What Is a SWOT Analysis & How To Do It Right

A SWOT analysis is a strategic planning tool that helps businesses identify their strengths, weaknesses, opportunities, and threats. Learning how to do a SWOT analysis can help your business achieve long-term success, and stay competitive within your market.

The acronym ‘SWOT’ stands for:

  • Strengths: Characteristics of the business or project that give it an advantage over others.
  • Weaknesses: Characteristics that place the business or project at a disadvantage relative to others.
  • Opportunities: External factors that the business or project could exploit to its advantage.
  • Threats: External factors that could cause trouble for the business or project.

What is the Purpose of a SWOT Analysis?

The purpose of a SWOT analysis is to help a business or project team understand the internal and external factors that may impact its ability to achieve its goals.

By identifying these factors, a business can develop strategies to capitalise on its strengths, address its weaknesses, take advantage of opportunities, and mitigate threats.

It is also used to identify what a business or project is good or bad at doing, where it can improve, and what future opportunities and potential threats are on the horizon.

It is a simple but powerful tool that can be used to support a wide range of decision-making processes.


How to Do a SWOT Analysis for Small Business

To conduct a SWOT analysis for your small business, follow these steps:

  1. Identify your business’ strengths, such as unique selling points, positive customer feedback, and a talented team.
  2. Identify your business’ weaknesses, such as a lack of resources, poor location, or a limited target market.
  3. Identify external opportunities, such as new market trends or potential partnerships.
  4. Identify external threats, such as changes in regulations, economic downturns, or new competitors entering the market.
  5. Once you’ve identified each of the above, analyse how they interact with each other and how they may impact your business.
  6. Use the information gathered in your SWOT analysis to develop a strategic business plan for your business.

It’s important to keep in mind that SWOT analysis should be done periodically to reflect the business’ current situation.

It’s also important to involve key members of your team in the process, as they may have valuable insights into the strengths, weaknesses, opportunities, and threats facing your business.


SWOT Analysis Keyword Research

Keyword research is an important aspect of SWOT analysis, as it helps businesses identify the keywords and phrases that their target market is using to search for products or services like theirs.

By understanding which keywords and phrases are most popular, businesses can optimise their website and marketing materials to rank higher in search engine results and reach their target market more effectively.

When conducting keyword research as part of a SWOT analysis, businesses typically use tools such as Google AdWords Keyword Planner or SEMrush to identify popular keywords and phrases related to their industry. They also analyse their competitors’ websites and marketing materials to see which keywords and phrases they are using.

Once the research is done, businesses can use the information to identify opportunities for growth, such as targeting under-served keywords or phrases, or to identify potential threats, such as high competition for certain keywords.

The research can also be used to inform the development of new products or services, or to update existing ones to better meet the needs of the target market.

Overall, keyword research is an important aspect of a SWOT analysis because it helps businesses to understand their target market better and to develop effective marketing strategies that will reach them.



In conclusion, learning how to do a SWOT analysis provides you with a powerful tool that can help businesses identify their strengths, weaknesses, opportunities, and threats.

By conducting a SWOT analysis, businesses can gain a better understanding of their internal and external environment, which can be used to develop effective strategies to achieve their goals.

Additionally, conducting keyword research as part of a SWOT analysis can help businesses to identify the most relevant and valuable keywords and phrases to target, enabling them to reach their target market more effectively.

Overall, a SWOT analysis is a vital tool for any small business looking to stay competitive and achieve long-term success.


(Last Updated: 04 April, 2023)

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