How to choose the right keyword for your website?

Every website owner or beginner in SEO wants their site to be easily found on search engines. To draw visitors through Google and other search platforms, you need to target the right keywords – the words or phrases people type in when looking for information. If your site isn’t appearing on the first page of search results, the chances of attracting new visitors are very low. Moreover, the content you create must match what people are searching for. If you publish a page on a topic that no one is searching for, that page won’t receive any traffic from search engines. Therefore, choosing the right keyword is a foundational step for successful search engine optimization (SEO) of your website.

What Are Keywords and Why Do They Matter?

Keywords are the search terms or phrases that users enter into search engines (like Google) when looking for information, products, or services. In SEO context, they are the terms you want your website to rank for. Selecting good keywords links your content with the queries of your target audience. In other words, keywords help search engines understand what your page is about and show it to people who are searching for that topic.

Why is this so important? Keywords are often called the foundation of SEO – they connect your site to the needs of potential visitors. The right keyword can bring highly targeted traffic to your site, meaning visitors who are genuinely interested in what you offer. On the flip side, a poorly chosen keyword (e.g., too broad, unrelated to your content, or with no search demand) may result in little to no traffic or attract the wrong audience.

Many website owners make the mistake of creating content that has no established audience in search, which is one reason why roughly 90% of webpages get no organic traffic from Google. To avoid wasting effort, it’s crucial to perform keyword research and choose keywords that people actually search for and that align with your website’s content and goals.

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

Not all keywords are equal. They vary in length, specificity, and competitiveness. It’s useful to distinguish between short-tail and long-tail keywords:

• Short-tail keywords are broad search terms usually one or two words long. They tend to have very high search volume and high competition. For example, a term like “shoes” or “digital marketing” is short-tail – lots of people search for it, but thousands of websites compete for rankings on that term. Short-tail keywords cast a wide net, but the traffic they bring can be less targeted because the term is so general.
• Long-tail keywords are longer, more specific phrases (typically three or more words). They have lower search volume but are often easier to rank for, and they attract more focused, high-converting traffic. For instance, “women’s blue running shoes size 8” is a long-tail keyword – fewer people search this exact phrase compared to just “shoes,” but those who do are likely looking for a very specific item (and perhaps ready to buy). Because long-tail queries are more detailed, a visitor coming to your site from a long-tail search is more likely to find exactly what they want on your page.

For beginners and small sites, it’s often strategic to target more long-tail keywords. Broad, short keywords may seem attractive due to high volume, but they’re dominated by big players and it’s “very hard to rank for head terms, whereas it’s easier and more productive to focus on long-tail keywords”. Long-tails might bring in smaller numbers of visitors, but those visitors usually have a specific intent and a higher chance of engaging or converting. Over time, as your site gains authority, you can gradually target broader keywords. But initially, building traffic through multiple specific queries can lay a strong groundwork.

Understanding User Intent

Choosing the right keyword isn’t just about picking words – it’s about understanding user intent behind those words. User intent (or search intent) refers to the reason why someone is searching a particular term. Generally, search intents fall into a few categories:

• Informational intent: The user is looking for information or answers to a question. These searches often include words like “how to,” “what is,” or “why,” or they might be direct questions (e.g., “how to fix a leaky faucet”). The user expects informative content, such as guides, tutorials, or articles.
• Navigational intent: The user wants to find a specific website or page. They type in a brand name or site name (e.g., “Facebook login”, “Wikipedia climate change”) to navigate directly there. If this is the intent, the keyword is usually a brand or product name.
• Commercial or transactional intent: The user intends to make a purchase or is investigating products/services with the possibility of buying. These queries might include terms like “buy,” “price,” or specific product names (e.g., “buy cheap vacuum cleaner,” “iPhone 14 price comparison”). They may also be commercial investigation queries like reviews and comparisons (e.g., “best noise-cancelling headphones 2025”), where the user is close to making a decision and wants more information before buying.

Identifying the intent behind a keyword is crucial for choosing and using that keyword effectively. A single keyword can often be interpreted in different ways. For example, consider the keyword “website builder.” One user might mean “how to build websites from scratch” (informational intent) while another might be looking for a “website builder tool” (commercial intent). If you understand the dominant intent for “website builder” is people searching for platforms or tools, you’d make sure your content (or landing page) addresses that – maybe by comparing website building platforms – rather than giving a generic tutorial on coding a site from scratch.

