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How to Choose Keywords for Your Small Business Website

Why keywords matter (quick)

Keywords are the words and short phrases people type into search engines. Choosing the right ones helps people find your site, brings worthwhile visitors, and leads to sales or calls.

Step 1 — List what you actually sell or do

Action: Write 8–15 short phrases a customer would use to describe your product or service. Use plain language.

  • Example (coffee shop): "fresh coffee near me", "cold brew", "coffee shop open late"
  • Example (plumbing): "toilet repair", "water heater installation", "emergency plumber"

Checklist:

  • Include product names, services, and problems you solve
  • Include local phrases (city, neighborhood)
  • Avoid industry jargon your customers won't use

Step 2 — Add customer-focused phrases (intent)

Action: For each phrase, add variants that match what a searcher wants.

  • Informational (research): "how to fix leaking faucet", "best coffee beans for espresso"
  • Commercial (compare): "best espresso machine for small cafe"
  • Transactional (ready to buy): "book plumber near me", "buy cold brew beans"

Decision rule: Prioritize transactional and local phrases if you want quick leads; use informational phrases for blog posts to build traffic over time.

Step 3 — Check search volume and competition (fast and cheap)

Action: Use free tools to estimate demand and competition.

  • Tools: Google Keyword Planner (free with a Google Ads account), Google Search (autocomplete), "People also ask", and Ubersuggest or AnswerThePublic for ideas
  • Quick check: Type the phrase into Google. If the top results are big brands and directories, competition is high.

Decision rules:

  • If monthly searches < 50 and no local intent, skip unless hyper-specific to your niche
  • If monthly searches 50–500 and local competition, good target for small businesses
  • If searches > 1,000 and dominated by national brands, consider long-tail local version (add city/neighborhood)

Step 4 — Pick primary and secondary keywords for each page

Action: For every important page (home, services, product, contact, top blog posts), choose:

  • 1 primary keyword: short phrase + local modifier when relevant (e.g., "emergency plumber Boston")
  • 2–4 secondary keywords: variants and related phrases to use in headings and text

Simple rule: One page = one primary keyword. Avoid targeting the same primary keyword on multiple pages.

Step 5 — Match keyword type to page intent

Action: Use this map to decide which keyword goes where.

  • Home page: broad branded + main service (e.g., "Smith Plumbing Boston")
  • Service/product page: transactional/local primary (e.g., "water heater installation Cambridge")
  • Contact page: local + action (e.g., "call plumber near me")
  • Blog post: informational/long-tail keywords (e.g., "how to prevent frozen pipes")

Step 6 — Use keywords naturally on the page

Action: Place the primary keyword in these spots, once each where sensible:

  • Page title (browser title / meta title)
  • Main heading (H2 or H3 since we avoid H1 here)
  • First paragraph
  • One subheading and a couple times in body text
  • Meta description and image alt text

Rule of thumb: Read the page out loud. If it sounds awkward, remove the extra repeats.

Step 7 — Track and adjust

Action: Pick 10–20 keywords to track for a month. Use Google Search Console (free) and Google Analytics.

  • Check impressions, clicks, and average position weekly
  • If a keyword has impressions but low clicks, improve the title/meta description
  • If position is low (10+) and traffic matters, try a local or long-tail version instead

Quick example: Local bakery

Start list: "cupcakes", "wedding cake", "gluten-free breads", "bakery near me"

Choose page targets:

  • Home: primary "bakery in [Town Name]"; secondary "cupcakes", "wedding cakes"
  • Wedding cake page: primary "wedding cakes [Town Name]"; secondary "custom wedding cake", "tasting appointment"
  • Blog: "how much does a wedding cake cost" (informational long-tail)

Fast checklist to finish today

  • Write 8–15 customer phrases
  • Use Google autocomplete to add 10 variants
  • Pick primary keyword for top 5 pages
  • Put primary keyword in title, headline, first paragraph
  • Set up Google Search Console and check results in 30 days

Final decision rules (one-liners)

  • Target local + transactional keywords first if you want quick leads.
  • Use informational long-tail keywords for blog content to build traffic over months.
  • One page = one primary keyword; use 2–4 related secondaries.