How to choose the right keywords

Did you know that 93% of online experiences begin with a search engine and Google accounts for just over 63% of all web traffic referrals?

These statistics go a long way in proving just how fundamental organic search is to any business’s online presence. It’s clear that the majority of people rely on search engines to find information, products, and services, so it’s crucial for businesses to optimise their content with the right keywords.

But how do you determine which keywords will lead to higher rankings, more traffic, and ultimately, better engagement? Well, research shows that long-tail keywords make up 70% of all search traffic, so they should clearly be a priority for most businesses. Yet there are hundreds, if not thousands of other keywords and search combinations to consider, so it can often be difficult to know how to choose the right keywords for your digital PR and SEO strategy. 

In this blog post, we dive into what exactly keywords are, why they matter, and how you can choose the keywords that align with your brand and SEO content strategy. 

What’s in this article:

• What are keywords and why are they important?
• Types of keywords to consider
• How to conduct keyword research
• How to choose the right keywords for your brand
• Keyword tools and software
• Key takeaways

What are keywords and why are they important?

Keywords are specific words or phrases that people enter into search engines when looking for information, products, or services online. So ultimately, they serve as the bridge between what users are searching for and the content available on the web. 

By strategically including relevant keywords in pretty much all of the content you produce online, you make it more likely that search engines will match your site with relevant user queries. This then increases your chances of appearing in search results when people search for relevant words and phrases. Whilst you will naturally do this as you write about your services and products on your website and in other online materials, there are ways to really hone in on this maximise your online visibility.

Search engines use keywords as a fundamental part of their algorithms to determine the relevance of content to a user’s search query. When a user enters a search term, the search engine scans its indexed pages for content that includes those keywords. It considers factors like keyword frequency, placement (such as in titles, headings, and meta descriptions), and the context in which the keywords are used.

Search engines like Google and Bing also analyse the relationship between keywords and other content on the page to understand the overall topic. They assess the relevance and quality of the content using additional signals like user engagement, site authority, and backlinks, which is why digital PR can be so helpful in SEO strategies. The more effectively a page aligns with the keywords and user intent, the higher it is likely to rank in search results. This process ensures that users receive the most relevant and high-quality content for their search queries.

So, the importance of keywords lies in their ability to drive targeted traffic to your website. When you use the right keywords, you’re not just attracting any visitors – you’re attracting people who you know are specifically interested in what you have to offer, because they’re searching for something related to it. This relevance improves the likelihood of converting visitors into customers or engaging them with your content. For example, if your brand sold waterproof backpacks, you’re going to want to appear as high as possible in the SERP for people searching for ‘waterproof backpacks’ and other relevant phrases. 

Types of keywords to consider

When planning your SEO strategy, it’s essential to understand the different types of keywords, as each type plays a unique role in how your website and its content will be discovered and engaged with. Different keywords serve different purposes, from attracting broad audiences with general search queries to capturing specific, high-intent searches that are more likely to convert into leads or sales. 

1. Short-Tail Keywords (Head Keywords):

These are broad, one or two-word phrases that capture general topics. They typically have high search volume but are highly competitive and less targeted, meaning they might attract a wide audience but not necessarily those ready to convert.

Example: “Shoes”

2. Long-Tail Keywords:

Longer, more specific phrases that usually consist of three or more words. While they have lower search volumes, they tend to attract more qualified traffic since they capture specific search intent, often leading to higher conversion rates. Studies show that long-tail keywords make up 70% of all search traffic.

Example: “Best running shoes for flat feet”

3. Exact Match Keywords:

Keywords that exactly match a user’s search query, word for word. These are highly targeted and can lead to high conversion rates but may limit reach if overused.

Example: If the user types “buy Nike Air Max size 10” and your content matches this phrase exactly.

4. Broad Match Keywords:

Broad match keywords allow for variations and related terms, not necessarily matching the exact phrase but capturing the general theme. These help capture a broader audience but can sometimes lead to less relevant traffic.

Example: “Running shoes” might trigger results for “jogging footwear” or “athletic trainers”

5. Phrase Match Keywords:

These are keywords that match a user’s query within a larger phrase. They offer a balance between broad and exact match keywords, capturing more relevant traffic than broad match while being more flexible than exact match.

