Keyword Research for Small Websites: A Practical Starting Point

Keyword research sounds technical, but at its core it is about listening. You are trying to learn the words people use when they look for what you offer, so your pages can answer them in the same language. Small websites can do this well with free tools and a spreadsheet.

Start with what you already know

Before opening any tool, write down the questions customers ask you. Look at emails, phone notes, reviews and comments. Write each question as a customer would phrase it, not as your industry would. "How long does a boiler service take" is a better starting point than "boiler maintenance solutions".

Use free sources to expand the list

A few free sources go a long way:

• Search suggestions. Type a phrase into Google and note the autocomplete suggestions. Add letters after your phrase to see more.
• People also ask. The question boxes in search results show related questions, and each one you open reveals more.
• Related searches at the bottom of the results page.
• Google Search Console. If your site is already live, the Performance report shows the actual searches that brought people to you, including ones you never thought of.

Paid tools add search volume estimates and competitor data, which is useful but not essential at the start.

Work out the intent

The same topic can hide very different needs. Broadly, searches fall into a few types:

• Informational: someone wants to learn something ("what is a meta description").
• Commercial: someone is comparing options ("best website builder for a small shop").
• Transactional: someone is ready to act ("book an electrician in Leeds").
• Navigational: someone wants a specific site or page.

Look at what currently ranks for a keyword. If the top results are all guides, a sales page will struggle to rank there, and vice versa.

Group keywords into topics

Many keywords mean the same thing. Group close variations together and plan one page per group, rather than a separate thin page for each phrase. A good page about "how to increase website traffic" can rank for dozens of related searches. Our article on how to increase website traffic is an example of one page covering one topic.

Be realistic about competition

A new or small site is unlikely to rank quickly for broad, competitive terms. Longer, more specific phrases usually have less competition and often bring visitors who know exactly what they want. Win those first, and build towards broader topics as your site earns trust.

Turn the research into a plan

Your spreadsheet should end up with a list of topics, the main keyword for each, the search intent and the page that will target it, whether existing or planned. That becomes your content plan. Revisit it every few months, especially once Search Console starts showing real data.

Use keywords naturally

Once you have a target, use it in the title, main heading, URL and opening paragraph, then write naturally. Cover the related questions people ask. Repeating a phrase over and over does not help anyone, including search engines.

For the next steps after keyword research, see our guide to SEO techniques that still work.