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Search Engine Optimisation

Choose Relevant Keywords for Your Website

By 13th March 2023June 2nd, 2023No Comments
Choosing Relevant Keywords for Your Website

Choosing relevant keywords for a website is important because it ensures that the website appears in search results for queries that align with its content, attracting relevant traffic and increasing the likelihood of engagement and conversions.

Keywords are words or phrases that people use when conducting a search on a search engine, such as Google. They are the terms users type into the search bar to find information, products, or services related to their query. Keywords play a crucial role in search engine optimization (SEO) as they help search engines understand the content of web pages and match them with relevant search queries.

For website owners and marketers, keywords are an essential component of their SEO strategy. By identifying and targeting relevant keywords, they can optimize their website’s content to increase visibility in search engine results pages (SERPs) and attract organic traffic.

If you choose the wrong keywords for your website, it can result in poor search engine rankings, low visibility in search results, and attracting irrelevant or uninterested visitors, leading to decreased organic traffic, engagement, and conversions.

Here’s a guide to help you choose the best relevant keywords for your website and improve your ranking on Google:

Understand Your Target Audience

Start by identifying your target audience and understanding their needs, interests, and search behavior. Consider their demographics, preferences, and the language they use to search for information.

Understanding your target audience is essential because it allows you to tailor your website, content, products, and marketing efforts to meet their specific needs, preferences, and expectations. This understanding enables you to create a more personalized and relevant experience, attract the right visitors, and effectively communicate your message, ultimately leading to higher engagement, conversions, customer satisfaction, and long-term success for your business.

Define Your Website’s Goals

Determine the primary goals of your website. Are you trying to sell products, generate leads, provide information, or offer a service? Understanding your goals will help you select keywords that align with your website’s purpose.

Defining your website’s goals is crucial because it provides a clear direction and purpose for your online presence. By identifying your goals, whether they are to sell products, generate leads, provide information, or offer a service, you can align your website’s content, design, and functionality to effectively achieve those objectives. This clarity helps you create a focused and cohesive website strategy, track progress, make informed decisions, and optimize your website for maximum performance and success in achieving your desired outcomes.

Brainstorm Seed Keywords

Begin by brainstorming a list of seed keywords relevant to your website’s content and goals. These are general terms or phrases that are directly related to your business or industry.

Brainstorming seed keywords is a valuable step in keyword research because it helps you generate a foundational list of relevant terms and phrases directly related to your business, industry, or website’s content. By brainstorming seed keywords, you lay the groundwork for further keyword exploration and analysis. These initial keywords serve as a starting point to uncover more specific and targeted keywords that can improve your website’s visibility, attract the right audience, and increase your chances of ranking higher in search engine results.

Expand Your Keyword List

Use keyword research tools like Google Keyword Planner, SEMrush, Ahrefs, or Moz Keyword Explorer to expand your list of potential keywords. These tools provide valuable insights into search volume, competition, and related keywords.

Expanding your keyword list on your website can bring several benefits and positively impact your online presence. Keywords are an essential aspect of SEO. By expanding your keyword list, you increase the chances of your website appearing in search engine results for a wider range of search queries. This can lead to increased organic traffic to your website.

By incorporating additional keywords into your website’s content, you can attract a wider range of potential visitors. Different people may use various search terms to find information, products, or services related to your website. By targeting a broader audience, you increase the visibility of your site and reach users who may not have discovered you otherwise.

Keyword expansion enables you to stay competitive in your industry. By conducting thorough keyword research, you can identify new and emerging trends, topics, or niche areas that your competitors may have overlooked. Targeting these keywords gives you an opportunity to attract visitors who are searching for information that your competitors may not be optimizing for.

Expanding your keyword list prompts you to create diverse and relevant content. By incorporating new keywords into your website, you can create blog posts, articles, or landing pages that cater to specific search queries. This approach helps you establish your website as a valuable resource for a wider range of topics and strengthens your overall content strategy.

Consider Long-Tail Keywords

Long-tail keywords are longer and more specific phrases that have lower search volume but often indicate higher intent and conversion rates. They are valuable for targeting a niche audience. Incorporate long-tail keywords into your list to capture more specific search queries.

