How to Find the Right Keywords for Your Small Business | Back to Basics Ep. 5

Описание: If your website isn't showing up in Google, there's a good chance the problem isn't your business — it's your language. Most small business owners describe their services one way. Their customers search for them in a completely different way. This video closes that gap.

In this video you'll learn what keywords actually are, how to find the ones your customers are using, and how to decide which ones to go after first — without paying for any tools.

What's covered:
00:00 — The common situation
01:25 — What is a Keyword?
04:00 — Search Intent: Why It Matters More Than Volume
07:00 — How to Find Your Keywords
11:00 — How to Prioritise Which Keywords to Go After
14:10 — Where Your Keywords Go
17:05 — Homework and What's Next

Terms defined in this video:
Short-tail keyword — A broad, general search term (e.g. "plumber"). High volume, very competitive.
Long-tail keyword — A longer, more specific phrase (e.g. "emergency plumber Bristol available weekends"). Lower volume, less competition, higher converting.

Search intent — What the person is actually trying to do when they search. Three types: informational (researching), comparison (weighing options), transactional (ready to buy).

Autocomplete — The drop-down suggestions Google shows as you type. Based on real search volume — a free keyword research tool hiding in plain sight.

Google Search Console — A free tool from Google showing how your site performs in search, including the exact terms people use to find you.

Impressions — The number of times your page appeared in Google results, whether or not anyone clicked. Found in Search Console.

Domain authority — A measure of how much Google trusts your website overall. Built over time through credible links, reviews, and consistent business listings.

Keyword stuffing — The outdated practice of forcing a keyword into a page as many times as possible. Google now penalises this.

Meta description — The brief summary shown under your page title in Google results. Doesn't directly affect ranking, but a good one improves click-through.

This is Video 5 in the Back to Basics series — part of Module 2 on SEO. If you haven't watched Video 4 yet, start there — it covers what SEO actually is and how Google works.

This is Video 5 and the second part of Module 2 — SEO. If you haven't watched Module 1 yet, start with Video 1 -    • The Common Marketing Mistakes Holding You ...  

PREVIOUS VIDEO: What Is SEO? A Beginner's Guide — Video 4 →    • Google Doesn't Know You Exist — Here's Wha...  

NEXT VIDEO: On-Page SEO: What to Fix on Your Website Today — Video 6

IN THIS SERIES:
Module 1 — Digital Marketing Principles (Videos 1–3) -    • The Common Marketing Mistakes Holding You ...  
Module 2 — SEO (Videos 4–7) -    • Google Doesn't Know You Exist — Here's Wha...  
Module 3 — GEO (Videos 8–10)
Module 4 — Social Media (Videos 11–13)
Module 5 — The Marketing Mix (Videos 14–15)
Module 6 — Paid Advertising (Videos 16–18)
Module 7 — AI in Business (Videos 19–21)
Bonus — Your 30-Day Starter Plan (Video 22)

Back to Basics is brought to you by Otter Labs — a digital marketing agency helping growing businesses build real visibility online.

🔔 Subscribe so you don't miss Video 6.