As a small business owner you have a lot of work on your plate. The goal is not to add more but to help you spend the time you have wisely. If you’re here you know that SEO is a good task to complete for your business. 

I bet you are likely writing blogs based on ideas or questions your clients asked but are you using the language and the “keywords” your clients are using in your blogs to make sure that people can actually find it? 

Adding to that there is a difference in how hard it is to rank for different keywords. So you could be focusing on a really hard topic when there are things out there your clients are searching for that are much easier for you to rank for. 

So, to make sure you are doing the right amount of work when it comes to creating content I want to share how I do keyword research with you. 

With the introduction of AI keywords have become slightly less synonymous with SEO as people use long tail query strings (example: Im a 34f looking for a therapist that supports postpartum who also has kids) instead of the original keyword searches (example: Postpartum therapist). Does that mean keywords are dead? No!

What that actually means is keywords help us understand how our audience is talking about our industry and it helps us outline which topics are best to cover and still gives our content one clear key focus which is very important. 

What Is Keyword Research?

Keyword research is the process of finding the words and phrases people type into a search platform like Google or Bing (Hint: social is also a search platform!) when they are looking for products, services, or answers.

These keywords help connect your business to potential customers and support your overall SEO strategy.  

By the way SMB Marketing helps with SEO strategy so if you are already feeling overwhelmed and want a little support with your SEO you can book a free discovery call and we can help you with all of it! 

Keywords tell search engines what your website is about and help you create content people are actually searching for.

A lot of small businesses make the mistake of creating content based on guesses instead of real search data, or they use internal jargon instead of the keywords their clients use. But even great content will struggle if nobody is searching for it.

Good keyword research helps you:

• Rank higher in search
• Attract more qualified leads
• Improve your Google Ad targeting (when using search ads)
• Create content with real search demand
• Get better results from your marketing budget

The goal is not just traffic. It is attracting people who are more likely to become customers. 

The Difference Between SEO Keywords and Google Ads Keywords

SEO (Search Engine Optimization) keywords and Google Ads keywords often serve different purposes.

SEO keywords are usually more informational and focused on long-term visibility. People may be researching, comparing options, or learning more about a topic. Searches like: “how to improve website traffic”, or “what does SEO do for small business” help businesses build trust and visibility over time.

Google Ads keywords are often more conversion-focused because you are paying for clicks. These searches usually show stronger buyer intent, like: “SEO agency near me”, or “Google Ads management company”.

The best strategies use both together. SEO builds long-term growth while Google Ads helps generate leads faster.

Why Small Businesses Need to Learn Keywords

Small businesses do not need to compete for the biggest keywords to get results. In fact, targeting niche and local keywords is often more effective because they are easier to compete for. 

For example, ranking for a broad keyword like “marketing agency” is extremely competitive. But targeting more specific, service-focused keywords can bring in much stronger leads. In one of our recent case studies, we showed how a family law firm increased leads through local SEO and targeted content strategies focused on the exact searches potential clients were already making online. 

Another great example is when we paired paid ads with information based keywords for a bankruptcy trustee. The keyword “bankruptcy” is extremely competitive but the keyword “how to file a bankruptcy” is much easier to win in paid and keywords around specific bankruptcy issues like credit card focused debt it even easier to win. 

How Customers Search Online

One of the biggest mistakes small business owners make is searching like a business owner instead of searching like a customer. YOur jargon is not their jargon.

You know your industry terms, but your potential customers usually don’t

Someone looking for help is probably not typing: “integrated digital marketing strategy”

They are searching for “how to get more leads” or “why is my website not showing up on Google”. 

That is why keyword research starts with understanding the language your customers naturally use in search. Whether they are typing 3 words into Google or their life story into ChatGPT you need to know how they speak about the thing you offer, not how you speak about it. 

Search Intent Explained

Not every Google search means the same thing. Some people are learning, some are comparing options, and some are ready to buy right now.

This is called search intent.

Here are the four main types of search intent:

• Informational: The person wants to learn something. Example: “what is SEO”
• Navigational: The person is looking for a specific business or website. Example: “SMB Marketing School”
• Commercial: The person is researching before making a decision. Example: “best SEO company for small business”
• Transactional: The person is ready to take action. Example: “hire Google Ads agency”

Not all traffic is valuable. High traffic does not always mean high conversions.

Keywords with strong buying intent usually include words like “near me,” “services,” “agency,” “consultant,” “quote,” or “pricing.” Someone searching “what is SEO” is probably still learning, while someone searching “SEO agency for small business Surrey” is much closer to hiring someone.

This is also why broad keywords like “marketing” or “SEO” can be difficult for small businesses. They are highly competitive and often too general. Smaller, more specific keywords usually attract more qualified leads because they better match what the person is actually looking for.

Why Long-Tail Keywords Matter

Long-tail keywords are longer, more specific search phrases that usually have less competition and better conversion potential. They also lean into the new way people are searching on AI which is long winded query strings (like a full sentence or paragraph). 

Instead of targeting a broad keyword like “SEO,” a small business may target something more specific like “SEO agency for small business Surrey.”

These searches often attract people who already know what they need, which means they are more likely to contact or buy from a business. For small businesses, long-tail keywords are often where the biggest SEO opportunities are. 

