Keywords Are the Foundation of SEO
Every SEO strategy starts with keywords. Choosing the right ones means the difference between attracting qualified traffic that converts and wasting months targeting terms that won’t move the needle. Here’s how to choose keywords that drive real business results.
Understanding Keyword Intent
Not all searches are created equal. Keywords fall into four intent categories:
- Informational — “What is content marketing?” (learning, researching)
- Navigational — “Brandastic website” (looking for a specific brand)
- Commercial — “Best SEO agency Orange County” (comparing options)
- Transactional — “Hire digital marketing agency” (ready to buy)
Commercial and transactional keywords convert at higher rates. Informational keywords drive volume and build authority. A balanced strategy targets all four types.
The Keyword Research Process
Start with Seed Keywords
List the core terms that describe your business, services, and products. Think about how customers describe what you do, not how you describe it internally.
Expand with Tools
Use Google Keyword Planner, Ahrefs, SEMrush, or Ubersuggest to find related keywords, long-tail variations, and questions people ask. Google’s “People Also Ask” and autocomplete suggestions are free goldmines.
Evaluate Opportunity
For each keyword, assess search volume (enough people searching?), competition (can you realistically rank?), relevance (does it match your business?), and commercial intent (will it drive revenue?).
Long-Tail Keywords: The Hidden Opportunity
Long-tail keywords (three or more words) have lower search volume but higher conversion rates and less competition. “Digital marketing agency for dental practices in Orange County” is easier to rank for and more likely to convert than “digital marketing agency.”
Local Keywords
For local businesses, add geographic modifiers to your keywords. “Plumber” is impossible to rank for nationally. “Emergency plumber Irvine CA” is specific, local, and highly convertible.
Keyword Mapping
Assign target keywords to specific pages on your website. Each page should target a unique primary keyword to avoid internal competition. Map keywords to existing pages or create new pages to capture important terms.
Get Expert Keyword Strategy
Brandastic’s SEO team conducts comprehensive keyword research to build strategies that drive qualified traffic. Get a free SEO consultation.
