Keyword research for small businesses: keeping it practical

What keyword research is

Keyword research helps you understand what people actually search for when they need your services. It is not about stuffing keywords into content. It is about understanding user intent and creating content that matches it.

For more on SEO basics, see search engine optimisation basics.

Why it matters for small businesses

• Find your audience: Discover what people search for when they need what you offer.
• Create relevant content: Write about topics people actually search for.
• Avoid wasting time: Focus on keywords that could bring real visitors, not vanity metrics.

How to do keyword research

1) Start with what you know

Think about what someone would type into Google when they need your service.

• Your services: What do you call what you do? (e.g. "web design", "accounting services")
• Problems you solve: What problems do people have that you solve? (e.g. "slow website", "tax return help")
• Your location: If you serve a local area, include location terms (e.g. "web design Leeds")

2) Use free tools

You do not need expensive tools to do basic keyword research.

• Google Search Console: See what people already search for to find your site.
• Google autocomplete: Type your main terms into Google and see what suggestions appear.
• Related searches: Scroll to the bottom of Google results to see related searches.
• Answer the Public: Free tool that shows questions people ask about topics.

3) Look for long-tail keywords

Long-tail keywords (longer, more specific phrases) are often easier to rank for and bring more qualified visitors.

• More specific: "web design for small businesses in Leeds" is easier than "web design".
• Better intent: People searching for specific phrases are often closer to buying.
• Less competition: Big sites compete for short keywords; long-tail keywords have less competition.

What to look for

1) Search volume

How many people search for this term each month?

• Not too low: If nobody searches for it, it will not bring traffic.
• Not too high: Very high-volume keywords are competitive and hard to rank for.
• Reasonable volume: Look for keywords with moderate search volume that match your business.

2) Relevance

Does the keyword match what you actually do?

• Match your services: Only target keywords related to what you offer.
• Match user intent: Does the search match what someone looking for your service would type?
• Avoid irrelevant traffic: Ranking for irrelevant keywords brings visitors who do not convert.

3) Competition

How hard is it to rank for this keyword?

• Check top results: Look at who ranks in the top 10. Are they big brands or small businesses like you?
• Local competition: For local keywords, check if local businesses rank well.
• Content quality: Can you create content that is better or more relevant than what is already ranking?

How to use keywords

1) Use keywords naturally

Keywords should fit naturally into your content, not feel forced.

• In titles: Include your main keyword in page titles where it makes sense [1]Source 1 .
• In headings: Use keywords in H2 and H3 headings where relevant.
• In content: Use keywords naturally throughout your content as you explain topics.
• In URLs: Include keywords in URLs where possible (e.g. /services/web-design/).

2) Avoid keyword stuffing

Repeating keywords unnaturally does not help and makes content hard to read.

• Write for people: Write content that helps people, not content that repeats keywords.
• Use variations: Use related terms and synonyms, not just one keyword.
• Natural language: Write how you would explain something to a customer, not how you think search engines want it.

3) Focus on topics, not just keywords

Instead of optimising for one keyword, create content that covers a topic comprehensively.

• Topic clusters: Create multiple pages covering related topics (e.g. "web design", "web design costs", "how to choose a web designer").
• Internal linking: Link related pages together to show topic authority.
• Comprehensive content: Cover topics fully rather than creating thin pages for each keyword.

Common mistakes

• Targeting only high-volume keywords: These are competitive and hard to rank for. Mix in long-tail keywords.
• Ignoring what already works: Check Search Console to see what keywords already bring traffic and build on those.
• Keyword stuffing: Repeating keywords unnaturally hurts readability and does not help rankings.
• Targeting irrelevant keywords: Ranking for keywords that do not match your services brings the wrong visitors.

Practical approach for small businesses

1. List your services: Write down what you do in plain language.
2. Think like a customer: What would someone type into Google when they need your service?
3. Check Search Console: See what keywords already bring traffic to your site.
4. Use free tools: Google autocomplete, related searches, Answer the Public.
5. Create content: Write about topics people search for, using keywords naturally.
6. Monitor results: Check Search Console to see which keywords bring traffic and which pages rank.

Summary

Keyword research: start with what you know, use free tools, look for long-tail keywords, check search volume, relevance, and competition.

How to use keywords: use them naturally in titles, headings, content, and URLs. Avoid keyword stuffing. Focus on topics, not just keywords.

Practical approach: list services, think like a customer, check Search Console, use free tools, create content, monitor results.

For more on SEO, see search engine optimisation basics and technical SEO: the foundations that matter. For help with SEO, see SEO services. You can also get in touch to discuss your SEO needs.