Most small businesses get keyword research wrong because they focus on what they think people search for instead of what their customers actually type into Google. You open a tool, see a list of keywords and pick a few that look right. But if those terms do not match real customer behaviour, your content will never rank and your traffic will stay flat.
The good news is that keyword research becomes much easier when you look at how your customers search in the real world. When you understand the words they use, the problems they describe and the intent behind their searches, your content starts to attract the right people.
The right keywords, matched the correct technical setup and content can go a long way to helping small businesses climb Google rankings. Our small business SEO hub explains the basics you need, to get started with SEO.
This guide shows you how to find the keywords your customers are truly searching for and how to use them to build content that drives results.
Here’s how to do it, step by step, even if you’ve never touched an SEO tool before.
1. Start with what you already know
Grab a pen, open a blank page, or start a Word document or Google Sheet. Write down:
- What you sell or offer
- The problems you solve
- The types of customers you help
Now turn those into phrases people might search for.
If you’re a dog groomer in Manchester, for example, your list might include:
- dog grooming Manchester
- mobile dog groomer
- puppy grooming near me
Keep it simple. You’re not trying to guess what Google wants, just what your customers would actually type.
2. Use Google’s free suggestions
Type one of your ideas into Google and look at what pops up:
- Autocomplete suggestions (the drop-down list)
- People Also Ask boxes
- Related searches at the bottom of the page
These are real searches made by real people and they’re gold dust for small businesses.
If you type “dog grooming Manchester”, you might see:
- dog grooming Manchester city centre
- dog grooming prices Manchester
- best dog groomers near me
Add any relevant ones to your list.
3. Check what’s already working
Go to your Google Search Console (it’s free to set up if you haven’t already).
You’ll find a list of the search terms people are already using to find your site, even if you’re not ranking high yet.
These are great starting points because Google already associates your site with them.
Related reading: How search engines work
4. Spy (ethically) on your competitors
Search for your main services on Google and note down who’s ranking on page one.
Visit their websites and look at:
- Their page titles (hover over the browser tab)
- Their main headings (H1s and H2s)
- The repeated phrases on their pages
You’ll quickly spot which keywords they’re targeting and which ones you could compete for.
5. Choose your high-value keywords
By now you’ll have a big list. Time to narrow it down.
Focus on phrases that tick three boxes:
-
Relevant – directly connected to what you sell
-
Searchable – people actually look for it (Google suggests it or you see competitors ranking for it)
-
Achievable – not dominated by massive brands with national reach
For small businesses, long-tail keywords (longer, more specific phrases like “affordable wedding photographer in Bristol”) are often easier wins than short, broad terms like “photographer”.
Our in-depth guide for choosing the right keywords, walks you through how to pick the right search terms for your business, what search intent is, what long-tail keywords are and more.
6. Put them to work
Once you’ve picked your top keywords, use them naturally in:
- Your website’s main headings and subheadings
- Meta titles and descriptions
- Blog posts and FAQs
- Image filenames and alt text
- Don’t stuff them in everywhere. Aim for clarity and flow. Google’s goal is the same as yours: to give users genuinely useful, relevant content.
7. Bonus: free tools to make it easier
You don’t need expensive software to do keyword research. Try:
- Google Keyword Planner – free in Google Ads (shows search volume ranges)
- Ubersuggest – free tier for keyword ideas and difficulty scores
- AnswerThePublic – turns searches into question maps
- Google Trends – see how interest in a topic changes over time
Keyword research isn’t about gaming the system. It’s about understanding your audience.
When you know what people are searching for, you can create the content they’re already looking for.
Start with free tools, stay focused on your customer’s language, and you’ll soon see your visibility and your leads climb.
Next up: How to choose, prioritise, and use the right keywords to grow your business →
Want to dig deeper?
If you’d like to learn how to use SEO to grow your business (without the jargon), check out more of our SEO for small businesses resources. We explain how to choose keywords, create great content and track your progress, all in language that makes sense.