Let’s walk through how to choose the right keywords for SEO, what makes a keyword strong, and how to choose a focus keyword for each page or blog post.
If you’ve ever stared at a blank screen thinking “What should I even be trying to rank for?” you’re not alone. Choosing the right keywords can feel like guesswork, especially when Google keeps changing the rules. But here’s the truth, get your keywords right and you’re halfway to better rankings.
Make your content work smarter, not harder.
What is the first step for choosing keywords?
Start with understanding your audience. What are they actually searching for when they need what you offer? Think about the problems they’re trying to solve, the questions they’re asking, and the language they use.
Once you’ve got that in mind, use free tools like Ubersuggest, Google Search Console, or even the autocomplete in Google’s search bar to spark ideas. If you’re more advanced, tools like SEMrush or Ahrefs will give you deeper insights.
So the first step? Know your customer and how they search. Not how you describe your service but how they do.
How to choose the right keywords for SEO
When it comes to choosing keywords, the trick is to strike a balance between search volume, competition, and relevance.
Ask yourself:
- Is this keyword something my ideal customer would actually search?
- Is the search intent clear? Are they looking to buy, learn, or compare?
- Is the keyword too broad like “marketing” or too narrow like “best marketing tool for dog groomers in London”?
You want keywords that have a decent number of searches per month but aren’t dominated by massive brands. These are often called long-tail keywords, and they’re gold for small businesses looking to rank higher on Google without a massive budget.
What is a strong keyword?
A strong keyword is one that’s:
- Highly relevant to your service or content
- Clear in intent (you know exactly what the searcher wants)
- Reasonable to compete for (not dominated by the likes of Amazon, Wikipedia, or big-name brands)
- Capable of driving the right traffic. People who are likely to act
For example, if you run a local bakery, “fresh sourdough Newcastle” is far stronger than just “bread” even if fewer people search for it. Strong doesn’t mean broad, it means effective.
How to choose a focus keyword
Every page or blog post should have one clear focus keyword. This is the main search term you want it to rank for.
To choose the right one:
- Look at the page’s content. What’s it truly about?
- Use keyword tools to find similar terms and check their search volume.
- Choose one primary keyword that sums it up.
- Use it in your page title, URL, headers, meta description, and throughout your content (naturally, no stuffing!).
Let’s say you’re writing a blog about wedding cake trends. Instead of using something vague like “cakes,” your focus keyword could be “2025 wedding cake trends” which is far more specific and search-friendly.
There’s no magic formula, but once you get the hang of choosing keywords that are specific, relevant, and realistic, you’ll be in a much stronger position to get noticed on Google. Keep your audience in mind, avoid chasing the biggest terms, and build content that actually helps. The rankings will follow!
Need help finding keywords that make sense for your business? That’s what I’m here for. Check out my keyword research package to get you off to the right start.
