Keyword Research Made Easy: A Guide for Non-Marketers

If you’re not a marketer by trade, the term “keyword research” might sound overwhelming. But here’s the truth: understanding keywords and how to use them isn’t just for marketers. Whether you’re running a small business or supporting the marketing and communications efforts for your employer, keywords play a major role in helping people find your company online.

This guide breaks down keyword research in a simple, accessible way—covering why it matters, how to find the right keywords, where to use them, and how to track their performance.

Why Keywords Matter

Think of keywords as the bridge between what people are searching for and the content you provide. When someone types a question or phrase into Google, the search engine tries to find the most relevant results. Keywords help your content get discovered by matching what you offer to what people are actively looking for.

Here’s why they matter:

Visibility: The right keywords make your website, blog post, or social profile easier to find online.
Relevance: Keywords help you attract the right people—those who are already interested in what you do.
Efficiency: By focusing on specific keywords, you can avoid wasting time creating content no one is searching for.
Results: Better visibility often leads to more traffic, leads, and sales.

Whether you’re writing website copy, product descriptions, blog posts, or social media content, keywords help your audience find you faster.

How to Choose the Right Keywords

Finding the right keywords doesn’t have to be technical or complicated. Here are a few simple ways to identify what words and phrases are best for your content:

Start with Your Audience

Ask yourself:

What would someone type into Google to find a business like mine?
What problems or questions does my product/service solve?
What terms do my customers use when talking about what I offer?

Brainstorm these questions and jot down any recurring themes or phrases.

Use Free Tools for Ideas

There are plenty of user-friendly, free tools to help you identify popular keywords, such as:

Google Search: Start typing a phrase and look at the autocomplete suggestions.
Google Keyword Planner: Requires a Google Ads account, but offers reliable data on keyword volume and competition.
Ubersuggest: A beginner-friendly tool that shows keyword ideas, search volume, and difficulty.
AnswerThePublic: Great for discovering question-based keywords that reflect how people search.

These will give you relevant ideas on how you can align your content with what people are already searching for.

Balance Search Volume with Specificity

Not all keywords are created equal. Here’s what to consider:

Search Volume: How many people search for that term monthly? Higher isn’t always better.
Competition: How hard is it to rank for that keyword? Lower competition is ideal for beginners.
Relevance: Is the keyword directly tied to what you offer?
Specificity: Long-tail keywords (phrases with 3-5 words) like “best project management app for freelancers” often bring in more qualified traffic than broad terms like “project management.”

Test various options for your keywords to see which ones drive the most traction for you.

Where to Use Keywords

Once you’ve identified the right keywords, it’s time to put them to work. Use them strategically throughout your content, without overstuffing. Suggestions include:

Website Pages: Include keywords in your homepage, about page, services/products page, and FAQs.

Page Titles and Meta Descriptions: These appear in search engine results and influence clicks.

Headings and Subheadings: Helps both readers and search engines understand your content.

Body Text: Use naturally throughout paragraphs, especially near the beginning.

URLs and Image Alt Text: Every detail helps search engines better understand your content.

Blog Posts: Focus each blog post around one primary keyword, and support it with related terms.

Remember to always write for humans first and search engines second. If your content sounds awkward or forced, you’re probably overusing keywords.

How to Know If Your Keywords Are Working

Measuring the performance of your keywords doesn’t have to be complicated. Here are a few ways to track progress:

Google Search Console: This free tool shows which search terms people use to find your site, how many clicks you’re getting, and where your pages rank.
Website Analytics: Tools like Google Analytics can show whether your traffic is increasing and which pages are bringing in the most visitors.
Keyword Tracking Tools: Platforms like Ubersuggest, Moz, or SEMrush (many have free versions) let you track how your keyword rankings change over time.
Engagement Metrics: Are people staying on your site, clicking through, or converting? That’s a good sign your keywords are attracting the right visitors.

It may take a few weeks to see results, especially if your website is new. Be patient and keep refining your strategy as you go.

Incorporating Keywords into Your Marketing Strategy

Keyword research doesn’t have to be intimidating. With a few simple tools, you can uncover the search terms your ideal audience is already using and align your content accordingly.

If you’re wondering how you can do this for your company, we’re here to help. Request a consultation with us today.