Most small businesses struggle with keyword research because they don’t know which terms actually matter. You open a tool, see hundreds of suggestions and end up guessing. The result is predictable. You target the wrong keywords, create the wrong content and wonder why nothing ranks.
Finding the right keywords is not about volume or trends. It’s about choosing the words your real customers use when they need what you sell. Once you understand that, your SEO becomes much simpler and your content becomes more effective.
This guide shows you how to find the right keywords without overcomplicating the process.
1. Start with search intent
Most beginners start by listing keywords that describe their products or services. The better approach is to start with intent. Every search has a reason behind it. Some people want to learn, others want to compare options, and some are ready to buy.
If someone searches “how to train a puppy,” they are looking for advice, not a sales pitch. If they search “book dog groomer in Manchester,” they want to take action and need to know you are nearby and available. When your content matches that intent, Google recognises it as relevant and rewards it with higher visibility.
| Intent type | Example search | What it means |
|---|---|---|
| Informational | “how to train a puppy” | The person wants to learn something. |
| Navigational | “Pets at Home website” | They are looking for a specific business or site. |
| Transactional | “book dog grooming near me” | They are ready to take action. |
| Commercial investigation | “best dog groomers in Manchester” | They are comparing options before deciding. |
Matching content to intent makes your SEO stronger. Blog posts work well for informational and commercial searches, while your main service or product pages should target transactional ones.
When you create content, match the format to the intent.
- Blog posts work for informational and commercial searches
- Product and service pages work for transactional ones
- FAQs or comparison pages work for commercial investigation
If your content doesn’t fit the intent behind the search, it won’t convert. If you want to explore search intent in more detail, it's covered in depth in our SEO resource hub.
2. Let data guide your decision making
Once you’ve gathered keyword ideas, use data to decide which are worth pursuing. The three metrics that matter most are:
- Search volume – how many times per month people search for that keyword.
High volume means potential traffic but usually higher competition - Keyword difficulty (KD) – how hard it is to rank for that keyword. Tools like Ahefs or SEMrush score this from 0 to 100. For small businesses, focus on KD below 40.
- Cost per click (CPC) – shows how valuable a keyword is commercially. A higher CPC suggests stronger buyer intent.
Take this example. The keyword “dog grooming” might have 18,000 monthly searches and a high difficulty score, meaning it is dominated by national brands. “Dog grooming Manchester” might have 1,200 searches and moderate competition. “Mobile dog groomer Manchester” might only get 150 searches, but it is achievable and highly specific.
The last option will not bring huge traffic, but it will attract people who are ready to book. The smart approach is to balance volume, difficulty, and intent rather than chasing big numbers.
3. Check what Google is already showing
Search the keyword yourself and look carefully at what appears on page one. The type of results tells you what Google believes the searcher wants.
If you see blogs and guides, the intent is informational. If you see service pages, it is transactional. If the results include comparisons, lists, or reviews, it is likely commercial investigation.
When you create the right type of content for the search, you give both Google and your audience what they expect. It sounds simple, but this is one of the most effective SEO techniques you can use.
Related reading: How search engines work
4. Why long-tail keywords work
Broad keywords like “dog grooming” are difficult to win. Long-tail keywords are more specific and show clearer intent. They might get fewer searches, but they are easier to rank for and bring visitors who already know what they want.
Compare “dog grooming” with “mobile dog grooming near Didsbury.” The second phrase tells you exactly what the searcher needs. These are the kinds of terms that generate leads and sales.
By consistently targeting long-tail keywords, you build topical authority over time. Google learns that your site covers a subject in depth, which helps you rank for broader phrases later on.
5. Organise your keywords into themes
Once you have a list of keywords, group them into themes or clusters. Each theme represents a topic you want to own.
For example, a dog groomer could have clusters for services, pricing, care tips, and local areas. Within each theme, create content that links together naturally. A pricing page might link to a grooming guide, which links back to the main service page.
This structure helps Google understand your expertise and makes it easier for visitors to explore your site.
6. Write content that earns attention
Once you have chosen your focus, write content that genuinely helps people. Avoid keyword stuffing. The aim is to provide a clear, complete answer.
If your target phrase is “mobile dog groomer Manchester,” create a page that explains how your service works, where you operate, what customers can expect, and how to book. Include reviews, FAQs, and clear pricing. A visitor should find everything they need to make a decision without having to leave your site.
Google rewards this kind of thorough, useful content because it keeps readers engaged and satisfied.
7. Keep improving through data
Search trends change and competitors update their content, so your keyword strategy should never be static. Use Google Search Console to see which queries bring clicks and impressions.
Look for keywords where you appear but do not yet get many clicks. These are opportunities to improve your on-page SEO through updating titles, content, images and meta tags. If new related searches start to appear, build content around them. Small, regular updates can have a big impact over time.
8. Match keywords to your customer journey
Not every visitor is ready to buy immediately. Some are researching or comparing options. Align your keywords to each stage of the customer journey.
At the awareness stage, target searches like “how often should I groom my dog” and provide educational advice. During the consideration stage, focus on “best dog groomers in Manchester” and include comparisons or testimonials. When people are ready to decide, go after “book mobile dog groomer Manchester” and make it simple to convert.
When your content matches where someone is in their journey, you build trust and move them closer to action.
9. Build topical authority over time
Google rewards depth and consistency. Once you know your key topics, build supporting content around them.
A dog grooming business could start with a core service page, then add related articles about coat care, grooming schedules, seasonal tips, and breed-specific advice. Link everything together. The more complete your topic coverage, the stronger your authority becomes.
This strategy helps smaller businesses compete with larger brands by focusing on quality and relevance rather than budget.
Keyword research is not about chasing traffic for the sake of it. It is about clarity and intent. When you know what people are searching for, how competitive each term is, and what kind of content they expect, you can create pages that work harder for your business.
Start with intent. Use data to find achievable opportunities. Focus on long-tail phrases that convert. Keep refining your approach as trends evolve.
Next up: Technical SEO explained simply
Want to dig deeper?
If you want a clear structure for putting your keywords into action, visit our SEO for small businesses resource hub. We explain how to choose keywords, create great content and track your progress, all in language that makes sense.