Photo by Stephen Phillips - Hostreviews.co.uk on Unsplash
← Back Published on

Be Seen Online with Better Keyword Research

Why keyword research matters for business blogging

If you own a business, your blog can do more than just fill space on your website. It can bring you clients, sales, and brand trust. But that only works if people actually find and read your posts. That’s where keyword research comes in.

Keyword research means finding out what your potential clients are typing into Google and then writing posts that answer those searches. Without it, you might spend hours writing articles no one will ever read. With it, you write posts that attract the right audience, save time, and grow your business.

If you’re still wondering if blogging is worth the effort, start with Why Is Blogging for Business Worth It? and then return here to learn how to do keyword research the DIY way.

Step 1: Know your audience

Before you start digging into tools, you need to know who you’re writing for. Ask yourself:

  • Who are my ideal customers?
  • What problems or goals do they have?
  • What exact words do they use when describing these problems?

A coffee shop might hear customers ask, “Do you have dairy‑free options?” That could lead to keyword ideas like “best dairy‑free coffee drinks” or “non‑dairy latte Athens.”

For more on connecting with the right audience, see How to Write Irresistible Blogs for Your Ideal Clients.

Step 2: Build a seed keyword list

Start small. Write down 10–15 phrases that describe your business, products, or services. These are your “seed keywords.”

Ways to find them:

  • Type your service into Google and note the autocomplete suggestions.
  • Scroll to the bottom of the results page to see related searches.
  • Check competitor websites to see how they describe similar services.

For example, a dog groomer could jot down “dog grooming New York,” “best shampoo for dogs,” or “mobile dog groomer.”

Step 3: Expand with free tools

Once you’ve got your seed list, expand it with free keyword tools:

These tools give you extra ideas, search volume, and sometimes difficulty scores. You’ll learn whether 10 people or 10,000 people search for a phrase each month.

Step 4: Understand search intent

Not every keyword means the same thing. Search intent tells you what the searcher wants:

  • Informational: They want answers (e.g., “how to fix a leaky faucet”).
  • Comparative: They’re weighing options (e.g., “best running shoes for flat feet”).
  • Transactional: They’re ready to buy (e.g., “buy treadmill Sydney”).

Check the search results page: if it shows guides, you should write a guide. If it shows product pages, you’ll need a service or product page. Always write content that matches what Google is already showing.

Step 5: Evaluate difficulty and choose smart

Not all keywords are worth chasing. Big companies can rank for phrases like “CRM software.” A small business can do better targeting long‑tail keywords like “affordable CRM software for real estate agents.”

How to choose wisely:

  • Prioritize keywords with moderate search volume (not too low, not too high).
  • Focus on ones with less competition.
  • Always ask: Will ranking for this phrase bring me clients?

Pick one main keyword per blog post, plus a few supporting ones. For example, a florist might target “wedding flowers Paris” and include supporting terms like “affordable bridal bouquets” or “peony wedding arrangements.”

Step 6: Organize with content pillars

Instead of scattering blog posts, group them around themes (also called pillars). Each pillar has one broad post, with smaller posts linking back to it.

Example: A gym could have a pillar on “strength training” with supporting posts like:

  • “best strength training workouts at home”
  • “strength training for beginners”
  • “strength training nutrition tips”

This helps Google understand your site and keeps readers clicking between posts. Learn more in How to Make Blogging Simpler with Content Pillars and Internal Linking Made Easy.

Step 7: Optimize your post

Once you’ve chosen a keyword, place it naturally in your post:

  • In the title
  • In the URL
  • In the introduction
  • In at least one subheading
  • In image alt text

Also, include your supporting keywords, but don’t stuff them. Use them where they make sense. Finish your post with a call‑to‑action (CTA) that guides readers to the next step. Booking a call, signing up for your newsletter, or reading another post.

For help with headlines and descriptions, check How to Write Headlines That Drive Traffic and Meta Descriptions That Work.

Step 8: Track and adjust

Keyword research isn’t one‑and‑done. After you publish, check how your post performs. Use Google Search Console to see what queries bring impressions and clicks.

If you see impressions but a few clicks, try updating your title or description. If you rank for related keywords you didn’t target, expand your post to cover them.

Also, revisit older posts. Updating them with fresh keywords, data, or links can give them a second life. See How to Make Old Blog Content Feel Brand New.

Real‑world examples

  • Plumber: Instead of targeting “plumbing,” aim for “emergency plumber” or “blocked sink repair fast.”
  • Dentist: Use “teeth whitening Cambridge cost” or “how long does whitening last.”
  • Café: Try “best vegan brunch Oregon” or “gluten‑free cakes near me.”

Notice how these are specific and tied to real searches people make.

Want blog posts that actually bring you clients? That’s what I do. As a freelance copywriter, I help business owners like you use keyword research to write posts that win customers and save time.

Reach out today, and let’s turn your keywords into growth.