Keyword Research Tips for Small Businesses

Keyword research is crucial to understanding what your customers are searching for online. It helps you optimize your website, blog, and social media content to reach more people, increase traffic, and generate leads. But, as a small business owner, it can feel overwhelming trying to tackle keyword research without expert help. 

Fear not! This guide is designed to walk you through the basics of keyword research and show you how to use it effectively, without the need for complex tools or jargon. By the end of this blog, you'll have a clear understanding of how to perform keyword research that works for your small business and how to use it to grow your audience.

Table of Contents

1. What is Keyword Research and Why Is It Important for Small Businesses?

2. How to Get Started with Keyword Research

3. Understanding Your Audience and Competitors

4. Tools for Effective Keyword Research

5. Steps to Take After Performing Keyword Research

6. B2B Keyword Research: What You Need to Know

7. International Keyword Research for Expanding Your Reach

8. Common Mistakes to Avoid During Keyword Research

9. How to Use Long-Tail Keywords for Better Results

10. Helpful Tips for Effective Keyword Research

11. Conclusion

12. FAQs

What is Keyword Research and Why Is It Important for Small Businesses?

Keyword research is the process of identifying the words and phrases that people use when searching for information, products, or services online. For small businesses, this is essential because it helps you align your content with what your audience is already searching for. When you know what keywords your potential customers are using, you can optimize your website and content to rank higher on search engine results pages (SERPs), bringing more traffic to your site.

For example, let’s say you run a bakery that specializes in gluten-free treats. By using the right keywords like “best gluten-free bakery near me” or “gluten-free desserts,” you can target people actively looking for these items, leading to more sales and customer engagement.

How to Get Started with Keyword Research

Before diving into complex tools, start by brainstorming. Think about the products or services your small business offers. Ask yourself, what would someone type into Google to find your business? Create a list of potential search terms related to your business.

For instance, if you run a local coffee shop, some initial ideas could include:

• Best coffee shop in [your city]

• Freshly brewed coffee near me

• Locally roasted coffee beans

Once you have a few ideas, start expanding your list by thinking about different variations and related terms. This is where keyword research tools can come in handy, helping you discover what real users are searching for.

Understanding Your Audience and Competitors

One of the first steps to effective keyword research is understanding your target audience. Who are they? What problems are they trying to solve? What questions do they frequently ask? Knowing this helps you identify the keywords that resonate with them.

Next, take a look at your competitors. What keywords are they ranking for? If you notice certain competitors consistently outranking you, analyze their websites and content to see which keywords they’re using. This can give you valuable insights and help you adjust your strategy.

You can use tools like SEMrush, Ahrefs, or even a simple Google search to find out what keywords competitors are targeting. Simply typing in a relevant keyword and seeing what websites rank can give you a feel for the competition.

Tools for Effective Keyword Research (Ideal for Small Business)

While brainstorming and observing competitors is a good starting point, keyword research tools can take your efforts to the next level. These tools help you find new keyword opportunities, analyze the competitiveness of keywords, and estimate how much traffic they might bring to your website.

Some popular and user-friendly keyword research tools include:

1. Google Keyword Planner

A free tool by Google, it provides keyword suggestions and insights based on search volume, competition level, and cost-per-click data. Ideal for understanding what people are searching for on Google.

2. Ahrefs Keywords Explorer

This premium tool offers an extensive keyword database across multiple search engines. It shows detailed metrics like keyword difficulty, search volume, and click potential, helping you identify opportunities to rank.

3. SEMrush

SEMrush is known for its in-depth keyword analysis, including keyword volume, difficulty, and related keywords. It also allows for competitor keyword research, showing which keywords drive traffic to their sites.

4. Ubersuggest

Ubersuggest, developed by Neil Patel, is a beginner-friendly tool that gives keyword ideas, search volume, and SEO difficulty. It also provides content suggestions based on trending keywords, perfect for building topical authority.

5. Moz Keyword Explorer

Moz offers a unique “Priority Score” that combines keyword difficulty, search volume, and click-through rate to suggest high-impact keywords. It also includes a “SERP analysis” feature, showing how competitive each keyword is.

6. AnswerThePublic

This tool visualizes popular questions, comparisons, and phrases around a specific keyword. It’s great for discovering long-tail keywords and understanding user intent, especially for blog and content ideas.

7. Keyword Tool.io

An excellent tool for finding long-tail keywords from multiple platforms like Google, YouTube, Amazon, and Bing. It also provides language and location-based results, making it versatile for international SEO strategies.

Steps to Take After Performing Keyword Research

Once you’ve performed your keyword research, it’s time to put it into action. Simply having a list of keywords isn’t enough; you need to strategically incorporate them into your content to see results.

Here’s what you should do next:

1. Use the keywords in your page titles, headers, and meta descriptions to make your website more search-engine-friendly.

2. Write blog posts, guides, and FAQs that address the specific needs of your audience using the keywords you’ve identified.

3. If you have existing blog posts or web pages, update them by adding relevant keywords. This can give them a fresh boost in search rankings.

