Keyword Research for:

Small Businesses

Master keyword research for small businesses. Strategies to boost visibility and attract your target audience. Empower your online presence.

The Importance of Keywords in the Digital World

In today’s digital age, having a robust online presence is crucial for small businesses to thrive.

One of the foundational elements of this presence is understanding and leveraging the power of keywords.

Keywords are the terms and phrases that potential customers use to find products and services online.

By mastering keyword research, small businesses can significantly boost their visibility, attract their target audience, and ultimately empower their online presence.

This guide will explain the importance of keyword research and provide practical strategies for small businesses to harness its potential.

What Are Keywords?

Keywords are the words and phrases that people type into search engines when looking for information, products, or services.

Think of them as the bridge between what people are searching for and the content you provide on your website.

For example, if you own a bakery, keywords might include “best bakery in town,” “fresh bread,” or “birthday cakes.”

These keywords help search engines understand what your website is about and match it with people looking for what you offer.

Types of Keywords That Benefit Small Businesses

Understanding the different types of keywords and their purposes is crucial for small businesses aiming to boost their online presence.

Keywords can be categorized based on user intent, which helps in crafting targeted strategies to attract potential customers at various stages of their journey.

In this section, we’ll explore the types of keywords that can benefit small businesses, grouped into three main categories: Awareness, Interest, and Buying.

By leveraging these keywords effectively, small businesses can enhance their visibility, engage their audience, and drive more conversions.

Awareness keywords

Awareness Keywords are the first touchpoint for potential customers, initiating their journey by seeking general information or solutions.

They’re crucial for small businesses to:

  • Build visibility,
  • Attract new audiences, and
  • Establish credibility.

A law firm can curate a series of articles on their website with titles such as:

  • “What to do after a car accident”
  • “How to create a will”
  • “Types of business contracts”
  • “Legal rights in a landlord-tenant dispute”
  • “Steps in filing for bankruptcy”
  • “Benefits of hiring a personal injury lawyer”
  • “Common legal terms explained”
  • “Difference between civil and criminal law”

Potential clients often search online for information, for instance, ‘What to do after a car accident’ and discover articles on the law firm’s website that explain this topic in detail.

Within these articles, the firm can include a prominent ‘Contact Us‘ button or a form offering a ‘Schedule a FREE Consultation’ option.

This strategic placement helps to make potential clients aware of the law firm’s services, converting them into potential clients themselves.”

Interest Keywords

Interest Keywords play a pivotal role in capturing the attention of potential customers who are actively seeking more detailed information or solutions related to a specific product or service.

For small businesses, leveraging interest keywords is essential to:

  1. Engage potential customers who are in the consideration stage of their buying journey,
  2. Provide targeted information that aligns with their interests and needs, and
  3. Encourage them to take the next step towards making a purchase or inquiry.

For a law firm, interest keywords could revolve around topics like:

  • “Factors to consider before hiring a personal injury attorney”
  • “Comparing legal fees for estate planning services”
  • “Understanding the statute of limitations for medical malpractice cases”
  • “Steps to take when facing employment discrimination”
  • “Importance of legal representation in business acquisitions”

By crafting content around these interest keywords, a law firm can attract potential clients who are actively researching and evaluating their options.

Including clear calls-to-action, such as “Schedule a Consultation” or “Get a Free Case Evaluation,” within these targeted pages can further encourage potential clients to take the next step in engaging with the firm.

Buying Keywords

Buying Keywords are the final step in the customer’s journey, indicating their intent to make a purchase or hire a service. These keywords are critical for small businesses to:

  1. Capture leads that are ready to convert,
  2. Drive sales and conversions, and
  3. Maximize return on investment (ROI).

For a law firm, buying keywords may include terms like:

  • “Best personal injury lawyer near me”
  • “Top-rated estate planning attorney”
  • “Affordable business contract lawyer”
  • “Experienced DUI defense attorney”
  • “Legal services for real estate transactions”
  • “Hire a divorce attorney”
  • “Legal assistance for small claims court”
  • “Consultation with a family law lawyer”

Potential clients using these buying keywords are actively seeking legal services and are more likely to convert into paying clients.

