Every Maine small business owner wants their website to show up when potential customers search online. But appearing in search results isn't magic—it starts with understanding exactly what words and phrases your customers type when looking for businesses like yours. That's where keyword research comes in, and in 2026, it's more important than ever.
With AI-powered search becoming the norm and 83% of users now preferring AI search over traditional "Googling," the way people find local businesses is changing rapidly. Yet the fundamentals remain: you need to know what your customers are searching for and ensure your website speaks their language. For Southern Maine businesses, this means combining smart keyword strategy with local relevance.
What Is Keyword Research and Why Does It Matter?
Keyword research is the process of discovering the actual search terms people use when looking for products, services, or information related to your business. Instead of guessing what customers might search, you're using data to understand their real behavior.
For a Kennebunk restaurant, this might mean learning that people search "best lobster roll Kennebunkport" more often than "seafood restaurants Maine." For a Wells plumber, it could reveal that "emergency plumber near me" drives more traffic than "plumbing services York County."
Getting keywords right affects everything about your online presence:
- Search visibility: Ranking for terms people actually use
- Website content: Writing pages that answer real customer questions
- Advertising efficiency: Spending ad dollars on searches that convert
- Local competition: Finding opportunities your competitors are missing
The businesses that invest time in understanding customer search behavior consistently outperform those relying on assumptions about what people might be looking for.
Understanding Search Intent in 2026
Before diving into keyword lists, you need to understand why people search. Search intent—the purpose behind a query—determines what type of content will satisfy the searcher and rank well.
Informational Intent
These searchers want to learn something. They're researching, comparing, or educating themselves before making decisions.
Examples for Maine businesses:
- "How much does a new roof cost in Maine"
- "Best time to visit Kennebunkport"
- "What is responsive web design"
Informational keywords are opportunities to demonstrate expertise and build trust with potential customers early in their journey. Our guide on how to write website copy that converts covers how to turn this educational content into customer relationships.
Transactional Intent
These searchers are ready to take action—buy something, book an appointment, or contact a business.
Examples:
- "Kennebunk electrician near me"
- "Buy lobster online Maine"
- "Book Kennebunkport hotel"
Transactional keywords often have lower search volume but much higher conversion rates. A hundred visitors searching "buy lobster online Maine" are worth more than a thousand searching "lobster facts."
Local Intent
This is where Maine small businesses have a significant advantage. Over 46% of all Google searches have local intent, and 76% of people who search for something local on their phone visit a business within a day.
Examples:
- "Restaurants near Dock Square"
- "Web designer Kennebunk Maine"
- "HVAC repair Biddeford"
Local keywords combine what the person wants with where they want it. Understanding and targeting these terms is essential for any business serving a geographic area.
How to Find the Right Keywords for Your Maine Business
Start With Customer Conversations
Your best keyword research starts offline. Pay attention to how customers describe their problems, what questions they ask, and the exact words they use when calling or emailing.
A Kennebunk landscaper might notice customers consistently ask about "fall cleanup" rather than "autumn leaf removal." A York County accountant might hear "small business taxes" more than "SMB tax preparation." These real-world phrases often match what people type into search engines.
Make it a habit to document customer language:
- Phone calls: Note the exact phrases callers use
- Emails: Save common questions for later analysis
- In-person conversations: Record recurring concerns and terminology
- Reviews: Read what customers write about your business and competitors
Use Google's Free Tools
Google itself provides powerful keyword insights at no cost.
Google Search Console shows exactly which queries bring visitors to your current website. If you're already ranking for certain terms, optimizing further can improve those positions. If you're appearing in results but not getting clicks, your page titles and descriptions need work.
Google Autocomplete reveals what people commonly search. Start typing a phrase related to your business and note what Google suggests. These suggestions are based on real search behavior.
"People Also Ask" Boxes show related questions searchers have. Each question represents a potential content opportunity—a blog post, FAQ section, or service page that answers that specific query.
Google Business Profile Insights shows what searches triggered your business listing. This data is goldmine for local businesses and connects directly with your Google Business Profile optimization efforts.
Research Your Competition
Your competitors have already done keyword research—use their work as a starting point. Search for services you offer and analyze the businesses ranking on page one.
Look at:
- Page titles: What keywords appear in their headlines?
- URL structure: What terms are they targeting in their page URLs?
- Content topics: What questions are they answering?
- Service page organization: How do they categorize their offerings?
This isn't about copying—it's about understanding what's working in your market and finding gaps you can fill.
Build Location-Specific Keyword Lists
For Maine businesses, nearly every keyword should have a local variant. A general keyword like "web design services" becomes:
- "Web design services Kennebunk"
- "Web design Kennebunk Maine"
- "Kennebunk web designer"
- "Web design Southern Maine"
- "Website designer near Kennebunkport"
Each variation may have relatively low search volume, but collectively they add up to significant traffic. And because they're specific, the people searching are highly likely to become customers.
Consider creating location pages for each area you serve. Our own approach includes dedicated content for web design in Kennebunkport and Kennebunk web design services—each targeting customers in specific communities.
