How to Choose the Right Keywords for SEO: Find, Evaluate and Use Keywords for Your Website
How to choose the best keywords for SEO
In this article
To choose the right keywords for SEO, start with what your customers search when they need you, research them with a tool (Google Keyword Planner, Semrush, Ahrefs, Google Search Console), then pick keywords with clear search intent you can satisfy, enough search volume, achievable keyword difficulty for your site's authority, and real business value. Assign one primary keyword (plus related terms) to each page and use them naturally in titles, headings and content.
Step 1: Understand search intent
| Intent | Example | Best page type |
|---|---|---|
| Informational | "how to build backlinks" | Guide or article |
| Commercial investigation | "best website builder" | Comparison/review |
| Transactional | "hire web designer austin" | Service or product page |
| Local | "dentist near me" | Location/service page + Google Business Profile |
| Navigational | "semrush login" | Brand page |
Look at the current top results: the type of pages ranking reveals the intent Google expects.
Step 2: Brainstorm seed keywords
- Your services and products, as customers would say them
- Problems customers have ("leaking roof", "slow website")
- Questions they ask on calls and emails
- Competitor service names
- Locations you serve
Step 3: Expand with keyword research tools
| Tool | Notes |
|---|---|
| Google Search Console | Keywords you already appear for (free) |
| Google Keyword Planner | Volume ranges, mainly for ads (free with Google Ads account) |
| Semrush Keyword Magic Tool, Ahrefs Keywords Explorer | Volume, keyword difficulty (KD), questions, related terms |
| Google autocomplete, People Also Ask, related searches | Real phrasing and questions |
| AnswerThePublic, AlsoAsked | Question discovery |
| Google Trends | Seasonality and trending keywords |
Tip: filter for questions with low keyword difficulty (e.g., KD under 30). These are often the fastest wins for newer websites.
Step 4: Evaluate each keyword
| Factor | What to check |
|---|---|
| Relevance | Does it match what you offer? |
| Intent | Can your page satisfy it? |
| Search volume | Enough people search (but small volumes can still be valuable) |
| Keyword difficulty | Can your site realistically rank? |
| Business value | Will these visitors become customers? |
| SERP features | AI Overviews, maps, videos that change click potential |
| Trend | Growing or declining |
A 100-search/month keyword with buying intent ("emergency plumber [city]") can be worth more than a 10,000-search informational term.
Step 5: Map keywords to pages (keyword mapping)
- One primary keyword per page, with related variations and questions
- Avoid keyword cannibalisation (several pages targeting the same keyword)
- Group close variations on one page ("how to choose keywords", "how to find the right keywords for SEO")
- Create new pages for distinct intents
How to use keywords on a page
- Title tag: include the primary keyword naturally, near the start
- H1 and some subheadings
- First paragraph
- URL slug: short and descriptive
- Meta description (for clicks, not rankings; see What is a meta description?)
- Image alt text where relevant
- Throughout content naturally, with synonyms and related terms
- Internal links with descriptive anchor text
Do keywords still matter in SEO?
Yes, but as topics and intent, not exact-match repetition. Google understands synonyms and context, so write for people, cover the topic thoroughly and use the language your audience uses.
Do keywords have to be in order?
Not exactly. Google understands variations and word order changes, though the most natural phrasing often aligns with how people search.
What about meta keywords?
The meta keywords tag is ignored by Google for ranking. You don't need it.
How to use keywords in Google Ads?
In ads, keywords use match types (broad, phrase, exact) to control which searches trigger ads. Adjust them in Google Ads under Keywords; add negative keywords to block irrelevant searches.
Common keyword mistakes
- Targeting only high-volume, highly competitive keywords
- Ignoring intent
- Keyword stuffing
- One page targeting many unrelated keywords
- Multiple pages competing for the same keyword
- Never revisiting keywords as the site grows
(Next steps: How to get on the first page of Google, What is SEO?)
Frequently asked questions
How do I choose the best keywords for SEO?
Pick keywords that match your offer, have clear intent your page can satisfy, enough search volume, achievable difficulty and business value, using research tools and competitor analysis.
What keywords should I use for my website?
Use the terms customers search when they need your products or services, including service + location phrases and common questions, mapped to specific pages.
How do I find the right keywords for SEO?
Start with seed terms, expand them with tools like Semrush, Ahrefs, Keyword Planner and Search Console, then filter by intent, volume, difficulty and relevance.
Do keywords still matter for SEO?
Yes, as signals of topic and intent. Write naturally and comprehensively rather than repeating exact phrases.
How many keywords should I target per page?
One primary keyword plus closely related variations and questions that share the same intent.
What is keyword difficulty?
A score estimating how hard it is to rank in the top results for a keyword, based mainly on the authority of current top-ranking pages.
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Start a conversationWritten by Sachin Rawat
AI & automation engineer · websites, apps and motion design
I build AI agents, automations, websites, apps and motion design for businesses. These guides answer the questions people actually search, written from hands-on experience building them.
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