When it comes to SEO (Search Engine Optimization), keywords are the backbone of your strategy. They’re the bridge between what people are searching for and what you’re offering. But how do you find the best keywords—the ones that drive traffic and make your content truly valuable? Let’s break it down in a way that feels approachable, not overwhelming.
- Start with What You Know
The first step is to think like your audience. What would you type into Google if you were searching for your product, service, or topic? Jot down a list of potential phrases and questions. These can be as broad as “best hiking boots” or as specific as “how to clean leather hiking boots after rain.”
Use your intuition here. Don’t worry about tools yet; just brainstorm naturally.
- Understand Search Intent
Not all keywords are created equal. Some people are searching to buy (transactional intent), some to learn (informational intent), and some just to browse (navigational intent). To find the best keywords, you need to match the intent behind a search query with your content.
For example:
Transactional Intent: “Buy hiking boots online”
Informational Intent: “How to choose the right hiking boots”
Navigational Intent: “REI hiking boots”
Ask yourself: What’s the purpose behind this search? If you’re writing a blog post, lean towards informational keywords. If it’s a product page, focus on transactional ones.
- Use Keyword Research Tools (Without Overcomplicating Things)
There are plenty of tools that can help you discover the right keywords, but you don’t need to spend hours drowning in data. Start simple:
Google Autocomplete: Start typing your topic into Google, and see what suggestions pop up. These are real search terms people use!
AnswerThePublic: This tool generates tons of questions, comparisons, and phrases based on your keyword.
Keyword Planner: Google’s Keyword Planner is free and gives you insights into search volume and competition.
These tools will help you expand your list and give you an idea of what’s popular.
- Look at the Competition
Type your main keywords into Google and see what comes up. Check out the top-ranking pages and note:
What topics they cover
How they structure their content
Any keywords you might’ve missed
You don’t need to copy them, but understanding what works for others can spark ideas for your own content.
- Focus on Long-Tail Keywords
Long-tail keywords are specific, less competitive phrases that often drive more targeted traffic. For example:
Broad keyword: “hiking boots”
Long-tail keyword: “best hiking boots for beginners”
Long-tail keywords may have lower search volume, but they often lead to higher conversion rates because they address specific needs.
- Check the Numbers (But Don’t Get Obsessed)
Search volume, keyword difficulty, and competition are important, but they’re not everything. If a keyword feels right for your audience and aligns with your goals, don’t dismiss it just because the numbers aren’t perfect. SEO is as much an art as it is a science.
- Refine as You Go
SEO isn’t a one-and-done process. Monitor your content’s performance and see which keywords are driving traffic. Use tools like Google Search Console to find the terms people are already using to find you—and build on them.
Final Thoughts
Finding the best keywords for SEO doesn’t have to be complicated. Start with what you know, use a mix of tools and intuition, and focus on creating content that matches your audience’s intent. The right keywords will naturally follow when you keep your readers’ needs at the heart of your strategy.
Remember: SEO isn’t just about ranking high; it’s about providing value. And when you do that, you’ll win—every time.