Keyword Research for Small Business: A Free, 4-Step Method for Plano Owners

Keyword research for small business owners sounds technical, but it just means finding the exact words your customers type into Google when they need what you sell. If your website says "residential climate solutions" and your customers search "AC repair Plano," Google has a hard time connecting the two. This guide from Web Designer Plano walks through a free, four-step method you can finish in an afternoon.

Why Keyword Research for Small Business Matters

You don't need to chase huge, competitive search terms. Most searching happens in small, specific phrases, and that's good news for local businesses.

Ahrefs reports that keywords with fewer than 10 searches a month make up almost 93 percent of its U.S. keyword database. Only just under 18,000 keywords get more than 100,000 searches a month.
Ahrefs also notes that roughly 15 percent of daily Google searches are brand new, something Google reconfirmed in 2025.
Backlinko's study of 306 million U.S. keywords found that 91.8 percent of keywords are long-tail, meaning specific phrases with low individual search volume. The median keyword gets just 10 searches a month.

In plain English: a phrase like "emergency plumber Frisco weekend" may only get a handful of searches, but the people searching it are ready to call. Ten of those a month can matter more than thousands of vague visitors.

Step 1: Build Your Starting List

Write down how customers describe their problem

Start with what you already know. Spend 15 minutes listing:

The services you offer, in the words customers use on the phone, not industry terms.
The problems that make people call you ("water heater leaking," "website not showing on Google").
The cities you serve: Plano, Allen, Frisco, McKinney, Richardson, and so on.
Questions customers ask before hiring you, including price, timing, and "is it worth it?"

Check your emails, contact form messages, and reviews. Customers hand you their keywords every day.

Expand the list with free Google tools

Type each idea into Google and look at three places:

Autocomplete. The suggestions that appear as you type are based on real searches.
People Also Ask. The expandable question box shows related questions worth answering on your site.
Related searches. The list at the bottom of the results page gives more variations.

Then try Google Keyword Planner, which Google describes as a free resource for finding keywords. It suggests related keywords and shows estimates of monthly searches. You'll need a Google Ads account to use it, and Google's help page notes that you must finish account setup, including billing information, to access the keyword ideas feature. You don't have to run ads.

Step 2: Check What You Already Rank For

If your site has been live for a while, Google Search Console is the best free keyword tool you have. Its Performance report shows the actual search queries that brought people to your site, how often you appeared, and how often people clicked.

Look for:

Queries with lots of impressions but few clicks. You're showing up but not convincing people. A better page title can help.
Queries where you rank on page two. These are often the quickest wins.
Queries you didn't expect. They can point to services worth a dedicated page.

Not set up yet? Our Google Search Console setup guide walks you through it.

Step 3: Pick the Right Keywords for Each Page

Now narrow the list. For each keyword, ask:

Does someone searching this want to hire or buy? "How to fix a leaky faucet" is a do-it-yourselfer. "Faucet repair Allen TX" is a customer.
Can I realistically compete? Search the phrase. If national giants fill the whole first page, add your city or a more specific detail.
Do I have, or can I build, a page that answers it?

Give each important page one main keyword plus a few close variations. Don't make two pages target the same phrase, or they'll compete with each other.

Step 4: Put Keyword Research for Small Business Into Action

A keyword list does nothing sitting in a spreadsheet. Use each page's main keyword naturally in:

The page title and meta description.
The main heading and the first paragraph.
At least one subheading.
Image alt text, where it actually describes the image.

Write for people first. If a sentence sounds awkward when you read it out loud, rewrite it. Our on-page SEO checklist covers every spot to check.

Frequently Asked Questions

Do I need paid keyword tools?

Not to start. Google Autocomplete, People Also Ask, Keyword Planner, and Search Console cover what most local small businesses need. Paid tools add competitor data and more precise volumes, which helps later.

Should I target keywords with zero search volume?

Sometimes. Tools often show zero for very specific local phrases that real people still search. If customers ask you about something regularly, it's usually worth a section or a page.

How many keywords should one page target?

One main keyword and a handful of close variations. A page about "roof repair in McKinney" can also cover "roof leak repair McKinney" without needing a separate page.

How often should I redo keyword research?

Review Search Console every month or two, and do a fuller check once or twice a year or whenever you add a new service or city.

Need help turning your keyword research into pages that actually rank? Web Designer Plano builds fast, SEO-ready websites for small businesses across Plano, Frisco, Allen, McKinney and the rest of DFW. We handle the technical side so you can focus on running your business.