How to Do Keyword Research (2026)

Most small business owners skip keyword research entirely. They write a few blog posts, wait for traffic, and wonder why nothing ranks. The fix is simpler than you think.

Keyword research is figuring out what your customers are actually typing into Google so you can show up when it matters. No agency budget required.

Start With Your Customers

Before opening any tool, write down 10 questions customers ask you regularly. That is raw keyword material.

Plug those phrases into free tools like Google Keyword Planner or Ubersuggest. Both expand your list and show rough search volume. You are looking for long-tail phrases (three or more words) with low competition. They convert better and rank faster.

Pay attention to search intent too. Someone searching "best SEO agency for small business" is closer to buying than someone searching "what is SEO." Target the buyers first.

If you want this handled end to end, Extems offers SEO services built specifically for small businesses.

Use the Right Keyword Mix

One keyword per page is not enough. Every page needs a primary keyword backed by three to five related terms.

Keep it simple: your primary keyword goes in the title, first paragraph, and at least one H2. Secondary keywords (variations and synonyms) go naturally in the body. Long-tail keywords fill in the gaps and often drive the most conversions.

A page built around a keyword cluster will outrank a page that repeats one term fifteen times. Google has moved past that, and so have your readers.

This is also why site architecture matters. Our web development services build page structures around keyword clusters from day one.

Track and Refine

Keyword research is not a one-time task. Once you publish, you need to know if it is working.

Set up Google Search Console for free. It shows the exact queries bringing traffic, your average ranking position, and click-through rate. Check it monthly. Keywords ranking between positions 5 and 15 are your biggest wins waiting to happen. A stronger intro or a few internal links can push you into the top three.

For competitor data, Ahrefs or Semrush are worth a free trial.

Rather hand it off? Get in touch with Extems and we will run a full keyword audit for your site.

FAQ Section

Do I need paid tools?

No. Google Keyword Planner and Search Console cover the basics well. Paid tools help when you need competitor data or are scaling output.

How many keywords per page?

One primary, three to five supporting terms. Do not try to rank for unrelated keywords on the same page.

What difficulty score should I target?

Under 30 for new or small sites. Long-tail phrases in your niche almost always fall there.

How does this connect to my SEO strategy?

Keyword research is the foundation. Without it, your SEO strategy has no direction.

Ready to build an SEO strategy for your business? ExTems works with small businesses to drive real, measurable organic growth. See Our SEO Services