How to Do Keyword Research in Digital Marketing for Free

In the competitive world of digital marketing, finding the right keywords can be the key to connecting with potential customers and driving organic traffic to your website. For small business owners, keyword research can seem challenging, especially with limited resources. However, with the right approach, you can perform effective keyword research for free, maximizing your online presence without stretching your budget.

This comprehensive guide will walk you through each step of conducting keyword research for free, tailored specifically to meet the needs of small business owners.

1. What is Keyword Research, and Why Does It Matter for Small Businesses?

Keyword research is the process of identifying and analyzing words and phrases that people use in search engines, like Google, to find information, products, or services. By targeting the right keywords in your content, you can improve your website’s search engine ranking, attract relevant traffic, and ultimately convert visitors into customers.

For small businesses, effective keyword research can:

  • Increase organic traffic without costly ads.
  • Improve local search visibility, helping nearby customers find you.
  • Enhance your brand’s relevance and authority in your industry.

Quick Tip: When doing keyword research, focus on long-tail keywords (3-5 words) as they tend to have lower competition and attract more specific, intent-driven visitors.

3. Start with Free Keyword Research Tools

There are several free tools available that offer insights into keyword volume, competition, and trends, allowing you to make informed decisions without needing a paid subscription.

A. Google Keyword Planner

Google Keyword Planner is an excellent starting point for keyword research. It provides basic keyword ideas, search volumes, and competition levels.

How to Use Google Keyword Planner:

  1. Sign in to Google Ads (don’t worry, you don’t have to run ads to use the tool).
  2. Navigate to Tools & Settings > Keyword Planner > Discover new keywords.
  3. Enter words related to your business, and Google will generate keyword ideas with estimated search volumes and competition levels.

Note: While designed for paid search campaigns, Google Keyword Planner’s data is still useful for organic SEO.

B. Ubersuggest

Created by Neil Patel, Ubersuggest is a free tool that provides detailed insights into keywords, including search volume, keyword difficulty, and related keyword ideas.

How to Use Ubersuggest:

  1. Go to Ubersuggest and enter a seed keyword (e.g., “bakery recipes”).
  2. Review the suggestions, search volume, and competition data for each keyword.
  3. Look for keywords with moderate search volumes and lower competition for the best chance to rank.

C. Answer the Public

Answer the Public is unique in that it generates keyword ideas based on common questions people ask, giving you a list of long-tail keywords you can target.

How to Use Answer the Public:

  1. Go to Answer the Public and enter your topic or keyword.
  2. Browse through the questions, comparisons, and “how-to” queries.
  3. Identify questions that are relevant to your business and use them as potential keywords or blog post ideas.

Example: For a small business selling plants, you might discover questions like “how to care for succulents,” which can inspire a blog post that targets specific search intent.

D. Google Trends

Google Trends is a free tool that lets you see how search interest for keywords changes over time. This can help you identify seasonal keywords or gauge growing trends.

How to Use Google Trends:

  1. Go to Google Trends and enter a keyword.
  2. Observe the popularity of the keyword over time and by region.
  3. Use this data to create content that aligns with seasonal or trending keywords.

Tip: Seasonal businesses, like a snow removal service, can use Google Trends to identify the best times to publish content and drive traffic during peak seasons.

4. Generate Keyword Ideas Using Free Techniques

If you’re looking to broaden your keyword research, here are a few additional methods that don’t require paid tools:

A. Use Google Autocomplete

Google Autocomplete suggestions can provide valuable insights into common queries related to your keywords. Just start typing a keyword into Google’s search bar, and it will automatically suggest popular, related terms.

Example: For a pet grooming service, typing “pet grooming” might show results like “pet grooming tips” or “pet grooming near me,” which can be potential keywords.

B. Check Out “People Also Ask” and “Related Searches”

On Google’s results page, you’ll often see sections like “People Also Ask” and “Related Searches.” These sections reveal what users commonly search related to your query.

Tip: These can inspire new content ideas and keywords with a higher chance of matching user intent, which is key for attracting the right audience.

C. Use Forums and Social Media Groups

Platforms like Reddit, Quora, and Facebook groups can give you insight into what people are talking about and searching for in your industry. Observe the language they use and common questions they have.

