SEO keywords sound technical, but they actually start with a simple question. How does someone search for your service when they don’t yet know who you are? Not by the name you give it. Not by how good it sounds in a presentation. But by what the customer types into Google.
It is more important to look not at a single well-written phrase, but at the question a person is searching for on Google and the answer they are hoping to find. You don’t need to cram every possible variation into the text every few sentences, but it’s worth realising that a real-life search isn’t a sterile process.
Start with the service, not the tool
Keyword analysis often starts with the tools, but it’s better to start with your own service. What does the person want to solve? What problem do they have? Are they just curious, or are they already looking for someone to contact?.
If the purpose of the website is still unclear, keywords may lead you astray. Therefore, before starting SEO, it is worth going back to website objectives. The search phrases are then linked to the business logic.
For example, the phrase ‘what is SEO’ is suitable for an informative article. The phrase ‘SEO services in Vilnius’, on the other hand, indicates a completely different intent. And keywords for a website can be a person’s attempt to understand how to plan their content. Different intent, different text.
Don’t rush into choosing the most general phrases
A very broad phrase often seems appealing. Website development. SEO. Advertising. But the broader the phrase, the more competition there is and the less clear it is what the user actually wants. Sometimes a shorter, more precise phrase yields better results.
The phrase ‘website for small businesses’ may generate fewer search queries, but people who type it in often have a clearer understanding of their needs. Here, an SEO strategy is not about trying to cover everything, but about choosing where it is worth being visible.
- key service phrases
- local search terms, if you’re working in a specific town
- problem-type phrases
- prices and selection phrases
- Topics for the blog
Where to put keywords
Keywords should appear where they help the reader understand the topic. In the title, the first paragraph, several section headings, meta information, image captions and within the text itself. But it must all sound natural. If a sentence sounds awkward, it’s better to rewrite it.
You might find it worth reading the article on local search Local SEO, how to be visible in your city. It clearly shows how specifying a particular town and service helps to narrow down the search.
Keywords must be relevant to the content
A list of keywords alone doesn’t solve anything. You need to decide which keywords will appear on the service pages, which are suitable for the blog, and which may not be needed at all. Otherwise, several pages will start competing with one another.
This is a great help Content strategy for the new website. It combines Google search, user queries and page structure into a single, clearer plan. Without such a plan, SEO quickly becomes disorganised.
When is it worth reviewing your keywords again?
Keywords are not a one-off document. As your services, market or customer queries change, it is worth reviewing them. Search Console can show you which phrases your website is already appearing for but is not yet receiving clicks on. This is sometimes where you’ll find good ideas for new articles.
If the website doesn’t appear in search results at all, then the next step is to write an article What to do if your website doesn’t appear on Google. Keywords are only helpful once pages have already been indexed and are appearing in search results.
Keywords work better when they are supported by a clear website structure and links. It is therefore worth reading the following article on internal and external SEO links.
Once the keywords have been chosen, the next step is to draw up a content plan. This article is a useful guide for that Creating SEO content: what to write on a blog.
How to create a keyword map
It is most effective to organise keywords not in a single list, but by page. A broader focus is suitable for the home page, more specific phrases for the services pages, and questions and comparisons for the blog. This way, each page has its own purpose and does not compete with other pages on the same website.
For example, an article about website pricing shouldn’t try to rank for all website development keywords. Its purpose is to answer the question about pricing. A services page can focus on website development itself, whilst an article on preparation can attract visitors at an earlier stage of the decision-making process. This approach may seem simple, but it significantly reduces SEO confusion.
- Focus on one main topic per page
- Don’t try to put the same phrase on every page
- Please post any enquiries on the blog
- On the services pages, be clearer and more specific
How to identify search intent
A keyword on its own does not tell the whole story. You need to understand the intent. Someone who writes "what is SEO" is still learning. Someone who writes "SEO specialist in Kaunas" is most likely already looking for someone to write to. The text needs to be different in both cases. One person needs an explanation; the other needs reassurance and a clear next step.
So, before you start writing, it’s worth asking yourself what the reader wants to do after carrying out a search. Understand. Compare. Check the price. Find a service provider. Once the answer is clear, it’s much easier to write text that not only includes the keyword but also helps the reader take the next step.
If you’d like to explore the topic of SEO further, it’s worth reading SEO basics for a website: where to start. To get a clearer picture of SEO, it’s worth reading Creating SEO content: what to write on a blog?.
If you want to get started with SEO but aren’t sure which keywords to choose, please get in touch. We can review your services and your customers’ search queries to work out a strategy that will benefit not only Google but also your readers.