You know keywords matter. You understand that they can help you get seen online, but how exactly do you go about picking the right ones? That’s where many businesses get stuck.
The truth is, there’s more to keyword selection than picking the phrases with the highest search volume or stuffing your site with all of the buzzwords that relate to your business.
You need to create a strategy, think about intent, and understand how your audience really searches.
Here, I share invaluable tips on how to choose keywords for SEO. I don’t plan on overwhelming you with technical jargon. But I’ll share some excellent tips with you to help you understand what you need to know to pick the right keywords to target for your business online.
Why are keywords important?
Keywords are the unsung heroes of the internet. They connect your content to the people who are actively searching for it.
When someone types a query into a search engine, they’re looking for specific information. Keywords help search engines understand the content of your page, making it more likely to appear in relevant search results. Getting the right keywords means that you can drive targeted traffic to your website.
Effective keyword usage doesn’t just increase traffic; it also attracts the right kind of visitors to your website—those who are interested in what you have to offer. This targeted approach helps increase engagement and conversions and builds lasting relationships with your audience.
So, how do you choose keywords for SEO that actually work? Here’s what you need to know.
Think like your customer
Don’t begin by thinking about what you want to rank for; think about what your audience is actually searching for. Think like your customer and imagine what they’re searching for when they need a solution like yours.
Clue: It’s often not your product name. It’s a problem or a question.
Don’t just go for the obvious
Of course, we all want to rank on the first page for our target product or service. But sometimes the most competitive keywords can be out of reach unless you’ve got an endless budget and years of authority.
It’s worth looking at less competitive phrases that still show intent. Keyword difficulty is not the only metric you should use when choosing keywords for SEO, but it’s a great place to start.
Use competitor strategies
Take a look at what your competitors are doing. No, I don’t mean to copy their keyword plan exactly. But you can examine their website and the content they write to identify the keywords they prioritise.
By doing this, you might find gaps in their approach, as well as find ways for you to differentiate the content you write.
Use long-tail keywords
Broad keywords might seem appealing when you see how many people are searching for them on average each month. But let’s be honest, they come with fierce competition.
Long-tail keywords, which are longer and more specific phrases, may have lower search volumes, but they can ensure that you get better traffic from people who are looking for exactly what you’re offering.
For example, targeting “handcrafted wooden dining tables in Liverpool” is likely to yield more engaged visitors than the generic term “furniture.”
Don’t rely on guesswork
Keyword research isn’t a creative exercise for your website. There’s an analytical side, and for that, you’ll need tools. Google Keyword Planner, Ahrefs, and SEMrush are the most popular choices, and they show you how often certain terms are searched, how competitive they are, and even what your competitors are ranking for.
But here’s the catch: tools don’t give you a strategy. They give you data. Knowing how to interpret the data and turn it into actionable SEO is where the real value lies.
Understand search intent
Understanding the intent behind the search queries is crucial. You may think you have a relevant keyword that you can target, only to find that when you search for it, it’s offering up something completely different from what you thought.
Users may be looking for information, wanting to make a purchase, or comparing their options. Ensuring that your content has the right intent means it will meet user expectations, which in turn increases the chances of engagement and conversion.
Organise the keywords
You’ve collated a strong list of keywords to target; next, decide which to focus on first.
You will need to organise your keywords and prioritise them based on relevance to your content, search volume, and competition. Then, develop a strategic plan to incorporate these keywords into your content, ensuring they fit seamlessly with the topics you’re covering.
Implement, monitor, and refine
SEO is an ongoing process. Once you’ve used your chosen keywords, you need to consistently monitor their performance using analytics tools, such as Google Search Console.
Look at metrics such as page rankings, traffic sources, and user engagement. Once you have this data, you may find that you need to adjust your strategy to ensure your website is reaching the right audience.
What else can help with effective keyword selection?
- Make use of semantic keywords: Add in related terms and synonyms that will add to your content, and make sure that you’re targeting other search queries.
- Focus on Local SEO: If your business serves a specific geographic area, include location-based keywords to attract local traffic.
- Analyse trends: Spend time researching trends and any seasonal variations in search to help your business capitalise on timely opportunities throughout the year.
- Avoid keyword stuffing: Yes, you need to include your keywords, but do so naturally within your content. Overuse can even result in penalties from search engines, and it can also negatively impact the user experience.
Voice search: Changing the way we think about keywords
Talking to our devices has become second nature; from asking Siri for the weather to telling Alexa to play our favourite songs, voice search is a staple in our lives. But this shift from typing to talking isn’t just a tech trend; it’s impacting the approach to SEO, especially when it comes to choosing the right keywords.
