThePublic: This tool taps into real questions people ask online. Enter a keyword, and it generates a visual map of questions, comparisons, and related searches. For instance, typing "plumber" might yield questions like "how to find a reliable plumber" or "what does a plumber cost?"—perfect for tailoring content.

 

How to Start with Free Tools

Even without a budget, you can dive into keyword research. Here’s how to use some free options effectively:

1. Google Autosuggest: Start typing a general keyword into Google, like “coffee shop” or “plumber”. Notice the suggestions that pop up? These are actual searches from real people. Write them down as potential keywords.


2. Google Trends: Use this tool to see how keyword popularity changes over time. For example, search for “holiday gifts” in November, and you’ll see a spike. This is great for seasonal businesses.


3. People Also Ask: When you search for something on Google, look for the “People Also Ask” section. These questions are treasure troves for content ideas and targeting specific queries.


4. Your Own Website Analytics: If you already have a website, tools like Google Analytics can show you what keywords people are using to find you. This can help refine your strategy by focusing on terms that are already driving traffic.

By combining these tools, you can build a strong foundation for your keyword research without spending a dime. It’s about understanding what your customers are searching for and positioning your business to meet their needs.

Step-by-Step Guide to Doing Keyword Research

Step 1: Define Your Goals

Start by identifying your niche and audience. For example, if you run a small bookstore specializing in rare finds, your goal might be to target collectors and avid readers looking for unique titles.

Step 2: Brainstorm Keywords

Think like your customers. What would they search for? Check competitor websites, read FAQs, and browse social media for ideas. For instance, a restaurant might notice customers often ask, “Do you offer vegan options?”

Step 3: Use Tools to Find Data

Plug your terms into a keyword tool like Ubersuggest. Focus on metrics like:

• Search Volume: How often the keyword is searched.
• Competition: The difficulty of ranking for the term.
• CPC: Cost per click, useful for paid campaigns.

Step 4: Prioritize Your Keywords

Not all keywords are equal. Focus on long-tail and low-competition terms with high intent. For instance, “affordable wedding photographers in [location]” will outperform the generic “wedding photography.”

Step 5: Track and Adjust

Keyword research isn’t a one-and-done task. Use Excel or free tracking tools to monitor your keyword ranking. If something isn’t working, tweak your strategy and test new terms. Adaptation is the secret to easy SEO success.