It’s essential for a law firm to optimize its website and marketing strategies to target these keywords effectively.

Including persuasive call-to-action buttons such as “Book Now,” “Get Started,” or “Request a Quote” on pages optimized for buying keywords can significantly increase conversion rates and drive business growth.

Keyword Research for Small Businesses: Where to Find Them?

Keyword research is the foundation of any successful digital marketing strategy.

In this section, we’ll explore the tools and methods available to small businesses to conduct effective keyword research.

Understanding where to find keywords can help businesses improve their online visibility, attract the right audience, and drive conversions.

Google Autocomplete:

Start typing a keyword related to your business in Google’s search bar, and you’ll get suggestions that people commonly search for. These can be great keyword ideas.

People Also Ask:

This feature appears in Google search results, showing questions that users frequently search for related to your primary keyword.

By reviewing these questions, you can uncover valuable keywords and understand the common queries and concerns of your audience.

Here is the top result from the Google search page when I typed “Law Firm in Miami.

People Also Ask from Google results is a great way to do a keyword research for small businesses. In this image a screen shot of Google Search Result Page, showing the section of People also Ask of SERPs under the keyword "Law firm in Miami"

People Also Ask” is an excellent starting point for keyword research for small businesses and, honestly, any type of business.

Google Keyword Planner:

If you have a website, it’s likely connected to Google Analytics, Google Search Console, and Google Ads. Google Ads, in particular, offers a powerful tool known as Keyword Planner.

This tool provides keyword suggestions based on search volume and competition levels. It’s part of Google Ads and offers valuable insights into keyword trends.

To access this tool follow this sequence:

  • Go to your Google Ads account.
  • On your left-hand side click on “Tools”
  • Click on Keyword Planner
  • you will see a screen like this
screenshot of Keyword Planner tool of Google Ads platform. In this image the options of keyword planner 1. Dicover new keyword, 2. Get search volume and forecast and 3. Organize keywords into ad groups.
  • Enter up to 10 keywords and click the blue “Get Results” button.
  • Google Keyword Planner will then display monthly search volumes, competition levels, and other details for those keywords. Additionally, it will provide keyword ideas, expanding the range of relevant keywords for your industry.
Keyword Planner is an amazing tool for keyword research for small businesses. In this image keyword Planner result and keyword ideas showing Average monthly searches, competition level metrics and more information about keywords.

Answer the Public:

This tool generates keyword ideas in the form of questions that people are asking online. It’s great for discovering long-tail keywords and understanding user intent.

Access this tool at the following link “Answer the Public”

You have a free option and a Pro version if you really want to dig deep on keyword research.

Ubersuggest:

Ubersuggest provides keyword suggestions, search volume data, and keyword difficulty scores. It’s a comprehensive tool that can help you identify relevant keywords for your business.

Access this tool at the following link “Ubersugest”

Social Media Platforms:

Monitor discussions and hashtags related to your industry on social media platforms like Twitter, Facebook, and LinkedIn. User-generated content can reveal popular keywords and topics.

Conclusion: Keyword Research for Small Businesses: Where to Find Them?

The world of keyword research offers many tools and avenues beyond those we’ve covered here.

From specialized software to niche forums, there’s always more to explore and learn.

Remember to choose keywords that are relevant to your industry and target audience.

Prioritizing keywords with good search volume will enhance your visibility and drive more traffic to your site.

By investing time in thorough keyword research, you can effectively boost your online presence and attract the right audience to grow your business.

Keyword research for Small Businesses: Where to Use Them

Identifying the right keywords is only half the battle in effective keyword research for small businesses.

Once you’ve pinpointed the keywords that will bring “good traffic”—meaning your target audience—to your digital assets, the next crucial step is strategically placing them throughout your online presence.

