Most small business owners hear “keywords” and immediately think: That’s an SEO thing. Not for me.
But here’s the truth: keywords aren’t just about Google rankings. They’re about visibility. They’re about connection. They’re about making sure that when your customer is out there searching for help, your business shows up in the moment they need you most.
Think of keywords as the bridge between your business and the people searching for you. Without them, your website, blog, and social posts risk floating out in space, disconnected from the real conversations happening online.
So let’s break down why keywords matter, how to find the right ones, and what to do with them once you’ve got your list.
What you’ll learn
- What are keywords and why do they matter for small businesses?
- How do you identify the right keywords your customers are actually searching?
- Where should you use keywords in your marketing so they work?
- What common mistakes should you avoid when using keywords?
- What are the best free keyword tools you can start with today?
Why keywords matter
Imagine someone needs exactly what you offer, but they don’t know your business name yet. They open Google (or ask Siri, or type into TikTok’s search bar), and type in whatever comes to mind.
Here’s what they might search:
- “Wedding photographer in Manchester”
- “Natural face cream for sensitive skin”
- “Yoga studio near me”
- “Handmade candles San Diego”
Notice what’s happening here:
- They’re describing what they need, not who you are.
- They’re using the words that feel natural to them.
- They’re often including location, because convenience matters.
If your content never mentions “wedding photographer in Manchester” — even though that’s exactly what you do — your chances of showing up are slim. That’s the power of keywords.
They do four big things for your business:
- Make you discoverable — They help you appear in search results where new people can actually find you.
- Build connection — Using the same language as your audience makes your marketing feel clear and relatable.
- Keep you consistent — A keyword list keeps your website, blogs, emails, and social content aligned.
- Boost credibility — When your marketing matches what people are looking for, you instantly feel more trustworthy.
How to identify your keywords
Finding the right keywords doesn’t have to be complicated. You don’t need expensive software or a degree in SEO. You just need curiosity about how your customers search.
Here’s a simple process you can follow today:
Step 1: Brainstorm what people would search to find you
Pretend you’re your own customer. If you didn’t know your business name, what would you type into Google to find you? Write down everything that comes to mind: your services, your products, your location, even the problems you solve.
Examples:
- “Graphic designer for small business”
- “Coffee shop near Courtenay open late”
- “Stress-free moving company”
Step 2: Think in categories
To make your brainstorm more powerful, sort your keywords into three main buckets:
- Products/services — What you sell (e.g., “bridal makeup artist,” “custom furniture maker”)
- Location — Where you are (e.g., “best sushi Vancouver,” “Detroit marketing consultant”)
- Results/outcomes — What people hope to get (e.g., “learn how to meditate,” “boost social media followers”)
This helps you cover different ways someone might search for the same thing.
Step 3: Let Google (and your customers) guide you
Type one of your ideas into Google. Look at:
- The autocomplete dropdown — these are actual phrases people type.
- The “People also ask” box — this shows common questions.
- The “Related searches” section at the bottom of the page.
You’ll notice patterns. For example, if you type “yoga classes,” you might see “yoga classes near me” or “yoga classes for beginners.” These are keyword gems.
And don’t stop with Google. Ask your current customers: What did you search when you first found me? Their answers are gold (and this is a great way to drive engagement online - hint, hint: use this as your next Instagram story!).
Step 4: Narrow it down
You don’t need 100 keywords (and in fact, you shouldn't). Start with 5–10 strong ones that capture your business and your audience’s intent. You can expand over time, but this starter list will give you focus.
How to use your keywords in your marketing
Here’s where most people get stuck: once they’ve got a list, they’re not sure what to do with it.
The key is to use your keywords consistently, but naturally. Don’t force them in everywhere. Instead, think about the most important places they should appear. Here are a few examples:
- Website copy — Homepage headlines, service pages, your About page.
- Blog posts — Especially in your titles, introductions, and subheadings.
- Social media — Bios, captions, even hashtags (remember how I shared that Instagram posts now show up on Google? This is why it's important!).
- Directories — Your Google Business Profile, Yelp, Chamber of Commerce listing.
- Emails — Subject lines and headers, so subscribers know exactly what they’re opening.
The goal isn’t to sound robotic. It’s to weave in the words your customers are already using, so your content feels familiar and search engines know where to put you.
Common mistakes to avoid
Even though keywords are simple, there are a few pitfalls that can hold small business owners back:
- Keyword stuffing — Repeating the same phrase unnaturally (“best bakery Vancouver best bakery Vancouver best bakery Vancouver”) does more harm than good.
- Going too broad — A single word like “photographer” is too generic. Add location or service type to make it specific.
- Ignoring local searches — If your business serves a physical area, local keywords are essential.
- Inconsistency — Using one phrase on your website, a different one on your social media, and another in your blog makes it harder for people (and search engines) to connect the dots.
My favorite (free) keyword tools
You don’t need to spend thousands on SEO software to find great keywords. Some of the best insights come from free tools you’re already using:
- Google Search & Autocomplete
Start typing your keyword idea into Google and pay attention to the autocomplete suggestions and “related searches” at the bottom of the page. These are actual phrases people are typing in. - Pinterest Trends
Pinterest is a search engine too — especially for visual and lifestyle-driven businesses. Their free Pinterest Trends tool shows what people are searching, when interest peaks during the year, and what related phrases are trending. - Google Keyword Planner
A free tool inside Google Ads (you don’t have to run ads to use it). It shows search volume, competition level, and keyword variations to spark new ideas. - AnswerThePublic
Plug in a keyword and it will generate common questions and phrases people search around that word. Great for brainstorming blog topics or FAQs. - Your own data
Don’t overlook what you already have! Check your Google Analytics or social media insights to see what search terms or hashtags are already leading people to your business.
These tools can help you validate your brainstorm and discover new keyword ideas you might not have thought of on your own.
