How to Choose the Right Keywords for SEO

If you’re trying to get found on Google, keywords are where it all begins. But how do you actually choose the right keywords for SEO? Spoiler: it’s more than just picking words that “sound good.”

In this post, we’ll break down the essentials of keyword research—so you can drive the right traffic, improve your search engine rankings, and ultimately grow your business online.

Wondering why you should invest in SEO in the first place? Check out our guide on the subject.

Why Keywords Matter

Search engines like Google use keywords to understand what your content is about. When you use the right keywords in your website copy, blog posts, product descriptions, and metadata, you help search engines connect your content with users who are actively searching for what you offer.

The result? Better visibility, more qualified traffic, and improved chances of converting site visitors into customers.

1. Know Your Audience

To identify your audience, start by asking yourself:

• What is your target audience searching for?
• What problems are they trying to solve?
• What language or phrases do they use?

Use tools like Google Search Console, Answer the Public, or Reddit threads to explore real questions and concerns your audience has. The more aligned your keywords are with their intent, the more relevant your traffic will be.

2. Use Keyword Research Tools

Once you have a few seed ideas, plug them into keyword research tools like:

• Google Keyword Planner (free with a Google Ads account)
• Ubersuggest
• Ahrefs
• SEMrush
• Moz Keyword Explorer

Look for keywords with:

• Search volume – How many people are searching for this each month?
• Competition/difficulty – How hard is it to rank for this term?
• Relevance – Is this keyword aligned with your content and goals?

Tip: Don’t ignore long-tail keywords (e.g., “best eco-friendly running shoes for women”). These are more specific and often easier to rank for—especially for newer or smaller websites.

3. Balance Search Volume and Competition

It’s tempting to go after high-volume keywords, but they’re often super competitive. Instead, aim for a mix of head terms and long-tail keywords that match your niche and user intent.

For example:

• Head term: “SEO” (very broad and competitive)
• Long-tail keyword: “how to choose keywords for SEO for small business” (more specific, less competitive)

4. Look at What’s Already Ranking

Google your keyword ideas and see what kind of content appears on Page 1. Ask:

• What topics are covered?
• What’s missing that you could add?
• Are they blog posts, product pages, or videos?

This gives you insight into search intent and helps you identify opportunities to create better or more helpful content.

5. Keep It Natural

Don’t stuff keywords awkwardly into your content. Instead, aim for natural placement in your:

• Page titles
• Meta descriptions
• Headers (H1, H2)
• First paragraph
• Image alt text
• Internal links

Our key piece of advice? Write for humans first and search engines second.

6. Revisit and Refine

SEO isn’t set-it-and-forget-it. Use tools like Google Analytics and Search Console to see which keywords are bringing in traffic, and tweak your content accordingly.

Want to Go Deeper?

If you're just getting started with SEO, you might also like our post: 👉 What is Structured Data? And Why It Matters for SEO

Choosing the right keywords for SEO isn’t just about ranking higher—it’s about reaching the right people at the right time with the right message. When done well, keyword research is one of the most powerful tools in your digital marketing toolkit.

Need help refining your keyword strategy? Get in touch with our team to make SEO work for you, not against you.

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