When selecting a keyword for your site, ensure that you can fulfill the user’s intent better than the competition. If someone searches “buy budget gaming laptop,” they likely want product listings or an e-commerce page – an informative blog post probably won’t satisfy them. Conversely, if the search is “how to optimize images for a website,” the user expects a how-to article or guide, not a product page. Google and other search engines are very good at detecting intent and will favor content that fits what the searcher is looking for. In fact, Google’s emphasis on delivering relevant content means that matching user intent is vital for ranking well. Always ask: Does my content answer the need that this keyword represents? If yes, that keyword could be a good choice; if not, you might need a different keyword or a different approach.

How to Research and Find Keyword Ideas

Identifying user intent and knowing the types of keywords is half the battle. The next step is generating a list of potential keywords and ideas. Here’s how you can research keywords systematically:

Brainstorm seed keywords: Start with basic terms related to your business or topic. Put yourself in your customers’ shoes: what words would they use to find solutions or products like yours? If you run a landscaping business, seeds might be “landscaping services,” “garden design,” “lawn care tips,” etc. These seed keywords are starting points that you will expand upon.

Use Google’s suggestions and related searches: A simple yet effective technique is using Google’s own search features. Begin typing a seed keyword into Google and note the autocomplete suggestions. Google tries to predict what you’re searching for by showing popular queries that begin with those words. For example, typing “best smartphone” might autocomplete to “best smartphone 2025” or “best smartphone for photography”. These suggestions are based on actual user searches and can reveal long-tail ideas. Similarly, after hitting Enter, scroll to the bottom of the results page to see the “Related searches”. These are additional phrases that others commonly search, related to your query. Both the autocomplete and related searches can spark ideas you might not have thought of, expanding your keyword list with minimal effort.

Leverage keyword research tools: There are many tools available (both free and paid) that can greatly expand your keyword research. One of the most accessible is Google Keyword Planner, which we’ll cover in detail in the next section. Other excellent tools include Ahrefs, SEMrush, Moz Keyword Explorer, Ubersuggest, and AnswerThePublic, among others. These tools can generate hundreds or thousands of keyword suggestions from a single seed term. For example, entering “coffee shop” might give related terms like “coffee shop near me,” “best coffee beans online,” “how to start a coffee shop,” etc., each with data on search volume and competitiveness. Many tools also provide filters so you can narrow down to keywords in your industry or location. Using a combination of tools ensures you capture both high-level ideas and niche phrases. Some tools are free with limited results (AnswerThePublic, Google Trends, etc.), while others are premium with more comprehensive data (Ahrefs, SEMrush). If you’re just starting, begin with free tools to get the hang of it, then consider a trial of a paid tool for deeper research if needed.

Analyze your competitors: Your competitors can be a goldmine for keyword ideas. Identify websites that are in the same niche or selling similar products. Look at their homepage, product pages, blog posts, and even meta tags (the page titles in search results) to see what keywords they might be targeting. You can also use SEO tools to specifically input a competitor’s URL and see a list of keywords that site ranks for. For instance, tools like Ahrefs and SEMrush allow you to see the top keywords bringing traffic to any domain. This can reveal keywords you hadn’t considered. If a competitor is ranking for “affordable wedding photography London,” and you offer that service, that’s a keyword you might want on your radar. However, don’t just copy competitors blindly – use competitive analysis to find gaps or opportunities. Perhaps competitors overlooked certain long-tail queries or local keywords that you could focus on. And just because a competitor targets a keyword doesn’t always mean it’s right for you; ensure it aligns with your content strategy and business goals. (For example, a competitor might chase a high-volume keyword for brand visibility, but if your strategy is converting leads, a lower-volume, high-intent keyword might serve you better.)

Consider existing site data: If you already have a website and some content, check what keywords you might already be ranking for. Google Search Console (a free tool from Google) can show you search queries that led users to your site and how you rank for them. This can highlight some “accidental” keywords you hadn’t officially targeted but are getting impressions or clicks. You might decide to optimize for those further if they’re relevant. Additionally, analyzing your site’s analytics could reveal terms people search internally on your site or referring search terms.

By the end of this research phase, you should have a substantial list of potential keywords – likely more than you’ll ultimately use. The goal is to cast a wide net first (gather many possibilities), then narrow it down. The narrowing down happens when you evaluate each keyword’s potential, which we’ll discuss soon.

But before that, let’s dive into using one of the most handy tools for keyword research: Google Keyword Planner.

