The Art of Keyword Research
The Art of Keyword Research
How to Find the Right Keywords for Your Small Business
If you’ve ever dipped your toes into the vast ocean of SEO (search engine optimization), you know that finding the right keywords is like trying to find a needle in a haystack. Scratch that—it’s like trying to find a golden needle in a haystack made of other shiny objects that all scream “pick me!”
But fear not, because I’m here to guide you through the labyrinth of keyword research in a way that will work for your time and budget.
Why Keywords Matter
First things first—why should you care about keywords?
Think of them as the bridge between what people are searching for and what you have to offer. Get your keywords right, and your website becomes a beacon of relevant content in the vast expanse of the internet. Get them wrong, and you might as well be whispering at a heavy metal concert.
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The Balancing Act of Search Volume vs. Competition
Here’s the kicker: you need keywords that lots of people are searching for (high search volume) but not too many websites are targeting (low competition). Easy, right?
If only. This is the Goldilocks zone of keywords—not too hot, not too cold, but juuust right.
Step-by-Step Guide to Keyword Research
1. Brainstorm Like a Pro
Start with the obvious. What words or phrases would someone use to find your products or services? Write them all down. Don’t hold back—no idea is too silly at this stage.
Consider the language you use on your site, the phrases you use while talking to customers, and the words they use when talking about your products or services.
Let’s take our infamous pizza pop-up as an example. Someone may use keywords like “single-serve pizza,” “pizza made with fresh, high-quality ingredients,” “pizza food truck near me” or “best pizza in Akron.”
2. Use Free Tools
Leverage free keyword research tools like Google Keyword Planner, Ubersuggest and AnswerThePublic. Plug in your brainstormed keywords and let these tools work their magic.
For example, AnswerThePublic provides webs of expanded search terms, related keywords, questions and more. Here’s what happens when we enter the keyword “pizza food truck” and look at the prepositions chart.
The chart shows related keywords, such as “pizza food truck to buy” and “pizza food truck for wedding.” Our example business isn’t looking to sell their food truck, so we can ignore those suggestions. But, since they do cater events, they can use those related keywords to create specific pages on their site that provide relevant information.
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3. Evaluate Search Volume
Look at the search volume for each keyword. This tells you how many people are searching for that term each month.
Aim for keywords that have a decent number of searches but aren’t off the charts—remember, we’re avoiding the super competitive ones.
But… keep in mind that the more niche your keyword is and/or the longer it is, the lower the search volume may be. That does not mean you shouldn’t use it. Instead, it likely contains a shorter phrase that has a higher search volume, and it has enough context to provide specific information to the user.
For example, Ubersuggest says the keyword “pizza food truck” has 5,400 monthly searches. To compare, “food truck” has 301,000 monthly searches. By adding just one word that clarifies the type of food truck, it drops the monthly searches by 98%. This may seem bad when we want a high search volume. But! You’ll have less competition and provide that niche info the user is searching for. (They’re hungry for pizza, not elotes or deep fried Oreos!)
4. Check the Competition
Here’s where things get tricky. High search volume keywords often come with high competition.
Use tools like Moz’s Keyword Explorer or Semrush to see how many websites are competing for your chosen keywords. If the competition is fierce, it might be worth looking for a less competitive alternative.
5. Find the Sweet Spot
The sweet spot is where search volume and competition are both manageable. These are your Goldilocks keywords. They might not be the most glamorous, but they’re the ones that will get you noticed.
6. Long-Tail Keywords Are Your Friends
Don’t overlook long-tail keywords—these are longer, more specific phrases. They might have lower search volumes, but they often come with lower competition and higher intent. Someone searching for “best pizza in Akron” is more likely to make a purchase than someone just searching for “pizza.”
Putting It All Together
Now that you’ve got your list of Goldilocks keywords, it’s time to sprinkle them throughout your website. Use them in your page titles, meta descriptions, headers and content.
If you’re really getting into SEO, look into keyword mapping so you don’t cannibalize your efforts.
And remember—keep it natural. Keyword stuffing is a big no-no and will make your content read like a robot wrote it. Always try to balance writing for your audience and for search engines. It can feel funky at first, but you’ll get the hang of it.
Keep It Fresh
SEO isn’t a one-and-done deal. Keep an eye on your keywords and tweak them as needed. Trends change, and so should your keywords.
Some of the free tools I’ve mentioned allow you to monitor keywords. Although, if you’re getting serious about SEO, you might want to invest in one of those for keyword monitoring and more.
Final Thoughts
Keyword research might feel like a daunting task, but with a little patience and the right tools, you can find those golden needles in the haystack.
Remember, it’s all about balance—finding the keywords that are just right for your business.
Are you ready to dive into your website’s SEO? Let me know how confident you are to start improving it by commenting on this Substack post or sending me an email.
Take care, birdies! 💙