Master Keyword Research to Boost Your Business Success

Knowledge Centre

Update December 5, 2025

How to Find the Right Keywords for Your Business: a practical guide for small businesses

Keyword research is simply finding the words and phrases your potential customers type into search engines. Done well, it puts your site in front of the right people, more qualified traffic, more leads. Keyword planner

This guide walks you through practical keyword planning, with a focus on local search for UK small businesses. It also covers mapping keywords to search intent, ensuring your pages attract customers who are ready to act.

We understand small business owners have limited time and budgets. Therefore, the advice emphasises high-impact, low-cost workflows you can start using today. You’ll get a clear discovery and validation process, the tools we use, local and geo-targeted tactics (useful for places like Derbyshire), and how to measure and iterate performance.

The approach uses semantic SEO, linking specific long-tail phrases back to a broader topic strategy, and includes lists, comparison tables and templates so you can turn ideas into action without wading through theory.

What is keyword research and why it matters for small businesses

Keyword research is the organised discovery and analysis of the search queries people use. Its primary job is to connect those queries to pages that solve the searcher’s problem, sending stronger relevance signals to search engines.

For small businesses, this means getting more from limited marketing budgets by focusing on terms that convert locally and efficiently. Good keyword planning helps you put content where customers are already looking, capturing people at different stages of the buying journey. This foundation prepares you for the practical discovery, validation and mapping steps that follow.

What types of keywords are there and why they matter

Keywords fall into various types: short‑tail, long‑tail, LSI/semantic terms, branded, and negative. Each type plays a distinct role in your strategy.

Short‑tail terms are broad, high-volume, but highly competitive. In contrast, long‑tail queries are narrower, lower volume, and often convert better for small businesses. Semantically related words help search engines understand context and improve topical depth across pages.

When starting, prioritise long‑tail and geo‑targeted variants. These typically match tighter budgets and local intent, and you can then validate them with numbers.

How keyword research boosts your online visibility

Targeted keyword work improves visibility by matching content to real user queries. This increases click‑through rates and signals relevance through stronger on‑page optimisation.

Pages that answer intent precisely, whether for information or purchase, are more likely to rank and convert visitors into customers. Proper targeting can also win SERP features like snippets and People Also Ask boxes, which amplify reach for small firms.

With these benefits in mind, the following section outlines a repeatable workflow to discover and prioritise keywords you can act on straight away.

How to run effective keyword research for your business

Start with a simple, repeatable workflow: brainstorm seed terms, expand with tools, validate by volume and intent, then map keywords to pages for execution. This process moves you from understanding customer language to identifying metrics that show real opportunity.

It ensures your chosen keywords balance potential with your business goals. The steps below are designed for busy owners and can be completed with free or freemium tools. After following them, you’ll be able to pick quick wins and plan longer‑term content that matches local demand and user intent.

Step‑by‑step process for discovery and analysis

Begin by listing customer questions and service descriptors as seed keywords. Then, expand that list using keyword tools and competitor SERPs to capture related terms.

Filter candidates by search volume, difficulty, estimated CPC where relevant, and, importantly, search intent. This ensures each keyword maps to a suitable page type.

Prioritise long‑tail local phrases for immediate wins and note mid‑tail topics for authority building. Record everything in a keyword tracker (keyword, intent, volume, difficulty, target page) so you can measure progress and iterate. This checklist leads naturally into competitor research.

Brainstorm customer language and seed keywords from services and FAQs.
Expand keywords using tools and SERP features to find related terms.
Filter by volume, difficulty, CPC and intent, then select priorities.

How competitor keyword analysis uncovers opportunities

Analysing competitors reveals topic gaps and keywords where they rank, but you don’t. This offers a fast route to organic gains.

Pick 3–5 competitors that show up for your core services. Export their ranking keywords with your chosen tool, then filter for low‑difficulty terms that match your offers.

Note the content formats they use, such as blogs, service pages, or local landing pages. Create better or more localised pages to win those slots. Turning competitor gaps into concrete page ideas helps you choose tools that fit your budget, which the next section explains.

Which keyword research tools suit small businesses?

The right tools depend on your budget and how deep you want to dig. Free options can reveal immediate opportunities, while paid platforms add competitor intelligence and difficulty scoring.

Many small businesses start with Google Keyword Planner for volume and local targeting. They then add free site tools to spot on‑site gaps, and may move to Semrush or Ahrefs for richer competitive data.

The short table below helps you choose based on cost, user level, and the main metrics each tool provides. This is followed by a quick walkthrough of the Google Keyword Planner.

