How to Rank Your Website on Google
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How to Do Keyword Research for Small Business Websites
In this guide, you’ll learn how to do keyword research step-by-step—even if you’re a beginner.
How to Do Keyword Research for Small Business Websites (Step-by-Step Guide)
If you want your website to rank on Google, everything starts with one thing: keyword research.
Without the right keywords, even the best website won’t get traffic.
The good news? You don’t need expensive tools or advanced skills to find the right keywords for your business.
What Is Keyword Research?
Keyword research is the process of finding the exact words and phrases people type into Google when searching for products or services.
For example:
- “roof repair services”
- “accounting firm for small business”
- “commercial cleaning company”
These are keywords—and targeting the right ones helps your website appear in search results.
Why Keyword Research Matters
For small businesses, keyword research helps you:
- Attract the right audience
- Get more website traffic
- Compete with bigger businesses
- Turn visitors into customers
Without it, you’re just guessing what people are searching for.
Step 1: Understand Your Customer
Before using any tools, start with this question:
What would my ideal customer search for on Google?
Think about:
- Problems they have
- Services they need
- Questions they ask
Example:
If you own a roofing company, customers might search:
- “roof repair company”
- “emergency roof leak repair”
- “roof replacement services”
The goal is to think like your customer.
Step 2: Start with Seed Keywords
Seed keywords are basic terms related to your business.
Examples:
- roofing services
- accounting services
- HVAC repair
- legal services
These basic keywords help you discover more specific keyword ideas later.
Step 3: Use Google to Find Keyword Ideas
You don’t need paid tools to start.
Use Google Autocomplete
Type a keyword into Google and look at the suggestions.
For example:
- “roof repair…”
“HVAC company”
Google will suggest real searches people are already making.
Check “People Also Ask”
Google often shows common questions such as:
- “How much does roof repair cost?”
- “What does an HVAC contractor do?”
- “How do I choose an accountant for my business?”
These questions can become blog topics for your website.
Look at Related Searches
Scroll to the bottom of Google search results to find additional keyword ideas related to your services.
Step 4: Focus on Long-Tail Keywords
Long-tail keywords are longer, more specific phrases.
Instead of:
“contractor” ❌
Use:
- “commercial roofing contractor”
- “kitchen remodeling contractor for small homes”
Why long-tail keywords work:
- Easier to rank for
- More targeted
- Higher chance of getting leads
Step 5: Understand Search Intent
Not all keywords are equal.
You need to understand what the user wants when they search.
1. Informational Intent
People looking for answers or guidance.
Examples:
- “what does an HVAC inspection include”
- “how often should a roof be replaced”
2. Commercial Intent (High Value 💰)
People looking to hire a service or buy.
Examples:
- “best bookkeeping services for small business”
- “roof repair company near me”
👉 These keywords are valuable because they often lead to inquiries and clients.
Step 6: Choose the Right Keywords
When selecting keywords, ask:
Is this something my customer would search?
Can I realistically rank for it?
Does it match my services?
Start with keywords that are:
- Highly relevant to your business
- Low to medium competition
- Specific and clear
Step 7: Use Keywords on Your Website
Once you have your keywords, use them naturally throughout your website.
Important places to add keywords:
- Page titles
- Headings (H1, H2, H3)
- Main content
- Meta descriptions
- Service pages
Important:
Don’t overuse keywords.
Keep your content natural, readable, and helpful.
Step 8: Create Content Around Keywords
This is where blogging helps your SEO.
Each blog post should target one main keyword.
Example blog topics:
- “How to Choose the Right Roofing Contractor”
- “Signs Your HVAC System Needs Repair”
- “Why Small Businesses Need Bookkeeping Services”
- “How Local SEO Helps Contractors Get More Leads”
This helps Google better understand your website and improves your rankings over time.
Common Keyword Research Mistakes
Avoid these common mistakes:
❌ Targeting broad keywords that are too competitive
❌ Ignoring search intent
❌ Choosing keywords unrelated to your services
❌ Publishing content without a strategy
❌ Using keywords your audience doesn’t actually search
Final Thoughts
Keyword research is the foundation of SEO.
If you:
- understand your audience
- target the right keywords
- create helpful content
you can attract qualified visitors and grow your business online.
Even small businesses can compete on Google by targeting specific keywords and consistently publishing useful content.
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Need Help Finding the Right Keywords?
If you’re unsure which keywords to target or want a strategy tailored to your business, I can help.
At SEO by Ariane, I help small businesses improve their visibility through keyword research, website optimization, and SEO strategies designed to generate more leads and traffic.
Feel free to reach out through my website to get started.
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