When we type, we mostly use shortened versions, such as “Best sushi in Liverpool.” But when we speak, it’s more conversational, like, “Hey Google, where’s the best sushi place near me?” Voice searches are typically longer and more specific.
This means that it’s vital to use longer, more detailed phrases in your keyword strategy, reflecting how people actually speak.
How to choose keywords for SEO: Tools to use
The three most popular keyword research tools are Google Keyword Planner, Ahrefs and SEMrush. Each has features that are tailored to different needs and budgets. Here’s a quick breakdown of each of them:
Google Keyword Planner
Google Keyword Planner is a free tool that’s designed for advertisers to discover the keywords for their campaigns. However, it can also be used in SEO when you’re looking for keyword ideas and search volumes.
Key features
- Keyword discovery: Access average monthly searches and competition levels for keywords.
- Search volume data: See the average monthly searches, as well as competition levels for the keywords.
- Bid estimates: Get suggested bid estimates to plan your advertising budget.
- Historical metrics: View historical statistics to get a better understanding of keyword trends over time.
Pros
- Cost-effective: Free to use with a Google Ads account.
- Integration: Use with your Google Ads to plan campaigns easily.
- User-friendly: An easy-to-use interface ideal for beginners.
Cons
- Limited organic insights: It’s designed for paid search, so organic SEO data is limited.
- Broad data ranges: Gives search volume in broad ranges unless you’re running active campaigns.
- Lack of competitive analysis: Doesn’t give you an in-depth competitor keyword analysis.
Ideal for: Beginners and small businesses who want to get basic keyword ideas without getting charged.
Ahrefs
Ahrefs is a comprehensive toolset that’s known for its excellent backlink analysis and keyword research capabilities. There are vast amounts of data available that can be utilised for your keyword strategy.
Key features
- Keyword Explorer: Discover keyword ideas with metrics like search volume, keyword difficulty, and click-through rates.
- Site Explorer: Analyse your competitor’s backlinks and top-performing content.
- Content Explorer: Find popular content in your niche based on social shares and backlinks.
- Rank tracker: Monitor your website’s keyword rankings over time.
Pros
- Comprehensive data: Gives you a detailed insight into keyword metrics and backlink profiles.
- User-friendly interface: The design makes navigation easy, and the data is clearly labelled, making it easy for you to understand and use.
- Regular updates: The database is frequently updated, so you know you’re getting current data.
Cons
- Cost: A higher price point might be a big chunk of your monthly budget.
- Learning curve: With a wide range of extensive features, you’ll need time to get to grips with all of its features.
- Limited search engine data: Ahrefs mostly focuses on Google data, with limited insights into other search engines.
Ideal for: SEO professionals and agencies who want in-depth analysis.
SEMrush
SEMrush is a great all-in-one tool that provides the data and analysis you need for SEO, PPC, content marketing, and social media. It has an extensive keyword database, as well as features for competitive analysis.
Key features
- Keyword Magic Tool: Generate a large number of keyword ideas while using advanced filtration techniques.
- Domain overview: Get insights into your competitors’ traffic sources and their top-performing keywords.
- Position tracking: Monitor daily changes in your keyword rankings.
- Content analyser: Evaluate the performance of your content and identify areas for improvement.
Pros
- Versatility: Gives you a wide range of tools; more than just keyword research, you can carry out site audits and track social media.
- Competitive analysis: Provides detailed information about your competitors’ strategies.
- User support: There is a wide range of tutorials and customer support resources to help you make the most of the site.
Cons
- Pricing: The higher monthly subscription cost may make it inaccessible to everyone.
- Complexity: With so many different features, it can be challenging to navigate and utilise all of them.
- User limitations: Depending on the type of plan you subscribe to, certain features may be disabled.
Ready to get found online?
Picking the right keywords isn’t about stuffing your content full of buzzwords or chasing the biggest numbers—it’s about being smart, strategic, and tuned into how real people search online.
Whether you’re targeting your local scene or thinking bigger, keyword selection plays a huge part in getting the right eyes on your content.
But here’s the kicker—SEO isn’t a one-off job that’s just done and forgotten about. It evolves all of the time. If you’re feeling overwhelmed by all that I’ve shared here, you don’t have to do it alone.
If you’re looking for someone who knows SEO inside out, check out my services. I can help your business climb the search engine rankings with strategies that actually work. Whether you’re just starting or want to take your visibility to the next level, I can help.
Get in touch to learn about the services I offer and give your keywords the boost they deserve.
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