A Beginner’s Guide to Keyword Research for Small Businesses
- James Hall
- Jul 18
- 9 min read
Contents
Ready to get your website buzzing with the right customers? Keyword research is your ticket to making that happen. It’s like finding the perfect words to whisper in Google’s ear so your bakery, coffee shop, or dog grooming service pops up when people search. Don’t worry if this sounds a bit techy—I’m here to walk you through it in a fun, easy way, with plenty of examples, free tools, and a step-by-step plan to get you started. Plus, I’ll sprinkle in some pro tips to give you that extra edge. Let’s dive in!
Part 1: What’s Keyword Research All About?
Imagine you run a cracking little bakery in Bristol. When someone types “best pizza Bristol” into Google, you want your business to appear, not the big chain down the road. Keyword research is how you figure out what words people are typing into search engines and how to use those words to get noticed. It’s about matching what your customers are searching for with what you offer, all while keeping things budget-friendly for your small business.
Why Should You Care?
Attract the Right Crowd: Keywords bring in people who are already looking for what you sell.
Boost Your SEO Game: Ranking higher on Google means more clicks without splashing out on ads.
Save Your Pennies: Organic traffic (free clicks from search) is a small business’s best mate.
Shape Your Content: Keywords tell you what blog posts or product pages to create.
The Big Ideas (with Examples)
Search Intent: This is about why someone’s searching. Are they curious, browsing, or ready to buy? There are four types:
Informational: They want to learn (e.g., “how to bake gluten-free cupcakes”).
Navigational: They’re hunting for a specific site (e.g., “Tesco bakery”).
Commercial Investigation: They’re researching before buying (e.g., “best bakery in Bristol”).
Transactional: They’re ready to splash the cash (e.g., “order cupcakes online Bristol”).
Example: If you’re that Bristol bakery, target “best cupcakes Bristol” to catch folks ready to buy, not just “cupcake recipe” (which is more for home bakers).
Pro Tip: Always think about intent first. A keyword with “buy” or “near me” often means someone’s wallet is out, so prioritise those for quick wins!
Search Volume: This tells you how many people search a keyword each month. High volume means more potential visitors but tougher competition.
Example: “bakery” (loads of searches, super competitive) vs. “vegan bakery Bristol” (fewer searches, easier to rank for)
Keyword Difficulty (KD): A score showing how hard it is to rank for a keyword. Lower is better for small businesses just starting out.
Example: “bakery” (KD 80, tough as nails) vs. “vegan bakery Bristol” (KD 20, much more doable).
Pro Tip: Use Google to check competition manually. Search your keyword—if small businesses like yours are ranking, it’s a good sign you can too!
Long-Tail Keywords: These are longer, specific phrases with less competition but laser-focused intent.
Example: “gluten-free birthday cakes Bristol” vs. “cakes” – the first one targets exactly who you want.
Competitor Analysis: Peek at what keywords your rivals are ranking for to spot gaps or steal ideas.
Example: If a rival bakery ranks for “vegan cakes Bristol,” you could target “organic vegan cakes Bristol” to stand out.
Pro Tip: Use a competitor’s website as inspiration, but don’t copy! Google might punish you for nicking content. Add your unique spin to attract attention.
Part 2: Tools to Make Keyword Research a Breeze
You don’t need to spend a fortune to get started. There are cracking free tools, and if you’re ready to level up, some affordable paid ones too. Let’s check them out.
Free Tools
Google Keyword Planner:
What’s it do?: Gives you search volume, keyword ideas, and a rough idea of competition.
How to use it: Pop into a free Google Ads account, type in a keyword like “bakery,” and see related terms, monthly searches, and cost-per-click (CPC) data.
Pros: Free, straight from Google’s mouth.
Cons: More for ads than SEO, so it’s a bit basic.
Google Trends:
What’s it do?: Shows if a keyword’s popularity is rising, falling, or seasonal, plus where it’s hot.
How to use it: Search “coffee shop” to see if it’s trending in Bristol. Compare terms like “coffee shop” vs. “cafe” for ideas.
Pros: Brilliant for spotting seasonal trends (e.g., “Christmas cakes” in November).
Cons: No exact search volumes or difficulty scores.
Pro Tip: Use Google Trends to plan content around seasonal spikes—like “Valentine’s cupcakes” in February for a bakery.
AnswerThePublic:
What’s it do?: Shows questions and phrases people search, like “what bakery delivers in Bristol?”
How to use it: Type “bakery” and get a list of questions and long-tail ideas for content.
