How to Choose Keywords for a Website on Google

The ability to correctly select keywords for a website is both an art and a science, requiring a deep understanding of your business, target audience, and the principles of search engine algorithms.

In this detailed guide, we will look at how to select keywords for a website for Google search to maximize your chances of high positions in search results and attract quality organic traffic. Whether you are starting from scratch or want to improve your existing SEO strategy, our tips will help you collect keywords for SEO optimization that really work.

What are keywords

Keywords or simply keywords are words and phrases that users enter into the search bar when looking for information, goods, or services on the Internet. These are words that describe your site (its semantics). From an SEO perspective, keywords are the foundation of a website's search engine optimization strategy. These are the same words that will get you found on Google if you choose and use them correctly.

Why is it useful to highlight keywords

• Properly selected keywords help Google understand the context of your site and show it in relevant search queries.

• When you use the same words and phrases as your audience, you are more likely to attract exactly those visitors who are interested in your products or services.

• Relevant keywords attract more quality traffic, which can lead to increased conversions.

• Keyword analysis helps you better understand what your potential customers are looking for and what problems they have.

• Keywords help organize content on your site, making it more logical and user-friendly.

• A list of relevant keywords can be a source of ideas for new articles, products, or services.

• Regular keyword analysis allows you to track changes in audience interests and respond to them quickly.

• Correct keyword selection and query clustering helps to focus efforts on the most effective areas, saving time and money.

Professional site promotion is impossible without semantic analysis, and we, as an experienced team, know this for sure. Leave a request on the site if you want our SEO agency to help you with quality promotion.

Types and types of search queries

Keywords can be divided into several types.

By length:

• Short — consists of 1-2 words, mostly have high frequency and competition. For example, «sneakers» or «buy a phone».

• Medium — contains 3-4 words, more specific. Example: «buy Nike sneakers» or «iPhone repair in Kyiv».

• Long-tail - consists of 5 or more words, are very specific, and has low competition. For example, «buy white Nike Air Max 90 sneakers size 42». Long keywords also occur in large numbers when it comes to voice search  - read about it in one of our previous articles.

By intent:

• Informational - users are looking for information. Example: «how to run properly».

• Navigational - search for a specific site or page. For example, «log in to your Privatbank personal account».

• Transactional - intention to make a purchase or action. Example: «order pizza with delivery».

By geography:

• Geo-specific — tied to a specific location (for example, «pizzeria in Kyiv»)

• Geo-independent — not tied to a location (for example, «how to cook pizza»)

It is also important to understand the differences in search frequency. Frequency is the number of times users search for a particular keyword in a certain period of time (usually a month). Keywords can be high-, medium-, and low-frequency. Note that specific numbers may vary depending on the niche and region. What is considered high-frequency in one area may be medium-frequency in another. It should also be understood that SEO promotion of a new site  can be complicated by highly competitive keywords, so you will have to find a compromise to achieve top positions, for example, pay attention to low-frequency keywords.

How to Choose Keywords: A Step-by-Step Guide

Now that we've covered the basics, let's take a look at the step-by-step process of choosing keywords for your site.

Define Goals and Objectives

Before selecting keywords for an article or commercial pages, it's important to clearly define your goals. Ask yourself:

• What do you want to achieve with SEO?

• What actions should visitors take on your site?

• Which pages are most important for promotion?

The answers to these questions will help you focus on the most relevant keywords.

Conduct an analysis of your target audience

To choose keywords for website promotion that really work, you need to know your audience well. Here are some steps:

1. Create portraits of your target audience

2. Learn about their needs and problems

3. Analyze how they search for solutions (what words and phrases they use)

4. Consider the different stages of their buying journey

Make a list of common topics

Start by creating a list of common topics related to your business. For example, if you have an online electronics store, your topics might include:

• Smartphones

• Laptops

• Tablets

• Smartwatches

• Accessories for gadgets

This list will become the basis for further selection of specific keywords. When selecting, focus on different variants of the name of the goods or services. For example, «smartphone» and «phone» today refer to the same gadget. A diverse list of common topics will help you collect many different clues.

