When you hear the term "keywords," what springs to mind?

Some kind of magic word that gets your business to the top of Google?

A bit of marketing jargon only SEO experts understand?

Or maybe you're not quite sure, but you’ve heard they’re important and you’re wondering if they can actually help your business grow.

Wherever you’re starting from – you’re in the right place.

In this post, we’ll break down exactly what keywords are, why they matter for your business, and how to find the ones that will actually bring you more customers (not just random clicks).

No jargon. No fluff. Just real talk about SEO, keywords, and growing your visibility online.

What Are Keywords (Really)?

Let’s start with the basics.

Keywords are the words and phrases people type into search engines like Google when they’re looking for something.

That’s it. Simple as that.

If someone types “best dog groomer in Leeds,” that’s a keyword.

If they search “how to fix a dripping tap,” that’s a keyword too.

Keywords are how people find information, products, services, and local businesses online.

For you – the small business owner – they’re the bridge between what you offer and what your ideal customer is searching for.

So, when someone types a search into Google, your goal is for your website (or your blog, your Google Business profile, or even your product page) to show up in the results.

And the right keywords can help make that happen.

Why Keywords Matter for Your Business

Imagine you run a bakery in Manchester.

If someone nearby searches for “birthday cake Manchester” or “custom cupcakes near me” – wouldn’t it be brilliant if your website popped up?

That’s the power of using the right keywords.

Here’s how keywords can make a difference:

• More visibility: Good keywords help you show up in search results when your ideal customers are actively looking for what you sell.

• Better quality traffic: Instead of attracting people who aren’t interested in your services, keywords bring in those who are already warm leads.

• Increased enquiries or sales: The more people see your business when they’re ready to buy, the more likely they are to click, call or visit.

Bottom line: Keywords help you get found by the right people at the right time.

Types of Keywords (And Why It Matters)

Before we jump into how to find your keywords, it helps to know there are different types:

1. Short-Tail Keywords

These are usually 1-2 words, like:

• “plumber”

• “SEO”

• “yoga”

They get lots of searches, but they’re super competitive and not very specific.

Someone searching “yoga” might be looking for yoga pants, a class, or a video tutorial – you’ve no idea.

Great for big brands with big budgets. Less great for local small businesses.

2. Long-Tail Keywords

These are more specific, often 3+ words:

• “yoga class for beginners in Brighton”

• “emergency plumber in Milton Keynes”

• “best SEO service for small businesses UK”

They get fewer searches, but they’re much more targeted – and way easier to rank for.

These are your best friend as a small business owner.

3. Branded Keywords

These include your business name:

• “Lush bath bombs”

• “Tony’s Auto Repair Cardiff”

If people are searching your brand name, that’s a good sign – it means you’re being remembered or recommended.

4. Transactional Keywords

These show intent to buy:

• “buy running shoes UK”

• “book hair appointment near me”

They’re great for product or service pages, because people using them are close to making a decision.

5. Informational Keywords

These are questions or searches where people want to learn something:

• “how to clean leather boots”

• “what is digital marketing?”

Perfect for blog content, videos, or downloadable guides – and great for building trust and long-term visibility.

How to Find the Right Keywords for Your Business

Okay, here’s the bit that really matters.

You don’t need to guess.

You can research and choose the keywords that are right for your business, your goals, and your audience.

Here’s how.

Step 1: Know Your Audience

Before you pick any keywords, you need to know who you’re trying to reach.

Ask yourself:

• Who are my ideal customers?

• What problems do they have?

• What would they type into Google to find my product or service?

Let’s say you run a dog walking service in Sheffield.

Think like your customer.

They might search:

• “dog walkers in Sheffield”

• “affordable pet care S11”

• “daily dog walking service near me”

Write down a few ideas – this is the start of your keyword list.

Step 2: Use Google Like a Human

Start typing your ideas into Google and see what comes up.

For example, type “dog walker Sheffield” and look at:

• Google Autocomplete: Suggestions that pop up as you type.

• People Also Ask: Questions other people have searched.

• Related Searches (at the bottom): More ideas based on real search behaviour.

These are real searches from real people – and they're gold for your keyword research.

Step 3: Use a Free Keyword Tool

If you want to get a bit more data, try a free tool like:

• Ubersuggest (by Neil Patel)

• AnswerThePublic (especially good for question-based keywords)

• Google Keyword Planner (you’ll need a free Google Ads account)

These tools show:

• How many people search each keyword per month

• How hard it is to rank for that keyword (competition)

• Related keyword ideas

Look for:

✅ Low to medium competition
✅ Good search intent (is it clear what the searcher wants?)
✅ Relevant to your business

Step 4: Pick Keywords with Purpose

Now you’ve got a list of possible keywords, group them by where you’ll use them:

• Homepage: Your main offering and location (e.g., “web design for small businesses UK”)

• Product/Service pages: Specific keywords (e.g., “wedding photographer Leeds”)

• Blog posts: Question-based or info keywords (e.g., “how to pose for engagement photos”)

• FAQ/Help pages: Long-tail questions your customers ask (e.g., “how long does delivery take?”)