Those information or navigational keywords are important but usually don’t end in a click anymore. Search platforms like Google are using AI callouts to keep people on their platform longer so pairing informational keywords with transactional or commercial may help your page rank better overall. 

How to Find Keyword Research

Here is my process for finding your first keyword list. There is a difference between a broad keyword list and keywords for your Google Ads campaigns so if you’re only focused on Google ads make sure you primarily look at conversion focused keywords or keywords that feel like someone might take an action on. Those are commonly better to spend money on while information and transaction based keywords are better mixed in for a site wide keyword list. 

Start With Your Core Services

Start with the main services your business provides. A roofing company, family lawyer, or plumber would begin with those core service terms first. These are called seed keywords.

From there, make them more targeted by adding locations or intent-based phrases like “SEO company Vancouver” or “emergency plumber near me.” More specific searches usually lead to better quality clicks and stronger conversion potential.

Build Your List 

I recommend a platform like Ubersuggest to do your research in. In Ubersuggest the platform allows you to create keyword lists and do searches giving you the average monthly keyword volume, the difficulty score from 1 – 100, and the average cost per click for that keyword. 

Steal Your Competitors Keywords

You can use tools to see your competitors’ top keywords. It’s one of the best ways to figure out what keywords are working in your industry. To find those keywords we outline a really good process for you to follow. 

Validate with Google Keyword Planner

Google Keyword Planner is a free tool built specifically for Google Ads. Use it to check search volume, competition levels, and estimated CPCs for the keywords you’ve gathered so far. It will also surface related terms you may have missed. 

Want help building your first keyword list I created a free 30 minute course that walks you through my exact process. You will complete it with a list of between 20 – 50 keywords. 

Best Free Keyword Research Tools for Small Businesses

You do not need expensive software to start learning keywords. Some of the best keyword research tools are completely free. The goal is not to use every tool available, but to use what works best for you.

If you want a more step-by-step process for finding keywords, organizing content ideas, and building a strategy around real search data, our keyword research course breaks the process down in a beginner-friendly way.

Google Keyword Planner

Google Keyword Planner is one of the best free tools for Google Ads keyword research. It helps you find keyword ideas, search volume, competition levels, and estimated cost per click (CPC).

This tool is especially helpful for finding commercial keywords that show buying intent. Searches like “SEO consultant near me” or “Google Ads agency for small business” are often much more valuable than broad informational keywords because they usually come from people looking for help right now.

Google Search Console

This tool helps you see the keywords your website already appears for in Google search results, and it is one of most overlooked SEO tools for small businesses. It can show you pages getting impressions but not many clicks, which usually means there is an opportunity to improve your titles, content, or keyword targeting. Sometimes the fastest SEO wins come from improving pages you already have instead of constantly creating new ones.

Google Autocomplete, People Also Ask & Related Searches

When you start typing a search into Google, the autocomplete suggestions are based on real searches people make every day. The “People Also Ask” section and “Related Searches” at the bottom of the page can also give you great ideas for blogs, service pages, and long-tail keywords. These searches help you better understand the language your customers actually use.

Ubersuggest, Ahrefs & SEMrush

Tools like Ubersuggest (my top choice for small businesses), Ahrefs, and SEMrush give deeper keyword data and competitor insights.

They can help you analyze keyword difficulty, track rankings, discover competitor keywords, and find content gaps. While Ahrefs and SEMrush are more advanced, Ubersuggest is often easier for beginners and small business owners learning SEO for the first time.

Answer the Public and Answer Socrates

These tools surface the questions people are asking about your industry online. They are especially useful for understanding the language your customers use before they are ready to buy. While these keywords are more informational, they help you round out your understanding of your audience and can support your broader content strategy.

Local Keyword Research

Local keyword research helps small businesses appear in searches within their city or region. Most people are not searching for broad terms like “marketing agency.” They are searching for businesses near them, like “SEO company Vancouver” or “Google Ads agency Toronto.”

Adding Location Keywords

One of the simplest ways to improve local SEO is by combining your services with your location. Keywords like “marketing consultant Calgary” help Google understand where your business operates and who your services are for.

Optimizing for “Near Me” Searches

When someone searches “near me,” Google looks at their location and shows businesses nearby. This is why local SEO and your Google Business Profile are so important.

Keeping your business information updated, collecting reviews, and clearly listing your services can help improve your visibility in local searches.

Common Keyword Research Mistakes Small Businesses Make

One of the biggest keyword research mistakes is choosing keywords only because they have high search volume. Broad keywords are usually harder to rank for and less targeted.

Another common issue is ignoring search intent. If someone is looking for information but lands on a sales page, they will probably leave quickly.

Many businesses also target keywords that are too competitive, repeat keywords too often, or create content without checking if people are actually searching for the topic in the first place.

Good keyword research is not about getting the most traffic, but about getting the right traffic.

Build a Smarter SEO Strategy

Keyword research is not about chasing traffic for the sake of traffic. It is about understanding what your customers actually need and creating content around those searches.

When done properly, keyword research helps small businesses compete smarter, attract more qualified leads, and build long-term visibility online without relying only on social media or referrals.

At SMB Marketing School, we help small businesses create SEO and Google Ads strategies built around real search behaviour and real conversions. If you are tired of guessing what keywords to target or creating content that never brings in leads, contact SMB Marketing to build a strategy that actually supports your growth.