What Small Business Owners Need to Know About SEO Keywords

Have you ever participated in a conversation and felt confused or out of place because you didn’t understand what the speaker was talking about? That is how small business owners can feel when an SEO specialist starts discussing SEO keywords without first explaining what they are and why they’re important.

Here’s a quick rundown of what small business owners need to know about SEO keywords.

Photo by Zoshua Colah on Unsplash

What Are SEO Keywords?

The term “keyword”, by itself, means similar and related things to different people.

In computer programming, a keyword is a reserved word or phrase that has a predefined, specific meaning and purpose within the programming language. For example, “while” is a keyword used to create a logic loop that is executed repeatedly as long as a specified condition is met.

For students and librarians, keywords are specific words and phrases used to search for information within a library’s catalog or database. An example might be “musical theater,” which would surface publications about musicals like West Side Story, Hamilton, and Les Misérables.

In search engine optimization (SEO), a keyword is two things:

• a word or phrase used to search for digital content; and
• the main focus of a piece of content wanting to rank for that term.

For example, the SEO keyword “what small business owners need to know about SEO keywords” is the primary focus of this blog post. If that keyword phrase were to be entered into a search engine, it would surface this blog post as well as others dealing with this same topic.

Why Are SEO Keywords Important?

SEO keywords are important because they connect searchers, search engines, and content providers. The best way to grasp what I mean by this is with an example.

Let’s say I live and work in Wayne, PA. I want to find an orthodontist who is experienced in treating adults. I’d prefer one with a practice close to my work and home.

I type the keyword phrase “orthodontist for adults near me” into Google’s search engine.

Photo by Sigmund on Unsplash

Google takes that keyword and searches its index of all the content it knows about on the Web. It looks for matches- entries related to orthodontics, adults, and Wayne, PA. The ones deemed relevant are ranked in order of usefulness, quality, authority, proximity, and more.

In this example, the top-ranked results are all relevant. They all have part of my keyword phrase (“orthodontics”) in the business name and listing category, they all have practices located in Wayne, PA, and their websites all clearly state that they offer orthodontic services for patients of all ages, including adults.

Content doesn’t have to be an exact match to appear in search results. Search engines try to provide searchers with the most relevant, accurate, and useful information possible, so close matches and synonyms can also appear in search results.

The SEO keyword phrase “orthodontist for adults near me” is the common thread in this transaction. It serves as a critical link between what a searcher wants and what search engines deliver. It tells search engines exactly what the user is looking for, and makes it possible for them to identify relevant matches.

For businesses hoping to be among those results, this creates an opportunity: by crafting and optimizing content around the keyword phrases that best align with the products and services their business offers, they can improve their chances of being discovered by the very audience that seeks them.

SEO keywords act as a bridge. They connect searchers with the information they need, and help content creators reach the right audiences.

More details below.

How Are SEO Keywords Used By Search Engines?

Search engines use SEO keywords (also known as search queries) to help them understand what a searcher is trying to locate online and how they intend to use that information, once found. In the SEO world, this intended action is known as “search intent”.

Armed with an SEO keyword and search intent, search engines review the vast and ever-growing quantity of information available on the Web to identify ranking candidates. Again, their goal is to provide users with the most relevant, accurate, and valuable information possible.

Because search engines can’t possibly rank every known piece of content each time a query is submitted, they remove irrelevant entries from consideration using SEO keywords. Content related to “musical theater”, for example, would be considered irrelevant and not ranked for my “orthodontist for adults near me” search query.

The narrowed-down list of relevant candidates is then ranked. Search engines automatically assess each candidate’s quality, reliability, authority, and potential usefulness for a given search query, ultimately assigning each one a position in search results. Ranking algorithms analyze various factors, including the content structure, scope, and depth, the experience and expertise of contributors and authors, the searcher’s language, intent, and location, who recommends (links to or mentions) the content, and how searchers behave after they find it.

Search engine ranking algorithms are dynamic and complex. Results change continuously.

How do Website Owners use SEO Keywords?

Internet users are bombarded with information daily, and many businesses are vying for their attention. It’s hard to stand out.

This is where SEO keywords come in. If you identify the words and phrases your audience is searching for, you can create compelling content or advertising that will stand out and resonate with them.

SEO keywords present a unique opportunity for website owners. Using a series of interconnected SEO processes and tools, you can:

• identify the exact terms and phrases your audience uses to search for your products and services,
• develop content that directly addresses their needs and search intent, and
• improve your chances of appearing in search results by signaling to search engines that your content is relevant, high-quality, and valuable.

In short, effective use of SEO keywords helps your content rise above the noise. It puts your business in front of the people actively looking for what you have to offer.

SEO starts with a solid understanding of your business and keyword research. Keyword research helps you identify the keyword phrases people use to search for your products and services so you can strategically incorporate them into your content. It also helps you better understand the demand for your products and/or services and set content development and promotion priorities.

Is Keyword Research Hard?

Keyword research can be time-consuming and challenging, especially for beginners and time-strapped small business owners. It is, however, crucial for successful content creation and website optimization. Without it, you’re shooting in the dark and can waste a lot of time and money only to achieve very little.