The goal is to match each page on your website to a set of related keywords.

Step 5: Think Local

If you’re a local business, don’t forget your location is a keyword.

People don’t just search for “garden design” – they search for “garden designer Bristol” or “landscaping services near me.”

So add your town, city, region, or neighbourhood into your keywords naturally.

And if you serve multiple locations? Create separate pages or content for each.

Step 6: Don’t Overdo It

Old-school SEO advice used to be “stuff your page with keywords.”

Please don’t.

Google’s smarter than that. It looks for:

• Natural, helpful content

• Pages that answer the searcher’s intent

• User experience (how easy it is to navigate, read, and trust your site)

Use your keywords in:

• Page titles

• Headings (like H1s and H2s)

• URL slugs

• Meta descriptions

• First 100 words

• Image alt text

• Throughout the body, naturally

But always write for humans first, not robots.

What Makes a Keyword “Right” for Your Business?

A good keyword has three things going for it:

✅ Relevant

It actually relates to what you sell or offer. No point ranking for “free dog photos” if you sell premium grooming services.

✅ Search Volume

People are actually searching for it. (Even 10-50 searches a month might be enough for a niche local term.)

✅ Buyer Intent

The person typing it is likely to take action – whether that’s buying, booking, or enquiring.

How Often Should You Review Your Keywords?

Great question.

SEO isn’t a one-time job – it’s more like tending a garden.

• Check every 3–6 months to see how your pages are performing.

• Use tools like Google Search Console to see what terms you’re ranking for (and where you could improve).

• Add new content regularly that targets fresh keywords and customer questions.

The more useful, relevant content you create over time, the stronger your keyword presence becomes.

Real-Life Example: From Invisible to Visible

Let’s say you run a handmade jewellery business in the UK.

You start with vague keywords like “jewellery” and “bracelets” – and get lost in the sea of big brands.

But then you research and discover:

• “birthstone bracelets UK”

• “handmade silver rings London”

• “ethical jewellery small business UK”

You tweak your pages and blog posts to target those.

Now you’re attracting the kind of buyers who want exactly what you sell.

They stay longer. They buy more. And your visibility grows.

Keyword Myths (That Need Busting)

Let’s clear up a few common misconceptions:

❌ “I need to rank #1 on Google for everything.”

Nope. You only need to show up when it matters – when someone’s ready to buy or engage.

❌ “Once I use a keyword, I’m done.”

SEO is ongoing. Your competitors aren’t standing still, and search habits evolve.

❌ “Keywords are spammy.”

Not when used right. They help Google understand your content – and help real people find what they need.

FAQs: Keywords & SEO for Small Businesses

❓Do I need to hire an SEO expert to find keywords?

Not necessarily – you can do a lot yourself using the tools and tips above. But if you’re short on time, or want faster results, working with a good SEO partner can be a smart move.

❓How many keywords should I target?

Each page should focus on 1 main keyword and a few related variations. Don’t try to cram too many into one page – it’ll confuse search engines and your readers.

❓How long does it take for keywords to work?

SEO is a long game. You might see results in a few weeks for low-competition keywords, but most pages take 3–6 months to build traction.

❓What’s the difference between organic and paid keywords?

Organic keywords are free – you rank in Google’s natural results by optimising your site.
Paid keywords appear in ads at the top – you pay per click (via Google Ads).

Both have their place, but organic SEO builds long-term visibility.

❓Can I rank for keywords even if my website is new?

Yes – especially if you go after long-tail, local, or niche keywords. Avoid going head-to-head with big brands, and focus on being specific, helpful, and relevant.

The Right Keywords Can Transform Your Business

Here’s the truth: SEO doesn’t have to be confusing or overwhelming.

When you understand what your ideal customers are searching for – and create content that answers those searches – you’re already ahead of most businesses.

Keywords aren’t magic.

They’re just a tool.

A way to help your business get seen, heard, and trusted online.

And if you’d like a bit of help finding your perfect keywords and getting your site ranking on Google – that’s exactly what a good SEO agency can do.

Whether you do it yourself or partner with an expert, getting your keywords right is one of the smartest investments you can make in your business growth.

Would you like a tailored keyword list for your business? Or want to know how your current site is performing in Google?

Let’s have a friendly chat and see what’s possible.

Because SEO shouldn’t be stressful – and growing your visibility online should feel like something you’ve got the power to do.