Keyword research for small businesses: a 60-minute method

With the 60-minute method, small businesses find the five to ten search terms worth targeting their most important pages for, using free tools only. You collect terms, sort them by search intent and map them onto your services.

We show you step by step how to do this without a subscription or specialist knowledge.

#Where do I find keywords without paid tools?

Three free sources give small businesses a reliable base:

• Autocomplete: Type a base term such as "office services Dresden" into Google search and note the suggestions. These are phrases people actually type.
• Google Keyword Planner: this free tool shows terms with an estimate of monthly search volume. You need a Google Ads account but no running campaign. Without a campaign, volumes are often shown only as rough ranges.
• "Related searches" and "People also ask": In and below the results list, Google shows related phrases and questions. They are often the best starting points for new pages.

#What is search intent and why do you sort by it?

Behind every query there is a goal. It is called search intent and falls roughly into three types:

Ignore the intent and you write an information page for a term with buying intent behind it. Sort every term into one of the three columns before you plan a page.

#Why one keyword per page?

Google assigns topics to each page. A page that tries to cover five different terms is often too imprecise for any single one and loses to a page written specifically for it.

So use one main keyword per page, plus two or three closely related terms that occur naturally. That way your own pages do not compete with each other. The basics are in What is SEO?.

#How do I map keywords to my services?

Set up all your services as columns, for example website, maintenance and SEO, and distribute the terms across them.

• One service, one page: each service gets exactly one central page.
• Local variant with your location: for local offers, use the term with your town, "bookkeeping in Dresden" is usually more specific than the generic term.
• Question words get their own pages: questions from "People also ask" become standalone subpages or FAQ blocks that answer exactly that question.

#How do I know whether I can rank for a keyword?

Check the first results list for the term:

• Are other small and mid-sized businesses, forums or directories listed? Then the competition is within reach for you.
• Do large portals, brand sites or online shops dominate? Then the term is too big for now. Choose a more specific or local one.
• Is there already a page of yours written for the term? If so, update it rather than creating a new one.

For local terms, also look at your Google Business Profile, which plays a big role in searches such as "… in your town". How to build it out is covered in Optimise your Google Business Profile.

#Checklist: your 60 minutes at a glance

• 20 to 40 terms are collected from autocomplete, Keyword Planner and related searches
• Every term is marked as informational, comparative or transactional
• Every term is assigned to exactly one page
• Every term is assigned to a specific service
• The first results list is checked for the ten most important terms
• The five to ten most important terms are selected and noted

#Conclusion: 60 minutes instead of endless research

Keyword research is not a marathon for small businesses, but a focused hour each quarter. The 60-minute method gives you an honest list of five to ten terms that fit your services and give you realistic chances. Build one page per term from that list and you also create a good basis for visibility in AI answers, as described in AI visibility: how ChatGPT recommends your business.

If you would like us to review your list together with your website, start with an initial consultation. You can read more about our service under SEO and AI visibility.

#Sources

• Google Keyword Planner
• Google Search Central: SEO starter guide
• Search Console Help