SEO can be a daunting process if it’s something you’re completely new to, especially when it comes to choosing the right keywords for your website.

There are many different areas to consider when it comes to SEO and in this blog, we aim to break down the process behind making sure you choose the correct keywords for your company website.

Knowing your Audience

This is the most important part of the process. If you put yourself in the shoes of the customer looking for a certain product or service, what search terms are you most likely to search to find that product? These search terms are a great place to start when it comes to choosing the right keywords for your business.

What demographic do the customers you are trying to target fall under? A more formal audience may require a website with more elegance and sophistication whereas an informal audience will cater for a quirky or friendly feel from your website.

By doing this we can make sure, once you have chosen your keywords accordingly, that we can then target these keywords for optimization on Google, Bing and other search directories.


Products Terminology

Following on from our previous point, what you think your product name is, might be completely different from your audience. Using the correct amount of jargon is important when deciding on the right keywords.

If you want to sell your products to people looking for a specific product, using the jargon or technical name of the product is best practice. This is more than likely a potential keyword your customer will be typing into a search engine to find that product or service.

When promoting products to your audience it would also make sense to hold back on jargon and use simplified terminology or words to make it easier for them to find.

A simple way to look at is, you wouldn’t type in a full, grammatically correct sentence to search for a dishwasher in Warrington, would you?

It would also be beneficial to use your target audience as guidance. If you work in an industry selling washing machine parts, for example, a plumber would need that exact parts technical name to make sure it fits correctly.

In this instance, we would expect this user to conduct a Google search using that product name as their keyword. If you are selling a service such as driving lessons, it is not as important to specify it as a “DSA Approved Driving lesson to standards A112”. Your target audience will be simply expecting keywords such as “driving Lessons Warrington”, for example.


What are your competitors using?

What works for your competitors can work for you right? If you have competitors that already have an online presence and you are looking to compete with them in search results then chances are that you will want similar keywords.

There are simple site analysis tools such as and can give you an insight into which keywords your competitors are ranking for and may you give you ideas on how your business could match this or potentially use variations that may plug a gap in the market.


Keyword Difficulty

When deciding on the best keywords for your website, you need to make sure that you do your research before committing to using a specific keyword.

Some keywords have a high volume of results, which in turn makes the keyword more difficult to rank and obtain a successful page position on Google, Bing and other search engine platforms.

You want to try to find a keyword, which isn’t too competitive and won’t be too difficult to rank for. A middle-ground keyword, if you like! This is where we come in, we have specific tools that can tell us the level of difficulty it will be to rank for a certain keyword or phrase.

We can then decide whether we try to hit the term or if we go for something similar but with less competition and a higher success rate of achieving an optimised position on Google.

There are a lot of factors that need to be considered when choosing the right keywords and we’ve only really scratched the service! Hopefully, we have given you a basic understanding of SEO and how to choose the right keywords for your business.

Looking to get more advanced? Call our Head of SEO, Conor on 01925 563 960 or contact us here.

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