Proper keyword placement can significantly boost your visibility in search engine results, helping potential customers find you more easily.

This strategic approach ensures that your content not only attracts visitors but also engages and converts them into loyal customers.

Let’s explore the best practices for placing these valuable keywords to maximize your online presence.

Website’s keyword Strategic Placements

Proper keyword placement on your website is crucial for attracting and retaining visitors. Here’s how to do it effectively:

Title Tags and Meta Descriptions

  • Ensure your main keyword appears in the title tag of each page.
  • Include keywords in meta descriptions to improve click-through rates.

Explore the importance of meta description in the following article “Unlocking the Power of SEO: A Deep Dive into Meta Descriptions

Headings and Subheadings

  • Use keywords in H1, H2, and H3 headings.
  • This helps search engines understand the structure and content of your page.

Content Body

  • Naturally, incorporate keywords throughout your content.
  • Avoid keyword stuffing; keep the flow natural and readable.

URLs

  • Include keywords in your page URLs for better SEO.
  • Short and descriptive URLs are preferred.

Images and Alt Text

  • Name your image files with relevant keywords.
  • Use keywords in the alt text to help search engines index your images.

Internal Links

  • Link to other pages on your website using keyword-rich anchor text.
  • This improves site navigation and distributes keyword relevance.

External Links

  • When linking to external resources, use relevant keywords.
  • This enhances the authority and relevance of your content.

By strategically placing keywords in these areas, you can significantly improve your website’s visibility and attract your target audience more effectively.

Google Business Profile’s keyword Strategic Placements

Optimizing your Google Business Profile (GBP) with strategic keyword placement can significantly boost your local search visibility. Here’s how to do it:

Business Name

  • Include primary keywords in your business name if it makes sense and is within Google’s guidelines.
  • Avoid keyword stuffing to maintain a professional appearance.

Business Description

  • Use relevant keywords naturally within your business description.
  • Highlight your services and location using these keywords.

Categories

  • Choose the most relevant categories for your business.
  • Ensure they reflect your primary services and include keywords.

Services and Products

  • List all your services and products with detailed descriptions.
  • Incorporate keywords specific to each service or product.

Posts

  • Regularly update your GBP with posts that include keywords.
  • Use these posts to highlight promotions, events, or news.

Reviews

  • Encourage customers to mention specific services or products in their reviews.
  • Respond to reviews using relevant keywords naturally.

Photos and Videos

  • Add keywords to the file names and descriptions of your photos and videos.
  • Visual content with keywords can improve your profile’s visibility.

Q&A Section

  • Populate the Q&A section with common questions and answers that include keywords.
  • This can help potential customers find information quickly and improve your search rankings.

By placing keywords strategically throughout your Google Business Profile, you can enhance your local SEO, attract more potential customers, and improve your online presence.

Do you need more information about Google Business Profile? Read the following article “Google Business Profile: The Essential Marketing Strategy for Local Businesses

Local Directories’ keyword Strategic Placements

Local directories are crucial for improving your local SEO and visibility. Here’s a list of key local directories and how to strategically place keywords in each one. Many of the strategies listed for Google Business Profile also apply to these directories where permitted.

1. Yelp

  • Business Name: Include primary keywords if possible and relevant.
  • Business Description: Write a detailed description with primary and secondary keywords.
  • Categories: Choose the most relevant categories that align with your keywords.
  • Photos and Captions: Add keyword-rich descriptions to your photos.
  • Reviews: Encourage customers to use specific keywords in their reviews.

2. Bing Places

  • Business Name: Ensure it includes primary keywords.
  • Business Description: Use a mix of primary and secondary keywords.
  • Categories and Services: Select the most relevant categories and describe services with keywords.
  • Photos: Add keyword-focused descriptions to your photos.

3. Apple Maps

  • Business Name: Use primary keywords where relevant.
  • Business Description: Incorporate keywords to describe your business and services.
  • Categories: Choose appropriate categories that align with your keywords.
  • Photos: Add keyword-rich descriptions to enhance photo metadata.

