A Complete Guide to Rank and Convert
If you want people to find your website through Google, then you need to understand how to choose keywords for SEO.
Sounds simple, right? But here’s the catch: choosing the wrong keywords can get you traffic with zero results. The right keywords, on the other hand, can bring in people who are ready to read, buy, book, or reach out.
In this guide, you’ll learn how to choose keywords for SEO the right way — especially if your goal is not just visibility, but also sales.
Let’s break it down step by step.
What Does It Mean to Choose Keywords for SEO?
When we talk about “keywords,” we’re talking about the words and phrases people type into search engines like Google to find what they need.
Choosing keywords for SEO means picking the right search terms to target in your website content so that:
- Your pages show up when people search
- You attract the right kind of visitor
- Those visitors turn into leads or customers
But not all keywords are created equal. Some bring traffic. Others bring buyers. That’s why learning how to choose keywords for SEO is so important if you want real business results.
Understanding Search Intent: The Foundation of Keyword Choice
Before you can choose the right keywords, you need to understand search intent — what the user is actually trying to do.
There are four main types of keyword intent:
- Informational — The user wants to learn
Example: “What is on-page SEO?” - Navigational — The user is looking for a brand or website
Example: “Yoast SEO plugin” - Commercial Investigation — The user is comparing options
Example: “Best SEO tools 2025” - Transactional — The user is ready to take action
Example: “Buy SEO services near me”
If your goal is to generate sales, your SEO strategy should focus on commercial and transactional keywords — which brings us to understanding how to choose keywords for sale as a subset of your SEO plan.
How to Choose Keywords for SEO: Step-by-Step
Let’s walk through the exact process of choosing SEO keywords that actually help your business grow.
Step 1: Start With Your Business Goals
Ask yourself: What do you want this page to do?
- Do you want to educate readers?
- Do you want people to buy something?
- Do you want them to book a consultation or download a resource?
Your goal determines what type of keywords you should use.
If you’re trying to make a sale, you need to know how to choose keywords for sale — keywords with buying intent, not just curiosity.
Step 2: Brainstorm a List of Topics Your Audience Cares About
Think about what your ideal customer might be searching for. If you’re a web design agency, they might be searching for:
- “Affordable website design services”
- “Custom ecommerce website in Vancouver”
- “How much does a website cost?”
These initial ideas will help you build your keyword list.
Step 3: Use Keyword Research Tools
Now it’s time to back your ideas with data.
Here are a few great tools:
- Google Keyword Planner – free and useful for search volume
- Ubersuggest – beginner-friendly and great for keyword suggestions
- SEMrush / Ahrefs – more advanced tools for competitive research
- AnswerThePublic – excellent for long-tail questions
- Amazon / Google Autocomplete – great for ecommerce keyword ideas
What to look for:
- Moderate to high search volume
- Clear intent
- Manageable keyword difficulty
- Terms that match what you actually offer
Step 4: Filter for Buying Intent
Once you have your keyword list, filter it by intent.
Sales-focused keywords often include words like:
- Buy
- Hire
- Book
- Schedule
- Affordable
- Trial
- Quote
- Free shipping
- Near me
- Best
These are often the keywords that convert the best.
Step 5: Analyze the SERP (Search Engine Results Page)
Before you commit to a keyword, Google it.
Ask:
- What kind of content is ranking?
- Are the top results blog posts, product pages, or service pages?
- Are there ads showing? (That usually means it’s a valuable keyword.)
This step helps you confirm whether your content has a chance to rank and whether that keyword matches your page’s purpose.
Examples of Keywords That Drive Real Results
Here are a few examples across different industries that show how to choose keywords for SEO that actually convert:
Local services:
- “Emergency plumber Toronto”
- “Book massage therapy appointment Vancouver”
Ecommerce:
- “Buy vegan protein powder online”
- “Free shipping kids sneakers Canada”
B2B / SaaS:
- “CRM software free trial”
- “Best marketing automation tool for startups”
These keywords are long-tail, specific, and filled with intent to act.
Common Mistakes When Choosing SEO Keywords
A lot of people choose keywords the wrong way. Here’s what to avoid:
- Chasing high search volume only — Big numbers don’t mean big results
- Ignoring search intent — Ranking for the wrong type of visitor wastes time
- Using the same keyword on every page — That’s called keyword cannibalization
- Skipping SERP research — You won’t know if you can rank or what content type to create
- Not localizing — “Web design” is too broad; “web design Vancouver” is more targeted and effective
Tracking Results: How to Know If Your Keywords Work
You’ve done the research. Now how do you know if it’s working?
Use These Tools:
- Google Search Console – shows clicks, impressions, and which queries bring traffic
- Google Analytics – track conversions, bounce rate, and engagement
- Hotjar / Microsoft Clarity – heatmaps show where users engage (or don’t)
Look at:
- Which pages are converting?
- What keywords are driving those visits?
- What’s your return on traffic?
SEO isn’t just about ranking — it’s about performance.
Pro Tip: Group Your Keywords Into Clusters
Instead of targeting one keyword per page, group similar keywords into clusters.
Example:
- Main keyword: “custom web design Vancouver”
- Supporting keywords:
Create one strong page with variations naturally placed, and use internal linking from blog content to support it.
Final Thoughts: How to Choose Keywords for SEO That Actually Matter
Choosing keywords is one of the most important steps in SEO — and one of the easiest to get wrong.
Don’t guess.
Don’t chase volume.
Focus on what your audience is searching for when they’re ready to act. When you understand how to choose keywords for SEO, you’re not just improving traffic — you’re building a real path to conversions.
Frequently Asked Questions (FAQ)
1. How do you know what words to use for SEO?
Start by understanding your audience and what they’re searching for. Use keyword research tools like Google Keyword Planner or Ubersuggest to find out what terms have search volume and match your business goals. Look for terms with clear intent — not just popularity.
2. How to set keywords for SEO?
Once you’ve chosen your keywords, place them strategically in your content:
- Page title and meta description
- Headings (especially H1 and H2)
- URL (if possible)
- Naturally in your body content
- Image alt text
- Internal links and anchor text
Make sure it reads naturally. Don’t overdo it.
3. How to choose the best SEO keywords?
The best SEO keywords:
- Match what your audience is actually searching
- Have buying or action intent
- Are not overly competitive
- Are specific (long-tail is better than broad)
Test your keywords. Track results. Adjust over time.
4. How to figure out keywords for SEO?
Use a mix of brainstorming and keyword tools:
- Think about questions your customers ask
- Use Google autocomplete
- Check forums and competitors
- Use tools like SEMrush, Ahrefs, or Ubersuggest
Then filter your list based on intent, volume, and competition.
5. What is a good number of keywords for SEO?
Focus on 1 main keyword per page, and 2–4 supporting variations. Don’t stuff your content. Use keywords naturally and build internal links between related pages.
It’s better to write for people first, and optimize for search second.
Need Help Choosing SEO Keywords That Convert?
We specialize in helping businesses find the right keywords that drive real results — not just rankings. Whether you’re selling services or products, we can build a keyword strategy that brings in buyers.
