So you've fixed your website copy. It's no longer all about you—it focuses on solving your customers' problems. Great!
But it doesn't matter how good your website is if nobody can find it.
This is where keywords come in. And no, I'm not talking about stuffing your website full of awkward phrases that make you sound like a robot and piss off the search engines. I'm talking about understanding how your customers actually search for what you offer—and then speaking their language.
The problem? Most small business owners go after the wrong keywords.
They chase big numbers—keywords with millions of searches—without asking the most important question: are these people actually looking to buy what I'm selling?
Why does that matter? 5 million searches means absolutely jack-squat if none of them turn into customers.
What is Search Intent (And Why Should You Care)?
Search intent is why someone is searching for something. And it matters way more than how many people are searching.
Let me give you an example.
Say you run a tree service in Fort Worth. You might see that "tree service DFW" gets searched 10,000 times a month and think, "Perfect! That's my keyword!"
But hold on. What are those 10,000 people actually looking for?
Some are researching for an article they're writing. Some are just curious about tree services in general. Some are students doing homework. And yeah, some are homeowners who need their trees trimmed.
The question is: which searches lead to paying customers?
Here's the difference:
- "tree service DFW" = someone casually browsing
- "Fort Worth tree trimming cost" = someone comparing prices (getting warmer)
- "emergency tree removal Fort Worth" = someone ready to hire TODAY
See how that works? The more specific the search, the closer they are to pulling out their credit card.
Your job is to figure out which keywords signal "I'm ready to buy" versus "I'm just looking around."
The 4 Types of Search Intent
Not all searches are created equal. Understanding these four types will help you choose keywords that actually bring customers:
1. Informational Intent
They're looking to learn something: "how to trim a tree," "when to fertilize oak trees," "why is my tree dying"
These people aren't ready to hire you yet. But if you teach them something useful, they'll remember you when they are ready.
2. Navigational Intent
They're looking for a specific company or website: "Bob's Tree Service Fort Worth," "Home Depot near me"
Unless they already know your business name, these won't help you. (Remember—nobody's searching for you yet.)
3. Commercial Intent
They're researching before they buy: "best tree service Fort Worth," "tree trimming companies near me reviews," "how much does tree removal cost"
These are your sweet spot. They're comparing options and you want to be one of them.
4. Transactional Intent
They're ready to buy RIGHT NOW: "emergency tree removal Fort Worth," "tree service available today," "hire arborist Fort Worth"
Gold. Pure gold. These people have their wallet out.
Most small businesses make the mistake of only going after informational keywords (because they have high search volume) and then wonder why their website traffic doesn't convert.
You need a mix—but prioritize commercial and transactional intent keywords.
How to Find Keywords Your Buyers Actually Use
Alright, so how do you figure out what people are searching for?
Start with your customer persona.
Remember that ideal customer profile from Part 1? Keep it in front of you. Imagine you ARE that person. What would you type into Google when you need your service?
Ask your actual customers.
Seriously. Ask the last 5 people who hired you: "How did you find me? What did you search for?"
You'll be surprised. What they searched is probably different from what you think they searched.
Use Google's "People also ask" and "Related searches."
Search for your main service and scroll to the bottom of the results page. Google literally tells you what else people are searching for. It's free research.
Try SEO tools (free and paid options).
Free options:
- Google Keyword Planner (free with a Google Ads account)
- Ubersuggest (limited free searches)
- Answer the Public (shows questions people ask)
Paid options (worth it if you're serious):
- Semrush
- Ahrefs
- Moz
These tools show you search volume, competition, and related keywords. They also show you what keywords your competitors rank for (which is like getting a peek at their playbook).
Spy on your competitors.
Look at businesses similar to yours that rank well. What keywords are they using in their page titles, headers, and content? You're not copying them—you're learning what works.
Local SEO: The Secret Weapon for Small Businesses
Here's something big companies can't compete with: local search.
When someone searches "tree service near me" or "tree trimming Fort Worth," Google wants to show them businesses that are actually nearby.
This is HUGE for small businesses.
Make sure you:
- Include your city and surrounding areas in your keywords
- Claim and optimize your Google Business Profile
- Get reviews (Google loves businesses with recent, positive reviews)
- Use neighborhood names if you serve specific areas
Instead of trying to rank for "tree service" (impossible—too competitive), go for "tree service Tarrant County" or "oak tree specialists Fort Worth" or "tree trimming Southlake."
Smaller, more specific keywords = less competition = better chance of ranking = customers who are actually near you.
Finding the Balance: Traffic vs. Conversion
You want keywords that have:
- Enough search volume to be worth your time
- Commercial or transactional intent (people ready to buy)
- Low to medium competition (so you can actually rank)
Here's the thing about local keywords: they often have lower search volumes than you'd expect, but much higher conversion rates.
For example, a keyword like "tree service" might get 100,000+ searches per month nationally. But "emergency tree removal Fort Worth" might only get 20-50 searches per month locally.
Which one is more valuable to you?
The local keyword. Every single time.
Why? Because:
- Those 20-50 people are IN Fort Worth and need help NOW
- You can actually rank for it (instead of competing with national companies)
- Nobody scrolls to page 5 of Google—ranking #1 for 20 searches beats ranking #47 for 100,000
Don't get discouraged by "low" search volumes on local keywords. If you're a small business serving a specific area, 10-30 monthly searches for a high-intent keyword can fill your calendar.
Your Next Steps
- Make a list of 10-15 keywords that match commercial or transactional intent
- Check the search volume and competition using a free tool
- Pick 3-5 to start with—ones that have decent volume and lower competition
- Use those keywords naturally in your website copy, blog posts, and page titles
Don't try to rank for everything at once. Start small, win those rankings, then expand.
Coming up in Part 3: You've got the right keywords—now what? I'll show you the difference between copy that converts and content that educates, and why your business needs both to turn website visitors into paying customers.
Catch up with the series:
Part 1: Why Visitors Leave Your Website Faster Than a Bad First Date
Overwhelmed by keyword research? Let's chat. I'll do the research for you and write content that actually ranks—so you can focus on running your business instead of playing SEO detective.
