How to Choose the Right Keywords for Your Website
Learn how to select the most effective keywords for your homepage, service pages, and blog content using intent, competition, and relevance—not guesswork.
What You’ll Learn
- How to evaluate keyword difficulty and competition.
- How to choose keywords based on search intent.
- How to match keywords to your website structure.
- How to avoid harmful mistakes like keyword cannibalization.
- How to build a small but powerful keyword plan for your business.
What Makes a Keyword “Right”?
The best keywords are not necessarily the highest-volume ones. The right keywords are those that:
- Match what you actually offer.
- Match what customers actually search for.
- Have competition levels you can rank for.
- Support specific pages on your website.
- Bring in visitors who convert into customers.
Choosing keywords is about alignment, not volume.
Primary vs. Supporting Keywords
Primary Keywords
Used on main pages (homepage, core service pages).
- “web design services”
- “roof repair Dallas”
- “house cleaning near me”
Supporting Keywords
Used on subpages, blog posts, and FAQs.
- “ecommerce web design”
- “types of roof shingles”
- “deep cleaning checklist”
How to Choose the Right Keywords (Beginner Method)
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Start With Your Primary Offer
Make a list of your main services or products. These almost always become your primary keywords.
- “website design” → Homepage keyword
- “kitchen remodeling” → Service page keyword
- “lawn care” → Service page keyword
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Match Keywords to Search Intent
Your chosen keywords must match what the searcher wants to do:
- Buying intent: “web designer near me,” “emergency plumber.”
- Research intent: “how much does roof repair cost.”
- Local intent: “family dentist in Austin.”
If a keyword doesn’t match your page’s purpose, remove it.
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Check Competition (Simple Beginner Test)
Type your keyword into Google. Look at the top results:
- If big national brands dominate → too hard
- If small businesses appear → possible
- If map pack shows → local keyword
This is a quick way to judge difficulty without tools.
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Choose Long-Tail Versions
Longer keywords are usually easier to rank for and bring in more qualified traffic.
- “web design” → “web design for small businesses”
- “cleaning service” → “house cleaning service near me”
- “roof repair” → “emergency roof repair Austin”
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Assign Each Keyword to One Page Only
Never use the same primary keyword on multiple pages. This avoids keyword cannibalization.
- Homepage → “web design services”
- Service Page → “ecommerce web design”
- Blog → “how much does a website cost”
Examples of Choosing the Right Keyword
Web Designer
- Primary: “web design services”
- Supporting: “affordable website design”
- Blog: “how much does a website cost”
Plumber
- Primary: “emergency plumber near me”
- Supporting: “clogged drain repair”
- Blog: “signs you need pipe replacement”
Landscaper
- Primary: “landscaping services [city]”
- Supporting: “lawn care packages”
- Blog: “best plants for full sun yards”
Mini Exercises (10–20 Minutes)
- Write down your three main services and assign each a primary keyword.
- Use Google Autocomplete to find three long-tail variations for each keyword.
- Check the top 3 search results for each phrase and note the competition.
Keyword Selection Checklist
- Matches what you actually offer.
- Matches real user intent.
- Competition is realistic for your business.
- Assigned to a specific page—no duplicates.
- Prefer long-tail versions for easier rankings.