How to do keyword research?

Picture this: You’ve just opened your dream bakery, and while your sourdough is the talk of the town among your regulars, your website sits quietly in a corner of the internet, waiting to be discovered. You know you need SEO, and everyone keeps talking about keywords, but where do you even start? Don’t worry – I’ll teach you how to do keyword research and think like your customers and find the exact words they’re typing into Google.

Understanding Why Keywords Matter

Keywords are like a bridge between your business and your potential customers. When someone needs a product or service, they type specific words into Google – these are the keywords you want to target. But here’s the thing: we often use different words to describe our businesses than our customers do. For example, you might call yourself a “patisserie specializing in artisanal bread,”(too sophisticated right? I know😉) while your customers are simply searching for “best bakery near me” or “fresh bread shop.”

The Secret to Finding Your Perfect Keywords

Let’s break this down into simple, actionable steps that won’t cost you a dime.

Start with Your Customer’s Mind

Before diving into any tools, grab a piece of paper and write down answers to these questions:

• What problems does your business solve?

• What questions do customers frequently ask?

• What terms do customers use when describing your products?

For instance, if you run a computer repair shop, your customers might not search for “computer diagnostic services” – they’re more likely to type “why is my laptop so slow” or “computer repair near me.”

Free Keyword Research Tools

Google: Your Best Free Research Tool

Start with Google itself. Type in words related to your business and look at:

1. Google Autocomplete: Start typing and see what Google suggests. These suggestions come from real searches.

2. “People Also Ask” boxes: These show you actual questions people are searching for.

3. Related searches at the bottom of the page: These reveal connected topics you might not have thought about.

Using our bakery example, if you type “fresh bread,” Google might suggest “fresh bread delivery,” “fresh bread near me,” or “fresh bread recipes” – giving you insights into what people actually search for.

Google Keyword Planner: Your Secret Weapon

While it’s designed for advertising, Google Keyword Planner is free and provides valuable keyword data. Here’s how to use it:

1. Sign up for a Google Ads account (you don’t need to run ads)

2. Navigate to Keyword Planner

3. Enter some basic terms related to your business

4. Look at the monthly search volumes and related keywords

Don’t get overwhelmed by all the data – focus on keywords that:

• Have reasonable search volumes (100-1,000 searches per month is often a sweet spot for small businesses)

• Are relevant to your business

• Have lower competition (especially important when you’re just starting)

Mining Your Competitors (Legally!)

Visit your competitors’ websites and look for:

• Words they use in their page titles (visible in browser tabs)

• Headers on their pages

• Terms they use repeatedly in their content

Tools like AnswerThePublic (free version) can show you questions people ask about topics related to your business. This is golden for creating content that answers real customer questions.

Making Sense of Your Keywords

Now that you’ve gathered keywords, organize them into three categories:

1. Primary Keywords: These are your main services or products (e.g., “fresh bread,” “custom cakes”)

2. Long-tail Keywords: Longer, more specific phrases (e.g., “gluten-free sourdough bread delivery”)

3. Local Keywords: Terms including your location (e.g., “bakery in [your city]”)

Prioritize keywords that:

• Match your business goals

• Have reasonable search volumes

• Show clear intent to buy or use your service

• Have manageable competition levels

Implementing Your Keywords

Once you’ve found your keywords, use them naturally in your:

• Website pages (especially titles and headers)

• Product descriptions

• Blog posts

• Image alt text

• Meta descriptions

But remember the golden rule: Write for humans first, search engines second. Never stuff your content with keywords – it should read naturally.

Common Mistakes to Avoid

1. Targeting Only High-Competition Keywords: Don’t just go after the most popular terms. Sometimes, less competitive, more specific keywords can bring better results.

2. Ignoring Local Search Terms: If you’re a local business, make sure to include location-based keywords.

3. Using Industry Jargon: Remember to use words your customers use, not industry terminology.

4. Forgetting About Search Intent: Make sure your keywords match what customers are actually looking for.

Keeping Track of What Works

Set up Google Search Console (it’s free!) to track:

• Which keywords bring people to your site

• How many people click through to your website

• Where your website appears in search results

This data helps you refine your keyword strategy over time.

Remember, keyword research isn’t a one-time task. Customer language and search habits change, so revisit your keyword research every few months to stay current.

I’ll discuss more in detail about Google Search Console setup and use in future newsletters!