Pros: Free, fab for blog post ideas.
Cons: Limited free searches daily.
Google Search Suggestions:
What’s it do?: Google’s autocomplete and “People Also Ask” boxes show what people are searching.
How to use it: Type “bakery in Bristol” and note suggestions like “bakery in Bristol open now.” Check the “People Also Ask” section for more.
Pros: Free, quick, real user searches.
Cons: You’ve got to jot things down manually.
Pro Tip: Type your keyword with letters (e.g., “bakery a,” “bakery b”) to uncover more autocomplete gems!
Paid Tools
Ahrefs:
What’s it do?: Finds keywords, shows volume, difficulty, and what your competitors are ranking for.
How to use it: Enter “bakery” to get a list of related terms and their stats. Use the “Content Gap” tool to nick ideas from rivals.
Cost: About £80/month (based on 2023 pricing).
Pros: Super detailed, great for spying on competitors.
Cons: Pricey for small businesses.
SEMrush:
What’s it do?: Similar to Ahrefs, with keyword research, site audits, and tracking.
How to use it: Use the Keyword Magic Tool to find thousands of keywords and filter by volume or difficulty.
Cost: Starts at £95/month.
Pros: User-friendly, has a limited free version.
Cons: Can feel overwhelming at first.
Ubersuggest:
What’s it do?: A budget-friendly option for keyword ideas, volume, and competitor insights.
How to use it: Enter a keyword to see stats and related terms. Check “Content Ideas” for blog inspiration.
Cost: Around £10/month or £100 for lifetime access.
Pros: Affordable, beginner-friendly.
Cons: Not as deep as Ahrefs or SEMrush.
Pro Tip: Start with Ubersuggest’s free trial to test the waters before committing—it’s a low-risk way to see if paid tools are worth it.
Part 3: Logging, Testing, and Checking Your Progress
Right, you’ve got your keywords—now what? Here’s how to keep track, test them out, and see if they’re working.
Step 1: Logging Your Keywords
Get Organised: Create a Google Sheet or Excel file to track your keywords. Include columns for:
Keyword (e.g., “vegan cupcakes Bristol”)
Search Volume (from Keyword Planner)
Keyword Difficulty (if you’ve got a paid tool)
Intent (informational, transactional, etc.)
Notes (e.g., which page to target, content ideas)
Example: Log “gluten-free cupcakes Bristol” (Volume: 300, KD: 15, Intent: Transactional, Notes: Product page).
Step 2: Testing Keywords
Create Content: Sprinkle your keywords into website pages, blog posts, or product descriptions. Use them in:
The title (e.g., “Best Gluten-Free Cupcakes in Bristol”)
Headings (H1, H2)
The first 100 words
The meta description (the snippet Google shows)
Example: Write a blog post called “Why Our Gluten-Free Cupcakes in Bristol Are a Treat” and use the keyword 2-3 times naturally.
Share It: Pop your content on social media, your email newsletter, or local directories to get some early clicks.
Pro Tip: Add a call-to-action in your content (e.g., “Order your cupcakes today!”) to turn visitors into customers faster.
Step 3: Checking Results
Tools:
Google Analytics 4 (Free): Shows how many visitors your site gets and which pages they love.
Google Search Console (Free): Tells you which keywords are bringing clicks and where you rank.
Paid Tools (Ahrefs/SEMrush): Give deeper insights into rankings and traffic.
What to Look For:
Rankings: Are your keywords creeping up to Google’s first page? (Check Search Console.)
Traffic: Are people visiting thanks to your keywords? (See Analytics.)
Conversions: Are visitors doing what you want (e.g., buying cupcakes, booking a consultation)?
Example: After a month, check if “gluten-free cupcakes Bristol” is in the top 10. If not, tweak the content—add more details, better images, or a faster-loading page.
Step 4: Fine-Tuning
Spot Gaps: If a keyword’s not working, check if competitors have better content or more links.
Add More: Find related keywords (e.g., “sugar-free cupcakes Bristol”) and create new content.
Track Monthly: Update your spreadsheet with rankings, traffic, and conversions.
Pro Tip: Internal linking (linking to other pages on your site) can boost rankings. For example, link your “Gluten-Free Cupcakes” page to a blog post about “Bristol’s Best Desserts.”
Part 4: Your Actionable Keyword Strategy Plan
Let’s get you sorted with a plan that’s easy to follow and gets results. Here’s what to do in Month 1 to set up, followed by monthly steps to keep the momentum going.
