How to Choose the Right Keywords Without Guessing

TL;DR

• Keyword research isn’t about guessing what people type into Google.
• Start by understanding your audience and their search intent, evaluate search volume versus competition, organize keywords by topic, include local context, and track performance over time.
• Focus on actionable keywords that match real customer needs, and refine your strategy based on data rather than hunches.

 

For small and medium-sized business owners, search engine optimization (and now GEO as well) can feel like a guessing game. You might think you know what your customers are searching for, but relying on intuition alone can waste time, money, and effort.

Choosing the right keywords is less about guessing and more about following a structured process that connects your business to the people looking for it.

Today, we’ll share some strategies and tips to help you figure out the best keywords to focus on when growing your business website.

Start With Your Audience, Not Search Tools

The first step in picking the right keywords is understanding who you are trying to reach. What questions are they asking? What problems do they need solved?

For instance, if you run a local landscaping company, your potential clients aren’t just typing “landscaping” into Google. They might be searching for “residential landscaping services Baltimore” or “yard maintenance company near me.” Think in terms of what someone would actually type if they needed your services today.

Focus on real-world language rather than industry jargon. Phrases that sound professional to you might not match how a potential customer searches. Conduct informal interviews, check your support emails, or pay attention to the words people use when they call or visit your business. These are gold when it comes to keyword inspiration.

Balance Search Volume and Competition

Once you have a list of ideas, you need to evaluate them. Not every keyword with high search volume is a good choice. Some terms are dominated by big corporations or national players, making it nearly impossible for smaller businesses to rank.

But on the other hand, extremely niche terms may have almost no search traffic at all.

A practical approach is to aim for keywords with moderate search volume and low to medium competition. These are often called long-tail keywords. They may bring fewer visitors individually, but the people who find you this way are far more likely to become customers because their search intent is specific.

For example, “Baltimore backyard landscaping services” is much more actionable than “landscaping” or “yard care.”

Look for Intent Behind the Keyword

Every search term carries intent. Some searches indicate that the person is just gathering information, while others signal readiness to make a decision or buy. For a business owner, understanding intent is critical.

Consider these examples:

• “Landscaping ideas for small yards” – informational; the searcher is researching, not buying.
• “Hire landscaping company Baltimore” – transactional; the searcher is actively looking to engage a service.

Targeting keywords aligned with buyer intent will bring traffic that matters. Visitors looking for information may help build awareness, but converting them into paying customers is more challenging. Keywords tied to action—like hiring or purchasing—tend to have a direct impact on your bottom line.

Use Data, Not Guesswork

Keyword research tools exist to replace guessing with data. Google’s Keyword Planner is a solid starting point for basic metrics like search volume and competition. Other, paid tools can give you deeper insights, including keyword difficulty scores and SERP analysis.

When reviewing data, look beyond numbers. Examine who ranks on page one for each keyword. If your competition is mostly large, national companies, you might struggle to rank. Conversely, if the top results are local businesses, that keyword could be realistic for your business to target.

Organize Keywords by Topic

After collecting keywords, organize them by theme. Group similar terms under the pages or services you want to promote.

For example, a page about your landscaping services could target keywords like “lawn maintenance Baltimore,” “residential landscaping Baltimore,” and “yard care services.” This prevents your site from competing with itself and gives search engines a clear signal about the page’s focus.

Having topic-based clusters also makes content planning easier. You can write blog posts around these keywords, supporting your main service pages while capturing additional search traffic.

Test and Refine

Keyword selection isn’t a one-time task. After publishing content targeting your chosen keywords, track performance. Tools like Google Search Console show which queries bring visitors to your site, how many clicks each term generates, and your average position in search results.

If certain keywords perform well, consider expanding content around them. If others fail to drive traffic, evaluate why. Sometimes it’s a matter of competition, content quality, or mismatched intent. Adjusting your strategy based on real performance ensures your keyword choices evolve with your audience and market conditions.

Local Considerations Matter

For many small and medium-sized businesses, location is a key factor. Incorporating city, neighborhood, or regional terms can dramatically improve the quality of leads. Someone searching for “landscaping company near Fells Point” is far more likely to contact a local business than someone using a broad, non-specific term.

Including local context in your keywords is also beneficial for Google Maps and local search results. Make sure your website mentions the areas you serve naturally, rather than stuffing keywords. Clear, helpful content tailored to your local audience strengthens credibility and improves rankings.

Don’t Forget About Related Searches

Once you start ranking for certain keywords, related searches provide an opportunity to expand your reach. Google’s “People also ask” and “Related searches” sections reveal terms connected to your main keywords. Integrating these into content or creating separate pages for them can attract additional traffic without chasing highly competitive phrases.

The Human Touch Matters

Keyword research can feel technical, but never lose sight of the human side. Every search represents a person with a problem, a question, or a need. Choosing the right keywords requires understanding both the data and the people behind the clicks.

Think about how your audience talks, what they want to accomplish, and how your business solves their problems. Balancing these insights with search metrics is what separates guesswork from a strategy that works.

FAQ

Q: How many keywords should I target per page?

A: Focus on one primary keyword per page, supported by 3 to 5 related or long-tail keywords. This keeps your content focused and helps search engines understand the page’s purpose.

Q: Can I target the same keyword on multiple pages?

A: It’s better to avoid it. Targeting the same keyword on multiple pages can lead to your site competing with itself (in SEO-speak, this is known as keyword cannibalization). Instead, create topic clusters and assign unique primary keywords to each page.

Q: How often should I update my keyword strategy?

A: Keyword research should be ongoing. Check performance quarterly, adjust based on what’s working, and add new keywords as your business evolves or search trends shift.

Q: Are long-tail keywords really worth it?

A: Absolutely. They attract highly specific traffic, which often leads to higher conversion rates. While search volume may be lower, the audience is closer to making a decision.

Q: Do I need professional tools for keyword research?

A: Tools help, but they are not mandatory. Google Keyword Planner is free and provides useful insights. Paid tools like Ahrefs or SEMrush offer more depth, including competition analysis and keyword difficulty.

Conclusion

Choosing keywords without guessing is about strategy, observation, and data-driven decisions. Start with your audience, consider intent, and balance search volume with competition. Organize keywords by topic, refine based on performance, and incorporate local nuances when relevant. Treat keyword research as an ongoing process rather than a one-time task.

Approached correctly, keyword research becomes a reliable foundation for your website and marketing efforts. Your site will attract the right audience, generate leads that matter, and make your digital presence feel intentional rather than random.

Small businesses in Baltimore and beyond can compete online when they put thought behind every keyword instead of relying on hunches.

Need help with your keyword selection and SEO efforts? Get in touch with our experts and let’s start a conversation.

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