A Beginner’s Guide for Business Owners
If you want your website to show up in Google search results, you need to know what your potential customers are actually searching for. That’s where keyword research comes in.
At Root Company, we consider keyword research the foundation of every successful SEO and content strategy. Whether you’re running a small business, a nonprofit, or an e-commerce store, this process helps you attract the right people, with the right content, at the right time.
Here’s a beginner-friendly guide to what keyword research is, why it matters, and how to start doing it the smart way.
What Is Keyword Research?
Keyword research is the process of identifying the words and phrases your target audience types into search engines like Google when they’re looking for your products, services, or content.
The goal is to understand:
- What people are searching for
- How often they search for it
- How competitive those searches are
- What their intent is when they type in those words
Once you know which keywords matter most to your audience, you can optimize your website pages, blog posts, and ad campaigns to match those terms—and show up when it counts.
Why Is Keyword Research Important?
Keyword research helps you:
1. Drive Relevant Traffic
Targeting the right keywords means you attract visitors who are more likely to need what you offer—and convert.
2. Understand Search Intent
Are users looking to buy, learn, compare, or find a location? The keywords they use give you valuable insight into what they want.
3. Find Content Opportunities
Research reveals gaps in your current website and gives you fresh ideas for blog posts, landing pages, and FAQs.
4. Avoid Wasting Time
Without keyword research, you might spend hours writing content that no one is actually searching for.
Types of Keywords (And What They Tell You)
Understanding the different types of keywords helps you align your strategy with user intent.
| Keyword Type | Example | Intent |
| Short-tail | dog training | Broad, high competition |
| Long-tail | in-home dog training in Detroit | Specific, lower competition |
| Transactional | buy organic dog treats | High intent to purchase |
| Informational | how to stop a dog from barking | User wants to learn something |
| Navigational | Petco store hours | User wants to find a specific brand or site |
Most small businesses benefit from targeting long-tail and local keywords that are more specific and less competitive.
How to Do Basic Keyword Research
You don’t need expensive tools to get started—just a little strategy and curiosity.
Step 1: Brainstorm Topics
Start with a list of 5–10 topics your business covers. These could be:
- Services you offer (e.g., “wedding photography”)
- Questions your customers ask (e.g., “how much does a wedding photographer cost?”)
- Problems you solve (e.g., “low back pain treatment”)
Step 2: Use Free or Low Cost Tools
Plug your topics into keyword research tools to discover related phrases.
Popular options:
- Google Keyword Planner
- [Google Search Autocomplete](start typing in Google and see what it suggests)
- Semrush
- Spyfu
- Ahrefs
Look for:
- Search volume (how many people are searching each month)
- Keyword difficulty (how hard it is to rank)
- Keyword variations and related questions
Step 3: Analyze Competitors
See what keywords your competitors are ranking for using tools like:
- Ahrefs
- SEMrush
- Moz
- SpyFu
This can uncover gaps or missed opportunities.
Step 4: Map Keywords to Pages
Choose 1–2 primary keywords per page on your website, and make sure your content supports them naturally.
What Makes a Good Keyword?
Not every keyword is worth targeting. A good keyword usually checks these boxes:
- Relevant to your audience and what you offer
- Searchable (gets enough traffic to be worth the effort)
- Low to moderate competition if you’re just starting out
- Clear intent—you know what the user is looking for
- Aligned with your business goals
Need Help With Your Keyword Strategy?
Keyword research is more than just a list of words—it’s about understanding your customers and meeting them where they are in their journey.
At Root Company, we use keyword research to build smart content strategies that drive real results. Whether you’re launching a new website, starting a blog, or just trying to show up in more searches, it all starts with the words your audience is already using.
We’ll find the best keywords for your business, identify easy wins, and help you create content that converts.
Book your free strategy call now »