What Small Business Owners Need to Know About Keyword Research
- Andrea Gross
- Sep 8
- 3 min read
Updated: Oct 31
Keyword research is the process of investigating what words or phrases your potential customers use when they’re looking for something online. The concept is simple, but the execution can be very technical. A strong keyword strategy is the first step in helping your audience find your business online.
The Core Idea of Keyword Research
Keyword research is anticipating what your customers are searching for. It’s how you figure out what people type into their web browsers when they look for something online. That includes:
The exact terms people search for (e.g., “gluten-free bakery in Utrecht”)
The questions they ask (e.g., “what to wear to a winter wedding”)
The problems they’re trying to solve (e.g., “how to fix a leaky kitchen faucet”)
By identifying the language your customers actually use, not just the industry terms, you can write content and structure your website in a way that matches their intent. That helps search engines recognise your site as a relevant result, fitting into a larger SEO strategy.
Think Beyond Obvious Keywords
You might assume that your customers are searching for terms like “massage therapist” or “home cleaning service.” In reality, your audience is probably searching for more specific and personal terms. For example:
“back pain relief near me”
“deep tissue massage for runners”
“move-out cleaning service with checklist”
“pet-friendly house cleaners in Breda”
“best birthday cake for 5-year-old girl”
These searches are called long-tail keywords. These are longer, more detailed phrases that reflect what someone is actually looking for. They may get less traffic overall, but they tend to convert better because they show clear intent.
When your website or blog content reflects these kinds of real-life questions and needs, you’re more likely to connect with the right audience: people who are ready to schedule, buy, or contact you.
Where to Start with Keyword Research
You don’t need expensive software to start thinking more strategically about keywords. Try this:
Talk to your customers. What do they say when they describe your service? What questions do they ask before booking?
Check Google autocomplete. Type a phrase into your web browser’s search engine and see what it suggests. That’s real-time insight into common searches.
Look at related searches. Scroll to the bottom of a search results page and look at the “related searches” for more inspiration.
Browse competitor sites. What keywords are they using in their headings, service pages, or blog posts?
Tools like Google Keyword Planner can help generate ideas and provide insights into search volume. It’s free to use after you set up a Google Ads account (which is also free).
A Little Nudge: Building a comprehensive and competitive keyword strategy for long-term growth can be a challenge because it requires specialised tools, in-depth analysis, and ongoing monitoring.
You Don’t Need to “Keyword Stuff”
“Keyword Stuffing” refers to the practice of adding as many search terms as possible to a piece of content and repeating them as often as possible.
Adding relevant keywords to your content is important. It doesn’t mean you should include them as many times as possible. Search engines and your customers want to see:
Natural language that reflects how people talk and search
Your primary keyword in the page title, meta description, and headline, when possible
Answer questions clearly and helpfully
Here is an example of a keyword-stuffed title: “Digital Marketing Guide: Digital Marketing Strategies & Digital Marketing Best Practices”.
The term “digital marketing” is repeated multiple times.
An SEO-optimized version of this title would be: “Digital Marketing Guide: Strategies & Best Practices.”
Conclusion
While these initial steps can provide great insight, effective keyword research is an ongoing process. You need to understand what your competitors are doing and be able to adapt when search engines update their algorithms. The good news is, you don’t have to do it alone.
Keyword research isn’t about tricking Google and other search engines. It’s about understanding your customers better, how they search, what they need, and how they describe your product or service.
Ready for a Little Nudge?
If your website isn’t showing up in local search results, or you need dedicated support to help improve your SEO, let’s talk.
Schedule a free 15-minute consultation and find out how Little Nudge Marketing can help you build content that actually connects.