Long-tail keywords are typically longer phrases that are more specific and detailed compared to generic keywords. By incorporating long-tail keywords into your website’s content, you can attract visitors who are actively searching for precisely what you offer. These keywords often indicate a higher level of intent and can result in more qualified traffic and better conversion rates.

Long-tail keywords generally have lower search volumes compared to broader keywords. While this may seem like a disadvantage, it actually presents an opportunity. Since there is less competition for long-tail keywords, it is relatively easier to rank higher in search engine results for these specific phrases. By targeting long-tail keywords, you can increase your visibility in search engine rankings and attract relevant traffic without facing intense competition.

Visitors who use long-tail keywords are often further along in the buyer’s journey. They have a clearer understanding of their needs and are looking for specific solutions or products. By aligning your content with long-tail keywords, you can provide the information or products that these potential customers are seeking. This increases the likelihood of conversions and sales since your content directly addresses their specific requirements.

Long-tail keywords often correspond to niche markets, products, or specific customer segments. By incorporating long-tail keywords related to your niche, you can reach a more targeted audience that is actively seeking specialized information or products. This can help you establish authority within your niche, build a loyal customer base, and differentiate yourself from broader competitors.

With the increasing popularity of voice assistants and voice search, long-tail keywords have become even more relevant. Voice searches tend to be more conversational and question-based, leading to longer search queries. By optimizing your website with long-tail keywords, you increase the chances of appearing in voice search results and capturing voice search traffic.

Analyze Competition

Study your competitors’ websites and the keywords they are targeting. Tools like SEMrush and Ahrefs can help you analyze your competitors’ keyword strategy, identify gaps, and find opportunities.

Analyzing the keywords of your competition can provide valuable insights and benefits for your website and overall marketing strategy. Here are several reasons why you should consider looking at the keywords of your competitors:

Examining the keywords your competitors are targeting can reveal their areas of expertise and focus. By understanding the keywords they rank for, you can identify their strengths and areas where they outperform you. This knowledge allows you to adapt your strategy, either by improving your offerings in those areas or by finding alternative strategies to gain a competitive advantage.

Studying your competition’s keywords can help you uncover new keyword opportunities that you may not have considered before. You might find specific keywords or niches that are performing well for your competitors but are relatively untapped by your own website. By incorporating these keywords into your strategy, you can expand your reach, attract new audiences, and potentially outperform your competitors in those areas.

Analyzing your competition’s keywords can provide valuable insights into industry trends and customer preferences. It helps you understand the language, terms, and phrases that resonate with your target audience. By incorporating these insights into your keyword strategy, you can refine your content, messaging, and SEO efforts to better align with what your audience is searching for, increasing the relevance and visibility of your website.

Monitoring your competitors’ keyword strategies enables you to stay one step ahead in the competitive landscape. By identifying emerging or trending keywords, you can proactively optimize your website and create relevant content before your competitors do. This helps you establish your website as a valuable resource and maintain a competitive edge in search engine rankings.

Analyzing your competitors’ keywords allows you to benchmark your own performance against theirs. By comparing rankings and visibility for specific keywords, you can assess how well you are competing and identify areas for improvement. This information can guide your efforts to optimize your content, improve your website’s SEO, and potentially outrank your competitors in search engine results.

Evaluate Keyword Relevance

Ensure that the keywords you select are highly relevant to your website’s content and objectives. Avoid selecting keywords solely based on high search volume if they don’t align with your website’s purpose.

Relevance is key to attracting the right audience to your website. By evaluating the relevance of keywords, you can ensure that the traffic you receive aligns with your target audience and their specific needs. Targeted traffic is more likely to engage with your content, stay on your site longer, and convert into customers or take desired actions.

When your website’s content aligns with the keywords users search for, it enhances their overall experience. Relevance ensures that users find the information, products, or services they are looking for, leading to increased satisfaction and engagement. By providing relevant and valuable content, you establish your website as a trusted resource in your industry.

Relevant keywords drive higher conversion rates. When users find exactly what they are searching for on your website, they are more likely to take the desired action, whether it’s making a purchase, filling out a form, or subscribing to a newsletter. By targeting relevant keywords, you can increase the chances of capturing qualified leads and converting them into customers.

Search engines, like Google, prioritize relevance in their algorithms. By optimizing your website with relevant keywords, you increase your chances of ranking higher in search engine results for those specific queries. Relevance helps search engines understand the purpose and context of your content, signaling its value to users. This can lead to improved visibility, organic traffic, and overall SEO performance.