Use keyword tools

Now it's time to use specialized tools to collect keywords for Google. Here are some popular options:

1. Google Keyword Planner. A free tool from Google that shows search volume and competition.

2. Ahrefs Keywords Explorer. A paid tool with a large database of keywords.

3. SEMrush. Offers comprehensive solutions for keyword and competitor analysis.

4. SeRanking. It also offers several analysis tools, including a semantics collection tool.

5. Ubersuggest: A free tool with basic keyword research features.

Group your keywords into topic groups

Once you have a large list of relevant keywords, it is important to organize them into topic groups. This will help you:

• Structure content on the site

• Identify topics for individual pages

• Identify gaps in your current content

For example, for the topic «Smartphones» you could have groups:

• Brands (Apple, Samsung, Xiaomi)

• Price categories (budget, flagship)

• Features (camera, battery, processor)

Evaluate keyword frequency and competition

Now that you have a structured list of keywords, it's time to evaluate their potential. Pay attention to:

1. Frequency - how many times a month people search for this word or phrase.

2. Competition - how difficult it will be to get to the top for this query.

3. Relevance - how relevant the query is to your content and goals.

The ideal keywords for which you will be found in the TOP 10 or even in the TOP 3 are those that have a good balance between frequency and competition while remaining as relevant as possible to your site.

Choose relevant long-tail queries

Long-tail queries are long, specific phrases that usually have less competition. They are important because:

• Reflect more specific user intent

• Allows you to rank more easily in the TOP of search engines

• Often have a higher conversion rate

For example, instead of «buy smartphone», use «buy Samsung Galaxy S21 Ultra smartphone in Kyiv». Keyword tools usually suggest long-tail query variations based on your main keywords.

Analyze your competitors' keywords

Analyzing your competitors' websites is an important step in the keyword selection process. Here's how you can gather competitor keywords:

1. Identify your main online competitors

2. Find the keywords they rank for that you don't

3. Evaluate which of these keywords could be useful for your site

Remember that the goal is not to simply copy your competitors' strategies, but to find new opportunities and ideas for your own SEO.

Create a semantic core

A semantic core is a complete set of keywords relevant to your site. It includes:

• Main keywords

• Long-tail queries

• Synonyms and phrases that are close in meaning

• Thematically related words

To form an effective semantic core:

1. Combine all collected keywords

2. Remove duplicates and irrelevant queries

3. Group words by topics and user intent

4. Distribute keywords across your site's pages

A well-structured semantic core will become the foundation of your content strategy and SEO optimization.

Use keywords in your site's content

Now that you have a list of relevant keywords, it's time to use them on your site. Here are some tips:

1. Use keywords on your site naturally, don't oversaturate the text

2. Place keywords in important places:

   1. In headings (H1, H2, H3)

   2. In the first paragraph of text

   3. In the page URL

   4. In meta tags (title and description)

   5. In image alt text

3. Use synonyms and related words to improve context

4. Create high-quality, informative content around keywords

Remember that Google values the quality and relevance of content more than the mere presence of keywords.

Track keyword performance

Keyword selection is not a one-time action, but an ongoing process. It is important to regularly monitor the effectiveness of the selected keywords:

1. Track your search engine rankings using special tools, such as SeRanking

2. Analyze conversions and traffic on your site pages

3. Update and optimize your keyword list based on the data you receive

Regular analysis will help you understand which keywords work best and adjust your SEO strategy accordingly.

Keyword selection services

That's it w Which service can be used to collect keywords? There are many options available to specialists and website owners today. Let's take a look at some of the most popular ones.

Google Keyword Planner

Google Keyword Planner is a free tool from Google that was originally created for setting up advertising campaigns but is also great for SEO. With the Keyword Planner, you can collect semantics for your site without having to connect to third-party tools.

Advantages:

• Data directly from Google

• Shows search volume and competition

• Suggests new keyword ideas

Disadvantages:

• Requires a Google Ads account

• Search volume data is presented in ranges

How to use:

1. Create and sign in to a Google Ads account

2. Find «Keyword Planner» in the tools menu

3. Enter your starting keywords or your website URL

4. Explore the options and their statistics

Ahrefs Keywords Explorer

Ahrefs is one of the most powerful paid tools for SEO professionals. With its help, you can, in particular, collect keywords for search engines Google, Bing, Yahoo, and others.

Advantages:

• A huge database of keywords

• Detailed statistics for each query

• Ability to analyze competitors' keywords

Disadvantages:

• High subscription cost

• Can be difficult for beginners

How to use:

1. Sign up and log in to your Ahrefs account

2. Open the Keywords Explorer tool

3. Enter initial keywords

4. Explore the suggested options, their frequency, complexity, and potential

SEMrush

SEMrush is a comprehensive online marketing platform that includes powerful keyword tools.

