Start with what you actually do and where you do it, then use free tools like Ubersuggest or Answer the Public to see what people search for. Focus on long-tail keywords you can realistically rank for, then organize everything into a simple spreadsheet. The goal isn't to find thousands of keywords—it's to find the right ones that connect with your actual customers, which is why Enji recommends starting with customer language rather than industry jargon.
The "Focus on What Matters" Method: Keyword research doesn't have to be complicated.
Most small business owners either skip keyword research entirely or get so overwhelmed by the process that they never actually use the keywords they find. Both approaches hurt your business.
Start with what you actually do. Make a simple list: your services, your location, the problems you solve, and how customers describe what you do. If you're a wedding photographer in Denver, your basic list might include "wedding photography," "Denver photographer," "engagement photos," "wedding photos," "Colorado wedding photography."
Use free tools to expand your list and see what people actually search for. Ubersuggest gives you search volume and competition levels. Answer the Public shows you questions people ask. Google Trends tells you if interest is growing or declining. These tools are free for basic searches.
Focus on long-tail keywords because they're easier to rank for and often convert better. Instead of trying to rank for "photography" (nearly impossible), target "outdoor wedding photography Denver" or "engagement photos Colorado mountains." These longer phrases have less competition and attract people who know exactly what they want.
Look for keywords with decent search volume but manageable competition. For small businesses, 100-1000 monthly searches is often the sweet spot. A keyword with 50,000 monthly searches might seem amazing, but if you're competing with Getty Images and Canon, you'll never rank for it.
Consider search intent. Are people searching to learn something or to buy something? "How to plan a wedding" is informational. "Wedding photographers near me" is commercial. Both are valuable, but they serve different purposes in your marketing strategy.
Organize your findings in a simple spreadsheet with columns for keyword, search volume, competition level, and intent. This becomes your roadmap for content creation and SEO optimization. Enji's keyword research tools can help streamline this process and track your progress over time.
These are the Enji tools and capabilities that best address this question.
Your customers are searching for you—you just need to know what words they're using. Enji's SEO Campaign templates help to take the guesswork out of finding rankable keywords and show you how to be successful. Find the keywords that will actually bring in customers because ranking for the right terms beats ranking for popular terms every time.
