A small business that runs ads or pays for marketing services without a keyword analysis and keyword plan will miss the mark and experience high costs.

Keyword analysis is the process of researching and identifying the words and phrases that users type into search engines when looking for information, products, or services related to a specific topic. Keyword analysis helps small businesses to understand what their potential customers are searching for, and how they can optimize their websites and online marketing campaigns to match those queries.

A keyword plan is a document that outlines the goals, strategies, and tactics for using keywords to improve the online visibility and performance of a small business. A keyword plan should include:

• A list of relevant keywords that target the business’s niche, audience, and offerings
• A keyword map that assigns keywords to specific pages or sections of the website
• A keyword difficulty analysis that evaluates the level of competition and opportunity for each keyword
• A keyword performance tracking system that measures and reports on the results of keyword optimization