What is a keyword, really?
A keyword is just the word or phrase someone types or speaks into a search. It can be a single word ("bakery") or a full question ("where can I get a custom birthday cake in Phoenix"). Your job is to find the phrases that match what you offer and what your customers are actually searching, then build pages that answer them clearly.
How do I come up with keyword ideas?
Begin with a brain dump. Write down every way a customer might describe your products, services, and problems you solve — in their words, not industry jargon. Then expand the list using a few free sources: Google's autocomplete (start typing and see what it suggests), the "People also ask" and "Related searches" sections on the results page, and the questions customers email or ask you in person. Those real questions are gold, because they're already in your customers' language.
Should I target broad or specific keywords?
Specific almost always wins for small businesses. Broad, one-word terms like "lawyer" or "coffee" have huge search volume but brutal competition and vague intent — the person could be researching, browsing, or located anywhere. Longer, more specific phrases (often called long-tail keywords) like "family law attorney in Scottsdale" have less volume but far clearer intent and much better odds of ranking. Fewer searches, but the people searching are closer to buying and closer to you.
What is search intent and why does it matter?
Search intent is the reason behind a search. Someone searching "how does SEO work" wants to learn; someone searching "hire SEO company near me" wants to buy. Matching intent is everything: a blog post answers a learning search, while a service page answers a buying search. Before you commit to a keyword, ask what the searcher actually wants — then make sure the page you point at it delivers exactly that.
How do I check if a keyword is worth targeting?
Run your shortlist through a free tool like Google Keyword Planner or one of the free keyword tools online to confirm people search it and to gauge competition. Then do the simplest check of all: search the phrase yourself and look at who ranks. If the first page is all national giants, pick a more specific or more local variation. If you see businesses your size, that's a keyword you can realistically win.
How many keywords should each page target?
One primary keyword per page, plus a handful of closely related variations. Don't try to make a single page rank for everything — that dilutes its focus. Instead, give each important topic its own page built around one clear phrase, and let the variations appear naturally as you write. This is the foundation of a focused, well-structured site, and it pairs directly with strong local SEO when you weave in the places you serve.
Key takeaway
Good keyword research means thinking like your customer: list the phrases they'd actually use, favor specific and local terms over broad ones, match each keyword to the right kind of page, and confirm real people search it before you commit. Target intent, not just volume, and give each topic its own focused page.
Frequently asked questions
Do I need paid tools to do keyword research?
No. Google autocomplete, "People also ask," related searches, and free planners are enough to build a solid keyword list. Paid tools add speed and data, but they're optional to start.
What are long-tail keywords?
Longer, more specific phrases like "gluten-free bakery in central Phoenix." They have lower search volume but clearer intent and are much easier for a small business to rank for.
How do I find local keywords?
Add the cities, suburbs, and neighborhoods you serve to your service terms, and check Google autocomplete for local variations people actually use. Then build location-specific pages around them.
How often should I revisit my keywords?
Review them a couple of times a year, or whenever you add a service or notice new questions from customers. Search behavior shifts, and your keyword list should keep up.