Long-Tail Keywords: Your Secret Weapon
Long-tail keywords are longer, more specific phrases that individually have lower search volume but collectively drive substantial traffic. They're especially valuable for small businesses competing against larger companies.
Short-tail keyword: "plumber" (huge competition, unclear intent) Long-tail keyword: "emergency plumber Kennebunk weekend service" (specific, high intent, less competition)
Long-tail keywords offer several advantages:
- Less competition: Major brands focus on high-volume terms, leaving specific phrases available
- Higher conversion: Specific searches indicate specific needs—easier to satisfy
- Voice search optimization: People speak in full sentences, not single words
- AI search compatibility: Generative search rewards content that answers specific questions
For Maine businesses, long-tail keywords often naturally include location modifiers. "Best wedding photographer York County Maine" or "commercial snow removal contract Biddeford" are exactly the searches your ideal customers are making.
Organizing Keywords Into Content Strategy
Once you've gathered keyword ideas, organize them into a practical content plan. Group related keywords into clusters that can be targeted by a single page.
Service Pages
Your main service pages should target your most valuable transactional keywords. For a professional web design company, this might include:
- Primary keyword: "web design services Maine"
- Supporting keywords: "custom website design," "responsive web design," "small business websites"
- Local variants: "web design Kennebunk," "website developer Southern Maine"
Each service page should thoroughly cover its topic, naturally incorporating keyword variations without forced repetition.
Blog Posts
Blog content targets informational keywords—the questions and topics your potential customers research before buying. Each post should focus on a specific topic cluster.
Topics like website development costs in Maine or choosing the right web designer attract people actively researching their options—exactly the audience you want.
Location Pages
If you serve multiple communities, dedicated location pages help capture local search traffic. These pages should offer genuine value—not just the same content with city names swapped. Include:
- Specific information about that community
- Projects completed in that area
- Local business challenges and solutions
- Community involvement and connections
Adapting to AI Search in 2026
Search is evolving rapidly. With AI-generated summaries now appearing above traditional results, keyword strategy must adapt.
According to recent studies, 92% of users who see AI search summaries never click through to websites. This makes appearing within AI-generated answers critical for visibility.
To optimize for AI search:
Structure content clearly: Use headings, bullet points, and direct answers that AI systems can easily extract and cite.
Demonstrate expertise: AI systems evaluate content quality and source authority. Content from real practitioners with genuine experience performs better than generic articles.
Use structured data: Schema markup helps AI systems understand your content and business information, improving your chances of appearing in generated responses.
Build brand reputation: AI aggregates information about brands from across the internet. Positive reviews, press mentions, and community engagement all contribute to how AI systems perceive your business.
Measuring Keyword Performance
Keyword research isn't a one-time project—it requires ongoing measurement and refinement.
Track these metrics through Google Search Console and website analytics:
Impressions: How often your pages appear in search results for target keywords Click-through rate: What percentage of people who see your listing actually click Average position: Where you rank for important terms Conversions: How keyword traffic translates to leads and customers
Set realistic expectations. Moving from page two to page one typically takes 3-6 months of consistent effort. Keywords with high competition may take longer. Start with less competitive long-tail terms and build authority over time.
Common Keyword Research Mistakes to Avoid
Targeting Only High-Volume Terms
It's tempting to chase keywords with thousands of monthly searches. But high volume usually means high competition—dominated by large companies with bigger budgets. Focus instead on specific terms where you can realistically rank and convert.
Ignoring Search Intent
Ranking for a keyword means nothing if the people searching aren't your potential customers. "Free website templates" might have high volume, but those searchers aren't hiring web designers. Match your content to keywords with commercial or local intent.
Keyword Stuffing
Repeating keywords unnaturally throughout content doesn't help—it hurts. Search engines are sophisticated enough to understand synonyms and related terms. Write naturally for humans, using keywords where they fit organically.
Set-It-and-Forget-It Mentality
Search trends change. New competitors emerge. Customer language evolves. Revisit your keyword strategy quarterly to identify new opportunities and adjust priorities.
Taking Action: Your Keyword Research Checklist
Ready to improve your website's search visibility? Start here:
- Audit current performance: Check Google Search Console to see what keywords already bring traffic
- Document customer language: Spend a week noting exact phrases customers use
- Research competitors: Analyze page one results for your most important services
- Build keyword lists: Create clusters for each service and location you target
- Prioritize by value: Focus first on transactional and local keywords with realistic ranking potential
- Create content calendar: Plan pages and posts that target your priority keywords
- Measure and adjust: Review performance monthly and refine your approach
Investing in Your Digital Visibility
Keyword research may seem technical, but it's fundamentally about understanding your customers—learning what they need, how they search, and what language resonates. For Maine small businesses competing in a digital-first world, this understanding is invaluable.
Whether you're optimizing your own website or working with a professional SEO service, keyword research forms the foundation of effective search visibility. The businesses that invest time in understanding customer search behavior consistently outperform those relying on assumptions.
Ready to improve your search visibility? Contact us to discuss how strategic keyword research can help your Maine business attract more of the right customers.