Keyword Research: Find the Right Search Terms for Your Business
Every successful website starts with understanding what people search for. But for many small businesses, keyword research feels overwhelming. Let's break it down into practical steps you can use.
What Makes a Good Keyword?
Think about "emergency plumber near me." Many people search for it, but every plumber in town wants to rank for it. Meanwhile, "emergency boiler repair Milton Keynes" might get fewer searches, but those searching are more likely to need your exact service.
That's the balance you're looking for: enough people searching to make it worthwhile but not so competitive that you'll never be found. Most importantly, the phrase needs to match what you offer.
Why Longer Search Phrases Work Better
When you search online, do you type "shoes" or "women's waterproof walking boots size 7"? The longer, more specific phrase likely matches what you really want.
These detailed searches often work better because:
- Fewer websites compete for them
- The people searching know exactly what they want
- They're more likely to turn into sales or enquiries
Finding Words People Use
Start simple - think about your customers:
- What problems do they mention most?
- Which services do they ask about?
- What questions do they have before buying?
Then check if you're on the right track by looking at:
- What Google suggests when you type
- Questions that pop up in search results
- Terms your competitors rank for
Using Keywords Naturally
Once you know which terms to target, keep it simple:
- Write clear page titles
- Create helpful content that answers questions
- Add your location for local searches
- Keep your information up to date
Just avoid common mistakes like:
- Stuffing words unnaturally into text
- Chasing impossible rankings
- Missing local opportunities
- Using industry jargon
Watching What Works
The real test comes after you've chosen your keywords. Check your website statistics monthly to see:
- Which search terms bring visitors to your site
- How long do those visitors stay on your pages
- Whether they contact you or make purchases
- If specific phrases work better in different seasons
For example, a garden centre might find "winter hanging baskets" brings in more sales than the broader term "hanging baskets" during autumn months.
Making Keyword Research Easier
Here's a real success story from Bedford. An accountant used the KickstartSEO Portal to improve their rankings for "Bedford Accountants" - moving from page 5 of Google (where almost no one looks) to page 1, where potential clients could find them.
The Portal revealed valuable insights:
- "Bedford accountants" had 590 monthly searches with low competition - a perfect target phrase
- They discovered specific competitor phrases like "cowley holmes accountants bedford" (170 searches)
- The tool showed smaller opportunities, too, like "thompson accountants bedford" (20 searches)
- Most importantly, they could see which phrases they already ranked for and which ones needed work
The Portal's interface helped them track 53 chosen keywords (you can track up to 100), showing search volume and difficulty levels for each. They could even check specific competitors like bedfordaccountant.com and hwca.com to spot opportunities they might have missed.
Want to move your business up the search rankings like this Bedford accountant did? Try the KickstartSEO Portal through our Optimiser Essentials package. You'll see exactly what people are searching for in your industry and spot new opportunities to reach them.
Watch our demo video on the KickstartSEO Portal page to see these keyword research tools in action. You'll get a clear picture of how easy it is to find and track the correct search terms for your business.
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