Month 1: Getting Started
Set Your Goal:
Example: “Get 100 monthly visitors to my Bristol bakery site for cupcake sales.”
Find Seed Keywords:
Jot down 5-10 broad terms about your business (e.g., “bakery,” “cupcakes,” “vegan desserts”).
Use Free Tools:
Pop your seed keywords into Google Keyword Planner and AnswerThePublic to find 20-30 long-tail keywords.
Example: “gluten-free cupcakes Bristol,” “best bakery in Bristol,” “custom cakes near me.”
Pick the Best Keywords:
Choose keywords with:
Search volume: 100-1,000 monthly searches.
Low competition (KD < 30 if using paid tools, or check if small sites rank on Google).
Intent that matches your business (e.g., “buy” or “near me” for sales).
Make a Spreadsheet:
Log 10-15 top keywords with volume, intent, and which page you’ll target (e.g., homepage, blog post).
Create Content:
Write 2-3 pieces of content, like a product page for “Gluten-Free Cupcakes” or a blog post on “Top 5 Desserts in Bristol.”
Set Up Tracking:
Add Google Analytics and Search Console to your site (check YouTube for free setup guides).
Note your starting rankings for your keywords.
Pro Tip: Make your content scannable with short paragraphs, bullet points, and images—Google and readers love it!
Monthly Steps (Months 2-6)
Month 2:
Check Progress: Use Search Console to see keyword rankings and clicks.
Create More: Add 1-2 new pieces of content for other keywords on your list.
Spread the Word: Share your content on social media, local groups, or your email list.
Example: Write a post on “How to Order Custom Cupcakes in Bristol” and share it on Instagram.
Month 3:
Analyse: Look at Analytics for traffic and conversions. See which pages are shining.
Tweak: Update any content that’s not performing—add more keyword mentions, better images, or faster load times.
Expand: Use AnswerThePublic to find new keywords (e.g., “are gluten-free cupcakes healthy?”).
Month 4:
Spy on Rivals: Search your keywords on Google. Note what top-ranking competitors do better (e.g., longer posts, more photos).
Get Links: Reach out to local blogs or directories for backlinks to your site.
Example: Write a guest post for a Bristol food blog about “The City’s Best Cakes” with a link to your site.
Pro Tip: Email local bloggers with a friendly pitch—offer a free cupcake sample for a mention!
Month 5:
Refine: Swap out low-performing keywords for new ones based on your data.
Try Paid Tools: Test Ubersuggest or SEMrush’s free trials to find more keyword ideas.
Example: Spot “organic cupcakes Bristol” as a better target and create a new page.
Month 6:
Review: Compare traffic and rankings to Month 1. Aim for 10-20% more visitors or 1-2 keywords on page 1.
Keep Going: Add 1-2 new content pieces monthly and keep sharing.
Plan Ahead: Decide if a paid tool like Ubersuggest (£10/month) is worth it for faster results.
What Results Can You Expect?
Months 1-3: Your keywords might climb from page 3 to page 2, with a small traffic boost (10-50 visitors/month).
Months 4-6: You could see 1-2 keywords hit page 1, bringing 50-200 targeted visitors. Maybe even a few cupcake orders!
Beyond 6 Months: Steady traffic growth, more keywords ranking, and a solid content plan in place.
Part 5: Why This Sets You Up for Success
By following this guide, you’re building a keyword strategy that’s like planting seeds for your business to grow. Each piece of content you create is a step toward getting noticed by the right people—those ready to buy your cupcakes, book your services, or pop into your shop. You’re not just chasing clicks; you’re attracting customers who’ll love what you do. Plus, this approach is cost-effective, sustainable, and gets better with time as you tweak and add more content.
But let’s be real—SEO can feel like a lot of work, especially when you’re busy running your business. If you’d rather leave the keyword research and content creation to the pros, we’re here to help!
Get in touch with us at here and we’ll craft a tailored strategy to get your business ranking high and pulling in customers.
Focus on what you love, and let us handle the SEO magic!
Final Tips for Smashing It
Patience is Key: SEO is a slow burn, but long-tail keywords can start showing results in months.
Go Local: Adding “Bristol” or your city to keywords makes it easier to compete with big brands.
Track Everything: Keep your spreadsheet updated to stay on top of what’s working.
Learn from Rivals: If they’re ranking higher, study their content and backlinks for ideas.
Now, go grab that spreadsheet, pick a few keywords, and start getting your business noticed. You’ve got this! Or, if you’d rather, give us a shout, and we’ll take care of it for you.
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