4. TripAdvisor

  • Business Name: Include primary keywords if relevant.
  • Business Description: Use a variety of keywords to fully describe your business.
  • Categories and Tags: Select categories and add tags that align with your keywords.
  • Photos and Reviews: Use keyword-rich descriptions for photos and encourage keyword usage in reviews.

5. Yellow Pages

  • Business Name: Include primary keywords.
  • Business Description: Write a comprehensive description using primary and secondary keywords.
  • Categories and Services: Choose relevant categories and describe your services with keywords.
  • Photos: Add descriptions with keywords to your photos.

6. Better Business Bureau (BBB)

  • Business Name: Use primary keywords if appropriate.
  • Business Description: Write detailed descriptions with keywords.
  • Categories and Services: Select relevant categories and add keyword-rich service descriptions.
  • Customer Reviews: Encourage customers to include specific keywords in their reviews.

7. Foursquare

  • Business Name: Incorporate primary keywords where suitable.
  • Business Description: Use a mix of keywords to describe your business.
  • Categories: Select the most relevant categories and add keywords in descriptions.
  • Photos and Tips: Add keyword-rich descriptions to photos and encourage users to leave tips with keywords.

8. Angie’s List

  • Business Name: Use primary keywords if possible.
  • Business Description: Write a detailed description with primary and secondary keywords.
  • Categories and Services: Select the most relevant categories and add keyword-focused service descriptions.
  • Photos and Reviews: Add keyword-rich descriptions to photos and encourage keyword usage in reviews.

By placing keywords strategically in these local directories, you can improve your local search rankings and attract more targeted traffic to your business.

Consistent use of keywords across multiple platforms helps build a strong online presence and enhances your visibility to potential customers.

Social Media’s keyword Strategic Placements

Effectively using keywords on social media can significantly boost your online presence and help you connect with your target audience. Here are key areas to focus on:

Profile Bio

  • Incorporate primary keywords into your bio.
  • Make sure it reads naturally and highlights your business’s unique value.

Posts and Captions

  • Use relevant keywords in your posts and captions.
  • Keep it engaging and ensure the keywords fit seamlessly into the content.

Hashtags

  • Include popular and relevant hashtags that contain your keywords.
  • Mix broad and niche hashtags to reach a wider audience.

About Section

  • Fill out the ‘About’ section with a detailed description of your business using primary and secondary keywords.
  • Highlight your services, products, and unique selling points.

Photo and Video Descriptions

  • Add keyword-rich descriptions to your photos and videos.
  • This helps in making your visual content searchable.

Links

  • Use keywords in the anchor text of links you share.
  • This makes the links more appealing and relevant to your audience.

Social Media Ads

  • Optimize your ad copy with targeted keywords.
  • Ensure the keywords align with the intent of your ad campaign.

Event Descriptions

  • When creating events, use relevant keywords in the title and description.
  • This can increase the event’s visibility and attract more participants.

Pinned Posts

  • Pin posts that contain important keywords to the top of your profile.
  • This ensures that key information is easily accessible to your visitors.

Engagement and Responses

  • When engaging with followers, incorporate keywords naturally in your responses.
  • This not only improves your SEO but also helps in making your interactions more relevant.

By strategically placing keywords in these areas, you can enhance your social media profiles, increase your reach, and attract a more targeted audience to your business.

Keyword Research: Final Words

Keyword research is crucial for small businesses to boost their online visibility and attract the right audience. In this article, we covered:

  1. Importance of Keywords in the Digital World
  2. Types of Keywords that Benefit Small Businesses
  3. Where to Find Keywords
  4. Where to Place Keywords

By understanding and applying these concepts, you can improve your online presence and grow your business.

Keep researching and refining your keyword strategies to stay ahead in the digital landscape.

Happy optimizing!

Antonio Hernandez

Stage SEO – Founder
  • Content Writer
  • Web Developer
  • SEO Strategist
  • Google Business Profile Consultant

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