4. Use tools like Google Analytics to track how your keywords are performing. If certain keywords are driving traffic, double down on creating more content around those terms.

Taking these steps after performing keyword research turns your efforts into real-world results for your business.

B2B Keyword Research: What You Need to Know

If you’re a small business operating in the B2B (business-to-business) sector, your approach to keyword research may differ slightly. B2B keyword research focuses on finding keywords that resonate with other businesses rather than consumers.

For example, a company selling marketing software to small businesses might use keywords like “affordable marketing software for startups” or “B2B lead generation tools.” These keywords cater specifically to other businesses looking for solutions, rather than individual consumers.

When doing B2B keyword research, it’s crucial to focus on more industry-specific terms and long-tail keywords, which are phrases that contain three or more words. Long-tail keywords are less competitive but can bring in high-quality traffic from businesses looking for exactly what you offer.

International Keyword Research for Expanding Your Reach

If your small business is looking to expand internationally, you’ll need to adjust your keyword strategy accordingly. International keyword research helps you understand what people in different countries are searching for and ensures that your content is optimized for a global audience.

It’s important to note that search behavior can vary greatly between countries. For example, people in the UK might use different terms than those in the US to describe the same product. Tools like Google Keyword Planner allow you to filter keywords by country, giving you insights into what people are searching for in different regions.

Also, don’t forget to take language into account. If you’re targeting non-English-speaking countries, you may need to translate your keywords or create content in the local language to effectively reach your audience.

Common Mistakes to Avoid During Keyword Research

While keyword research is essential, there are some common mistakes that small businesses should avoid to get the best results.

Here are a few:

1. Targeting too broad keywords: 

Focusing on overly broad keywords like “coffee” or “shoes” is unlikely to get you results. Instead, use more specific phrases like “best organic coffee in New York” or “affordable running shoes for beginners.”

1. Ignoring long-tail keywords: 

Long-tail keywords may have lower search volumes, but they often bring in more targeted traffic that’s ready to convert. Don’t overlook these valuable search terms.

1. Keyword stuffing: 

Avoid the temptation to use your keywords too many times in your content. This can hurt your SEO ranking and make your content less readable. Instead, use keywords naturally and focus on delivering value to your audience.

By steering clear of these mistakes, you can ensure your keyword research efforts lead to improved visibility and better results for your business.

How to Use Long-Tail Keywords for Better Results

Long-tail keywords are longer, more specific phrases that people use when they’re closer to making a purchase or when searching for something very specific. These keywords may not get as much traffic as shorter keywords, but they tend to attract higher-quality visitors who are more likely to convert into customers.

For example, instead of targeting “bread,” a bakery might target “fresh sourdough bread delivery in Chicago.” While fewer people may search for this term, those who do are more likely to become paying customers.

For small businesses, focusing on long-tail keywords is a smart strategy because it allows you to compete with larger businesses for highly targeted traffic.

Helpful Tips for Effective Keyword Research

Below are some practical tips to enhance your keyword research process:

• Be specific: When brainstorming keywords, think about the specifics of your offerings. Consider geographic locations, unique features, and the problems your products solve.

• Use Google’s “People Also Ask” feature: This feature provides insights into related queries that people are searching for. It’s a goldmine for finding potential keywords and content ideas.

• Check out social media: Platforms like Twitter, Instagram, and Facebook can provide insights into what your audience is interested in. Look at trending topics and hashtags related to your business.

• Leverage online communities: Explore forums, discussion boards, or groups related to your industry. Pay attention to the language and questions that potential customers use. This can guide your keyword strategy.

• Stay updated with trends: Use Google Trends to monitor shifts in search behavior over time. This can help you identify emerging keywords and adjust your strategy accordingly.

By applying these tips, you’ll make your keyword research efforts more effective and relevant to your audience.

Conclusion

In conclusion, performing keyword research is a game-changer for small businesses looking to boost their online presence. By understanding your audience, using the right tools, and applying your keywords strategically, you’ll be well on your way to increased visibility and more conversions. If you’re diving into B2B keyword research, considering international expansion, or simply trying to optimize your local SEO, the tips outlined here will help you get started on the right foot.

FAQs

1. What is keyword research?

Keyword research is the process of identifying the words and phrases that people use when searching for information, products, or services online. It helps businesses optimize their content to attract more visitors.

2. How do I find the right keywords for my business?

Start by brainstorming terms related to your products or services. Use keyword research tools to explore these ideas further and analyze the competition.

3. What are long-tail keywords?

Long-tail keywords are longer, more specific phrases that potential customers are likely to use when they are closer to making a purchase. They attract targeted traffic.

4. How often should I update my keyword strategy?

Regularly reviewing and updating your keyword strategy is essential. Monitor performance and make adjustments based on changing trends, user behavior, and competition.

5. What steps should I take after performing keyword research?

After conducting keyword research, optimize your website, create targeted content, update existing pages, and monitor performance using analytics tools.