Want your small business to stand out online? Keyword research is the key. Here's why it matters and how to do it:

• Why Keyword Research?
  80% of people search online weekly, and 32% do so daily. The right keywords help you connect with local customers, boost visibility, and attract ready-to-buy leads.

• Quick Wins:

  • Build a keyword list with your products, services, and location terms.
  • Use tools like Quorly to find search volumes and competition data.
  • Focus on long-tail keywords like "best bakery in Miami."
  • Match keywords to user intent (informational, commercial, transactional).
  • Optimize for local SEO with consistent business info and location pages.
  • Regularly review and update your keywords for better rankings.

• Real Results:
  Businesses like Milano Bakery and Kody Smith’s pet waste removal service have seen massive growth by refining their keyword strategies.

Start small, focus on specific terms, and track progress. With consistent effort, you can improve your SEO and grow your business.

Small Business SEO Keyword Research

1. Build Your Basic Keyword List

Laying the groundwork for your keyword list is essential, and here’s how to get started.

List Your Main Products and Services

Start by jotting down every product, service, or specialty your business provides - basically, think like a customer searching for what you offer.

For instance, if you own a bakery, your list might include:

• Products: cakes, pastries, bread
• Specific items: wedding cakes, birthday cakes, sourdough bread
• Services: custom cake design, catering, delivery
• Specialties: gluten-free options, vegan desserts

This step ensures you're covering all the bases of what your business is known for.

Add Location and Industry Terms

Next, expand your list by including geographic and industry-related terms. These could be:

• City and neighborhood names
• Well-known landmarks or districts nearby
• Regional phrases customers might use
• Industry-specific jargon

Quick tip: Use variations of location names. For example, a business in New York could benefit from terms like "NYC", "New York City", and "Manhattan." These small tweaks can make a big difference.

Use Basic Search Tools

Google Autocomplete is a simple but powerful tool to grow your keyword list. Here’s how to use it effectively:

• Perform non-personalized searches to get unbiased suggestions. Try typing your core business terms followed by:

  • Who
  • What
  • Where
  • When
  • Why

• Search for comparisons by typing "[your business type] vs". This can reveal what potential customers are weighing as options.

• Use the format "how * works" (replace the * with your service) to uncover related search terms.

As you gather keywords, organize them into categories like products, services, and locations. A focused, relevant list will always outperform a long, scattered one. This structured approach will prepare you for the more advanced keyword research strategies coming up.

2. Use Keyword Research Tools

Now that you have your initial list of keywords, it’s time to refine it using specialized keyword research tools. These tools provide essential data like search volume and competition, helping you sharpen your strategy.

Find Keywords with Quorly

Quorly is a great tool for small businesses looking to uncover keyword opportunities quickly and efficiently. Here’s how it can help:

• Search Volume Insights: Plug in your basic keywords to see how often people search for them. This helps you identify trends and understand customer behavior.
• Competition Data: Analyze how competitive each keyword is, so you can focus on terms that strike a balance between popularity and ease of ranking.
• Affordable Options: Starting at just $13/month, Quorly provides access to professional data, including:
  • Monthly search volume trends
  • Competition analysis
  • Cost-per-click (CPC) information
  • Suggestions for related keywords

"Keyword research isn't just about verifying how many searches a particular keyword has - it's also about exploring the many varied ways that people use language to research an idea or topic." - Moz [2]

Once you’ve gathered detailed keyword data, the next step is to organize and prioritize it for action.

Save and Share Your Research

Having a well-structured keyword list is crucial for effective implementation. Here’s how to manage your findings:

• Export and Analyze: Save your keyword data in a CSV file. This allows you to sort, group, and share your insights easily.
• Prioritize Your Keywords: Not all keywords are created equal. Use the table below to guide your decision-making:

Priority Level	Criteria	Action Items
High	High search volume, low competition	Use within the next 30 days
Medium	Moderate volume and competition	Schedule for the next quarter
Low	Low volume or high competition	Save for future consideration

While metrics like volume and competition are important, always align your keyword choices with your business goals. For example, a low-volume keyword that directly relates to your service can often be more impactful than a high-volume term with only a loose connection to your offerings.

If your initial results feel too narrow, try starting with broader seed terms. This approach can help you uncover related keywords you might have overlooked [2].

3. Match Keywords to User Intent

If you want to attract visitors who are more likely to convert, aligning your content with user intent is a must.

Know the Types of Search Intent

Search intent typically falls into four main categories, each with its own goals and best-suited content types:

Intent Type	User Goal	Sample Keywords	Content Type
Informational	Learn or find answers	"how to do keyword research"	Guides, tutorials
Navigational	Find specific websites	"quorly login"	Landing pages
Commercial	Research before buying	"best SEO tools comparison"	Reviews, comparisons
Transactional	Make a purchase	"buy SEO software"	Product pages

To figure out the intent behind a keyword, start by analyzing the top 10 Google search results. The type of content dominating the results - whether it's how-to guides, reviews, or product pages - gives you a clear idea of what users expect. Once you understand this, you can tailor your content to meet their needs.

