Choosing the right keywords is one of the most important things you can do to build a solid SEO strategy. The keywords you target shape who discovers your site, how search engines read your content, and how much traffic you can get.  

In this guide, I’ll walk you through a step-by-step process for how to choose SEO keywords from research methods to the power of long-tail phrases.

Key Takeaways The “right” keyword balances relevance, traffic potential, and competition. Use multiple keyword research methods and tools to generate ideas. Always check business value of a keyword before chasing high-volume opportunities. Analyze competition, search volume, and search intent for deeper insights.

Step 1: Understand What Makes a “Right” Keyword

Before you dive into a mountain of data, you need to know what you’re looking for. A “right” keyword isn’t just a popular term with high search volume. It’s a strategic asset.

Right SEO keyword must be relevance with your website

A keyword is “right” if it aligns with your audience’s needs and your business goals. Not every term with high search volume is a good fit.

Key qualities of the right keyword

• Relevance: It must reflect what your audience is actually searching for.
• Business alignment: The keyword should connect to your products, services, or expertise.
• Realistic ranking potential: Consider your website’s authority before targeting highly competitive keywords.

Think of keywords as a bridge between your business and your customers. If your chosen terms don’t reflect what people are actually looking for, ranking high won’t drive meaningful results.

For example, a small local bakery may find more value in “custom birthday cakes in Boston” rather than simply targeting “cakes.” Why? Because it’s specific, relevant, and targets an audience ready to find. 

Pro tip: High-traffic keywords may look attractive, but sometimes long-tail keyword strategies deliver better results because they bring in qualified visitors who are more likely to convert.

Step 2: Generate a List of Keyword Ideas

You can’t choose the right keywords without starting broad. Brainstorming and research tools make this process easier. Here are practical methods to generate keyword ideas:

1. Use Keyword Research Tools

Using keyword research tools to find target keywords

Dedicated keyword tools give you data that guesswork cannot. Platforms like Keyword Surfer, Ahrefs Keywords Explorer, SEMrush, and Google Keyword Planner allow you to:

• See monthly search volume and keyword difficulty.
• Discover related keyword variations you may not have thought of.
• Identify trends and compare how interest changes over time.

For example, if you enter “porcelain dinnerware” into Ahrefs, you’ll get a list of related keywords such as best porcelain dinner set, luxury dinnerware, or white porcelain plates. These tools help you move from one seed keyword to dozens of valuable options.

2. Start With Seed Keywords and Expand

Start with seed keywords and expand into long-tail keyword strategies

Begin with a handful of simple seed keywords that define your product, service, or topic. From there, branch out into more specific terms:

• Seed keyword example: porcelain plates
• Related keyword: porcelain salad plates
• Long-tail keyword: best porcelain dinner plates for everyday use

Long-tail keywords are especially powerful because they capture users with clear intent. Someone searching “best porcelain dinner plates for everyday use” is far more likely to buy compared to someone searching just “plates.”

3. Use Google and Other Sources to Gather Ideas

Finding keyword ideas from PAA and related searches

Not all keyword inspiration comes from paid tools. Google itself is a free and powerful resource:

• Autocomplete: Type your seed keyword and see what suggestions appear in the dropdown.
• People Also Ask: Explore the questions Google shows on the results page — these can inspire blog topics or FAQ sections.
• Related Searches: Scroll to the bottom of the results page to find additional phrases people are searching for.
• Spy on Competitors: See what keywords your top competitors are ranking for. Tools can perform a Content Gap analysis, revealing keywords you might be missing out on.

Beyond Google, check forums, Reddit, or Quora. Real conversations often highlight how your target audience describes their needs in their own words. Check online forums, social media groups, and customer feedback. What questions are people asking about your products or industry? These questions are goldmines for finding target keywords.

4. Explore Long-Tail Keywords

According to Ahrefs, 92% of keywords searched monthly get fewer than 10 searches. That’s why ignoring long-tail terms means missing out on massive traffic opportunities.

Long-tail keywords like “best running shoes for flat feet 2025” may only get 500 monthly searches, but they’re highly specific. This makes them easier to rank for and more likely to convert.

Step 3: Evaluate the Business Value of Keywords

Targeting keywords with high conversion potential

Just because a keyword has high volume doesn’t mean it’s valuable. You need to connect keywords to your business goals.

• Product Relevance: If you sell high-end hiking gear, a keyword for “cheap hiking gear” isn’t a good fit, even with high search volume.
• Conversion Potential: Look for keywords that indicate a user is close to making a purchase. Keywords with modifiers like “buy,” “price,” “best,” “review,” or “coupon” often have high commercial intent.

Step 4: Analyze Keyword Competition and Difficulty

You might find a keyword with great potential, but if you can’t realistically rank for it, it’s not the best choice. This is where keyword analysis tools come in handy.

