Finding the right keywords starts with thinking like your customers. Which words do they type into Google when they look for exactly what you offer, in your city? A small business does not need thousands of keywords. It needs a few dozen precise phrases, chosen well and placed where they belong on the site.
Why do keywords matter for a small business?
A keyword is the phrase someone types into Google before contacting a professional. "Plumber Marseille 8th", "bathroom renovation Aix-en-Provence", "organic bakery Aubagne": these are concrete searches, often made by people ready to buy. When your site answers them precisely, it has a better chance of showing up at the right moment.
The trap is aiming for terms that are too broad. "Plumbing" is searched by huge numbers of people, many of whom are outside your area and will never become customers. For a local craftsperson or shop, long, geographic phrases are often more useful than generic terms, because they already say what the person is looking for.
How do you list the words your customers use?
Before opening any tool, start with your daily experience. The words you hear at the counter or on the phone are often the best ones.
Start from your conversations
For one week, write down the questions people ask you: "Do you handle emergencies at weekends?", "Do you work with private homeowners?", "Do you have a price for a small terrace?". Each question is a keyword lead. Customers describe their needs in their own words, which are not always the trade’s vocabulary.
Use Google’s autocomplete
Type the start of a search, for example "home hairdresser", and look at the suggestions. Google often shows related questions and searches at the bottom of the results page. These suggestions reflect searches people really make, which makes them a solid starting point.
Look at what competitors do
Run the same search your customers would, in your town, and look at the sites ranking at the top. Which terms appear in their titles and subheadings? The goal is not to copy them, but to spot what the market expects and what nobody covers well yet.
Which tools can measure searches?
Two free tools are enough to start. Google Search Console shows, for a site already online, the queries that bring visitors and the clicks obtained. Google Ads Keyword Planner gives an indication of search volume and competition for a given phrase, even if you never buy an ad.
Paid tools exist, but a small business does not need them to begin. What matters is the logic: a high volume is not necessarily good news if the searches do not match your local activity.
How do you choose the right keywords?
Three criteria help you sort your list.
- Intent: does the person want to buy, compare, or simply learn? A search for "ceiling painting price Marseille" is closer to a sale than one for "history of painting".
- Location: a phrase that includes your city or neighbourhood brings more relevant visits.
- Reality of your offer: only target what you actually do. A hair salon that does not offer wedding styling has nothing to gain from "bridal hair".
For each keyword you keep, assign one main page. The homepage can target your core activity and your town, a services page other precise phrases, and a dedicated page for each service its own specifics.
Where should keywords go on your site?
The main keyword should appear in the page title, in the main heading, in the first lines of text, and in the description shown under the link in Google. Variations and synonyms fit naturally in the rest of the content.
The text must read well for a person first. If a sentence sounds forced when read aloud, rewrite it. Google now understands synonyms and related wording very well, and clear writing convinces a visitor far more than a list of repeated terms.
Which mistakes should you avoid?
- Repeating the same keyword everywhere: several pages targeting exactly the same phrase compete with each other.
- Ignoring your Google Business Profile: for local searches it matters as much as the site. The wording you use there can also guide your choice.
- Writing for Google instead of your customers: an article stuffed with keywords and without a useful answer keeps nobody.
- Changing direction every month: results from a content strategy are measured over several months, not a few days.
Frequently asked questions
How many keywords should a small site target?
A handful of main phrases is enough, ideally one per page. A brochure site of five to ten pages can already cover dozens of related searches without forcing them.
Do I have to pay for a tool to find keywords?
No. Google Search Console and Google’s free Keyword Planner are enough to begin. A paid tool becomes useful if you want to track many competitors.
How long before seeing results?
It depends on competition and on the quality of the site. Steady progress often takes several months. A technical check of the site can speed things up.
And after the list?
Your keyword list only has value once it becomes clear, fast and useful pages. If you do not know where to start, a free audit of your website identifies the priority fixes. To estimate the cost of working on your content, the price simulator gives a first idea. You can also book a free 30-minute call to decide together which phrases matter most.
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