Keywords can be grouped into three categories: navigational, commercial, and informational. This is why it’s as important to consider the keywords and the key phrases that might be used by consumers.
A large part of deciphering the right keywords is understanding what the customer may be looking for online. So, if they’re looking for information they will happily read a blog. If they are looking to be directed to a specific location, they are more likely to use a keyword. But if they are looking to buy, then it will be a key phrase that will take them to a product page to make a purchase.
So, before you decide on the keywords, ask yourself who your customer is, what their goals are and any other questions that will help you to understand their search criteria.
One of the easiest ways to search for the right keywords and phrases is to use an SEO tool, such as Ubersuggest
, which will provide a list of suggested keywords and key phrases based on the keyword you have entered. For example, if you enter website design and select a certain geographic area, the platform will show a list of keywords that are relevant to the search criteria. It will also provide other keyword ideas that are relevant.
The idea is to match keywords that have a high paid difficulty, i.e. the keyword is valuable in terms of paid ads, with those that have a low SEO difficulty rating. These keywords are for search engines to rank and generally lead to traffic being converted into customers. Just using the popular keywords may result in less conversion, and thereby less revenue.
There are a variety of keyword search tools available. Google Ads has their own tool but there are others including Raventools and SEMRUSH.