7 Most Common Keyword Research Mistakes That Small Businesses Make

1. Targeting keywords that are too competitive

A lot of businesses are trying to rank for popular keywords. The problem with targeting these popular keywords is that big brands and websites with a lot of authority have targeted them too. You’ll have to fight a battle you can’t win as a small business (at the moment), which is a waste of time and money.

Here is what you should do instead:

• Look for long-tail keywords with lower competition.

• Target phrases specific to what you offer.
• Use keywords that make sense for your location or unique selling points.
• Start by focusing on a specific niche audience.

Choosing these keywords that are easier to rank for will help you create momentum and get you actual results. This way, you can find your space to start with and own it. Afterwards, when your website has created some authority you can go to the next level.

2. Ignoring search intent during keyword research

Search intent is an important aspect of your keyword research. It’s the intention behind someone’s query. You need to know if they are looking for information, looking to buy something or looking to compare products/services. If you ignore search intent, you risk reaching the wrong audience with the wrong message.

Here is what you should do instead:

• Think about why someone would search for your chosen keyword.
• Check the top results to see what type of content they use.

• Use the right keywords for each stage of the buyer’s journey.
• Avoid targeting keywords where your type of page doesn’t match the visitor’s expectations.

For example, if people are looking for “how to do SEO,” they expect a how-to guide or a step-by-step guide, not a product page.

3. Focusing on high-volume keywords only

Big volume sounds perfect to target. But these keywords come, most of the time, with a lot of competition from the top brands/websites in your niche. High volume doesn’t always mean high value, especially for small businesses. Focusing on big volume keywords can leave your website invisible for months or even years.

Here is what you should do instead:

• Target keywords with less volume, but higher conversion potential.

• Test local variations if you serve a specific area.
• Check long-tail keywords, as there are some absolute gems out there.

It’s better to bring just a couple of engaged visitors than a lot of visitors who bounce right away or not even a single visitor because your website doesn’t rank. I have written an article on how to find low-competition, high-volume keywords, it will help you find keyword opportunities to create content about. It’s worth checking out, believe me!

4. Not analyzing the SERP before choosing a keyword

The SERP (Search Engine Result Page) shows what people actually expect when searching for a specific keyword. If you’re not analyzing this, you’re missing out on some valuable information about what people want to see.

Before deciding on which keyword you’ll target, always:

• Enter your keyword and check what ranks at that time.
• Look for the type of content of the top 3 ranking pages.

• Keep the “People Also Ask” feature in mind.

This helps you tailor your content to what your audience is searching for.

5. Not analyzing the keywords of your competitors

Your competition has already done some great work on the keywords they rank for. If you ignore their keywords, you miss out on easy growth and keyword opportunities. Check what’s working for similar businesses, then find ways to improve the content or make it different and even better.

Here is how you do it:

• Use tools like SEMRush or Ahrefs to check which keywords drive traffic to their website.

• Identify the keywords they rank for that you don’t.
• Study their top pages and understand their strategy.
• Think about how you can improve their content and offer something better to the audience.

Don’t copy blindly, make sure you have a strategy in mind to actually deliver value to the reader.

6. Choosing what your business wants to rank for and not what the customer is searching for

Many businesses are too focused on their products and what they offer. You might pick keywords you want to rank for, instead of what people are actually typing into Google.

Do this instead:

• Speak your customer’s language, limit the use of jargon terms.
• Use keyword tools like AnswerThePublic to find queries people are actually searching for at the moment.

• Ask friends or clients what they would search for your offer.

Creating content around what customers want gets you found by the right people, who are more likely to convert.

7. Not updating your keywords regularly to stay up-to-date

What people are searching for changes regularly. Using the same keyword for years means you’re missing out on new opportunities to drive targeted traffic to your website

Here is how you keep your research fresh:

• Reviewing keyword performance every few months.
• Tracking new products, services, or changes in your market.
• Adding seasonal-, event-, or trend-based keywords as needed.
• Removing keywords that no longer send valuable traffic.

Keeping your keywords and content up-to-date ensures you don’t get stuck behind the competition. You have to keep evolving with your audience and what they are looking for and expecting.