Keywords are the building blocks of SEO – and for service-based SMEs aiming to stand out in local markets, they’re mission-critical.
They bridge what potential customers are searching online with the specific solutions a business offers, making the difference between a site that attracts regular enquiries and one that disappears in the digital crowd.
By Chloe Beresford, Multimedia Manager, Fruity Digital
What Are Keywords and Why Are They Essential?
Keywords are the words and phrases that customers type into search engines when looking for services – a hairdresser might see searches for “best hair salon Doncaster” or “wedding hair stylist near me”. For service businesses, keywords are especially relevant because customers often have a high intent: they’re not just browsing, but looking to book or enquire.
Finding Client-Driven Keywords
The best starting point is simple: brainstorm a list of services offered, specialisms, and the business’s location. Questions to consider:
What are clients asking during calls or via email?
What problems do clients want solved?
Online keyword research tools are invaluable for checking what real people search.
Google Keyword Planner: Free with a Google Ads account, showing search volumes for services and local phrases.
Ubersuggest and SEMrush: Both offer suggestions and competition ratings – ideal for spotting terms with high intent and reasonable competition.
Spy on competitors: Enter leading local competitors’ websites into tools like SEMrush to see which keywords send traffic their way.
Building a Powerful SME Keyword List
An effective keyword list covers a mix of:
Generic service terms (e.g. “accountant Leeds”)
Local and niche long-tail terms which are more detailed (e.g. “emergency plumber Wakefield open late”)
Variants of key services and seasonal offers
Aim for keywords that blend:
Decent monthly search volume
Manageable competition (not just the most obvious, hardest-to-rank terms)
Clear links to what the business specifically does and where it’s based.
Where to Place Keywords
Strategic placement is as important as research.
Titles & Headings: Use a primary keyword in your web page and blog titles – especially location-based services.
Service Pages: Each core offering should have its dedicated, keyword-optimised page.
Blog Content: Use longer, conversational keywords in blog posts, answering “how-to” or “why-choose” queries.
Meta Tags & Descriptions: These snippets influence click-through rates from search engine listings.
Common Pitfalls to Avoid
SEO isn’t about stuffing as many keywords as possible into every line. Beware of:
Keyword stuffing: Google penalises unnatural, repetitive use.
Irrelevant targeting: Don’t add keywords for services not actually provided or locations not served.
Neglecting intent: Focus on terms that real, paying customers would use – not just the ones with the biggest numbers.
Fruity Digital’s Pro Tips for SME SEO
Always combine quantitative data (from keyword tools) with qualitative insight (what real clients say and ask).
Update your keyword list every few months as new services launch and trends change.
Create content that answers actual customer questions, not just what’s easiest to rank for.
Why Bother with Keywords?
Developing the right keyword strategy is the critical first step toward stronger online visibility. For service SMEs, relevant keywords put offerings in front of people who are actively searching, translating digital marketing work directly into local leads and growth.
By Chloe Beresford, Multimedia Manager, Fruity Digital