Example: If your keyword is “affordable shoes” your content might show up for “where to buy affordable shoes”

6. Branded Keywords:

Keywords that include a brand’s name or variations of it. These are highly relevant to users who are specifically searching for your brand, often leading to higher click-through and conversion rates.

Example: “Nike running shoes”

7. Non-Branded Keywords:

Keywords that don’t include any brand names and focus on generic terms. They are crucial for attracting new customers who may not yet be aware of your brand.

Example: “Best trainers for running”

8. Transactional Keywords:

Transactional keywords indicate a strong intent to make a purchase or take a specific action. These are highly valuable for conversion-focused content, often used on product pages or during sales campaigns.

Example: “Buy Nike Air Max online”

9. Informational Keywords:

Informational keywords are used by people seeking information rather than making a purchase. These are great for content marketing and digital PR, helping to build trust and authority by providing valuable information to potential customers.

Example: “How to clean running shoes”

10. Navigational Keywords:

Keywords where the user is looking for a specific website or page. These are used when the searcher already knows where they want to go and are less about discovery and more about navigation.

Example: “Nike official website”

11. Local Keywords:

Local keywords include a location or are intended to target users in a specific area. They are essential for local businesses as they help attract customers from specific geographic areas.

Example: “Best coffee shop in Nottingham”

12. Seasonal Keywords:

These are keywords that are relevant during specific times of the year, events, or seasons. Seasonal keywords help capture traffic during peak times when demand for certain products or information spikes.

Example: “Christmas gift ideas”

How to conduct keyword research

Come up with a list of seed keywords

Start by listing out the core topics related to your business or industry, and then from these topics, brainstorm a list of basic keywords and phrases that you think your audience might use to search for related content. 

For example, if you run an online fitness store, your core topics might include:

• Fitness equipment
• Workout clothing
• Supplements
• Home workouts
• Fitness guides

Then, for each core topic, brainstorm basic keywords that people might use when searching for products or information in that category. 

Core topic: Fitness equipment

• Dumbbells
• Yoga mats
• Resistance bands
• Treadmills
• Kettlebells

Core topic: Workout clothing

• Running shoes
• Sports bra
• Workout leggings
• Athletic wear
• Compression shorts

Check search demand/volume

Use tools like Google Keyword Planner, Ahrefs, SEMrush or Moz to find other keyword ideas based on your seed keywords. These tools can also show you the average monthly searches for each keyword. Higher search volume indicates more potential traffic, however this often makes it more difficult to rank for these terms, particularly if they’re in a popular niche. Targeting keywords with high search demand can help you reach a broader audience.

Assess traffic potential

Traffic potential can be a more valuable metric than search volume because not all searches result in clicks and ultimately, the goal is to drive traffic to your site. To determine the traffic potential, it's best to examine the top-ranking pages and check the amount of traffic they receive. You can easily do this by utilising free SERP checker tools.

Group and organise keywords

Group similar keywords together to create clusters that can inform content topics. Assign keywords to specific pages on your website, ensuring that each page is optimised for a primary keyword and a few secondary keywords. 

Test and refine your keyword strategy

Track the performance of the keywords you’ve chosen using tools like Google Analytics and Google Search Console. Monitor rankings, traffic, and conversions but remember that this is an ongoing process. Be prepared to refine your keyword strategy based on changes in search trends, competition, and your business goals.

How to choose the right keywords for your brand

Organic search drives 53% of website traffic, which highlights the overall value of investing in well-optimised SEO for businesses or organisations. Yet knowing how to choose the right keywords for your particular business, industry and niche can be a minefield. Here are some tips that should help you.

Understand your audience

You should start by understanding who your audience is, what their needs are, and how they search for information online. Use this information to develop detailed buyer personas and profiles of your ideal customers, including their demographics, interests, and online behaviours.

Identify keywords with business value

Choose keywords and topics that have value to your business – those where you can naturally recommend your products hold the highest business value. For example, if you’re selling home workout equipment then the keyword ‘home workout tips’ has strong business value because you can offer a solution and pitch your products naturally without seeming pushy and overly promotional. 