Using Google Keyword Planner (Example)

One of the go-to tools for keyword research is Google Keyword Planner. It’s a free keyword research tool provided by Google, accessible through the Google Ads platform. Don’t be deterred by the Google Ads part – while you need a Google Ads account to use it, you do not have to run any ads or spend money; the tool is available to everyone for free as a planning resource. Google Keyword Planner (often abbreviated as GKP) allows you to find new keyword ideas and see metrics like search volume, competition level, and suggested bid (useful as a proxy for commercial value). Here’s a step-by-step guide to using GKP:

Access Google Keyword Planner: Go to the Keyword Planner via your Google Ads account. After logging in to Google Ads, find “Tools & Settings” (the wrench icon in the top menu) and click on Keyword Planner under the Planning section. If you don’t have a Google Ads account, you can create one for free. GKP will ask you to pick between options like creating a campaign – you can skip or just input dummy info. The key point: you do not need to launch an actual ad campaign to use Keyword Planner.

Choose “Discover New Keywords”: Once in Keyword Planner, you’ll see two main options on the dashboard: “Discover new keywords” and “Get search volume and forecasts.” The first option is what you’ll use to generate keyword ideas from scratch, whereas the second is for checking metrics on a specific list of keywords (useful if you already have a list). For our purposes, click Discover new keywords to find new ideas.

Enter a seed keyword or website: GKP will prompt you to start with either keywords or a website URL.

If you start with keywords, you can enter one or multiple seed terms (up to 10, separated by commas). For example, if your website is about coffee products, you might enter “coffee pods, coffee maker, espresso beans” as seeds.

If you start with a website, you can enter your own site or a competitor’s site. Google will scan the content and suggest keywords related to that site. If you enter a competitor’s homepage, it might give broad keywords. You can also enter a specific page (like a competitor’s blog post or product page) to get ideas related to that content.

You can use both fields: for instance, enter some product words and also provide your site URL to help Google filter ideas to your niche. Once you’ve entered the info, click the “Get results” button.

Review the keyword ideas and data: After a moment, Google will display a list of keyword ideas based on your input. Typically, you’ll see your seed keywords at the top with summary stats, and below that a table of Keyword Ideas. For each keyword idea, GKP shows important metrics:

Average monthly searches: an estimate of how many times that keyword is searched each month (usually shown as a range or an exact average).

Competition: labeled as Low, Medium, or High – this indicates how competitive the keyword is for advertisers (for SEO it’s not a direct measure of difficulty, but High competition often correlates with many advertisers and possibly many websites targeting it).

Top of page bid (low and high range): this is an ad metric (what advertisers pay per click on average). It can indirectly tell you the commercial value of the keyword – higher bids mean advertisers find it lucrative (often correlating with keywords that convert well or have high buyer intent).

Use filters and refine the list (if needed): The tool often generates a large list. You can refine results using the filtering options. For example, you might exclude branded terms if you only want generic ideas (in the coffee example, maybe filter out keywords containing “Nespresso” if you don’t sell that brand). You could also filter by search volume (e.g., show only keywords with at least 1000 searches/month) or competition (maybe you focus on Low and Medium first). The right sidebar or top bar in GKP lets you apply such filters. Additionally, you can sort the table by clicking on column headers – sorting by highest search volume can reveal the top searched terms in the list, while sorting by competition or by keyword (A to Z) could be useful for other insights.

Save interesting keywords: As you scan the ideas, you’ll likely spot keywords that look promising (relevant to your site, decent search volume, not too high competition). You can add these to a “plan” or a draft ad group within Keyword Planner by clicking the checkbox next to each keyword and then the “Add to plan” or “Add keywords” option. This is essentially a way to shortlist keywords. Although Keyword Planner’s primary purpose is to plan Google Ads, this feature works for our research too – you can later download or view the plan to see all your selected keywords together. Alternatively, you can copy the list of ideas and paste it into a spreadsheet for further analysis.

Consider Google Trends: While using GKP, if you find some keywords of interest, you might also want to check their trend in Google Trends. GKP gives a snapshot and average, but Google Trends can show you if the keyword’s popularity is increasing, steady, or declining over time. For instance, if “home coffee brewing kit” is trending upward, it could be a great keyword to focus on for future growth, even if its current volume is moderate. This step is optional but recommended for deeper insight, especially if you suspect a keyword might be seasonal or fad-based.

