Keyword Research –
What It Is and How to Get Started

Many entrepreneurs start with guesswork: write a blog post, pick a few keywords, and hope someone finds it. But real visibility begins with understanding what people are truly searching for. That’s why keyword research is such an essential first step.

The following checklist helps you get started with practical and focused action. Once you’ve gone through these steps, you’ll be one step closer to visibility that’s based on data, not guesswork.

1. Think about what your customers are searching for.

What problem do they have? What words might they use to find a solution? Write down as many possibilities as you can. Use their language, not yours.

2. Make a list of your services or products.

Combine those with the customer’s point of view. For instance, would they search using the service (“website design”) or the result (“affordable website pricing”)? Consider both.

3. Use keyword research tools.

Tools like Google Keyword Planer, Ubersuggest, and even Google Autocomplete can help you find out how many people search for certain terms. Paid tools like Ahrefs and SEMrush can provide deeper insight. Take notes and group your ideas by themes or service categories.

4. Evaluate keyword competition and search volume.

The most popular keywords are often the most competitive. Long-tail keywords like “free accounting software for small businesses” tend to be less competitive and more specific – attracting the right audience.

5. Use your keywords in your content.

Don’t just collect your keywords – apply them strategically. Use them in blog posts, landing pages, meta descriptions and even social media posts. Make sure keywords appear in headings, text content, and URLs where appropriate. Great content doesn’t just show up in search results – it makes readers click, stay, and take action.

When you apply keywords thoughtfully throughout your content, you’re not only helping search engines find you – you’re also helping customers understand that you offer exactly what they need. For entrepreneurs, that can make all the difference.

Keyword research isn’t just a technical exercise – it’s a customer-focused approach. It helps you see your market from a new perspective: through the eyes of your audience. And that’s what makes it so valuable for any entrepreneur or small business looking to grow online.