SEO: Choosing the Right Keywords

Choosing the right keywords is one of the most important steps in Search Engine

Optimization (SEO). Keywords are defined as the words and phrases that people type

into search engines when interested in information, products, or services. Choosing the

appropriate keywords can help a website appear first to the people most likely to

become customers.

When choosing these keywords is it important for businesses to start by thinking about

their target audience. What questions are audiences asking? What problems are they

trying to solve? Understanding the customer’s intent is key to choosing these effective

keywords.

A good example of this can

perhaps be the local bakery.

Targeting broad keywords like

"cake" or “cake decorations”

may be difficult because they

would then be competing with

thousands of websites, some of

which could prove irrelevant. A

better option for keywords would

be a more specific one such as

"custom birthday cakes in Coral

Gables" or "wedding cake

bakery near me." These specific

keywords are known as long-tail

keywords and have proven to attract visitors who are ready to make a purchase.

Another great example is Nike. While this company may rank for broad terms such as

"running shoes," it also aims to target specific phrases like "women's trail running

shoes" and "lightweight marathon shoes" to attract niche audiences.

Tools such as Google Keyword Planner, and SEMrush, can be of great help when

identifying keyword search volume, competition levels, and related search terms. The

goal is to always aim to find keywords that have strong search demand while still being

realistic and relevant to rank for.