The table compares standard keyword tools, what they cost or are best for, and the key metric each one surfaces to help you plan.

Tool	Cost / Best for	Key Metric
Google Keyword Planner	Free / Beginners	Average monthly searches, location filters
Semrush	Paid / Growth‑focused	Keyword difficulty, competitive gap analysis
Ahrefs	Paid / SEO professionals	Search volume accuracy, backlink context
WordStream (free tool)	Free/Paid / SMBs	Quick keyword ideas and PPC relevance

This comparison should help you pick the right tool mix for each stage of your SEO journey; next is a practical guide to using Google Keyword Planner effectively.

Using Google Keyword Planner the smart way

Google Keyword Planner is helpful for discovering search volume and geo‑targeted variations. Set your location and language to surface nearby phrasing.

Enter your seed keywords and target area, then review average monthly searches and competition signals. Look for long‑tail suggestions.

Use the location filter to pull county or town modifiers (for example, Derbyshire or a local town) and export promising terms into your keyword tracker to map to pages. Turning Planner output into a prioritised content plan gets easier when you pair it with a tool that fills gaps Planner doesn’t cover.

Top free and paid options small businesses will find most useful, with suggested uses:

Google Keyword Planner: Best for initial volume checks and local modifiers.
Semrush: Best for competitor gap analysis and difficulty scoring.
Ahrefs: Best for validating search volumes and backlink context.
WordStream free tools: Best for quick idea generation and PPC overlap.

Pick a combination that fits your budget. Many small firms pair Planner with one paid tool to balance cost and insight. Agencies commonly cross‑check metrics across platforms to avoid relying on a single data source.

At TTOY Digital, we use a mixed approach in our audits. We combine Google Keyword Planner for local volume with a paid tool for competitor insight, producing a practical, prioritised list clients can implement.

Our SEO work focuses on small businesses and local optimisation. We support implementation, ensuring keywords map cleanly into site structure and content. If you’d rather hand this off, TTOY Digital can run a targeted keyword audit and deliver mapped page recommendations as a next step.

Utilising Google Ads for digital marketing: targeting, keywords and return on investment

Google Ads works by combining precise audience targeting with keyword intent, ensuring ads appear to relevant users at the right moment. Advertisers bid on keywords and use analytics to measure performance, optimise campaigns, and improve ROI.

The platform supports multiple formats, including Search, Display, Video, Gmail, and Shopping, each suited to different goals and audiences. YouTube video ads (in‑stream, discovery, non‑skippable, and outstream) are particularly useful for brand and direct response campaigns.

Well‑structured ad groups group related ads and keywords to improve relevance, while conversion tracking shows which keywords and creatives drive results. In short, Google Ads is a flexible tool for reaching searchers and measuring outcomes when paired with strategic keyword selection and the Keyword Planner. Using Google Ads in digital marketing, K Solberg Söilen, 2024

How to build a local keyword strategy for your area

A local keyword strategy focuses on geo‑modifiers, service‑area pages, and the phrases people add when they expect a nearby provider. These searches tend to convert better because they combine intent with proximity, and they often face less competition than national terms.

Building a local strategy means researching local phrasing, analysing map‑pack competitors, and creating location pages that match intent and NAP signals. The short table below compares local keyword types and shows practical ways to use them.

Local keyword types have different intents and applications; use the examples below to plan pages that attract nearby customers.

Keyword Type	Intent / Local modifier	Suggestion / Use
Geo‑modified service	Transactional / town or county name	Create service pages: “web design Derbyshire”
“Near me” queries	Immediate need/mobile-driven	Optimise Google Business Profile and local landing pages
Neighbourhood or suburb terms	Discovery/awareness	Publish local blog posts about events and community problems

What local keywords do and how they drive customers

Local keywords include place names, nearby indicators, or are implied by map and mobile searches. They work because they match what searchers mean, often a readiness to buy locally.

Targeting phrases like “web design Derbyshire” or “web designer near me” signals clear purchase intent. This typically delivers higher conversion rates for service businesses.

Use these phrases in page titles, meta descriptions, H1s, and body text. Support them with consistent citations and a well‑optimised Google Business Profile to strengthen local relevance. Capturing these signals increases your chances in local packs and organic listings.

How to find and use geo‑targeted keywords

Combine your service seed terms with place names and use location filters in tools to surface modifiers people actually search for. Review competitor local pages for phrasing ideas.

