Keyword Research for Small Business SEO: Finding Your Niche

Success as a small business requires an understanding of various important marketing tools: keyword search prime among them. Keywords help you stand out against your competitors by allowing you to create better and more efficient content.

Effective local SEO optimization in Philadelphia starts with a comprehensive digital strategy marked by effective SEO. Keyword research is how marketing professionals identify top-quality keywords that are relevant, have high volume, and will drive conversions. Finding the right niche keywords (with the right user intent) and integrating them effectively into your landing page content can make a significant difference in your visibility. 

Importance of Keyword Research

Keyword research is how SEO strategists identify and analyze the search terms people use to find businesses like yours. By selecting the right keywords, your site has a better chance of ranking highly in search engine results so your target customer can find you. It’s important that your selected keywords are specific and relevant to your businesses, as well as relevant to the user’s intent. We want the traffic coming to your website to be customers who are interested in your products or services, increasing the chances of conversions. 

Finding the right keyword for your small business can also help you compete with larger companies. Targeting niche and specific keywords may result in lower search volume, but higher conversion potential, making them “wins” for your business. 

The Difference for Small Businesses 

Keyword research follows the same basic steps no matter your business size. That said, smaller businesses must take a slightly different approach – one that focuses heavily on your unique needs. 

Bigger companies have a huge customer base. As a result, their keyword research is broader, often trying to grab as many demographics as possible. Smaller businesses often have a smaller customer base localized to their specific area of service. This is the difference between a national and local SEO campaign, and small businesses are more likely to find success with local keywords. 

Quick Steps for Keyword Research

Conducting keyword research is a fairly simple process, but to be able to do it well and find the best possible keywords for your business takes expertise. Each step of the process is crucial for SEO success. 

1. Brainstorm: This is the first step of the process where you take into consideration all aspects of your business, target customer, and goals. Consider the products or services that you offer, who your buyer is, what their journey might be like, and how you can help them. Think about the specific locations or service areas you’d like to appeal to. Consider your direct competitors and what they may be targeting. Narrow this list down to the most relevant keyword ideas. 
2. Use Online Tools: There are plenty of keyword research tools available that provide data on search volume, competition, and related keywords. They can also help you discover brand new keyword ideas that are relevant but that you haven’t thought of yet. 
3. Competitor Analysis: This can be a crucial part of the step, especially if you have some tough competition. Digital tools can help you glean insight into your competitor’s keywords and what gaps might exist that you can take advantage of. 
4. Long-Tail Keywords: These are longer and more specific phrases that might be used by potential customers. Long-tail keywords can be easier to rank for because they often have lower search volume, higher intent, and lower competition. 
5. Prioritize: Once you have a well-researched list of potential keywords, it’s all about prioritizing them in the best way. Consider your business goals and determine which combination of keywords will help you achieve them. 

Get The Most Out of Your Keywords 

Niche keywords are so important for small businesses. Here are some of our favorite tips for capitalizing on your keywords: 

1. Know Your Audience: Get to understand who your perfect customer is and know them inside and out. Who are they? What do they need? What pain points do they have? What are their preferences? And how can you serve them in ways that your competitors cannot? 
2. Leverage Local Keywords: As we mentioned, local keywords can be the bread and butter for small businesses. Local SEO can help you attract customers who are searching for services like yours in your specific area. 
3. Focus on What Makes You Different: What makes you stand out from your competition? What’s your unique selling proposition? Incorporate these aspects into your digital strategy. 
4. Look for Gaps: Determining what type of content is missing from your industry can help you capitalize on new opportunities. Creating fresh content that incorporates your niche keywords can help you rank. 
5. Review & Keep Pushing: SEO isn’t a “one and done” project. Keyword management tools allow you to constantly review your keywords and current rankings to find areas of improvement and keep pushing higher in the SERPs. Trends change, new products/services emerge, and customer needs evolve – your digital strategy needs to be able to pivot to accommodate these developments. 

Let Us Help You!

Keyword research is a vital component of a robust and successful digital marketing strategy, but you don’t have to go at it alone. Our SEO company in New Jersey and across the tri-state area can help you find and target niche keywords that improve your online visibility and lead to more conversions. Our expertise allows us to continually refine your strategy, helping you to gain and maintain that competitive edge. 

For an SEO team you can count on, reach out to SEO Locale and learn more about how we can transform your digital marketing strategy!