And finally, understand what they actually do
If you’re a small business owner, you’re already juggling operations, customer service, and a thousand to-dos. Learning digital marketing? That probably feels like a luxury.
But here’s the truth: what separates thriving solopreneurs from struggling ones isn’t talent—it’s visibility. And visibility starts with keywords.
Keywords Are Like Breadcrumbs
Keywords are the words and phrases your ideal clients type into search engines. Think of them as digital breadcrumbs that lead searchers right to your website.
Let’s compare:
- Short keyword: Piano
- Longtail keyword: Learn to play jazz piano online
The first might attract people shopping for instruments or Googling “Billy Joel.” The second might attract people who want exactly what you offer. As a result, they are closer to being ready to make a purchase.
Pro tip: Longtail keywords attract higher-quality traffic. Think: less fluff, more action.
Note: Attempting to rank for keywords that are too broad, like “piano,” is very difficult. You will succeed better with more specific keywords that will lead visitors directly to what they are searching for. This is true both because they have less competition and because Google values pages that align with search intent. For more information on how Google understands your content, check out my post on Semantic SEO
Why Keywords Matter
Keywords help you:
- Show up in the right searches
- Attract the right audience
- Match what your future clients are actually looking for
When done well, keywords build trust before the first click.
Each Page Needs Its Own Keyword Focus
Here’s something I wish more website owners knew upfront:
- Your website can’t rank for just one keyword.
Not every page should be optimized for the same phrase.
Think of your site like a book. Your homepage is the cover and intro—it gives the big picture. But each inner page? That’s a chapter with its own subject, theme, and purpose.
Let’s say your website is for a family dentist in Central Point, Oregon.
Great! You might have optimized your homepage for:
family dentist central point oregon
That’s a solid start.
But what about your other pages?
If your Services page also tries to rank for “family dentist central point oregon,” Google doesn’t know which page to show. It’s like trying to enter two horses in one-lane traffic. Neither wins.
Instead:
- Your Teeth Cleaning page could target:
professional teeth cleaning central point - Your Emergency Services page might go after:
toothache relief same day dentist - Your Pediatric Dentistry page might focus on:
children’s dentist central point
Why it matters: Google wants to serve the best answer to each specific query. When each page is optimized for a unique, relevant keyword, it increases your chances of showing up in more searches—and drawing in the right visitors for each service you offer.
Bonus: You’ll also clarify your offer and positioning. (Need help with that? Read How to Craft Your Unique Selling Proposition.)
How to Build Your Keyword List
1. Start with Common Sense
You know your business. Now, forget it for a second.
Why? Because those searching for your services often don’t know your business or industry.
Now ask yourself, “What would someone type into Google if they needed my products or services?”
Example (for a local dentist):
- Toothache relief
- Teeth cleaning near me
- Cosmetic dentistry
You won’t rank for “sledgehammer.” Unless you’re fixing teeth after one. (Yikes.)
2. Get Inside Your Customer’s Head
Before you can choose the right keywords, you need to understand the person typing them.
Start by asking yourself:
- Who are they? (Demographics)
Age, gender, profession, income level, education, location—anything that shapes their behavior and choices. - What are they struggling with? (Pain points)
What’s frustrating them? What are they Googling at 10 p.m. because they need help now? - What do they want? (Goals)
What outcomes are they hoping for when they land on your website?
These answers are keyword gold. They lead you to the language your customers use—not the industry jargon you think they understand.
Example: A small law firm wants more estate planning clients. The team might use legal terms like “revocable trust,” but their audience might be searching: “how to make a will without a lawyer.”
3. Brainstorm Broad Topics
Now turn those insights into topic buckets.
If you’re a nutritionist, try:
- Healthy meal prep tips
- Benefits of plant-based diets
- Foods that boost energy
4. Spy on Competitors
What are they ranking for? Use tools like:
- Ubersuggest
- SEMrush
- Ahrefs
…and look for gaps.
Find what they’re not doing—and lean in.
How to Refine Your Keyword List
🔍 Understand Search Intent
Different types of searches = different mindsets:
- Informational: “What’s the best way to floss?”
- Navigational: “YourBusinessName dentist”
- Transactional: “Book teeth cleaning appointment”
Choose keywords that match where people are in the decision process.
🛠 Use Keyword Tools
Helpful (and free-ish) ones:
- Google Keyword Planner
- Moz
- Keywords Everywhere
- LowFruits
- AnswerThePublic
Ask:
- Search Volume: Is anyone searching this?
- Competition: Can I realistically rank for it?
- Relevance: Will this bring in the right traffic?
How to Use Keywords on Your Website
You’ve got a great list—now what?
- Use Keywords Naturally
Sprinkle them into your copy, not dump them in. This article? It uses “keywords” and “how to find the right keywords” without overdoing it. - Put Them in Your Titles and Headers
Google loves well-labeled content. - Optimize Image Alt Text
Alt tags help both accessibility and SEO. (Need help with this? Read The Critical Role of Alt Tags.) - Create Dedicated Pages for Longtail Keywords
Example:
Keyword – “What’s the best way to floss?”
Page – An in-depth article on flossing tips. That’s good UX and good SEO.
How Not to Use Keywords
A little tough love here:
- No keyword stuffing. That’s so 2009. Google penalizes it.
- Don’t fake relevance. Your bakery site shouldn’t be ranking for “Taylor Swift lyrics.”
- Match intent. If someone searches “how to floss,” don’t try to sell them Invisalign… yet.
For more help on how not to use keywords, check out 8 Keyword Mistakes That Are Killing Your Ranking!
What’s Next?
Now that you know how to find and use the right keywords:
- Take 10 minutes to brainstorm keywords your audience would search.
- Pick 2–3 keyword tools and explore real search volume and competition.
- Revisit one existing page on your site and tweak the content to better match your best keyword.
Want Expert Eyes on Your Website? SEO mistakes can cost you traffic, but you don’t have to figure it out alone. Book a free 30-minute audit consultation (link opens to my Calendly page). During the consultation, I’ll give you an expert’s first impression of your site—plus 2–3 actionable improvements you can apply immediately.
Spots are limited—schedule yours today!