Keyword research for small businesses: free and without jargon
Many websites are written in the company's language, not the customer's. The business talks about "facade renovation"; the customer searches "get house wall painted". Keyword research simply means finding out which words your customers actually type into Google. Small businesses don't need expensive tools for that.
The best sources are free
Start with these sources:
- Conversations: which questions do customers ask on the phone and in first meetings, in what words?
- Google Search Console: under "Performance" you see which queries your site already appears for.
- Google suggestions: what Google completes as you type, and the questions under "People also ask".
- Google Keyword Planner: shows search volume ranges; you need a Google Ads account but no running campaign.
- Competitors: which services and questions do the pages ranking today cover?
Sort search terms by intent
Not every search term brings customers. Someone searching "roof renovation cost" wants to buy soon; "types of roof tiles" is more someone researching. Sort your list into three groups: buying intent, comparison and information. Buying intent belongs on service pages; comparison and information in guides that link to the service.
One term, one page
Assign each important search term to exactly one page. Two pages on the same topic compete with each other and neither ranks properly. Synonyms like "website design service" and "get a website built" belong on the same page. Local businesses add the place where they actually work.
Small terms are often the best
Terms with few searches per month but clear intent often bring small businesses more enquiries than big, contested terms. "Tiler bathroom renovation Cologne old building" is rarely searched, but whoever searches it wants to award a job. Keyword research with a page plan for your services is part of our SEO setup from €450.
Frequently asked questions
- Do I need a paid SEO tool?
- Not to start. Search Console, Google suggestions, Keyword Planner and customer conversations are enough for most small businesses.
- How many keywords should a page have?
- One main topic with its synonyms and questions. Targeting one page at many different topics dilutes it.
- How often should I repeat the research?
- Check Search Console monthly for new queries. A bigger revision pays off about once a year.
Sources
Tell us your services and region. We research your customers' search terms and propose a page plan.
Request keyword research