Originally published: 26 March 2020
Last updated: October 2026
Quick answer:
Keyword research is finding the words people type into Google when they need what you offer, then deciding which of those searches each page on your site should target. For a small UK business: list your services and areas, collect real search phrases from Google Search Console, Google’s autocomplete and People also ask, and free or paid keyword tools, check the search intent by looking at what already ranks, then assign one main phrase and its close variations to each page. One page per topic avoids your own pages competing with each other.
Who this guide is for
This is for business owners and marketers who want their website to appear for the searches their customers make. It also covers search intent, replacing a separate article on that topic.
Step 1: Start with what you sell and where
List every service or product, the problems they solve and the areas you cover. Add the words customers use on the phone and in emails, which are often different from industry terms. A customer might search boiler not working rather than heating system diagnostics.
Step 2: Collect real search phrases
| Source | What it gives you | Cost |
|---|---|---|
| Google Search Console | The searches already bringing people to your site, with impressions and positions | Free |
| Google autocomplete | Popular searches as you type a phrase | Free |
| People also ask and related searches | Questions and variations Google associates with a topic | Free |
| Google Keyword Planner | Search volume ranges, needs a Google Ads account | Free |
| Semrush, Ahrefs or similar | Search volumes, difficulty, competitor keywords | Paid |
For local businesses, many valuable searches have low reported volumes but high value, such as electrician Kilmarnock. Do not dismiss them because a tool shows small numbers.
Step 3: Understand search intent
Search intent is what the person actually wants. Matching it matters more than matching words, because Google ranks the type of page that best satisfies the intent.
| Intent | The searcher wants | Example | Best page type |
|---|---|---|---|
| Informational | To learn or solve a problem | how to bleed a radiator | Guide or how-to article |
| Commercial | To compare options before buying | best boiler brands UK | Comparison or buyer’s guide |
| Transactional | To buy or hire now | boiler installation Ayr | Service or product page |
| Navigational | To find a specific business or site | Smith Heating contact | Homepage or contact page |
The quickest check is to search the phrase yourself. If the top results are service pages, write a service page. If they are guides, a guide has a better chance.
Step 4: Choose the right targets
- Relevance: would someone searching this phrase be a good customer?
- Intent: can you create the type of page that ranks?
- Competition: are the top results from businesses like yours, or national giants you cannot realistically outrank yet?
- Value: how much is a customer from this search worth?
Start with specific, high-intent phrases, especially local ones, before chasing broad terms.
Step 5: Map one topic to each page
Create a simple spreadsheet listing each page, its main phrase and a few close variations. Every important phrase should have exactly one page. If two pages target the same thing, combine them; if a phrase has no page, that is a gap to fill. This step prevents keyword cannibalisation, where your own pages compete and Google indexes only one of them.
Step 6: Use keywords naturally
- Include the main phrase in the title tag, the main heading and the opening paragraph.
- Use variations and related terms in subheadings and body text.
- Answer the related questions you found in People also ask.
- Write for the reader. Repeating a phrase unnaturally does not help and can make the page worse.
Our guide to SEO optimisation for WordPress includes a full on-page checklist, and how to develop a content marketing strategy explains how to plan content around these topics.
Step 7: Review every few months
In Search Console, look for phrases with plenty of impressions but low positions or few clicks. These are the quickest wins: improve the page that ranks for them, rewrite its title and add the information searchers are looking for.
Getting help
Steve Welsh Marketing carries out keyword research and content planning for UK businesses. See our Website SEO service or get in touch.
Questions
FAQs
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What is keyword research?
It is the process of finding the words and phrases people search for when they need what you offer, understanding what they want, and deciding which page on your site should target each one.
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What are the best free keyword research tools?
Google Search Console, Google autocomplete, People also ask and related searches, and Google Keyword Planner. Together they cover most small business needs.
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What is search intent?
Search intent is the goal behind a search: to learn something, compare options, buy or hire, or find a specific site. Google ranks the type of page that best satisfies that goal, so your page needs to match it.
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How do I find the search intent of a keyword?
Search the phrase yourself and look at what ranks. If the top results are guides, the intent is informational. If they are service or product pages, it is transactional.
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Are low-volume keywords worth targeting?
Often yes, especially for local businesses. A specific local search with a small reported volume can bring customers worth far more than visitors from a broad, competitive phrase.
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What is keyword cannibalisation?
It is when several pages on your site target the same search, so they compete with each other. Google often indexes only one and may rank none well. Fix it by combining the pages and redirecting the old addresses.
Steve Welsh is a digital marketing consultant and founder of Steve Welsh Marketing, helping businesses improve search visibility, attract better leads, and grow through practical, results-focused marketing.
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