Example: For a fitness studio, you may find questions like “What are the best workouts for beginners?” which can be useful for content ideas.

5. Evaluate Keyword Metrics and Select the Best Keywords

Once you’ve gathered a list of keyword ideas, the next step is to narrow down your choices. For small businesses, aim for keywords with:

  • Moderate Search Volume: Avoid extremely high-volume keywords that are too competitive, especially if you’re just starting out.
  • Low to Moderate Competition: Keywords with lower competition give you a better chance of ranking.
  • High Relevance to Your Business: Focus on keywords that directly relate to your services or products.

How to Prioritize Keywords:

  • Core Keywords: These are broad terms that define your business, such as “organic bakery” or “custom cakes.”
  • Long-Tail Keywords: These are more specific and have lower competition, like “affordable custom cakes in [city]” or “gluten-free organic bread.”
  • Question Keywords: These often align with search intent, such as “how to order custom cakes for a wedding.”

Example: A small accounting firm might prioritize keywords like “small business tax tips” or “affordable accounting services in [city]” to target local clients.

6. Create Content Around Your Keywords

With a well-researched list of keywords, it’s time to create content that naturally incorporates these terms. This content will help search engines understand your website’s relevance and improve your chances of ranking.

Content Ideas for Small Businesses:

  • Blog Posts: Write articles around specific keywords, such as “Top 5 Tax Tips for Small Business Owners.”
  • Product or Service Pages: Optimize these pages for core keywords related to what you offer, like “custom cakes for birthdays.”
  • FAQ Section: Answer common questions to target question-based keywords.

SEO Tip: Place keywords in strategic areas, like the title, headings, meta descriptions, and the first 100 words of your content, to maximize SEO impact.

7. Track Your Keyword Rankings and Optimize Over Time

Monitoring your keyword rankings allows you to see which terms are performing well and which need improvement.

Free Tools for Tracking Keywords:

  • Google Search Console: Track the keywords that bring traffic to your site, along with click-through rates and impressions.
  • SERPWatcher by Mangools: Offers a limited free version to track keyword rankings.

Optimization Tip: Update your content periodically to include trending keywords or new keywords based on recent searches.

8. Analyze and Improve Based on Results

Effective keyword research is an ongoing process. As your website gains more traffic, look at how users interact with your content and adjust your keywords accordingly. Use Google Analytics to see which pages bring in the most traffic and which keywords are converting into leads or sales.

Tips for Continuous Improvement:

  • Monitor Search Trends: Stay updated on seasonal and industry trends to keep your content relevant.
  • Experiment with New Keywords: As your site grows, gradually target higher-competition keywords.
  • Optimize for Voice Search: With voice search on the rise, consider adding question-based keywords and conversational phrases to reach a wider audience.
  • Focus on Long-Tail Keywords: Long-tail keywords are more specific and less competitive, making them easier to rank for.
  • Analyze Competitor Keywords: Understanding what works for competitors can offer valuable insights and inspire new ideas.
  • Track Seasonal Trends: Use tools like Google Trends to identify peak times for certain keywords, so you can adjust your content accordingly.

Conclusion

Keyword research doesn’t have to be complicated or expensive. By following these steps and using free tools, small business owners can perform effective keyword research, target the right audience, and drive organic traffic. Remember, it’s not just about finding the highest-volume keywords, but focusing on terms that are relevant to your business and that will help you connect with your ideal customers.

Start with a few key terms, create valuable content around them, and track your results over time. As your business grows, continue to optimize and refine your keyword strategy. With persistence, you can achieve a strong online presence that brings long-term benefits for your small business.

 

 

This guide should set you on the path to keyword research success, driving meaningful traffic and helping you stand out in the digital marketplace.

Anas Mami

Digital Marketer

Welcome to my Blog, If you love reading and learning about marketing then you are in the right place. You’ll find everything you need from best practices in different Marketing domains to strategies that works. I hope you find this Blog helpful.

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ABOUT ME

Anas Mami

Digital Marketer

Welcome to my Blog, If you love reading and learning about marketing then you are in the right place. You’ll find everything you need from best practices in different Marketing domains to strategies that works. I hope you find this Blog helpful.

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