Successful keyword research involves identifying the “best fit“ keywords for you and your target audience. Best-fit keywords are the ones that are most relevant and beneficial based on a search intent that aligns with what your target audience is seeking and what you have to offer. In other words, the best SEO keywords align with what your audience is searching for, and what you do best- your unique value proposition.

SEO keywords act as a bridge between searchers, search engines, and content providers. Photo by Chad Peltola on Unsplash

In the previous example, I was looking for an orthodontist experienced in treating adults and with a practice close to where I live and work. A keyword phrase like “musical theater” would not have been a good fit for me, nor would it have benefited any of the Orthodontic practices near me.

In addition to considering “fit”, it helps to identify SEO keywords with high search volume and low competition, especially if you’re a small business with limited time and resources. These keywords can be time-consuming and laborious to identify, but the process can be eased and simplified with the right approach and keyword research tools.

Moz, a keyword research tool provider, has many helpful resources to help you overcome the learning curve and efficiently choose the right keywords for your business and audience. It offers an excellent 15-minute video (below) outlining the keyword research process, explaining what you need to think about as you approach the task, and how to narrow your options. It uses its paid proprietary keyword tool as an example, but the concepts learned can be applied to any keyword research tool available on the market today.

Please forgive the pixelated video snapshot above. It’s an older video.

Bear in mind, you can always hire an SEO company to do keyword research for you. Just don’t divorce yourself entirely from the process. Educating SEOs about your target market and product and service offerings is important so they can make the most appropriate keyword choices. Please be sure also to ask them to explain their keyword research process, tools, and selections so you can be confident in their recommendations.

Common Keyword Research Mistakes

The two most common mistakes I see small business owners make when attempting keyword research are:

• failing to optimize for search intent, and
• not doing the analysis needed to understand what is (or isn’t) working and why.

Let me explain.

Understanding why someone is searching for something is crucial.

Optimizing two or more pieces of content for keyword phrases with the same search intent sets you up on a hamster wheel to compete with yourself for rankings. Niche audiences often know precisely what they’re looking for. Failing to optimize for that can lead to missed opportunities.

Delivering value should be your #1 goal when producing content. Your target audiences and search engines demand it.

Remember that Google searches its index of all the content it knows about on the Web when deciding what content to rank. For your site’s content to be included in that index and, therefore, search results, it must first be original and high-quality.

Google is becoming increasingly selective about the content it includes in its index. Many SEO experts, including me, believe that Google prioritizes original, high-quality content and filters out spammy, low-value pages. Creating excessive amounts of overlapping or redundant material is, more often than not, a waste of time and resources; it is likely to be ignored by Google and never reach their index or your search audience. The best way to ensure visibility is to focus on your specific target audience.

• Identify the SEO keywords they use and the reasons they are searching for that information.
• Create unique, high-quality content that satisfies their information needs.
• Localize and personalize your content. It enhances your credibility, relatability, and ability to connect with readers.
• Convince audiences why they should pick you and not the competition by clearly demonstrating your relevant experience and expertise.

Audiences seek reassurance that you have a deep understanding of the topics you write about. Demonstrate expertise through detailed insights, well-researched points, and authoritative messaging to reinforce trust and strengthen engagement. Employ subtle humor, inside jokes, and thoughtful observations to further elevate your content and help it rank for nuanced searches, especially in localized and conversational queries.

Neglecting analytics is another missed opportunity.

Small business owners should never overlook their analytics when choosing SEO keywords. Analytics offer invaluable insights into what audiences are searching for, what content is resonating, and what still needs improvement. Ignoring this data means missing out on opportunities to refine strategy, enhance visibility, and better connect with potential customers.

SEO isn’t about guessing the correct keywords—it’s about making informed decisions based on real user behavior.

How Does AI Factor Into All of This?

Artificial intelligence (AI), natural language processing (NLP), and large language models (LLMs) play a massive role in shaping search results by making interactions more accurate, efficient, and relevant.

Artificial intelligence isn’t new to search. Google has been using it for over two decades. Early AI-driven innovations used machine learning for spelling correction, language translation, search query interpretation, and more. Today, Google significantly integrates AI into its search engine through features like AI Overviews and AI Mode. AI Overviews provide concise summaries of search results, often with links to relevant websites. AI Mode offers more in-depth, personalized responses and planning capabilities. These AI features leverage Google’s Gemini LLM and are designed to improve search efficiency and user satisfaction. 

When it comes specifically to SEO keywords, AI helps search engines anticipate multiple search intents and follow-up questions using keywords combined with searcher behavior, location, and past searches. Searchers are presented with more personalized rankings, and content creators earn more referral traffic from search and AI sources combined.

Number of Unique Domains Receiving Referral Traffic from Chat GPS, Worldwide clickstream data, per SEMRush, illustrated by A16z

The bottom line is that while AI tools have evolved search, the starting point – SEO keywords – remains the same. You still have to understand what audiences are trying to find, and you still have to deliver value.

In Conclusion

SEO keywords serve as a vital link between searchers, search engines, and businesses. Used strategically, SEO keywords can boost your website’s rankings, making it easier for prospects, customers, and peers to find your content and services online. Thoughtful keyword research and ongoing optimization ensure your business remains competitive and earns high visibility in search results.

Remember, your ultimate goal should be to create content that delivers originality and genuine value, not simply to churn out more of it.