When starting a website, one of the most crucial steps is selecting the right SEO keyword phrase to focus on.
Your SEO keyword choices will determine how easily potential customers can find your site through search engines like Google.
In this guide, we’ll break everything down in simple terms. We’ll cover how to find, analyze, and select the best keyword phrase for your website using Google Keyword Planner, Google Trends, AHrefs, Ubersuggest, and Answer the Public.
What Are Key Phrases for SEO?
An SEO keyword phrase is the specific word or group of words that people type into search engines when looking for information. For example:
- Single keyword: “shoes”
- Keyword phrase (long-tail keyword): “best running shoes for beginners”
Long-tail keywords are usually better because they have less competition, attract highly targeted traffic, and lead to higher conversion rates.
Your SEO keyword phrase tells Google exactly what your website is about.
Why Choosing the Right Keyword Phrase is Important
How Do I Choose SEO Phrases?
Choosing the right SEO keyword phrase helps your website rank higher on Google, meaning more people will find your site. It starts with aligning your choice to your audience’s needs. A well-chosen keyword phrase can:
- Increase organic traffic (free visitors from search engines).
- Boost engagement by attracting visitors looking for exactly what you offer.
- Improve conversions, leading to more sales, sign-ups, or other business goals.
The Power of Long-Tail Keywords and Local SEO for Better Rankings
What Is a Good Keyword Phrase?
When choosing an SEO keyword phrase, it’s important to understand the difference between broad keywords and long-tail keywords—and why long-tail keywords are often the better choice, especially for new or small websites. A good one is specific, relevant, and less competitive.
What Are Long-Tail Keywords?
Long-tail keywords are longer, more specific search phrases that target a niche audience rather than broad search terms. Instead of competing for highly competitive single words like:
- “shoes”
- “real estate”
- “marketing”
It’s often more effective to focus on longer keyword phrases that people are actually searching for, such as:
- “best running shoes for flat feet”
- “affordable real estate agents in Miami”
- “digital marketing tips for small businesses”
These longer, more descriptive keyword phrases help you attract visitors who are looking for exactly what you offer, increasing your chances of higher rankings and better conversion rates.
Why High-Competition Keywords Are Difficult to Rank For
Short, broad keywords tend to have high search volume, but they also have huge competition from well-established websites. Trying to rank for a keyword like “shoes” means competing against massive brands like Nike, Adidas, and Zappos. Unless your website has strong authority, ranking for these broad keywords is nearly impossible.
By contrast, long-tail keywords typically have lower competition, making it easier for small and new websites to rank. They also attract more targeted traffic, meaning visitors are more likely to engage with your content and convert into customers.
Using Local SEO to Rank in Your Area
Another powerful way to improve your rankings is by adding location-based qualifiers to your keyword phrases. For example, instead of targeting a broad keyword like:
- “mental health counseling”
You can make it more specific and easier to rank for by adding your city or region:
- “mental health counseling San Jose, CA”
- “best digital marketing agency in Austin”
- “affordable family lawyer in Chicago”
These localized keywords are much easier to rank for because they narrow down competition to your geographic area, meaning you’re only competing with local businesses rather than national or global companies.
By focusing on long-tail keywords and local SEO strategies, you can avoid tough competition and attract a highly targeted audience that’s more likely to engage with your website.
How Many Keyword Phrases Should You Target?
What Is the Best Keyword for SEO?
If you’re just starting, it’s best to focus on one good keyword phrase per page. The best keyword balances relevance, search volume, and low competition—often a long-tail phrase. Trying to target too many keywords at once can make your content less focused and harder to rank.
- For beginners: Choose one strong keyword phrase per page.
- For advanced users: Optimize for a primary keyword phrase and 2-3 related phrases.
Step-by-Step Guide to Choosing the Best SEO Keyword Phrase
1. Brainstorm Keyword Ideas
How Do I Find the Best Keywords for My Website?
Before using tools, think about what your target audience would search for. Ask yourself:
- What problem does my product/service solve?
- What questions do people ask about my industry?
- What words do I use when describing my business?
2. Use Keyword Research Tools
How Do I Create a SEO Keyword?
Business Examples with Keyword Phrase Suggestions
Here are 8 examples of different businesses and the types of keyword phrases they might target:
| Business Type | Suggested SEO Keyword Phrase |
|---|---|
| Local Coffee Shop | Best coffee shop in [your city] |
| Online Clothing Store | Affordable summer dresses for women |
| Fitness Trainer | Best home workout plan for beginners |
| Real Estate Agent | Homes for sale in [your city] |
| Freelance Web Designer | Affordable website design services |
| Personal Finance Blog | How to save money on a tight budget |
| Pet Grooming Business | Best dog grooming services near me |
| Online Course Creator | Best online courses for digital marketing |
Best Practices for Using Your Keyword Phrase
1. Use Keywords Naturally (Avoid Keyword Stuffing)
Avoid repeating a keyword too many times, which makes content unreadable and can get your site penalized by Google.
2. Use H1, H2, and H3 Tags Correctly
- H1 tag: Your page title should include the keyword.
- H2 and H3 tags: Use variations of the keyword in subheadings.
3. Optimize Blog Posts for Keywords
Each blog post should target one main keyword phrase.
- Use the keyword in the first 100 words.
- Include the keyword in the meta title and meta description.
- Add internal links to related content.
- Use alt text on images with the keyword.
Pro Tip: If you’re new to SEO, start with one low-competition, long-tail keyword and create high-quality content around it. Focus on user experience, not just keywords.
By following these keyword research and optimization tips, your website will have a much better chance of ranking on Google and attracting the right audience.
