How to choose keywords for a small business
You do not need expensive tools to know what your clients search for. How to find keywords for a small business and use them without sounding artificial.
Keywords for a small business are simply what your client types into Google when they need you without knowing you exist. Not "comprehensive oral health services", but "dentist open on Saturdays" or "how much does an implant cost". Getting them right is the difference between a website nobody finds and one that brings in calls.
Keywords for a small business: think like your client
Professionals use jargon. Clients use their own words. A physiotherapist says "pelvic floor dysfunction"; their patient searches "bladder leaks after giving birth". Both matter, but the second brings the visits.
Where to find small business keywords for free
Your clients
What do they ask you on the phone, on WhatsApp, at the first appointment? Write it down word for word. It is the best keyword list you will ever have.
Google autocomplete
Start typing your service into Google and see what it suggests. At the bottom of the results page there are also "related searches".
"People also ask"
That block of expandable questions in Google tells you exactly what people wonder about your topic.
Search Console
If you already have a website, the performance report shows which searches you appear for. You often discover queries you did not expect. More in Google Search Console explained.
Your competitors
See what the businesses ranking at the top call their services. Not to copy them, but to learn the vocabulary people use.
Three kinds of small business keyword
- Informational: "how do I know if I need braces". Good for the blog or FAQs.
- Commercial: "clear aligners price". Good for your service pages.
- Local: "orthodontist in Bristol". Good for the home page, service pages and your Google profile.
A small business should start with commercial and local searches: they bring clients sooner.
How to use them without sounding like a robot
- One main idea per page. The "sports physiotherapy" page is about that, not everything.
- In the title and first paragraph, naturally.
- In subheadings, where it fits.
- With variations: Google understands synonyms; no need to repeat the same phrase ten times.
- Genuinely answering what that person is looking for: price, timing, what is included, where.
If it sounds odd read aloud, it is over-optimised.
The most common mistake
Trying to rank for the most generic word ("dentist") with a single page. It competes with everyone. It is much easier, and more profitable, to rank for twenty specific searches than for one generic one.
From small business keywords to website structure
Once you have the list, group it: each group can be a service page or a blog post. That is how a website that answers what your clients search for is born. It is exactly how I plan every website at Nueva Página; see how it looks, for example, on the dental clinic website page.
How to choose keywords for a small local business
If your clients are nearby, always pair your service with your area: "sports physiotherapy in Leeds" or "hair salon in Clifton". Those searches face less competition and, besides, they come from people ready to hire. Then add the variations people use: plurals, synonyms and questions such as "how much does it cost" or "open on Saturdays".
To get an idea of how often each phrase is searched, Google's Keyword Planner is free with a Google Ads account, and Google Trends shows what is searched most in your region. With that list, decide which services deserve one page per service. A few well-chosen keywords for a small business beat a hundred random ones.
Frequently asked questions
Do I need to pay for keyword tools?
For a small business, no. Your clients, Google and Search Console are plenty to start with.
How many keywords should I target?
One main keyword per page plus its variations. More well-focused pages beat one page with everything.
Do keywords in the domain help?
Very little today. A domain with your brand name, easy to remember, is better.
Can you help me choose keywords for my small business?
Yes. When I plan each Nueva Página website, I organise the pages and copy around how your clients search. See how I work.