Evaluating keyword relevance helps ensure that your content strategy aligns with the needs and interests of your target audience. By understanding the keywords they use, you can create content that addresses their pain points, answers their questions, and provides value. This alignment enhances the effectiveness of your content marketing efforts and supports your overall business goals.

Analyze Keyword Difficulty

Assess the competition and difficulty level associated with each keyword. Highly competitive keywords may be harder to rank for, especially if you have a new or small website. Strike a balance between highly competitive and low-competition keywords.

Highly competitive keywords are search terms that have a high level of competition among websites aiming to rank for them in search engine results pages (SERPs). These keywords typically have significant search volumes and are often more general or broad in nature. Here are some key points to understand about highly competitive keywords:

Highly competitive keywords attract a large number of websites and businesses vying for visibility and traffic. Many websites are optimizing their content and implementing SEO strategies to rank for these keywords. As a result, it can be challenging to achieve and maintain a high ranking for these keywords.

Highly competitive keywords are often associated with popular topics, products, or services. They are frequently searched by a wide range of users, indicating a significant level of interest or demand. These keywords typically represent broader search intent and may require more generic content to address a larger audience.

Since highly competitive keywords have significant search volumes, they tend to attract a larger and more diverse target audience. Ranking well for these keywords can potentially drive substantial traffic to your website if you are successful in achieving a top position in search results.

Ranking for highly competitive keywords can significantly enhance your brand visibility and authority in your industry. Being associated with popular and frequently searched terms can increase your website’s exposure to a broader audience and position you as an industry leader.

Achieving high rankings for highly competitive keywords often requires a long-term strategy. It involves consistent effort in optimizing your website, creating high-quality content, building backlinks, and establishing your brand as a credible and authoritative source. It may take time and ongoing optimization to compete effectively in this space.

Consider User Intent

User intent refers to the reason behind a user’s search query. Determine the intent behind your chosen keywords—is it informational, navigational, commercial, or transactional? Aligning your content with user intent will enhance your chances of ranking higher.

User intent provides insights into the underlying purpose and context of a search query. By understanding the intent behind keywords, you can ensure that your website’s content and optimization efforts align with what users are looking for. This increases the relevance of your website and improves the chances of attracting the right audience.

When your website addresses the user’s intent effectively, it enhances the overall user experience. Users are more likely to find the information, products, or services they seek, leading to increased satisfaction and engagement. By delivering relevant and valuable content, you establish your website as a trusted resource, improving user experience and encouraging repeat visits.

User intent-focused keyword targeting increases the likelihood of attracting users who are more likely to convert. By aligning your content and optimization efforts with specific user intents, you can cater to users at different stages of the buying process. This allows you to capture users with higher purchase intent, leading to improved conversion rates and better business outcomes.

Use Keyword Variations

Incorporate variations of your chosen keywords to increase your visibility in search results. This includes synonyms, different word order, plural and singular forms, and other relevant terms.

Keyword variations allow you to target a wider range of search queries and capture a broader audience. Not all users search using the exact same keywords or phrases. By incorporating variations, such as synonyms, different word order, plural or singular forms, and related terms, you increase the chances of your website appearing in search results for a variety of relevant queries.

Monitor and Refine

Regularly monitor your keyword performance and make necessary adjustments. Track your rankings, organic traffic, and conversions to evaluate the effectiveness of your keyword strategy. Refine your keyword list based on the data you gather.

Regular monitoring helps you evaluate the effectiveness of your keyword strategy and make data-driven decisions. If certain keywords are not delivering desired results, you can refine your strategy by replacing them with more relevant or higher-performing keywords. This iterative process ensures that your website remains optimized for search engines and audience intent.


Remember, keyword selection is an ongoing process. As you create new content, expand your website, or adapt to changing trends, continue to research and update your keywords to stay relevant and improve your ranking on Google.

Are you looking to get more organic traffic to your website? Contact us and we’ll help you succeed. Follow us on our socials including instagram, twitter and linkedin for tips and advice.


Author DigitalBrandDesign

Stephen is a branding designer and marketing specialist. He is active in the four main aspects of promoting business - branding, website design, graphic design and social media marketing.

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