Write Content That Matches Intent

Your content should not only be relevant but also structured to satisfy the specific intent behind a search query:

For Informational Keywords:

• Break down complex topics into simple, step-by-step instructions.
• Use visuals like charts, images, or videos to make the information easier to follow.
• Address common questions thoroughly to build trust and authority.

For Commercial Keywords:

• Provide detailed product descriptions, including clear pricing and benefits.
• Highlight customer reviews, testimonials, or case studies to build credibility.
• Compare your offerings to competitors to help users make informed decisions.

For Transactional Keywords:

• Design focused landing pages that guide users toward a purchase.
• Simplify the buying process with clear calls-to-action and minimal distractions.

Tim Soulo from Ahrefs points out that 36.9% of U.S. searches include a company name [3]. This emphasizes the importance of catering to navigational intent, especially for branded terms.

To ensure your content aligns with user expectations:

• Structure it to reflect the dominant formats appearing in search results.
• Use schema markup to improve visibility and relevance.
• Make navigation intuitive and formatting user-friendly.

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4. Pick Specific Long-Tail Keywords

Once you've built your basic keyword list and done some research with tools, it's time to refine your strategy by focusing on long-tail keywords. These are more specific phrases that may not get as much search traffic but are often better at converting because they address very particular user needs.

Crafting Detailed Keyword Phrases

To create effective long-tail keywords, combine modifiers, core terms, and location details. Here's how these components work together:

Component	Purpose	Examples
Modifier	Adds intent or quality	"affordable", "best", "emergency"
Core Term	The main product or service	"coffee shop", "plumber", "dentist"
Location	Targets a specific area	"Seattle", "downtown Chicago", "NYC"

For instance, instead of just targeting "coffee shop", you could aim for more specific phrases like "best organic coffee shop downtown Seattle" or "24-hour coffee shop Pike Place." These detailed phrases attract users who are ready to take action.

Focus on Customer Questions

With the growth of voice search and many keywords having limited search volume [6], question-based long-tail keywords offer a great opportunity to connect with users.

Here’s how you can find and use question-focused keywords:

• Keep an Eye on Google's People Also Ask
  Google's "People Also Ask" (PAA) feature is becoming more prominent. In fact, Mordy Oberstein, CMO of RankRanger, noted that PAA visibility grew by 85% across both desktop and mobile search results over two years [5].

• Create FAQ-Style Content
  Develop content that directly answers common customer questions. As Rachel Handley puts it:

  "By answering the right question keywords on your website, you can improve search visibility, attract relevant traffic, and establish authority in your niche." [4]

• Leverage Search Intent Signals
  Identify questions that reflect different stages of the buyer’s journey. Here's a breakdown:

  Question Type	Intent Signal	Example Phrase
  Research	Early stage	"how to choose a coffee roaster"
  Comparison	Middle stage	"what's better light or dark roast"
  Purchase	Late stage	"where to buy organic coffee beans Seattle"

When targeting these question-based keywords, aim to provide thorough answers that cover all related concerns. This approach not only boosts your SEO but also helps establish your business as a trusted expert in your field.

Lily Ray, Senior Director of SEO and Head of Organic Research at Amsive Digital, emphasizes this point:

"Identifying and answering searchers' questions should be a key component of any SEO strategy." [5]

5. Improve Local Search Rankings

If you're a small business aiming to attract nearby customers, boosting your local search visibility is a must. By tailoring your online presence with location-specific keywords, you can increase your chances of showing up in those all-important local search results.

Keep Business Info Consistent

One of the easiest ways to strengthen your local SEO is by keeping your business information consistent across all platforms. Your name, address, and phone number (NAP) should be exactly the same wherever your business is listed online. This consistency helps Google trust your business and improves your local rankings.

Make sure your NAP is accurate and uniform on:

• Google Business Profile
• Online directories
• Social media profiles
• Your website’s contact page
• Local business listings

Add Location Keywords

Using location-specific keywords is another powerful way to climb the local search rankings. Pair your main keywords with geographic terms to make your business more relevant to local searches. Here’s a simple guide to structuring these keywords:

Keyword Type	Structure	Example
Direct Location	Service + in + Location	"bakery in Miami"
Service-Based	Location + Service	"Miami custom cakes"
Neighborhood	Area + Service + Location	"downtown Miami bakery"
Question-Based	Question + Location	"What bakery in Miami delivers?"

A well-thought-out keyword strategy can make your business more visible to potential customers in your area [1].

Build Location-Based Pages

Once your keywords are in place, take things a step further by creating location-specific pages on your website. These pages are tailored to a specific area and packed with details that make them useful for local customers. For example, StoragePost.com’s location pages include:

• Interactive maps and detailed directions
• Information about nearby neighborhoods
• Links to local content
• A list of available storage units at that location

"Location page SEO is the practice of optimizing your website's location-specific pages to rank higher in search results when people look for relevant products or services in your area." - Connor Lahey [7]

Another great example is Swish Dental’s Bee Cave, Texas page. It features:

• Exact contact information and hours of operation
• Staff bios with photos
• Verified patient reviews
• Parking details
• FAQs specific to that location

6. Check and Update Keywords

Keeping your keyword strategy current is key to staying competitive in search rankings.

