How To Do Keyword Research For Your Small Business Website

It is important to know the keywords that your prospects are searching in Google.

Often, you will be surprised to find out how many keyword variations your audience is searching for.

For example, if you are a plumber in a city, common sense will tell you that your prospects are searching for ‘plumber in [city]’.

This is true. But if this is the ONLY keyword that you use for your SEO marketing, you are limiting yourself.

This will be the most competitive keyword in your area, and you will be competing with every other plumber in your area.

Even if you beat your competitors for that ranking, you will be limited to showing your website only to a small portion of your prospects.

So how do you know what other keywords your prospects are searching for?

Step 1 – Be Specific

Think about all the specific services you offer. 

For example, instead of thinking of ‘plumbing’ or ‘plumber’, think of:

  • Kitchen fixtures
  • counter tops 
  • faucet leaks
  • food waste disposers
  • water heater
  • roof drains
  • drain stoppage
  • hydrojetting
  • lawn area drains
  • septic tank location
  • ejector pumps
  • etc…

Step 2 – Find Search Volumes

You have an initial list of words related to your services.

Now you can use a keyword research tool to find out how many people are searching for these keywords each month.

Enter one of your services in your keyword research tool of choice and you will find out how many people search for it:

If we decided to research the topic ‘faucet leak’, we would find out a lot of interesting things:

We can see that people can get very specific with their searches, and they are trying to find out the best way to deal with this problem.

If you decided to target one of these keyword phrases + your city, it would be a lot easier to rank in comparison to ranking for plumber + your city.

Also, the quality of the prospects would be better because people have a very clear idea of what they are looking for.

The only downside is that you will be found by less people, because there are less people doing these types of specific searches.

The solution is to publish more content targeting many of these keyword phrases.

It’s easier to get 3,000 visits a month with 30 pages that get 100 visits each, than with 1 page that gets 3,000 visits.

So  the only downside of this strategy is tat you need to publish more content. 

Here is a list of keyword research tools that you can use:

Free Tools:

Paid Tools:

Step 3 – Expand To Content-Rich Topics

You might think that people are not interested in what you do. It’s a normal feeling. 

After all, you are used to doing it every day, and you take it for granted.

But the internet is full of people searching for ways to learn new things.

Look out for opportunities where your expertise overlaps with popular topics.

For example, a plumber could publish a lot of content to help DIY hobbyists and enthusiasts.

An SEO expert could publish content to help business owners rank their website higher in Google.

An immigration lawyer could blog about all the things that you should know before applying for an immigration visa.

A fitness coach could blog about the benefits of training and staying healthy.

Publishing this type of content may seem counter-intuitive. After all, you are a service provider type of business, not an online media company.

But when you publish high quality content in a popular topic, your website grows in popularity and authority.

You can then use that website authority to rank at the top of Google and the other search engines for any keyword that you want. 

Even the most competitive keywords.


Find out the keywords that people in your market are using to find information related to your offer.

Don’t limit yourself to trying to rank for “niche+city”.

Publish rich and high quality content about each one of your services.

Expand into content rich areas even if you are not planing to become a full time blogger. 

Your website will benefit from it, and you’ll be able to get top rankings that deliver high quality leads to your business.