If you want your website to appear in search results, one of the first things you need to understand is what your potential customers are searching for online.
This is where keyword research comes in.
Keywords are the words and phrases people type into search engines when looking for information, products, services, or solutions. Choosing the right keywords can help your business attract more relevant visitors, create better content, and improve its search visibility.
However, finding the right keywords isn't simply about choosing the keywords with the highest search volume. The best keywords are those that are relevant to your business, match what your audience wants, and have realistic ranking opportunities.
In this guide, we'll explain how small businesses can find and choose the right keywords for their SEO strategy.
What Are Keywords?
Keywords are words or phrases that describe what someone is searching for online.
For example, if someone needs help improving their website's visibility, they might search for:
SEO services
SEO agency near me
SEO services for small businesses
How to improve Google rankings
Local SEO services
These are all potential keywords for businesses working in the SEO industry.
Keywords can be short, such as “SEO”, or longer and more specific, such as “SEO services for small businesses.”
Why Keyword Research Is Important
Keyword research helps you understand what your potential customers want to find.
The right keywords can help you:
Attract relevant website traffic
Create useful content
Improve search visibility
Reach potential customers
Identify new content opportunities
Understand customer needs
Improve your SEO strategy
Without keyword research, businesses may spend time creating content around topics that very few people search for or that don't match their services.
- Start With Your Products and Services
The easiest place to start keyword research is your own business.
Make a list of everything you offer.
For example, a digital marketing agency might offer:
SEO services
Social media marketing
Google Ads
Meta Ads
Website development
Graphic design
Content marketing
Now turn these services into possible search terms.
For example:
Service: SEO
Keywords: SEO services, SEO agency, SEO company
Service: Website development
Keywords: website development services, website development company, business website design
This gives you a basic list to research further.
- Think Like Your Customer
Don't only use the terminology your business uses internally.
Think about what your customers would actually type into Google.
For example, a business may describe its service as:
“Search Engine Optimization Solutions”
But a customer may simply search:
“SEO company near me.”
Ask yourself:
What problem does my customer have?
What would they search before buying?
What questions do they ask?
What service are they looking for?
What words would they use?
Understanding customer language can lead to more useful keywords.
- Use Long-Tail Keywords
Long-tail keywords are longer and more specific search phrases.
For example:
Short keyword:
“SEO”
Long-tail keyword:
“SEO services for small businesses in Chandigarh”
Short keywords may have more competition, while longer phrases can be more specific to a particular audience or need.
Long-tail keywords can be particularly useful for small businesses because they allow you to target specific searches instead of competing for extremely broad terms.
Examples include:
Affordable SEO services for small businesses
Social media marketing agency for restaurants
Website design company for small businesses
Local SEO services in Chandigarh
- Understand Search Intent
Search intent means understanding why someone is searching for a particular keyword.
A person searching:
“What is SEO?”
is probably looking for information.
Someone searching:
“SEO agency near me”
may be looking for a service.
Someone searching:
“best SEO tools”
may be researching different options.
Understanding intent helps you decide what type of content to create.
Common Types of Search Intent
Informational:
The user wants to learn something.
Navigational:
The user wants to find a particular website or business.
Commercial:
The user is researching products or services before making a decision.
Transactional:
The user is ready to take an action, such as buying, booking, or contacting a business.
The closer your content matches the user's intent, the more useful it is likely to be.
- Check What Your Competitors Are Ranking For
Your competitors can provide valuable keyword ideas.
Search for businesses offering similar products or services and look at:
Their main service pages
Blog topics
Page titles
Headings
Location pages
Frequently discussed topics
Don't simply copy their content.
Instead, identify opportunities where you can create something more useful, more specific, or better suited to your target audience.
- Use Keyword Research Tools
Keyword research tools can help you discover search terms, related queries, competition levels, and other useful information.
Some commonly used tools include:
Google Keyword Planner
Google Search Console
Google Trends
Google autocomplete
Keyword research platforms
SEO software
You don't always need an expensive tool to get started.
Google itself can provide useful keyword ideas through autocomplete and related searches.
- Use Google Autocomplete
Start typing a phrase into Google and look at the suggestions that appear.
For example, type:
“social media marketing…”
Google may suggest related searches.
These suggestions can give you ideas about what people commonly search for.
You can also look at related searches at the bottom of the search results page.
These ideas can help you expand your initial keyword list.
- Consider Location-Based Keywords
If your business serves a specific location, include relevant geographic terms in your keyword research.
