Mar 18, 2026
The Beginner's Guide to Keyword Research for Small Businesses
Learn the basics of keyword research and how to find the right keywords for your small business website.
Keyword research sounds technical. It sounds like something you'd need an SEO expert for. But the basics? Any small business owner can learn them — and they'll make a massive difference to how many people find you on Google.
This guide explains keyword research in plain English, with practical steps you can take today.
What Is Keyword Research?
Keyword research is finding out what words and phrases your potential customers type into Google when they're looking for what you offer. That's it. It's not magic. It's just understanding how people search.
Once you know what people are searching for, you can make sure your website uses those same words and phrases. Google then goes "this website matches what this person is looking for" and shows your site in the results.
Why It Matters for Small Businesses
If you don't know what your customers are searching for, you're guessing. And guessing usually means:
Using industry jargon your customers don't use
Targeting phrases nobody searches for
Missing opportunities that your competitors are capturing
A Belfast plumber might describe their service as "domestic plumbing solutions." Their customers are typing "plumber near me" or "emergency plumber Belfast." If the website doesn't use those words, Google has no reason to show it.
How to Do Basic Keyword Research (Free)
Step 1: Start With What You Know
Write down every service or product you offer. Then write down how a customer would describe each one. Not how you'd describe it — how they would.
Example for a Belfast kitchen company:
You say: "Bespoke kitchen design and installation"
They search: "new kitchen Belfast" or "kitchen fitter Belfast" or "how much does a new kitchen cost"
Think like your customer. What would you type into Google if you needed your own service?
Step 2: Use Google's Free Tools
Google Autocomplete: Start typing a phrase into Google and look at the suggestions. These are real searches that real people make. Type "web design Belfast" and Google might suggest "web design Belfast prices," "web design Belfast reviews," "affordable web design Belfast." These are all keywords.
People Also Ask: Search for your main service + location and look at the "People also ask" box. These questions are goldmines for content ideas and keywords.
Related Searches: Scroll to the bottom of any Google search results page. The "related searches" section shows you what else people search for around your topic.
Step 3: Use Free Keyword Tools
You don't need expensive software to get started:
Google Keyword Planner (free with a Google Ads account — you don't need to run ads): Shows you how many people search for specific terms each month and suggests related keywords.
Ubersuggest (free tier available): Enter a keyword and get search volume, difficulty, and related keyword ideas.
AnswerThePublic (limited free searches): Shows you questions people ask around a keyword. Brilliant for blog content ideas.
Step 4: Understand Search Intent
Not all keywords are equal. The person searching "what is SEO" wants information. The person searching "SEO agency Belfast" wants to hire someone. These have completely different intents.
Four types of search intent:
Informational: "How to fix a leaky tap" — they want to learn
Navigational: "Yarn Digital website" — they want a specific website
Commercial: "Best web designers Belfast" — they're researching options
Transactional: "Hire web designer Belfast" — they're ready to buy
For getting customers, focus on commercial and transactional keywords. For building authority and traffic, use informational keywords in blog content.
How to Use Your Keywords
Finding keywords is only half the battle. Here's where to use them:
On Your Website Pages
Page titles — The most important place. "Kitchen Installation Belfast | Your Company Name"
Headings — Use keywords naturally in your H1, H2, and H3 tags
Body text — Include keywords throughout your content, but write for humans first
Meta descriptions — The snippet people see in search results
Image alt text — Describe your images using relevant keywords
URLs — yoursite.com/kitchen-installation-belfast beats yoursite.com/page-3
In Your Blog Content
Every keyword you find is a potential blog post. "How much does a new kitchen cost in Belfast?" is a keyword AND a blog post title. Answer the question thoroughly, and Google will show your article to everyone asking it.
On Your Google Business Profile
Use keywords naturally in your business description, services, and Google posts. Don't stuff keywords — write naturally, but make sure you mention what you do and where you do it.
Common Keyword Research Mistakes
Targeting keywords that are too competitive. "Web design" has massive search volume but you'll never outrank huge companies. "Web design Belfast for small businesses" has less volume but you can actually rank for it.
Ignoring long-tail keywords. "Kitchen" is a short keyword. "How much does a new kitchen cost in Belfast" is a long-tail keyword. Long-tail keywords have less search volume but higher intent — the person searching is much closer to buying.
Keyword stuffing. Cramming "Belfast plumber" into every sentence doesn't help. Google penalises it. Write naturally and include keywords where they fit.
Not considering local keywords. If you're a Belfast business, you need Belfast (and surrounding area) keywords. "Plumber" is too broad. "Plumber Belfast," "plumber East Belfast," "emergency plumber Lisburn" — these are your keywords.
Setting and forgetting. Keyword research isn't a one-time task. Search behaviour changes. New competitors appear. Revisit your keywords quarterly.
Your First 30 Minutes of Keyword Research
Here's what to do right now:
List your top 5 services or products
For each, write 3 phrases a customer might search
Google each phrase and note the autocomplete suggestions
Check "People Also Ask" for question-based keywords
Put your top 3 keywords into Google Keyword Planner for volume data
That's 15 keywords in 30 minutes. That's 15 potential improvements to your website or 15 blog post ideas. Not bad for half an hour.
Need Help With Your SEO?
Keyword research is the foundation, but implementing it properly across your website takes skill and consistency. If you'd rather focus on running your business while someone handles the SEO, we're here.
