Keyword Research

Keyword research is the foundation of any effective SEO strategy. It’s the process of discovering what words and phrases your potential customers are actually typing into Google when they’re looking for businesses like yours. Instead of guessing what content to create, keyword research gives you data-driven direction on what topics to cover and how to frame them.

For small businesses, keyword research often reveals surprising opportunities. You might assume everyone searches for “marketing agency” when they actually search for “help with social media for small business.” Long-tail keywords — longer, more specific phrases — are especially valuable because they have less competition and often indicate higher purchase intent. Someone searching “best CRM for small plumbing business” is much closer to buying than someone searching “CRM.”

Several tools can help with keyword research. Google’s own Keyword Planner (free with a Google Ads account) shows search volume and competition data. Paid tools like Semrush, Ahrefs, and Ubersuggest provide deeper insights including keyword difficulty scores and competitor analysis. Even Google’s autocomplete suggestions and “People also ask” boxes can reveal valuable keyword ideas for free.

When conducting keyword research, focus on relevance first, then search volume. A keyword with 50 monthly searches that perfectly matches your service is more valuable than one with 5,000 searches that’s only loosely related. Group related keywords into topic clusters and create comprehensive content that addresses each cluster. This approach builds topical authority and helps you rank for multiple related terms with each piece of content.