Skip to main content
Uncategorized

How to Choose SEO Keywords

By May 30, 2025No Comments

You’ve probably heard it a million times: “Keywords are everything.” And while that’s not the whole story (thank you, algorithms), it’s still true. Choosing the right keywords is one of the most important parts of any successful SEO strategy.

But how do you actually choose the right keywords? With thousands of potential terms and phrases to pick from, it can feel overwhelming. 

The good news? Keyword research doesn’t have to be a guessing game.

In this guide, we’ll walk you through how to choose SEO keywords that align with your audience, match user intent, and give you a real shot at ranking.

What Are SEO Keywords, Exactly?

SEO keywords are the words and phrases people type into search engines like Google when they’re looking for something. These can be broad (like “shoes”) or super specific (like “best trail running shoes under $100”).

There are generally two types:

Short-tail keywords: Broad, high-competition phrases 

Long-tail keywords: More specific, lower-competition phrases.

The sweet spot? Long-tail keywords that show clear search intent.

Why Keyword Choice Matters

Search engines are smart, but they still rely on keywords to understand what your content is about. If your page doesn’t target the words people are actually searching for, it’s unlikely to show up in search results, no matter how amazing your content is.

The right keywords help you:

  • Get found by your target audience.
  • Drive qualified traffic to your site.
  • Convert visits into actual leads or sales.

How to Choose the Right Keywords (Step-by-Step)

Let’s break it down into a practical process you can follow today.

1. Know Your Audience and Goals

Before you open any tools, think about:

Who you’re trying to reach.

What problems they’re trying to solve.

What actions you want them to take.

Are they looking to buy? Research? Solve a problem? This helps you match content to search intent.

Example: A local gym might target “affordable personal trainers near me” (transactional intent), while a fitness blog might go for “how to start lifting weights” (informational intent).

2. Brainstorm Seed Keywords

Start with a few basic terms related to your niche, product, or service. Think about:

  • Industry jargon
  • Customer FAQs
  • Product names
  • Services you offer

Look at Google Autocomplete, Reddit, forums, Quora, or even social media to see what people are asking.

Pro Tip: If you have a specific sales or customer service team, ask them what questions they hear most often.

3. Use Keyword Research Tools

Now it’s time to validate your ideas with some data.

Here are a few solid tools (many are free or freemium):

  • Google Keyword Planner (free with Google Ads)
  • AnswerThePublic
  • Ahrefs or SEMrush (for deeper insights, if you have the budget)

Look at:

  • Search volume (how many people search this monthly?)
  • Keyword difficulty (how competitive is it?)
  • Cost per click (CPC) (gives you an idea of commercial value)

You’re aiming for keywords with a good balance of traffic potential and achievability.

4. Analyze Search Intent

Search intent is the why. Why is someone making a query? Google tries hard to match results to that intent, so your content needs to align with it.

Types of intent:

Informational: Looking to learn (“how to start a podcast”)

Navigational: Looking for a specific brand or site (“Spotify login”)

Transactional: Ready to act or buy (“best noise-canceling headphones 2025”)

Want to check intent? Google the keyword and look at the top results. What kind of content ranks? That’s your blueprint.

5. Evaluate and Compare Keywords

Not all keywords are worth your time. Here’s what to consider:

  • Relevance: Does it make sense for your business?
  • Volume: More searches = more potential, but usually more competition.
  • Difficulty: Can you realistically rank for this?
  • Intent match: Does your content help solve what the searcher wants?

If you’re just starting out, prioritize long-tail and low-competition keywords, they often convert better too.

6. Check Out Your Competitors

See what’s already working for others in your space.

Tools like Ahrefs, SEMrush, or Moz allow you to:

  • Enter a competitor’s URL
  • See what keywords they rank for
  • Spot opportunities you may have missed

Look for “keyword gaps”: terms your competitors rank for that you don’t.

7. Group and Prioritize Keywords

Once you’ve got a solid list, organize it into topics or “clusters.”

This helps you plan content that’s connected and comprehensive.

Common Mistakes to Avoid

  •  Chasing only high-volume keywords
  •  Ignoring user intent
  •  Stuffing keywords unnaturally
  •  Not revisiting your strategy over time

And most importantly remember SEO isn’t static. Your keyword strategy should evolve with your business and your audience over time, so don’t be afraid to review it at least twice a year but the best practice would be quarterly.

Choosing the Right Keyword

Choosing the right keywords might seem overwhelming at first, but with practice, it becomes a powerful part of your digital marketing strategy.

Start small. Stay focused. Refine as you go.

Or skip the learning curve entirely and let us take care of it for you! If SEO isn’t your area of expertise (or you’d rather spend your time focusing on the work you love), we’re here to help. Our team brings the right mix of strategy, technical know-how, and content-driven SEO to help your business get found by the right audience.

Ready to grow your visibility and drive real results? Reach out today and let’s get to work.