Keyword Research 101: What Small Businesses Need to Do First
- Amber Hartman
- Oct 14
- 4 min read
Let’s be honest, when you’re running a small business, SEO can sound like alphabet soup. Algorithms, backlinks, keyword density… who has time for all that?
Here’s the truth: you don’t need to know everything. You just need to understand the basics, the simple steps that help people find you when they need what you offer. Keyword research is one of those steps, and it’s easier (and more empowering) than it looks.
This isn’t about learning SEO like a pro.
It’s about discovering how your clients think, search, and speak, and using that language to connect with them naturally.
In a moment, I’ll walk you through six simple steps that will guide you through how to research, organize, and use the right keywords to grow your visibility, without the overwhelm.
And when you reach the end, you’ll find a free AI Keyword Discovery Prompt you can download to make the process even easier.
Because tools like Google and AI (Gemini, ChatGPT, and beyond) aren’t here to replace your intuition, they’re here to amplify it. They help you see what your customers are feeling and thinking, so your words can meet them right where they are.
Step 1: Get Curious About What People Are Really Searching For
Before you open any tool or type anything into Google, pause for a moment and reflect.
Ask yourself:
What do my clients type into Google when they’re looking for what I offer?
What problem are they trying to solve when they find me?
What words would I use if I were in their shoes?
For example:
If you’re a home remodeler, your client might not search “design-forward ADU specialist.”
They’re more likely typing “small backyard ADU ideas” or “how to add a second bathroom.”
See the difference? One speaks your industry language. The other speaks their world.
Keyword research is about meeting your client there.
Step 2: Use Free Tools That Keep You in Control
You don’t need expensive software or marketing subscriptions to start exploring how people find you online. The most powerful tools are the ones that keep you in the driver’s seat, simple, free, and honest.
Start with these:
Google Search → Begin typing your topic or service (like “best facial near me” or “kitchen remodel ideas”) and notice what Google suggests before you finish your sentence. Those autofill phrases are real searches from real people, a window into your customers’ thoughts.
Google Trends → A free, visual way to see what topics are gaining attention right now. You can compare search terms, view seasonal interest, and make smarter choices about what to write next.
AlsoAsked → This site pulls questions people ask around your topic and maps them in an easy-to-follow diagram. It’s perfect for planning blog titles, FAQs, or service descriptions, and it won’t pull you into a sales funnel.
KeywordTool.io or SearchResponse.io → Both offer generous free versions that help you find “People Also Ask” and related searches without hidden costs.
💡 Tip: You don’t need to use all of these at once. Choose one or two, play for 15 minutes, and write down a few phrases that feel natural and aligned with how your clients would speak.
These tools exist to help you listen, not sell you something. They show you the emotional heartbeat of what people are typing, their worries, curiosities, and hopes.
And when you’re ready to go deeper, you can download my free AI Keyword Discovery Prompt at the end of this article. It’s designed to help you explore even more phrases using ChatGPT or Gemini, creative, and completely in your control.
Try These Tools Yourself Before Outsourcing. Before hiring an SEO agency, spend an afternoon exploring these tools yourself. You might be surprised by what you find. Type a few phrases you think your clients are searching for, and a few you wish they were. Let curiosity guide you, not perfection. By learning what people are actually looking for, you’ll walk into any future marketing conversation with confidence, clarity, and control. This is empowerment in action, you taking the first step toward visibility.
Step 3: Understand Keyword Intent during your research
Not all keywords are equal. Each carries a specific type of intent:
Informational – “how to choose a contractor” → great for blogs and guides.
Navigational – “Pretty Construction reviews” → ideal for Google Business and reputation work.
Transactional – “book facial in Oceanside” → best for service pages or ads.
When you know the why behind a keyword, you can design your content to meet your client exactly where they are.
Step 4: Map Keywords to Your Website
Once you’ve gathered a short list, organize them by page or content type:
Home Page → your primary service keywords
Blog Posts → educational or “how-to” keywords
Service Pages → action-based keywords (“book,” “hire,” “schedule”)
Creating this map helps you avoid keyword overlap and ensures each page has its own clear purpose in your SEO ecosystem.
Step 5: Stay Human
The best keyword strategy isn’t about stuffing terms into your text. It’s about using those insights to speak clearly to real people.
If someone searches “how to grow my business,” what they really mean might be “I’m stuck and need direction.”
So, meet them there. Be the voice that reassures, informs, and uplifts.
That’s what empowerment in marketing looks like: being seen because you’re speaking with heart.
Step 6: Track Progress (Without Overwhelm)
Start small:
Use Google Search Console. to see what phrases you’re already appearing for.
Check which pages are gaining impressions or clicks.
Adjust headlines and descriptions based on what’s resonating.
You don’t need daily monitoring; monthly reflection is enough. This keeps you rooted in progress, not perfection.
Try the Keyword Discovery AI Prompt
Now that you understand how keyword research works, it’s time to make it real and easy. I’ve created a free AI Keyword Discovery Prompt you can use right now with ChatGPT or Gemini to uncover what your customers are actually searching for.
No complicated dashboards. No tech overwhelm. Just you, your intuition, and a simple prompt that turns curiosity into clarity.
Download the Keyword Discovery AI Prompt and start finding the exact words your next client is already typing into Google.
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