Keyword difficulty scale from easy to hard

So, what is Keyword Difficulty? Keyword difficulty (often 0–100) is a metric that estimates how hard it will be to rank on the first page of Google for a given keyword. It’s often based on factors like the number and quality of backlinks pointing to top-ranking pages.

• 0–30: Easy (good for new sites).
• 31–60: Moderate (requires some authority).
• 61+: Hard (dominated by big players)

For example, as a new website, focus on keywords with a low KD score (typically under 30). As your site’s authority grows, you can tackle more competitive terms.

Most SEO tools provide a KD score. You can also manually check competition by going  to Google and searching for your keyword. Who are the top 10 results? Are they massive brands like Amazon and Wikipedia, or are they smaller blogs? If the top results are big players, it will be much harder to rank.

Step 5: Check Keyword Search Volume and Traffic Potential (Selecting High-Traffic Keywords)

Selecting high-traffic keywords with realistic ranking opportunities

Don’t let high search volume be your only guide. Sometimes a keyword with lower volume can bring in more traffic.

Search Volume vs. Traffic Potential: Search volume tells you how many people search for a term each month. Traffic Potential, however, estimates the total traffic you could get by ranking for that term and all its related keywords.

Search volume = average number of monthly searches. High volume: More traffic potential but harder to rank. Low volume: Less traffic, but easier wins.

Master Long-Tail Keyword Strategies: These are longer, more specific phrases (e.g., “best waterproof hiking boots for women”). They have lower search volume but often higher conversion rates and much lower competition. They are a great way to start selecting high-traffic keywords and build authority.

Step 6: Identify Search Intent Behind Keywords

Commercial search intent example keyword

Why is the user searching for this term? The answer is crucial. There are four main types of search intent:

• Informational: The user wants to learn something (e.g., “how to choose seo keywords”).
• Navigational: The user wants to find a specific website (“Facebook login”).
• Transactional: The user wants to make a purchase (“buy iPhone 15”).
• Commercial: The user is investigating products or services before buying (e.g., “Ahrefs vs. SEMrush”).

Your content must match the user’s intent. If a user is looking for a product review, you should write a review, not a guide on how to use the product.

Step 7: Select Primary and Secondary Keywords for Content

Choosing primary and secondary keywords for content optimization

Now you’re ready to pick the best keywords for your content.

• Choose a Primary Keyword: This is the main focus of your article. It should be the keyword you want to rank for most.
• Choose Secondary Keywords (LSI keywords): These are related terms that support your primary keyword. For this article, my secondary keywords are keyword research methods, finding target keywords, keyword analysis tools, selecting high-traffic keywords, and long-tail keyword strategies. Using these naturally helps Google understand the depth of your content.

Step 8: Use Keywords Strategically in Your Content

Placing SEO keywords strategically in title and headings

Finding the keywords is only half the battle. You have to use them effectively.

• In Your Title and URL: Your primary keyword should be in the page title and URL.
• In Your Headings (H1, H2, H3): Use your keywords and their variations in your subheadings.
• Naturally in Your Content: Avoid overusing your keywords. This practice, known as keyword stuffing, can actually harm your rankings.
• In Meta Descriptions and Image Alt Text: This helps both search engines and users understand what your content is about.

In addition, using tools like Surfer’s Content Editor can help you see which semantically related keywords you should include to create a comprehensive piece of content.

Conclusion

Choosing the right SEO keywords is not about guesswork – it’s about understanding your audience, using reliable keyword research methods, and matching intent with the right type of content. By following these steps, you can balance high-traffic opportunities with achievable long-tail keyword strategies, ensuring both visibility and conversions.

However, selecting keywords is just the first step. Turning them into an SEO strategy that drives measurable growth takes expertise and consistent execution. That’s where GODI can help.

Ready to turn keyword insights into real business results? Visit Golden Owl Digital  to learn more or get in touch with our team.

FAQ

1. What are long-tail keywords and why are they important?

Long-tail keywords are longer, more specific search phrases like “best running shoes for flat feet.” They usually have lower search volume but attract highly targeted visitors, making them easier to rank for and more likely to convert.

2. How many keywords should I target per page?

Ideally one primary keyword and a handful of secondary keywords. Too many can dilute focus.

3. What’s the best free keyword research tool?

Free tools like Google Keyword Planner, Keyword Surfer, and AnswerThePublic can help you generate ideas. For deeper insights, paid tools such as Ahrefs or SEMrush offer more data on keyword difficulty and traffic potential.

4. Should I always go after high-traffic keywords?

Not always. High-traffic keywords are often highly competitive. While, a lower-volume keyword with strong business intent may deliver more conversions.

5. How do I know if my keyword strategy is working?

Track your rankings, organic traffic, and conversions. If you see more targeted visitors and engagement, it means your chosen keywords are aligned with audience intent and business goals.