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How to choose the right SEO keywords

Identifying the right SEO keywords can make a considerable difference to your results.

Here is a step-by-step approach:

  1. Identify your target audience (AKA market segment, see below).
  2. Think about their situation, needs and wants, in relation to the product or service that you are marketing.
  3. Write a list of the keywords that you think they will use.
  4. Conduct keyword research using tools like Google Keyword Planner, SEMrush, etc and start by entering the keyword phrases from Step 3.
  5. Decide if you are going to target short tail or long tail keyword phrases.
  6. I suggest that you start with long-tail keywords (less popular), as this is where the low hanging fruit is.
  7. Short tail keywords are more popular, i.e. more people search for them.
  8. Think about the searcher’s intent behind the keywords and select relevant ones for your content.
  9. Use the keyword phrase in the website page URL; Title Tag; headline (wrapped in H1 tags); and first sentence of the body copy. Repeat the phrase a few times in the bodycopy.
  10. Continuously track and adjust keyword strategy to stay up-to-date.

Customer segmentation

A customer segment is a group of people with shared needs.

This is a core marketing principle.

If you have a clear understanding of the customer segments that you are communicating with, your SEO will be more effective..

Understanding SEO keyword search volume

SEO keyword search volume refers to the number of times a specific keyword is searched for in a given time period, usually per month. It is an important metric in SEO, as it indicates the demand for a keyword. It can help you prioritise your keyword strategy.

A higher search volume means more potential traffic, while a lower search volume may indicate less competition and easier ranking opportunities.

It is important to keep in mind that search volume data is an estimate and may not be 100% accurate. However, it still provides a useful insight into keyword popularity and can guide your content creation and optimisation efforts.

What is Google Keyword Planner? (Free to use)

Google Keyword Planner is a free keyword research tool provided by Google AdWords. It can help you to find keywords related to a product or service that you are promoting. Google Keyword Planner provides data including average monthly searches, competition level and suggested bid for AdWords advertising. The tool can also be used to estimate the traffic potential for a website based on keyword optimisation.

How to access Google Keyword Planner

To access Google Keyword Planner, you need to have a Google account and use this to sign into the Google AdWords platform. Then follow these steps:

  1. Go to
  2. Sign in with your Google account.
  3. Click on the ‘Tools & Settings’ button (wrench icon) and select ‘Keyword Planner.’
  4. On the Keyword Planner page, you can search for keyword ideas, create a new plan, or upload an existing plan.

Note: Google Keyword Planner is primarily intended for advertisers and may not be available for all accounts.

What is SEMrush? (Paid for service)

SEMrush is a digital marketing tool and SEO (Search Engine Optimisation) suite. It provides insights and data to help improve online visibility and SEO rankings. SEMrush provides a variety of tools and features including keyword research, site audit, competitor analysis, backlink tracking etc. NB At the time of writing, there is not a free version of SEMrush. However, there any numerous other SEO tools available that are either free or which have a free trial.

Nigel Temple provides SEO training and consultancy for busy business owners and marketers who don’t want to spend the rest of their lives reading boring articles or watching confusing videos on SEO. They are interested in discovering ‘what really works’ from someone who has been there and done that.

PS I know that you are busy and that you probably have 101 things to do today. I also know that SEO does not bring in immediate results. However, it is one of the most effective promotional techniques available to any enterprise, no matter how small or large it is. A little training or feedback on what you are currently doing could be worth thinking about, couldn’t it?

Nigel Temple

Author Nigel Temple

Nigel Temple is a marketing consultant, speaker, trainer and writer. Topics include: AI / ChatGPT, Marketing strategy, Digital marketing, SEO, Copywriting, Mailchimp. Nigel is available to hire for a consultancy meeting, training workshop, speaking event or marketing project. Email: Or call Nigel on: 01628 773128

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