Analyse competitor keywords

Look at the websites that rank well for your target keywords, and use tools like Ahrefs and SEMrush to see which keywords your competitors are ranking for. This can give you insights into gaps or opportunities in your own keyword strategy. You should also look for keywords that your competitors rank for but you do not – these are potential opportunities for you to target. 

Match searchers’ intent 

Search intent is the reason why people conduct an online search and it’s usually one of three - they either want to learn something, buy something or find a specific website. When choosing keywords to target, you should only opt for keywords for which you’re able to produce content that aligns with the searchers’ intent. For example, if people are searching for the keyword ‘how to work out at home’ then they’re looking to learn so to rank for this keyword you’d need to create a blog post or digital PR campaign on this topic. If the intent is less obvious then it’s best to check search results to find out what type of content to produce for this specific keyword. 

Determine ranking difficulty 

Highly competitive keywords can be difficult to rank for, so it’s important to understand who you’ll be up against before you target a keyword. Most SEO tools give you a keyword difficulty score so you know how difficult it’s going to be to rank for specific keywords. Generally speaking, you should be competing with pages that are in the same domain rating range and are equally topically authoritative and relevant as your website. 

Prioritise long-tail and brand specific keywords

Long-tail keywords are more specific and often less competitive, making them ideal for attracting highly targeted traffic. For example, “best organic moisturiser for dry skin” might be more effective than the broader “organic moisturiser.” These keywords often reflect the exact language your customers use, making them more likely to convert.

Ensure you’re also targeting keywords that include your brand name or product names. These keywords are vital for capturing users who are specifically searching for your brand. 

Keyword tools and software

By using a combination of these free and paid tools, you can conduct thorough keyword research that helps you identify the most relevant and effective keywords for your brand, tailored to your specific needs and budget.

Free tools (with some limitations):

1. Google Keyword Planner

This tool allows you to find new keyword ideas, see search volume, and get cost estimated for paid campaigns. 

2. Google Trends

Google Trends analyses the popularity of search queries over time, across different regions, and provides related queries. 

3. AnswerThePublic

This tool generates questions, prepositions, and comparisons related to a keyword, providing insight into what people are asking about online. 

4. Google Search Console

Search Console provides data on the actual keywords users are searching for to find your site, along with the number of clicks, impressions, and click-through rates. 

Paid tools:

1. Ahrefs

Ahrefs offers comprehensive keyword research, including search volume, keyword difficulty, click metrics, and competitor analysis. It also allows you to perform backlink analysis and site auditing. 

2. SEMrush

Offers keyword research, competitor analysis, SERP analysis, content ideas, and position tracking. It also includes tools for PPC, social media, and content marketing.

3. Moz Keyword Explorer

Provides keyword suggestions, search volume, difficulty score, and potential click-through rates. Integrates with other Moz tools for site audits and backlink analysis.

4. Majestic‍

Majestic is primarily a backlink analysis tool, but also provides keyword research and SEO data with a focus on trust metrics and link-building opportunities.

Key takeaways

1. Keywords are essential for driving targeted and high quality traffic to your website. They act as a bridge between what users search for and your content, improving your chances of ranking higher in search engine results, which then leads to more clicks and potential conversions.
2. Different types of keywords serve various purposes in SEO. Long-tail keywords, which make up 70% of all search traffic, are particularly valuable for attracting specific, high-intent traffic. Other types include short-tail, exact match, broad match, branded, non-branded, and more, each playing a unique role in search visibility and user engagement.
3. Effective keyword research involves identifying seed keywords related to your business, analysing search volume, traffic potential, and grouping keywords for content optimisation. Tools like Google Keyword Planner, Ahrefs, and SEMrush can be very helpful in this process.
4. To select the best keywords for your brand, it’s important to understand your audience, analyse competitor keywords, match search intent, and prioritise long-tail and brand-specific keywords. This approach ensures that your content aligns with what your target audience is looking for, therefore enhancing your SEO strategy’s effectiveness. 

If you’d like to discuss how we can help you create impactful and measurable PR campaigns, get in touch with us for a no obligation chat. 

© MOTIVE