How to Choose the Right Keywords for SEO

  • April 18, 2024
  • SEO

Pulling in new visitors to a website requires more than just incredible content.  One of the primary roles in driving traffic to your business website is played by search engine optimization (SEO). And key players in SEO are keywords. Choosing the right keywords for SEO is essential to attract quality visitors to your site who are interested in your content and products.

This might sound like tech talk, but it’s basically about choosing the words that people type into search engines when they’re looking for something online. Keep reading to learn how to identify and implement the right keywords for SEO, ensuring your site attracts relevant visitors and enhances your online visibility.

What Are Keywords?

At their simplest, keywords are the terms that people enter into search engines. They are the signposts that point search engines like Google towards your website, suggesting that your content might answer the searcher’s query. Whether someone types “best coffee shops near me” or “how to change a car tire,” if your site can provide useful answers, those phrases should be in your content.

The Definition and Importance of Keyword Research in SEO

Keyword research is the process of finding and studying the words and phrases that people type into search engines like Google. Instead of guessing what your audience might search for, you use special tools and data to discover the exact terms they use. For example, if you have a website about healthy eating, you might use keyword research to find out if people are searching for phrases like “healthy recipes,” “nutrition tips,” or “weight loss advice.”

Through keyword research, you can figure out the right words to include in your website content so that it shows up higher in search results. This means more people will see your website when they search for things related to your topic, which can help attract more visitors and grow your online presence. So, choosing the right keywords for SEO is crucial for making sure your website gets noticed by the right people.

Types of Keywords: Short-Tail vs. Long-Tail

Keywords can be broadly categorized into two types: short-tail and long-tail.

Short-Tail Keywords 

These broad, general terms include one or two words, such as “shoes” or “digital marketing.” While they attract a high volume of searches, the competition for these terms is fierce and often lacks specificity.

Long-Tail Keywords

These phrases are longer and more specific, usually over three words, like “women’s running shoes sale” or “digital marketing courses for beginners.” Long-tail keywords may have lower search volumes but are less competitive and more targeted, often leading to higher conversion rates.

Intent-Focused Keywords for SEO and Understanding User Intent

In keyword research, intent is king. 

The goal is not just to find keywords but intent-focused keywords that align with the searcher’s hopes. 

Understanding the intent behind searches is crucial; it segments into informational, navigational, transactional, and commercial exploration.

  • Informational Intent – Searches conducted to find information. 
    • Example: A person might type “What is digital marketing?” into Google because they are new to the concept and want to understand the basics.
  • Navigational Intent – Searches aiming to reach a particular website.
    • Example: Typing “Facebook login” into a search engine because it’s quicker than navigating through the official Facebook page to find the login section.
  • Transactional Intent – Searches with the intent to make a purchase. 
    • Example: A search like “Buy a digital marketing book” clearly shows that the user is ready to purchase a specific book on digital marketing.
  • Commercial Investigation: Searches conducted by users considering a purchase and looking for options or reviews. 
    • Example: omeone searching for “Best digital marketing books 2024” is likely comparing options to find the most recommended or up-to-date books in this field before making a purchase.

Starting Your Keyword Research

Setting Clear SEO Goals

The first step is to define what success looks like for your website.  Whether selling products, sharing information, or gathering subscribers, your goals should guide your SEO strategyFor instance, if your objective is to sell products, your keywords should be more transaction-oriented, directly appealing to buyers’ search habits.

Understanding Your Target Audience

Next, step into the shoes of the people you’re trying to reach.  Who are they? What might they type into a search engine to find your services or content?  The better you understand your audience, the more effectively you can speak their language through your keywords—and the easier they will find you.

Tools and Resources for Keyword Discovery

To effectively find the right keywords for SEO, you’ll need the help of certain tools that offer insights into search trends and keyword data. These tools can show you what terms are popular, how competitive they are, and how they might change over time.

Here’s a brief overview of some key tools you can use:

  • Google’s Keyword Planner – This is a free tool provided by Google Ads but is invaluable for SEO keyword research. It helps you discover new keyword ideas based on seed words, and provides data on search volume, trends, and competition levels.
  • Ubersuggest – This tool offers both free and paid options and is excellent for generating keyword ideas quickly. It also provides data on search volume, SEO difficulty, and includes features for competitive analysis.
  • Ahrefs – A more advanced tool, Ahrefs is ideal for those who are serious about SEO. It offers detailed keyword data, tracking, and insights into what your competitors are doing. While it’s a paid service, its comprehensive features make it a worthwhile investment for deeper SEO work.
  • SEMrush –  Known for its extensive database, SEMrush is another robust tool that offers detailed insights into keywords including long-tail phrases, which can be particularly useful for niche markets. It also provides data on search volume, keyword difficulty, and SERP analysis.

How to Use Google Trends and Keyword Planner for Initial Insights

Google Trends and Keyword Planner are two excellent starting points for keyword research insights.  Though different in functionality, both can help you in selecting powerful keywords.