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Your Next Steps

Take what you’ve learned here and start with just one hour of research. Look at your top three competitors, write down the words they use, and compare them with what you’ve found in Google’s suggestions. You might be surprised at what you discover!

Ready to put this knowledge into action? What’s the first keyword you think your customers are searching for right now?

Advanced Techniques Without the Expensive Keyword Research Tools

Let’s dive deeper into some advanced keyword research strategies that won’t break the bank. Think of these as your secret weapons in the SEO game.

Understanding Search Intent Categories

Search intent is like the psychology behind a search. There are four main types:

Informational Intent: When people want to learn something. These searches often start with “how to,” “what is,” or “why does.” For example, “how to store sourdough bread” or “why is my sourdough not rising?”

Navigational Intent: When people are looking for a specific website or place. These usually include brand names or specific locations, like “Main Street Bakery hours” or “Sunshine Bakery directions.” or “Marketer Pro” 😉

Commercial Intent: When people are researching before buying. These often include words like “best,” “review,” or “comparison.” Think “best sourdough bread in [city]” or “artisan bakery reviews.”

Transactional Intent: When people are ready to buy. These searches include words like “buy,” “order,” or “near me.” For example, “order fresh bread online” or “bakery delivery near me.”

Understanding these intents helps you create content that matches what your customers need at different stages of their journey.

Seasonal Keyword Research

Your customers’ search habits change with the seasons. Using Google Trends (another free tool), you can:

• See when certain searches peak during the year

• Plan content ahead of seasonal spikes

• Identify regional differences in search patterns

For example, a bakery might notice searches for “hot cross buns” spike before Easter, while “gingerbread” searches increase before Christmas. This information helps you plan your content calendar and inventory.

Voice Search Optimization

With more people using Siri, Alexa, and Google Assistant, voice search is changing how people look for businesses. Voice searches tend to be:

• Longer and more conversational

• Question-based

• Location-specific

Instead of typing “best bakery Chicago,” someone might ask their phone, “Where can I get fresh-baked bread near me right now?”

To optimize for voice search:

• Target natural-language phrases

• Focus on question-based keywords

• Include conversational terms in your content

The Power of “People Also Ask”

The “People Also Ask” (PAA) box on Google is a goldmine for content ideas. Each time you click on a question, more related questions appear. This creates an endless stream of potential keywords and content topics.

Create a spreadsheet to track:

• Questions that appear repeatedly

• Questions relevant to your business

• Questions your website could answer better than competitors

Local Keyword Variations

If you serve multiple areas, understand how people search differently in each location. For example:

• Some cities might search for “bakery”

• Others might use “bake shop”

• Some areas might use neighborhood names instead of city names

Google Trends can show you these regional variations in search terms.

Creating Keyword Clusters

Instead of targeting single keywords, group related keywords together. This helps you:

• Create more comprehensive content

• Rank for multiple related terms

• Better match search intent

For example, a cluster around “sourdough bread” might include:

• How to store sourdough bread

• Best sourdough bread recipe

• Sourdough bread benefits

• Where to buy sourdough bread

• Fresh sourdough bread delivery

Social Media as a Keyword Research Tool

Social media platforms can reveal how people talk about products and services in real life. Check:

• Popular hashtags in your industry

• Common phrases in customer comments

• Questions people ask on industry-related posts

Using Forums and Community Sites

Sites like Reddit, Quora, and industry-specific forums show you:

• Real questions people ask

• Language they use to describe problems

• Common concerns and interests

These insights help you find long-tail keywords you might miss otherwise.

Making Your Research Actionable

Create a simple system to implement your keyword research:

1. Keep a running list of potential keywords

2. Prioritize them based on:

• Search volume

• Competition level

• Relevance to your business

• Current website performance

1. Create a content calendar

2. Track performance in Google Search Console

3. Adjust your strategy based on results

Remember, the goal isn’t just to find keywords – it’s to connect with real people looking for what you offer.

The Future of Keyword Research

As search engines become smarter, they’re getting better at understanding context and user intent. This means:

• Focus on topics rather than just keywords

• Create comprehensive content that answers related questions

• Pay attention to user experience signals

Looking ahead, what questions do you have about implementing these strategies for your business? Have you discovered any surprising keywords your customers might be using to find businesses like yours?

P.S. Next week, we’re diving into on-page SEO. Subscribe & Stay tuned!

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