Start with what you'd search yourself
Think like a prospective client: what would you actually type into Google to find a business like yours? Combine your service ("balayage," "deep tissue massage") with your location ("in Buckhead," "near me") as a starting point.
Use free tools before paid ones
- Google's autocomplete — start typing a relevant search and see what Google suggests; this reflects real common searches.
- "People also ask" and related searches on a Google results page for your core services.
- Your own Google Business Profile Insights (where available) — shows some of the actual search terms bringing people to your profile.
Ask a few recent clients how they searched for a business like yours before finding you. Real client language is often more useful than any keyword tool.
Where to actually use these keywords
- Your Google Business Profile description and services.
- Your website's service pages (see our Service Page Optimization guide).
- Natural mentions in social captions and blog-style content, where it fits naturally.
Don't stuff keywords unnaturally into your content just because a tool suggested them. Awkward, repetitive keyword use reads poorly to actual clients and doesn't reliably help your search visibility either.
Local keywords vs. generic industry keywords
Prioritize keywords that combine your service with your specific location over broad industry terms with heavy national competition — "microblading in Marietta" is more winnable and more relevant to your actual client base than "best microblading."
Frequently asked questions
Do I need paid keyword research tools? Not for most small local beauty businesses — free tools and direct client feedback are usually sufficient to identify the handful of terms that actually matter for your business.
How often should I revisit my keyword list? Periodically, especially if you add new services or notice your business evolving — but this doesn't need to be a frequent, ongoing project for most small businesses.