Keywords are the terms and phrases that search engines use to identify content that relates to a user’s query. They are critical for ensuring that your website appears at the top of the SERPs when your target audience searches for products or services that match yours.
You can use several different tools to discover keywords. These include the Google Search Console, Answer the Public, and Ahrefs.
The most common way to discover keywords is by performing keyword research with tools like these. Once you have a list of keywords, you can begin to optimize your content for them.
When it comes to choosing the best keywords for your content, you need to consider both search volume and commercial intent. For instance, you might choose to target keywords that have a high search volume but are also highly competitive, or you might decide to focus on a keyword that has fewer search queries but is much easier to rank for.
Depending on your business’s buyer journey and industry, you might also want to consider the relevance of long-tail keywords and market segment keywords. For instance, if you’re a law firm with a specialization in car accidents, you might want to focus on keywords that are related to car crashes.
The most effective way to approach your SEO keywords is to think about them in terms of where your customers are in their purchase journey. This will help you create a strategy that reaches your audience at every critical point.
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