Keyword Research for Small Businesses: A Practical Guide Without the Jargon

Keyword research sounds technical, but the concept is simple: figuring out what words and phrases your potential customers type into Google when they’re looking for what you offer.

Get this right, and you’re speaking your customers’ language. Get it wrong, and you’re writing content that no one is searching for.

Here’s how to do keyword research as a small business without expensive tools or an SEO degree.

The Foundation: Think Like Your Customer

Before you touch any tools, start with this mental exercise: Imagine yourself as someone who needs your product or service but doesn’t know your business exists.

What would you type into Google?

If you run a bakery in the Heights, your customers might search:

“bakery near me”
“birthday cakes houston heights”
“custom cakes houston”
“best croissants in houston”
“gluten free bakery houston”

Notice how none of these mention your business name. People don’t search for businesses they don’t know. They search for what they need.

Make a Seed List

Write down every way a customer might describe:

What you sell or do
Problems you solve
Questions they might have
Locations you serve

This “seed list” becomes your starting point for deeper research.

Free Tools That Actually Work

You don’t need expensive software. These free resources give you plenty of data.

Google’s Autocomplete

Start typing a search and see what Google suggests. These suggestions are based on real searches people make.

Try:

“[Your service] Houston” and see what appears
“How to [related to your service]”
“[Your service] near”
“Best [your service] in Houston”

Write down every relevant suggestion.

Google’s “People Also Ask”

Search for something related to your business and look for the “People Also Ask” box. These are actual questions people search for.

Each question you click reveals more questions, giving you a goldmine of content ideas and keywords.

Scroll to the bottom of any search results page. You’ll see 8-10 related searches that real people make. These are often valuable keyword variations you wouldn’t think of.

Google Keyword Planner

Free with a Google Ads account (you don’t have to spend money on ads). It shows:

Average monthly searches for keywords
Competition level
Related keyword ideas

It’s designed for ads, so the data isn’t perfect for SEO, but it’s useful for gauging interest and finding ideas.

AnswerThePublic

Enter a keyword and this tool visualizes questions people ask about that topic. The free version gives limited searches, but it’s worth using for your main service categories.

Google Search Console

If you already have a website, Search Console shows you what keywords people use to find your site. This is real data about your actual audience.

Understanding Keyword Types

Not all keywords are equal. Understanding the differences helps you prioritize.

By Search Intent

Informational keywords: People looking for information

“How to unclog a drain”
“What causes foundation cracks”
“Signs you need a new AC”

These are good for blog posts that establish expertise and attract potential customers early in their journey.

Commercial keywords: People researching before buying

“Best plumbers in Houston”
“HVAC company reviews”
“Cost of foundation repair”

These signal buying intent but the person isn’t ready to purchase yet.

Transactional keywords: People ready to buy

“Emergency plumber near me”
“AC repair Houston appointment”
“Foundation repair quote Houston”

These are your money keywords - people ready to hire or buy.

By Specificity

Head keywords: Broad, high-volume, very competitive

“Plumber”
“Lawyer”
“Restaurant”

Small businesses rarely rank for these.

Long-tail keywords: Specific, lower volume, less competitive

“Emergency plumber Heights Houston weekend”
“Personal injury lawyer motorcycle accidents Houston”
“Italian restaurant private dining downtown Houston”

This is where small businesses can compete and win.

Finding Keywords You Can Actually Rank For

The best keyword in the world is useless if you can’t rank for it. Here’s how to find opportunities.

Assess the Competition

For any keyword, search it and look at the results:

Signs it’s too competitive:

All results are major national brands
Results are from sites with massive authority
Top results have thousands of backlinks

Signs you might have a chance:

Local businesses are ranking
Results include smaller, less-established sites
The content ranking isn’t particularly good

Look for Local Modifiers

Adding location to keywords often reveals opportunities:

“AC repair” (impossible to rank)
“AC repair Houston” (still very competitive)
“AC repair Katy TX” (more achievable)
“AC repair Memorial Houston” (even better)

Find Questions Without Good Answers

Sometimes you’ll find questions where the top results don’t fully answer what people are asking. Create comprehensive content that actually answers the question, and you can outrank established sites.

Target Long-Tail Variations

Instead of “Houston wedding photographer,” try:

“Houston wedding photographer for small ceremonies”
“Intimate wedding photographer Houston”
“Houston elopement photographer”

Less search volume, but less competition and more qualified leads.

Organizing Your Keywords

Once you have a list of keywords, organize them into groups.

Create Keyword Clusters

Group related keywords that could be covered by one piece of content:

Cluster: AC Maintenance

“AC tune up Houston”
“Air conditioner maintenance”
“How often should AC be serviced”
“AC maintenance checklist”
“Spring AC tune up”

One comprehensive page could target all of these.

Map Keywords to Pages

Decide which pages on your site should target which keywords:

Page	Primary Keyword	Secondary Keywords
Homepage	Houston HVAC company	HVAC services Houston, heating and cooling Houston
AC Repair	AC repair Houston	emergency AC repair, air conditioner repair near me
Heating	Furnace repair Houston	heater repair, heating service Houston
Blog Post	AC maintenance tips	how to maintain AC, AC tune up checklist

Prioritize by Value

Consider:

Search volume: How many people search for this?
Competition: Can you realistically rank?
Intent: Are searchers likely to become customers?
Relevance: Is this actually what your business offers?

High intent, moderate competition keywords are often your best opportunities.

Common Keyword Research Mistakes

Targeting Keywords That Are Too Broad

“Marketing” has millions of searches. You’ll never rank for it, and even if you did, the traffic wouldn’t be qualified.

Ignoring Search Intent

If someone searches “how to fix a leaky faucet,” they want to DIY. Targeting that phrase for your plumbing service page won’t convert well.

Obsessing Over Search Volume

A keyword with 50 monthly searches that converts at 10% is more valuable than a keyword with 5,000 searches that converts at 0.1%.

Not Considering Local Terms

For local businesses, location modifiers are crucial. Don’t just target “landscaping services” - target “landscaping services River Oaks” and “lawn care Memorial Houston.”

Setting It and Forgetting It

Keyword research isn’t a one-time task. Search trends change. New competitors emerge. Revisit your keyword strategy quarterly.

Putting It All Together

Here’s a practical process you can follow:

Brainstorm a seed list of 20-30 terms customers might use
Expand using free tools (autocomplete, People Also Ask, related searches)
Assess competition by searching each term
Organize into clusters and map to pages
Prioritize based on value and achievability
Create content targeting your priority keywords
Track rankings and adjust over time

Your First Week of Keyword Research

Start with this simple plan:

Day 1-2: Brainstorm and expand your seed list to 50-100 terms

Day 3-4: Search each term and note competition level

Day 5: Group keywords into clusters

Day 6-7: Create a priority list of 10-15 keywords to target first

You don’t need to find every keyword. Start with the most obvious opportunities and refine as you learn.

Want help identifying the right keywords for your Houston business? Our SEO services include comprehensive keyword research tailored to your industry and local market. Contact us to discuss your business goals.