The Power of Keywords: How to Find, Organize, and Use Them to Boost Your Business Online
If you’re a small or local business trying to take control of your online visibility, here’s your starting line: keywords.
Keywords are the terms your potential customers are typing into Google. They’re the bridge between what you offer and how people find you. Without them, your website might be gorgeous and functional-but invisible.
In this post, we’ll walk through:
Why keywords matter for your business
How to do keyword research the right way
What to look for when choosing keywords
How to organize your research into a keyword/meta map
What to do with your keywords once you're ready to take action
A few do’s and don’ts to keep you on track
Why Keywords Matter for SEO
Think of Google as a massive filing system. Keywords help Google know which “drawer” to put your business in. If you want to show up when someone searches for “best custom cakes in Midland” or “affordable HVAC near me,” you need to target those specific phrases on your website.
Whether you’re a lawn care service, boutique, or real estate agent, keyword strategy determines who sees your website — and who doesn’t.
Google SERP Example
Step 1: How to Do Keyword Research (Without Getting Overwhelmed)
Keyword research doesn’t have to be complicated. Here’s a beginner-friendly process to follow:
Start with Your Core Services
What do you offer? List out your products/services as clearly as possible. Ex:
“Residential roofing”
“Custom wedding cakes”
“Pressure washing services in Odessa”
Use Free Tools to Explore
Here are some beginner-friendly tools you can use:
Ubersuggest
Google Search Auto-Suggest (just start typing into Google)
Google Keyword Planner(free with a Google Ads account)
Type in your service and see what comes up. You’ll start to see what people are actually searching for.
Organize Your Ideas
Keep a spreadsheet with columns like:
Keyword
Monthly Search Volume
Competition (Low/Medium/High)
Intent (Is it informational, or is someone ready to buy?)
Step 2: What to Look for in a Good Keyword
Not all keywords are created equal. Here’s what to keep your eyes on:
Example of Volume and Competition
Example of search intent
Search Intent
Are they just researching (“how to clean windows”) or ready to buy (“window cleaners in Midland TX”)? Focus on buyer intent keywords — the ones people type when they’re ready to take action.
Search Volume vs. Competition
Go for low to medium competition keywords with decent search volume. Local businesses often win big with “long-tail keywords” like:
“Same-day AC repair Big Spring”
“Midland TX pet-friendly hotels”
Location-Based Phrases
If you’re a local business, location is your best friend. Make sure your keywords reflect where you serve.
Step 3: Create a Keyword/Meta Map
A keyword/meta map helps you assign the right keywords to the right pages on your site.
Here’s what it might look like:
Meta map example-Waverley Greens Appertments
Pro tip: Every core page on your site should have a clear keyword target and optimized metadata (title + meta description).
Step 4: Put Your Keywords to Work
Once you’ve researched and mapped your keywords — it’s go time.
Here’s where to use your keywords:
H1 + H2 Headings: Use your primary keyword in the main page title and at least one subheading.
Body Copy: Sprinkle your keyword in naturally (don’t overdo it).
URL Slugs: Example:
/seo-services-midland-txMeta Title & Description: This is what shows up on Google — make it click-worthy!
Image Alt Text: Help with accessibility and SEO.
Blog Content: Create helpful blog posts targeting related long-tail keywords.
Do’s and Don’ts of DIY Keyword Strategy
✅ DO:
Think like your customer — what would you search for?
Keep your keywords hyper-relevant to each page
Track your rankings and traffic over time
❌ DON’T:
Keyword stuff (writing “Midland cake bakery” 15 times on one page is not it)
Target the same keyword on multiple pages (causes keyword cannibalization)
Forget to optimize your metadata and headings — they matter!
Always follow the Google best practices for on-page SEO!
Final Thoughts: It All Starts With a Keyword
If you want to get found on Google, drive leads, and compete with businesses 10x your size, keywords are your secret weapon.
And the best part? You don’t need to be a tech expert to start using them.
Ready to Take It to the Next Level?
My SEO Blueprint for Business Owners walks you through this process in-depth — complete with templates, examples, and step-by-step instructions for keyword mapping, on-page SEO, and more.
Perfect for local businesses ready to own their SEO without the overwhelm.
Ready to boost your brand’s visibility, but need help implementing what you’re reading?
Book a free Discovery Call below to get started.