Benefits:

• A wide range of functions for SEO and contextual advertising

• Ability to analyze competitors' keywords

• Tools for tracking positions

Disadvantages:

• High cost of the full version

• May be redundant for small projects

How to use:

1. Sign up for a SEMrush account and log in

2. Use the Keyword Magic Tool

3. Enter a starting keyword

4. Explore the suggested options and their metrics

SE Ranking

SE Ranking is a comprehensive SEO platform that includes a powerful keyword selection and analysis tool.

Benefits:

• Large keyword database

• Provides data on frequency, competition, and cost per click

• Allows you to analyze competitors' keywords

• Has a keyword grouping feature

• Offers tools for tracking positions and auditing the site

Disadvantages:

• Paid service, although there is a trial period

• May be excessive for small projects

• The interface may seem complicated for beginners

How to use:

1. Register on the SE Ranking website

2. In the control panel, find the «Keyword Selection» section

3. Enter the initial keyword or website URL

4. Study the proposed options, their frequency, competition, and other metrics

5. Use the grouping feature to organize your keywords

6. Export results for further analysis

Conclusions

Keyword selection is a fundamental process in SEO optimization that requires time, analysis, and constant improvement. Here are the key points to remember:

1. Start by understanding your audience and business goals. This will help you select keywords for your website promotion that will actually bring in targeted visitors.

2. Use a variety of keyword tools. Each service has its own strengths, and a combination of several tools will give you the most complete picture.

3. Don't limit yourself to high-frequency queries. Long-tail keywords can bring in more targeted traffic and often have less competition.

4. Analyze competitors to find new opportunities and keyword ideas.

5. Group keywords by topics and user intent. This will help you structure your content on your site and cover the entire customer journey.

6. Regularly monitor the performance of your chosen keywords and adjust your strategy based on the data you receive.

7. Remember that high-quality, relevant content is always more important than simply having keywords on the page.

8. Be patient. SEO optimization is a marathon, not a sprint. Results may not be visible immediately, but properly selected keywords will bring stable organic traffic in the long term.

9. Don't forget about local SEO if your business is focused on a specific geographic region.

10. Keep up with Google trends and algorithm updates to keep your keyword strategy relevant.

Remember that keyword selection is not a one-time action, but an ongoing process. Regularly review and update your semantic core to stay relevant to your audience and competitive in search results.

Using these strategies and tools, you can effectively select keywords for your site for Google, which will help you attract more targeted traffic and improve your site's search results. Successful SEO optimization is a combination of correctly selected keywords, high-quality content, and technical optimization of the site. By paying due attention to each of these aspects, you can achieve sustainable growth in organic traffic and improve search engine rankings.

FAQ

1. Where should I start when selecting keywords if this is my first time? Start with three things: 1) what exactly you sell/offer, 2) to whom, 3) in which city/country (if it matters). Next, make a list of topics (categories/services) and only then go to Keyword Planner, Ahrefs, SE Ranking, etc. — otherwise, the tools will just give you random options.

2. Is it possible to promote only high-frequency keywords? Yes, but it is often unprofitable. High-frequency queries are expensive due to competition and do not always bring people «with the intention to buy». It is usually faster and more practical to collect a mix: some medium-frequency, some long-tail, plus a separate group for commercial queries.

3. How can you understand the intent of a query (informational or commercial)? Look at the wording: «how / what is / instructions / tips» — most often informational intent. «buy / price / order / delivery / service» — transactional. The most reliable way is to look at the results: if there are catalogs, prices, service pages — the query is commercial; if there are guides and articles — it is informational.

4. Why group keywords when you can just «insert them into the text»? Because without grouping, you risk creating a single page for everything — and it will be weak for each individual intent. Clustering helps you understand what each page is responsible for: where the category should be, where the article should be, where the service page should be, and where the FAQ or comparison should be.

5. Where is it best to use keywords on a page so that it looks natural? In places where it makes sense for the reader: headings, first paragraph, subheadings, short explanations, image captions, meta tags. But without «forcing» it — if the phrase sounds awkward, it's better to rephrase it and add a synonym than to repeat the same keyword.

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