Choosing the right keywords for SEO isn’t easy.
With the rise of AI, ever-changing Google algorithms, and platforms like TikTok competing for attention, fewer viewers click on articles than in the past.
Still, keywords remain essential for ranking well in Google search. The words you choose can make the difference between getting buried online and reaching the audience you’re aiming for.
At Bottle Rocket Media, we stay up-to-date with the latest changes and SEO techniques, so you don’t have to. We’ll help you understand how to choose the right keywords and how to use them effectively to maximize your visibility.
Let’s first take a look at what keyword research is and how it can help improve traffic to your website.
What is Keyword Research?
Simply put, keyword research is the act of searching for specific words, terms, or phrases. The main goal of keyword research is to find the words people use most often. These terms can be found across social media, within Google results, or by utilizing AI tools.
However, keyword research isn’t just about finding the most popular words to add to your website. Instead, think of it as a way to cater your website to the appropriate audience based on their needs and sometimes wants.
To be successful, focus on the goal of your website or article, then introduce your keywords organically. By approaching keyword research with intention, you can turn search terms into meaningful opportunities for growth and connection.
Why is Keyword Research Crucial?
In a world filled with AI, many viewers are searching for organic and authentic information. Knowing how to choose the right keywords will be the difference between an SEO campaign that ranks and one that gets buried.
When done correctly, keyword research can uncover the topics people are actually searching for and bridge the gap between what your viewers want and what your website provides. It can boost traffic, encourage deeper engagement, and convert visitors into customers.
Ready to choose the right keywords for your brand?
Try these eight techniques.
1. Know Your Brand’s Primary Goal
Keyword research can be used to gain views from your target audience, but first, you must know who your target audience is. By clarifying your brand identity and purpose, you can select keywords that align strategically with your goals and draw the right viewers to your content.
Ultimately, keyword research should lead back to your website and accomplish the primary goal of your brand. Whether that means increasing traffic, building awareness, or converting new clients, keeping your brand’s mission at the center ensures your keyword strategy delivers meaningful results.
2. Consider Keywords With Traffic Search Potential
Not all keywords are created equal. Some might be too awkward to weave naturally into your content, while others simply don’t bring in the traffic you’re aiming for. When either happens, it’s better to pivot and choose a related keyword or long-tail keyphrases that still align with your message but offer more substantial search potential.
To have traffic potential, a keyword or keyphrase must coincide with the most commonly searched words.
You can discover high-ranking keywords by utilizing a range of SEO tools, such as:
- Keywords Everywhere
- Google Search Console
- AlsoAsked
- Ahrefs
- Google Keyword Planner
- SemRush
- SeedKeywords
The key is to focus on keywords that not only fit naturally within your content but also carry enough search volume to drive real results. By striking this balance, you set your website up for visibility, traffic, and long-term growth.
3. Understand Search Volume
Search volume refers to the number of times a keyword or keyphrase is searched each month. It’s a critical metric in keyword research because it helps you gauge interest and demand for specific terms. By analyzing search volume, you can better understand which keywords have the potential to drive traffic to your website.
However, bigger isn’t always better. If you recognize that specific keywords are used too frequently, consider opting for words that still have a large search volume but less competition. This balance allows you to capture interest without getting buried among countless other sites targeting the same phrase.
The goal is to select keywords that rank high enough to attract attention but remain specific enough to set your content apart. With the right approach, search volume becomes less about chasing the numbers with the highest search volume and more about finding opportunities where your brand can truly shine.
4. Discover Search Trends
A smart first step in keyword research is identifying search trends. Trends show you what people are searching for, when they’re searching, and how often. For instance, if your topic is about willow trees, you should figure out the most popular search terms and trends surrounding willow trees. Keywords may include “Weeping willow trees,” “Types of willow trees,” and “Where do willow trees grow?”
Search trends are ever-changing, so keeping an eye on them is crucial. In the willow tree example, searches may spike seasonally, reflecting when people are most interested in planting, landscaping, or learning about them. By monitoring these fluctuations, you can anticipate when interest in a topic is rising or falling and determine the best time to publish your content to match audience demand.
Not to mention, you can predict when your website may generate more traffic and clicks, and on the flip side, when your traffic may decline.
5. Ride The Trend Wave
When you notice that a keyword is trending upward, consider using this opportunity to incorporate the keyword into your website, article, or social media post, but only if it aligns with your goals. Trends come and go, but if you stay in the loop and look into what’s currently trending, it can give your content a timely boost.
Although brief, riding the wave of a trend gives you engagement and can introduce your brand to new viewers who might not have found you otherwise. Even a brief surge in attention can expand your reach, attract a fresh audience, and create long-term visibility beyond the trend itself.
6. Location, Location, Location
As you determine the best keywords for SEO, consider adding terms associated with your location. Incorporating your local city, state, or landmark into your keyword search enhances local SEO. Additionally, this technique boosts local engagement and allows those in the region to recognize your SEO efforts.
Of course, including location-specific keywords can limit your broader reach, but when the goal is to connect with local customers, narrowing your focus can become a strength rather than a drawback. Although it may narrow your audience, if you ultimately reach your target audience, it will make your SEO efforts more effective.
7. Look At Your Competitors
If possible, it’s always good to understand how your competitors approach SEO. You may already know who your competitors are, but if not, consider performing a manual search or utilizing SEO tools such as SemRush to identify at least 3-5 competitors.
Using the right competitor analysis tools will help you uncover valuable insights into your competitors’ keyword strategies, backlink profiles, and overall online performance. While using competitor analysis tools, look for the following:
- Common keywords used
- Keywords shared between you both
- Organic keywords
- Intended audience
- Content strategy (current content and content gaps)
You can beat the competition by determining how well your competitors perform and learning from their mistakes (or their successes).
8. Monitor Your Results
Once you’ve implemented strategies to help you know how to choose the right keywords for SEO, it’s time to sit back and bask in the fruit of your labor. Tracking your results is essential in measuring your success. Tracking shows if your SEO efforts are paying off and helps you understand which keywords are truly driving traffic and engagement.
Reasons you should track SEO trends:
- To determine keyword rankings
- To recognize a decrease or an increase in organic traffic
- For website visibility increase
- To identify competitor strategies
- For backlink or external link purposes (linking to previous popular articles)
Regular monitoring also gives you the flexibility to adjust as needed. With algorithms constantly evolving, staying on top of your performance data allows you to keep pace and refine your strategy for long-term success.
In the end, keyword research is an ongoing process of testing, learning, and adapting. By consistently measuring results, you’ll gain clearer insight into what works best for your brand while keeping your SEO moving in the right direction.
Bottle Rocket Media Can Help
At Bottle Rocket Media, over half of our leads come from inbound SEO tactics. Our strategies have driven results, including a 423% increase in organic traffic, a 707% surge in branded search clicks, and a 51% boost in conversions for our clients.
Our team of SEO and marketing experts stays up to date on trends from foundational SEO shifts to AEO and GEO. We are well-equipped to conduct keyword research, competitor analysis, and develop a signature content strategy to help you reach your business goals. If you’re ready to attract the right audience and boost your visibility, we’d love to partner with you. Connect with us today, and let’s create a strategy that takes your website and your business to the next level.