Stop Guessing: Simple Keyword Research Strategies for Small Businesses

In the vast digital ocean, getting your small business noticed can feel like finding a needle in a haystack. You’ve got a fantastic product or service, but how do potential customers find you amidst all the noise? The answer often lies in understanding what they’re searching for – and that’s where simple keyword research comes in.

You know your business inside and out. You know what you sell and who you sell it to. But do you know the exact words they type into a search engine to find you? If not, you’re flying blind. Keyword research isn’t just for big companies with dedicated marketing departments. It’s a fundamental practice for any small business that wants to be found online.

Start with what you know

Before you touch any tool, start with your own expertise. You understand your customers’ problems and the language they use to describe them.

Brainstorm your services and products. List everything you offer. Be specific. Instead of “plumbing services,” write down “emergency leak repair,” “drain unblocking,” and “geyser installation.”
Think like your customer. What would you search for if you needed your own services? Ask your current customers what they typed into Google to find you. You might be surprised.
Create ‘keyword buckets’. Group your brainstormed terms into logical categories. For instance, a local bakery’s buckets might be “birthday cakes,” “sourdough bread,” “vegan pastries,” and “coffee shop.”

Use free tools to uncover hidden gems

You don’t need an expensive subscription to find valuable keywords. Free tools offer powerful insights if you know how to use them.

Google is your best friend. Start typing your brainstormed terms into the Google search bar and see what autocompletes. These are real searches from real people. Also, pay close attention to the “People also ask” and “Related searches” sections on the results page. They are a goldmine of keyword ideas.
Leverage Google Keyword Planner. While designed for advertisers, Google Keyword Planner is an invaluable free tool for discovering new keywords and their search volumes. You will need a Google account to access it, but you don’t have to run an ad campaign.
Explore other free options. Tools like Ubersuggest and AnswerThePublic can provide you with a host of keyword suggestions, questions people are asking, and comparisons.

Understand the power of long-tail and local keywords

Broad, one-word keywords are often highly competitive and may not attract the right audience. The real value for small businesses lies in more specific phrases.

Embrace the long-tail. Long-tail keywords are longer, more specific phrases that users type when they’re closer to making a purchase. For example, instead of targeting “shoes,” a small boutique would have more success with “handmade leather boots for women in Johannesburg.” The search volume is lower, but the intent to buy is much higher.
Dominate your local market. If you’re a brick-and-mortar business or serve a specific geographic area, local keywords are non-negotiable. This is as simple as adding your city, suburb, or “near me” to your keywords. Think “best pizza in Cape Town” or “emergency plumber Pretoria East.“

Size up your competition without the complexity

Analyzing your competitors’ keywords tells you what’s already working in your market. You don’t need to be an SEO expert to do a basic analysis.

Identify your true online competitors. Your competitors aren’t just the businesses down the street. They are the websites that show up in Google for your target keywords. Search for your most important phrases and see who consistently ranks on the first page.
See what they’re ranking for. Free versions of SEO tools often allow you to enter a competitor’s domain and get a glimpse of the keywords they rank for. Look for keywords relevant to your business that you haven’t considered.
Look for ‘keyword gaps’. These are keywords your competitors are ranking for, but you aren’t. This is your opportunity to create content that fills that gap and attracts their customers.

Put your keywords to work

Finding the right keywords is only half the battle. You need to use them effectively on your website.

Assign one primary keyword to each important page. Your homepage, service pages, and product pages should each target a specific primary keyword.
Weave keywords naturally into your content. Include your primary keyword in the page title, headings, and the body of the text. Also, sprinkle in relevant long-tail and related keywords. Do not “keyword stuff” – write for humans first, search engines second.
Create blog content around question-based keywords. The “People also ask” section on Google is a direct line to your customers’ questions. Answer these questions in detailed blog posts to establish your authority and attract relevant traffic.