By using Google Keyword Planner, you essentially get a data-backed foundation for your keyword choices. It’s free, fairly easy to use, and since the data comes straight from Google, it’s quite reliable in terms of search volumes and related terms. In summary, GKP helps you discover keywords and evaluate their popularity, which is invaluable for the next phase: deciding which keyword is “the one” (or the few) you’ll commit to optimizing for.

(Keep in mind that GKP’s “Competition” label is about Google Ads, not SEO. A keyword marked High competition has many advertisers bidding on it, which usually implies it’s lucrative/commercial. SEO competition can be different, but often if advertisers find it worth bidding, many businesses might be targeting it for SEO too. So use that metric as a general reference, but also do an actual Google search to see SEO competition quality.)

Evaluating Keyword Potential

At this point, you likely have a list of candidate keywords and some data for each. Now comes the critical question: Which keyword(s) should you choose? Evaluating keyword potential involves looking at several key factors and finding the best balance among them:

• Search Volume: How many people search for this keyword (per month, on average)? This indicates the traffic potential. All else equal, a higher search volume means more potential visitors. However, volume alone isn’t everything – a very high volume keyword might be too broad or competitive. Also, consider the nature of the volume: 1000 searches/month for a very specific, high-intent query could be more valuable than 10,000 for a vague query. Ensure the volume is sufficient to meet your needs (if you’re local, a smaller volume might be fine if it’s mostly local searches, for example). Aim for keywords that have some consistent search demand, otherwise ranking #1 will still yield few visitors.
• Competition/Difficulty: How hard will it be to rank for this keyword? If the first page of Google is full of well-established, authoritative sites or big brands for that keyword, you’ll have an uphill battle. Tools like Ahrefs or Moz provide a “keyword difficulty” score, but you can gauge competition manually too. Search the keyword and see:

Are the top results directly related to the keyword (i.e., pages optimized for that exact term) or are they more generic? If they’re generic and not super targeted, you might have an opportunity by providing more focused content.

Are there any smaller or lesser-known sites ranking? Or is it all Wikipedia, Amazon, and major outlets? Presence of smaller sites in top results can signal lower difficulty.

What is the content quality of those pages? Can you realistically create something better or more up-to-date?

• Relevance: This cannot be stressed enough – the keyword must be highly relevant to your content, product, or service. Ask yourself: if someone searches this keyword and lands on my page, will they find exactly what they’re looking for? The more directly your content answers the query or provides the desired solution, the better. Relevance also ties to user intent: your page has to align with why the person searched that term. Search engines are increasingly adept at measuring user satisfaction (through metrics like bounce rate, time on page, click-through rates, etc.), so targeting a keyword that you can’t serve properly will likely result in poor performance even if you manage to rank initially.
• User Intent (Search Intent): As discussed, aligning with intent is critical. Reevaluate your keyword list with intent in mind. It might be that some keywords on your list have informational intent while your goal is to drive sales, or vice versa. Pick a keyword that matches what you’re offering on the page in question. For example, if you’re optimizing a blog post, an informational keyword (like a question or how-to) is suitable. If you’re optimizing a product page, a transactional keyword (“buy X online” or “X price”) or at least a strong commercial keyword (like “best X for Y”) would be more appropriate. A keyword could have great volume and low competition, but if its intent doesn’t align with your page, it’s not the “right” keyword for that page.
• Commercial Value: If you are a business, consider the commercial or strategic value of a keyword. Some keywords might bring lots of traffic but little in terms of leads or sales (e.g., people looking for free information). Others might have moderate traffic but high buyer intent (e.g., “purchase [product] online” or “[product] discount code”). Depending on your goals (ad revenue, conversions, branding), the “right” keyword will be one that brings the kind of visitors you want. Ahrefs refers to this concept as business potential – how likely a keyword will bring you customers or fulfill a business objective. For example, an e-commerce site might prioritize product-oriented keywords over general knowledge queries, even if search volume is lower, because those visitors are further down the purchase funnel.
• Trends and Seasonality: Check if the keyword is trending upward, stable, or declining. We touched on this with Google Trends. A keyword that is growing in popularity might be more worth targeting (future payoff) than one that’s on the decline. Also, be mindful of seasonal keywords. If you optimize for “Christmas gift ideas,” that’s great in November/December, but likely useless traffic in June. There’s nothing wrong with seasonal content, just plan accordingly and have a mix of evergreen keywords that can bring traffic year-round.