Then, build local landing pages with clear service descriptions, testimonials where possible, and local schema if appropriate. Link from a services overview to individual location pages to distribute topical authority and target distinct intent for each town you serve. These steps turn a list of geo‑keywords into pages that bring local customers through the door.

Why search intent matters for your keyword strategy

Search intent describes the user’s goal behind a query, whether it’s informational, navigational, commercial (investigational), or transactional. Matching content to that intent raises both relevance and conversion potential.

Mapping intent tells you whether to create a blog, category, service, or contact page, and also shapes the call to action. The table below maps intent types to practical page formats, so you can quickly classify and act on keywords.

Understanding how intent maps to content helps you choose which keywords to target first; the examples below make this easy to apply.

Intent Type	Typical queries	Recommended page type
Informational	“How to choose a web designer”	Blog post or guide
Navigational	“TTOY Digital contact”	Homepage or contact page
Commercial/investigational	“best web design agency near me”	Comparison or landing page
Transactional	“Hire a web designer Derbyshire”	Service page with clear CTA

The four types of search intent and their SEO impact

The main intents, informational, navigational, commercial/investigational, and transactional, each require a different content shape and Call to Action (CTA) to convert effectively.

Informational queries benefit from detailed guides and FAQs that build trust. Transactional queries, conversely, need focused service pages and obvious CTAs to capture leads.

Commercial intent is best served by comparisons and case studies that help users evaluate options, while navigational intent is best served by clear brand pages and contact information. Aligning content to intent reduces wasted traffic and smooths the path from discovery to conversion.

How to map keywords to intent for better content

Classify keywords by analysing the SERP. If results are articles, mark the term as informational. If service pages dominate, mark it transactional or commercial.

Use a simple template, keyword → intent → target page → CTA, and add each row to your keyword tracker. This ensures writers and developers know the expected outcome. Revisit mappings regularly to refine CTAs and page structure as user behaviour and SERP features change.

How to measure and optimise keyword performance over time

Tracking keyword performance means monitoring rank positions, impressions, clicks, CTR, and conversions. You then iterate on content and technical SEO based on these signals.

Together, these metrics show whether keywords deliver visibility and business results. They also point to where to refresh content, target new long‑tail variants, or improve page experience.

Set a reporting cadence and action plan, for example, monthly rank checks and quarterly content refreshes. This ensures your work stays aligned with the algorithm and market changes. The table below summarises key metrics, why they matter, and simple ways to benchmark them.

Metric	Why it matters	How to measure / benchmark
Rankings	Shows visibility for target terms	Use a rank tracker; target top 10 for priority keywords
Impressions & clicks	Indicates reach and interest	Google Search Console; watch CTR trends
Organic conversions	Shows business impact	Track goals in your analytics; set realistic small‑business targets

Which metrics should small businesses focus on?

Keep a short list of Key Performance Indicators (KPIs): ranking position for target keywords, impressions and clicks from search, Click-Through Rate (CTR), and organic conversions tied to leads or sales.

Rankings track visibility, while impressions show reach. CTR measures how well titles and snippets attract clicks, and conversions prove value.

Use Google Search Console for impressions and clicks, and your analytics platform to connect sessions to conversions. Focusing on this set helps you decide when to refresh content, pursue new long‑tail opportunities, or tweak CTAs to improve conversion rates.

How often should you update your keyword research and strategy?

Review keyword performance quarterly as a default. Update sooner if rankings fall, SERP features change, or your business adds new services or locations.

Quarterly checks should look at intent alignment, add newly discovered long‑tail phrases, and refresh underperforming pages with updated content and internal links. Driving brand success is also a vital factor to consider.

Keep a compact audit checklist that includes top keywords, pages with declining CTR, and new competitor entries. Act on the highest‑impact items first. This cadence keeps your keyword plan in step with search behaviour and market shifts; for many small businesses, a periodic expert audit accelerates meaningful improvements.

TTOY Digital can run targeted keyword performance reviews and local keyword checks tailored to Derbyshire businesses. This produces a short audit that highlights quick wins and a recommended priority list for implementation. It’s a practical next step if you prefer to hand off ongoing monitoring and focus on running your business.

Conclusion

Effective keyword research is essential for small businesses to connect with their target audience and drive qualified traffic. By understanding search intent and leveraging localised strategies, you can enhance your online visibility and conversion rates. Implementing the practical steps outlined in this guide will empower you to make informed decisions and optimise your content for better results. Start exploring our resources today to elevate your keyword strategy and grow your business.

Written by

Chris

Founder of TTOY Digital

Knowledge Centre