Keyword research tells you what your customers type into Google, so you can create pages that match. For small businesses the goal is not the biggest keywords; it is the searches most likely to turn into enquiries and sales. This guide shows a simple process anyone can follow with free and low-cost tools.
1Start With Your Services and Customers
List every service or product you sell, the locations you serve and the problems customers mention on calls. Write down the exact words they use. These seed ideas are often more valuable than anything a tool suggests, because they reflect real buyer language.
2Expand With Tools
Use Google’s autocomplete, ‘People also ask’, related searches, Google Keyword Planner, Google Search Console and tools such as Ahrefs, Semrush or Ubersuggest. Collect variations, questions and location modifiers in a spreadsheet.
- Google autocomplete and related searches
- Keyword Planner for volume ranges
- Search Console for queries you already appear for
- Competitor pages that rank for your services
3Sort by Intent
Group keywords by what the searcher wants. Transactional searches like ‘commercial cleaning quote Geelong’ or ‘website developer Hyderabad’ are ready to buy. Commercial research such as ‘Shopify vs WooCommerce’ is comparing options. Informational searches like ‘how to improve website speed’ are learning. Prioritise transactional and commercial terms first.
4Judge Difficulty Realistically
Look at who ranks on page one. If it is dominated by big national brands and directories, target more specific variations: add a suburb, an industry or a problem. Long-tail keywords have lower volume but often convert far better.
5Map Keywords to Pages
Assign one main keyword and a few close variants to each page. Service keywords belong on service pages, location keywords on location pages, and questions in blog articles or FAQs. Avoid creating several pages targeting the same keyword, which causes them to compete.
6Prioritise and Plan
Score each keyword by business value, intent and difficulty. Start with high-value, achievable keywords for your core services, then build supporting content that links to those pages.
Frequently Asked Questions
How many keywords should a page target?
One main keyword plus closely related variations. Pages naturally rank for many related terms when they cover a topic thoroughly.
Are high-volume keywords always best?
No. Specific, lower-volume keywords with clear buying intent often bring more customers than broad, competitive terms.
Can I do keyword research for free?
Yes. Google autocomplete, Keyword Planner and Search Console provide plenty of insight for small businesses.
How often should I redo keyword research?
Review it every six to twelve months, or when you add services or enter new markets.
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