For example:
Digital marketing agency in Mohali
SEO company in Chandigarh
Accountant in Surrey
Website development company in Ludhiana
Location-based keywords can help businesses target customers who are searching for services in a specific area.
However, don't add city names unnaturally to every sentence. Use local keywords only where they genuinely make sense.
- Evaluate Keyword Competition
Not every keyword is equally easy to rank for.
A broad keyword such as:
“digital marketing”
may have strong competition.
A more specific keyword such as:
“digital marketing services for restaurants”
may be more focused.
When evaluating keywords, consider:
Search demand
Competition
Relevance
Search intent
Your website's authority
Potential business value
A keyword with fewer searches can still be valuable if the people searching for it are highly likely to become customers.
- Focus on Business Value
Search volume isn't everything.
Imagine two keywords:
Keyword A: 10,000 searches per month
Keyword B: 500 searches per month
Keyword A sounds better because it has more searches.
But if Keyword B is highly relevant to your service and brings customers who are ready to contact you, it may have greater business value.
Always ask:
“Can this keyword help me reach someone who actually needs what I offer?”
- Create a Keyword Map
Once you've researched your keywords, organize them by website page.
For example:
Website Page Primary Keyword Supporting Keywords
Homepage Digital Marketing Agency Digital marketing services, online marketing
SEO Page SEO Services SEO agency, SEO company
Local SEO Page Local SEO Services Local SEO company, local search optimization
Blog SEO Tips for Small Businesses Small business SEO, SEO guide
This helps prevent multiple pages from competing for exactly the same keyword.
- Don't Try to Rank Every Page for the Same Keyword
A common mistake is optimizing every page around the same keyword.
For example, if every page targets “SEO services,” search engines may have difficulty understanding the unique purpose of each page.
Instead, give each important page a clear topic and purpose.
Your service page can target a commercial keyword, while your blog can target an informational question related to that service.
- Update Your Keyword Strategy Over Time
Keyword research isn't something you do only once.
Customer behavior can change, new products can launch, and search trends can evolve.
Review your keyword strategy periodically.
Look for:
New search queries
Emerging topics
Pages gaining impressions
Keywords generating clicks
Keywords with declining performance
New customer questions
Use this information to improve your content strategy.
A Simple Keyword Research Process
If you're new to keyword research, follow this simple process:
Step 1: List Your Services
Write down your main products, services, and areas of expertise.
Step 2: Think Like Your Customer
Write down the phrases your customers might use when searching for those services.
Step 3: Find Related Keywords
Use Google Search, autocomplete, related searches, and keyword research tools.
Step 4: Check Search Intent
Understand what users expect to find when they search each term.
Step 5: Evaluate Competition
Look for keywords that are relevant and realistic for your website.
Step 6: Prioritize Business Value
Choose keywords that can attract customers, not just traffic.
Step 7: Map Keywords to Pages
Assign keywords to relevant website pages and blog topics.
Step 8: Monitor and Improve
Track performance and update your strategy based on actual search data.
Common Keyword Research Mistakes
Avoid these common mistakes:
Choosing keywords only because they have high search volume
Ignoring search intent
Targeting keywords unrelated to your services
Using the same keyword on every page
Keyword stuffing
Ignoring long-tail keywords
Ignoring local search terms
Copying competitors without a strategy
Never reviewing your keyword strategy
Final Thoughts
Finding the right keywords is about more than finding popular search terms.
The best keywords are the ones that connect what your customers are searching for with what your business can genuinely provide.
By understanding your audience, researching relevant search terms, analyzing intent and competition, using long-tail and local keywords, and focusing on business value, you can create a stronger foundation for your SEO strategy.
Remember:
Don't focus only on getting more traffic. Focus on getting the right traffic.
Frequently Asked Questions
- How many keywords should I target on one page?
There is no fixed number. Focus on one main topic or primary keyword and naturally cover closely related terms where they are useful to the reader.
- Are long-tail keywords good for small businesses?
Yes. Long-tail keywords are often more specific and can help small businesses target particular customer needs, services, or locations.
- Should I choose keywords with the highest search volume?
Not necessarily. Relevance, search intent, competition, and potential business value are also important.
- How often should I do keyword research?
There is no universal schedule. Review your keyword strategy when launching new services, creating new content, entering new markets, or when your search data shows new opportunities.
- Can I do keyword research without paid SEO tools?
Yes. Google Search, Google autocomplete, related searches, Google Trends, and Google Search Console can provide useful insights without requiring an expensive SEO platform.
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