How to Do Keyword Research for a Small Business (Step by Step)
Keyword research tells you exactly what your customers type into Google before they buy. Here's a practical, no-jargon process for finding the terms worth targeting — and spotting the ones that waste your time.
Keyword research tells you exactly what your customers type into Google before they buy. Here's a practical, no-jargon process for finding the terms worth targeting — and spotting the ones that waste your time.
Keyword research is simply the work of finding the words and phrases real customers type into Google before they buy. Skip it, and you're guessing at what to put on your website. Do it well, and every page you write has a job: to show up for a search someone is actually making. You don't need expensive software or an agency to get started — you need a clear process and an hour or two.
Start with your customer's language, not your own. Write down the problems you solve and the services you offer in the plainest words possible — the way a customer would say them out loud, not the way you'd describe them on a proposal. A roofing company might list "leaky roof," "roof replacement cost," and "metal roof installer," not "envelope remediation." This first list is your seed; everything else grows from it.
Next, expand that list with a few free sources. Type each seed phrase into Google and watch the autocomplete suggestions — those are real searches, ordered by popularity. Scroll to the "People also ask" and "Related searches" sections at the bottom of the results. For rough search volume and competition, Google Keyword Planner (free with a Google Ads account) or a tool like Ubersuggest will fill in the numbers.
You're looking for terms with steady searches and a realistic chance of ranking. Then prioritize by intent. A search like "what is a heat pump" is informational — the person is learning, not buying yet. "Heat pump installer Nanaimo" is commercial — that person is ready to hire. For a small business, the commercial and local searches usually come first because they turn into calls fastest, while informational terms are perfect for blog posts that build authority over time.
Long, specific phrases ("affordable web design for trades businesses in BC") almost always convert better and are easier to rank for than short, broad ones. Finally, map each keyword to a page. One primary keyword per page keeps your site focused and stops your own pages from competing with each other.
Commercial terms belong on service and location pages; informational questions belong in the blog. Before you write, look at the pages already ranking for your target term — they tell you what format and depth Google is rewarding for that search. Keyword research isn't a one-time task.