Google Trends

It is a great place to see what’s hot in search or how interest in a topic has changed. Enter a search term, and Google Trends will show you its popularity as a graph.  

It can be beneficial for understanding seasonal fluctuations in search terms or spotting rising trends you can capitalize on.

  • Go to Google Trends.
  • Type a broad term related to your business.
  • Examine the interest over time and by region.
  • Check out related queries to spark more keyword ideas.

Google Keyword Planner

As part of Google Ads, Keyword Planner is predominantly used for creating ad campaigns but is also a valuable keyword research tool. 

It helps forecast the performance of a keyword, reveals related terms, and shows how often words are searched.

  • Access it through your Google Ads account.
  • Look for ‘Discover new keywords’.
  • Enter a keyword or phrase.
  • Review the suggestions and data, focusing on average monthly searches and competition.

Tools like Google Trends and Keyword Planner offer “initial” insights. 

They are the springboard from which your keyword research begins—not the endgame. Use them to draft a list of keywords you believe might matter to your audience.

Keyword Organization and Strategy Implementation

By categorizing your keywords and incorporating them wisely into your website, you can significantly enhance your site’s visibility and relevance to your intended audience. Here’s how to organize your keywords for SEO and make them work for you:

Organizing Your Keyword List

Create Keyword Groups

Once you have a list of keywords, group them by similarity or the intent behind the search. Grouping helps focus your content creation and webpage optimization around themes, making it easier for search engines to understand your site’s focus.

  • By Topic – Bundle keywords that fall under the same subject matter. For instance, if you have a gardening website, you might have groups like ‘indoor plants,’ ‘gardening tools,’ and ‘plant care tips’.
  • By Intent – Group keywords by what the searcher is likely to want, such as information, a specific product, or a service provider. This approach helps you tailor the content to match their preferences.

Prioritize Your Keywords

Not all keywords are created equal. Some will be more important for your goals than others.  Prioritize your keywords based on factors such as search volume, relevance to your content, and the competition level. Start your content creation and optimization efforts with high-priority keywords.

Incorporating Keywords into Your Website

To make the most of your keywords, integrate them across various website elements. It helps improve your site’s SEO, making it more visible and attractive to search engines and users.


The title of each page on your website is crucial because it tells both search engines and visitors what the page is about. Place your primary keyword towards the beginning of the title to emphasize its importance. Ensure that the title is not only clear and engaging but also directly relevant to the page content. For example, if your primary keyword is “homemade pasta recipes,” a good title might be “10 Homemade Pasta Recipes for Quick Dinners.”

Meta Descriptions

While they don’t directly impact rankings, a well-optimized meta description using the right keywords for SEO can make a significant difference in attracting clicks A well-crafted meta description should include both the primary and secondary keywords and provide a compelling summary of the page content. For instance, a meta description for a page about homemade pasta recipes might read: “Explore our top homemade pasta recipes that are perfect for any weeknight dinner. Easy, delicious, and quick to make!”


The content of your website is where you can most naturally incorporate keywords. Here, the goal is to use keywords in a way that adds value and makes sense within the context of the text. Avoid stuffing keywords into your content unnecessarily, as this can detract from the quality and readability. Instead, focus on creating informative and engaging content that organically includes your keywords.

For example, in an article about homemade pasta, incorporate phrases like “making pasta at home” or “best homemade pasta tips” naturally within the content.


Including the right keywords for SEO in your URLs not only clarifies the page’s content to users but also aids search engines in understanding the page’s relevance to specific searches. Keep your URLs simple and descriptive, avoiding complex strings of numbers or characters. For example, for a page about pruning shears, a good URL might be This URL is straightforward, contains the keyword, and tells both users and search engines what the page will cover.

Content Strategy Tips for Targeting Chosen Keywords

Understand User Need

Always start with the intent behind the keyword. What is the user looking for? Tailor your content to meet this need, whether it’s to inform, entertain, or sell.

Use Keywords Wisely

Incorporating the right keywords for SEO into your content should be done tactfully and naturally. Include them in headings and subheadings to break up text and make it more readable. The opening paragraph is crucial, so use your primary keyword here.

Refresh Your Content

Keep your content fresh and up to date. Updating old posts with new information and keywords keeps your site relevant. Regularly adding new content based on keyword research can also open doors to capturing more search traffic.

Monitor and Adjust

SEO and keyword strategy are not set-it-and-forget-it tasks. Monitor your site’s performance using Google Analytics and Search Console. Based on this data, refine your strategies and continue to optimize your use of the right keywords for SEO to ensure that your content remains competitive and visible in search engine results.

Final Thoughts

In wrapping up, I want to emphasize how vital it is to choose the right keywords for your SEO efforts. This isn’t just about following SEO best practices—it’s about connecting with your audience on a deeper level. Taking the time to really understand the needs and language of your potential visitors, and then reflecting that understanding in your keyword choices, makes all the difference. So, take your time with keyword selection. It’s an important step that sets the tone for everything that follows on your website.

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