If you’re a small business owner trying to get more visibility online, you’ve probably heard the term keyword research thrown around. But what does it actually mean? And how do you do it without getting lost in a sea of SEO jargon?
You’ll find a practical keyword research checklist in this post right after we talk about what it actually is!
What Is Keyword Research?
Keyword research is the process of discovering the words and phrases people type into search engines when they’re looking for solutions, products, or services like yours.
Why does this matter? Because when your website shows up for the right searches, you can attract high-quality traffic without relying solely on ads. It’s a long-term investment in visibility, trust, and growth.
Why Keyword Research Is Step One in SEO
Many small businesses skip this step and jump straight into writing blog posts or redesigning their websites. That’s like trying to sell products without knowing what your customers actually want.
A solid keyword strategy helps you:
- Target the right audience
- Create content that solves real problems
- Improve your chances of showing up on Google
Now, let’s walk through the keyword research checklist that makes this process simple and strategic.
Step 1: Clarify Your Business Goals
Before you search for keywords, get clear on:
- What products or services you offer
- Who your ideal customer is
- What actions you want them to take (e.g. book a call, buy a product)
Keywords should align with your business model and sales goals.
Step 2: List Topics Your Customers Care About
Think about the questions your customers ask, their pain points, and the outcomes they want. These topics will become your starting points.
For example, a fitness coach might jot down topics like:
- Weight loss
- Home workouts
- Meal prep
- Fitness plans for beginners
Step 3: Start With Seed Keywords
Seed keywords are basic terms related to your business. For example:
- “divorce attorney”
- “kitchen renovation”
- “Maui surf lessons”
Use these as a jumping-off point.
Step 4: Use Free Keyword Tools to Expand Your List
Now that you have a few ideas, use tools to expand them:
- Google Autocomplete
- People Also Ask sections
- Ubersuggest
- AnswerThePublic
- Google Keyword Planner
- Even ChatGPT (you can ask: “What are 20 long-tail keywords for [topic]?”)
These tools help you uncover real search behavior.
Step 5: Look at Your Competitors
Search your main services in Google. Who’s ranking on the first page?
- Check their homepage and blog titles
- Look at their meta descriptions
- Use a free tool like Ubersuggest to see which keywords they rank for
Reverse engineering what works for them can reveal great opportunities.
Step 6: Group Related Keywords
Group your keyword list by topic. For example:
- Core: “kitchen remodeling”
- Related: “kitchen cabinet makeover,” “how to remodel a small kitchen”
These groups (also called “keyword clusters”) will help you plan your pages and blog content.
Step 7: Understand Search Intent
Not all searches are the same:
- Informational: “how to start a podcast”
- Transactional/Commercial: “best podcast microphones for beginners”
- Navigational: “Buzzsprout login”
Match your content to the intent. A sales page should target transactional keywords; a blog post should target informational ones.
Step 8: Check Volume and Competition
Prioritize keywords that have decent search volume but low-to-medium competition. Free tools like Ubersuggest or Google Keyword Planner can give you ballpark numbers.
Avoid going after broad, highly competitive terms unless you have the budget and authority to compete.
Step 9: Prioritize Local & Long-Tail Keywords
Especially for local businesses, add city-specific modifiers:
- “Baltimore family photographer”
- “best Thai food in Austin”
Also include long-tail keywords (4+ words). They may get fewer searches, but they’re usually more targeted and easier to rank for.
Step 10: Create a Master Keyword Sheet
Use a spreadsheet to keep track of everything:
- Keyword
- Intent (Informational / Transactional / Local)
- Search volume
- Difficulty
- Assigned page or blog topic
This becomes your SEO blueprint.
Final Tips for Small Business Owners
- Avoid chasing “vanity” keywords that are too broad or generic
- Focus on solving specific problems for your ideal customer
- Refresh your keyword list every few months
- Quality matters more than quantity—target a few strong keywords per page
- Check out our organic seo guide to improve your online presence.
Conclusion
Keyword research doesn’t have to be intimidating. With this keyword research checklist, it becomes a strategic tool to help you attract the right traffic, build trust, and grow your business online.
Need help picking the right keywords? Let’s build your organic traffic together. Reach out today.