The Small Business Owner’s Guide to Keyword Research (Even if You’re Not an SEO Expert)

Summary

If you want your business to show up online when customers search for products or services like yours, you need the right keywords. Keywords are the foundation of every great SEO strategy. They help search engines understand what your website is about and connect you with the people looking for exactly what you offer.

In this guide, we’ll explore how small business owners can easily find the right keywords using free tools like AnswerThePublic and Google Trends, understand the difference between long-tail and short-tail keywords, and apply this knowledge to create blog content that drives real results. Even if you’ve never done keyword research before, by the end of this article, you’ll have a simple, repeatable process you can use for every post you publish.

Using AnswerThePublic and Google Keyword Planner to Discover What People Are Searching For

One of the smartest ways to find the right keywords is to look at what your potential customers are already searching for online. Two free tools that make this process simple and effective are AnswerThePublic and Google Keyword Planner.

AnswerThePublic helps you understand the real questions and phrases people use when searching for products or services like yours. It pulls data directly from Google’s autocomplete feature and turns it into easy-to-read visuals. For example, if you type “roof repair,” it will show you hundreds of related questions such as “How long does roof repair take?” or “Who offers roof repair near me?” These insights reveal exactly what your audience wants to know.

Here’s how to use it effectively:

1. Go to answerthepublic.com.
2. Enter a keyword related to your business or service.
3. Review the list of questions and phrases.
4. Choose 3–5 that align with your customers’ needs.
5. Use those questions as blog post ideas or page titles.

Once you have a few topic ideas from AnswerThePublic, you can refine them further using Google Keyword Planner. This tool, part of Google Ads, helps you see how many people are searching for specific keywords each month and how competitive those keywords are. It’s especially useful for finding long-tail keywords that have lower competition but strong intent.

Here’s how to use Google Keyword Planner step-by-step:

1. Visit ads.google.com/home/tools/keyword-planner.
2. Sign in with your Google account (you don’t need to run ads to use the tool).
3. Select Discover new keywords.
4. Enter your seed keyword (for example, “residential painting” or “IT support Austin”).
5. Review the keyword ideas list to see:
   • Average monthly searches (how often people search for it)
   • Competition level (low, medium, or high)
   • Top-of-page bid range (shows how valuable advertisers consider the term)

You can also filter by location to see which keywords are most popular in your local area. This is especially valuable for small businesses that rely on nearby customers. For example, a plumbing company in Round Rock might discover that “emergency plumber Round Rock TX” gets more relevant searches than “local plumber.”

By combining AnswerThePublic (to find the right questions) and Google Keyword Planner (to evaluate search volume and competition), you’ll build a clear picture of which keywords can help your content rank faster and attract the right audience. This combination gives you both creativity and data-driven precision—the perfect mix for small business SEO success.

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Keywords: The Foundation of Getting Found Online

Imagine someone searching online for the exact service you provide, but your business doesn’t appear in the results. That’s what happens when your content isn’t aligned with the keywords your customers are actually using. Keywords are more than just words; they’re the bridge between your customer’s problem and your solution.

When you choose the right keywords, search engines like Google can match your website with the people who are already searching for what you offer. Without them, even the most beautiful website or well-written blog post might never be seen. The good news is that you don’t have to be an SEO expert to get this right. You just need the right tools and a little strategy.

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Choosing Long-Tail vs. Short-Tail Keywords

Once you’ve gathered a list of possible keywords, it’s time to choose between short-tail and long-tail keywords.

Short-tail keywords are broad terms like “painting,” “IT services,” or “marketing.” They get lots of searches but are also very competitive. It’s tough for a small business to rank for them because larger companies with massive SEO budgets usually dominate those results.

Long-tail keywords, on the other hand, are more specific and usually longer phrases such as “interior house painters in Georgetown TX” or “managed IT services for small businesses.” They might have fewer searches, but they attract the right kind of visitors—people who are closer to making a purchase decision.

Here’s a quick comparison:

• Short-tail keywords: High search volume, high competition, low conversion.
• Long-tail keywords: Lower search volume, low competition, higher conversion.

If you’re just starting with SEO, focus your efforts on long-tail keywords. Not only are they easier to rank for, but they also bring in visitors who are looking for exactly what you offer. For example, a blog post titled “How to Choose the Right Exterior Paint Colors for Your Texas Home” will likely perform better locally than one simply called “Exterior Paint Colors.”

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Putting It All Together

Now that you know where to find keywords and how to choose the right type, here’s how to use them:

1. Pick a primary keyword for each page or blog post.
2. Include it naturally in your title, headings, first paragraph, and meta description.
3. Add related keywords throughout your content.
4. Write for people first, search engines second.

Remember, good SEO starts with good content. The more you focus on answering real questions your customers have, the more trust you build—and that’s what turns visitors into clients.

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FAQs

Contact Digital Donkey Marketing today for your SEO and website development needs. Let us handle your online marketing so you can focus on growing your business. Visit DigitalDonkeyMarketing.com or call us at 512-942-6108 to get started!

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