Review Current Keywords

Use tools like Google Search Console to analyze how your keywords are performing. Here's a helpful framework to guide your review process:

Metric to Track	Frequency	What to Look For
Keyword Rankings	Weekly	Changes in search result positions
Organic Traffic	Weekly	Shifts in traffic patterns and trends
Conversion Rate	Weekly	Keywords driving actual business results
Click-Through Rate	Weekly	Performance of titles and meta descriptions
Domain Authority	Weekly	Overall site strength and credibility

"Most experts recommend regularly reassessing your content and potentially doing an SEO or keyword update where necessary." - Britt Kascjak, BlogPaws Director of Content & SEO [8]

Once you've identified areas for improvement, take action to update your content and close any performance gaps. Address outdated content as soon as possible to maintain relevance.

Update Outdated Content

Refreshing old content is crucial for maintaining strong rankings. Considering that the top three Google search results capture 54.4% of all clicks [9], keeping your content up-to-date is non-negotiable.

When revising your content, focus on these areas:

• Content freshness: Replace outdated statistics, examples, and references with current information.
• Keyword relevance: Add new keyword variations that align with your audience's search behavior.
• Technical elements: Revise meta titles, descriptions, and header tags to reflect updated content.

"I recommend conducting SEO audits quarterly." [9]

To stay organized, establish a content update schedule that fits your business size:

Business Size	Recommended Update Frequency
Solopreneur	Annual content review
Small Team	Quarterly updates
Growing Business	Monthly reviews
Large Company	Bi-weekly monitoring

A consistent update routine ensures your content stays competitive and continues to provide value to your audience.

Conclusion: Next Steps for Your Keyword Strategy

Now that you've built your keyword list and fine-tuned your local optimizations, it's time to put your strategy into action and keep a close eye on its progress. Keyword research isn't a one-time task - it requires consistent effort and refinement.

Here’s how you can move forward with Quorly's AI-powered tools:

Phase	Action Items	Timeline
Initial Setup	Input your core business terms into Quorly	Week 1
Research	Analyze search volumes and competition	Week 1-2
Implementation	Create content targeting identified keywords	Week 2-4
Monitoring	Track performance using Quorly's analytics	Monthly

By following these steps, you can systematically build and improve your keyword strategy.

"Keyword research is an important strategic marketing practice that, when thought of correctly, never really ends." – Duct Tape Marketing [10]

Here are a few tips to help you make the most of your efforts:

• Start Small: Focus on 5-10 core keywords to begin with, then expand your list using Quorly's AI keyword discovery tool.
• Track Your Progress: Use Quorly's dashboard to monitor key metrics like:
  • Keyword rankings
  • Search volume trends
  • Competition levels
  • Click-through rates
• Optimize for Local Impact: Give priority to location-based keywords and ensure your business information is consistent across all platforms.

For access to essential features and credits that can supercharge your keyword strategy, consider investing in Quorly's Growth plan for $44/month.

FAQs

How can I use long-tail keywords to boost my small business's SEO and attract more customers?

To get the most out of long-tail keywords, zero in on phrases that directly relate to your products, services, or niche. These terms usually face less competition and can connect you with customers who are further along in their decision-making process - often ready to buy.

Begin by pinpointing 3-5 long-tail keywords for each service or topic you offer. For instance, instead of aiming for a broad term like "coffee shop", try something more specific, like "best coffee shop in downtown Chicago." Use these keywords naturally throughout your website, including in blog posts, product descriptions, and meta tags.

Focusing on these detailed phrases can boost your search rankings and attract the kind of audience that’s genuinely interested in what you offer.

How can I use keywords effectively to match user intent and boost conversions?

To make the most of keywords, it's essential to match them with user intent - the reason behind a search query. There are four main types of intent to keep in mind:

• Informational: When users are looking for knowledge or answers.
• Commercial: When they're researching products or services.
• Transactional: When they're ready to take action, such as making a purchase.
• Navigational: When they're searching for a specific website or page.

By identifying the intent behind the keywords your audience uses, you can tailor your content to meet their expectations. For example, informational keywords work well for creating detailed blog posts or how-to guides, while transactional keywords are perfect for optimizing product pages or service descriptions. This strategy not only attracts the right visitors but also increases the likelihood of turning them into customers.

How often should I update my keyword strategy to keep it effective?

To keep your keyword strategy sharp and impactful, aim to review and update it every quarter. It’s also smart to reassess your keywords 3–6 months ahead of launching major campaigns or promotions. This approach helps you adjust to shifts in search trends, audience behavior, and your evolving business objectives. Staying on top of these updates ensures you remain competitive and maintain solid search visibility.