To illustrate an evaluation: imagine you run an online store for eco-friendly products. You have a list: (a) “eco friendly products” (broad, 10k searches, high competition), (b) “best eco friendly products 2025” (longer, 1k searches, medium comp, likely informational reviews intent), (c) “buy eco friendly cleaning kit” (specific, 500 searches, low comp, transactional intent). Keyword (a) has volume but extremely broad – what does someone really want? It could be anything from a list article to shopping. It’s also high competition (probably dominated by major publications). Keyword (b) is a long-tail with clear intent (probably someone looking for recommendations or reviews), moderate volume and competition – if you have a blog, a post titled “Best Eco-Friendly Products in 2025” could do well here, attracting readers who might convert to customers. Keyword (c) has lower volume but very clear commercial intent and low competition – optimizing a product page or category page for that could directly drive sales of a “cleaning kit” on your site. In this scenario, you might choose keyword (c) as a primary target for a product page (because it’s likely to convert) and also create content for keyword (b) on your blog to capture those interested in recommendations, leaving (a) for later once you have more authority (or perhaps not targeting it directly at all, but you might naturally rank for it if you cover your niche well).

In summary, the right keyword for you is one that hits the sweet spot between decent search traffic, achievable ranking difficulty, and high relevance/intent match to your content and goals. It might not always be the one with the most searches; often it will be a more specific term that you have a realistic shot at ranking for and that brings in visitors who value what you offer.

Final Tips and Next Steps

After choosing your target keyword(s), remember that your job isn’t completely done when it comes to SEO. Here are a few final tips to make the most of your keyword selection:

• Optimize your content for the keyword: Ensure that the chosen keyword is incorporated in key areas of your page – such as the title tag, meta description, headings, URL, and naturally throughout the content. Don’t force it excessively (avoid “keyword stuffing,” which search engines penalize), but use it where it makes sense. Include variations and related terms to give context (these could be other keywords from your research that are closely tied to the main one).
• Monitor performance: Use Google Analytics and Search Console to track how your pages are performing for the target keywords. Are you gaining impressions and clicks? Is the ranking improving over time? SEO results can take time (weeks or months), so be patient but vigilant. If after a reasonable time you’re not seeing any movement, reconsider if the keyword was too competitive or if your content might need improvement.
• Keep updating and refining: SEO is an ongoing process. New search trends emerge, language evolves (think of how fast new terms pop up in technology or pop culture), and competitors will be trying to outrank you. Periodically revisit your keyword research. You might find new long-tail variations or discover that an old keyword is no longer as relevant. Continually adding high-quality content targeting your niche keywords will strengthen your site’s authority over time.
• Expand to secondary keywords: Once you’ve optimized for one primary keyword on a page, you can often target secondary keywords (closely related phrases) in the same content if they naturally fit. For example, if your main keyword is “how to make kombucha at home,” a section of your article might also rank for “homemade kombucha recipe” or “kombucha brewing tips” without needing separate pages. This is part of a concept called “content clustering” where one comprehensive piece can capture multiple related queries.
• Competitor follow-up: If you notice competitors outranking you for your chosen keyword, analyze their content. What are they doing differently? Perhaps their article is more in-depth, or their product page has more reviews or better images. Use this analysis to improve your own content. Also, keep an eye on keywords your competitors start to target newly – it could signal emerging topics in your industry.
• Don’t ignore user experience: Getting someone to your site via the right keyword is just the first step. Make sure your page delivers value. High-quality, relevant content will keep visitors engaged and signal to Google that your page satisfies the query (which in turn can improve your rankings). If you choose a commercial keyword and get users to a product page, ensure that page has a clear call-to-action, good information, and easy navigation to convert that traffic into a sale or lead.

In essence, choosing the right keyword is a combination of art and science. The science lies in the data – using tools, understanding metrics, and following the algorithm’s patterns. The art lies in truly understanding your audience and crafting content that meets their needs. SEO isn’t static; it requires adaptability. But with the principles outlined – understanding keyword types and intent, thorough research, data-driven evaluation, and ongoing optimization – you’ll be well on your way to picking keywords that help your website climb the rankings and attract the audience you’re looking for.

Remember, there’s no foolproof formula that will hand you the perfect keyword on a platter. However, by applying a thoughtful process, you dramatically increase your chances of success. Focus on relevance, authority, and traffic potential when selecting keywords. Aim to “uncover highly searched terms that you can compete for based on the level of competition and your ability to create higher-quality content than what currently exists”. With time, practice, and continual learning, keyword research will become one of the most powerful tools in your SEO toolkit, guiding your content creation and optimization to achieve your website’s goals.