By Zieliński Jerzy

How to choose keywords?

Don’t have a big budget at your disposal, but want to position your brand? Or are you wondering how to evaluate the work of an agency or freelancer? Either way, knowing how to select phrases will be useful to anyone who intends to invest in SEO. Today I’m going to show you how I choose keywords so that the results can be seen in sales, not just in SEO reports.

Types of key phrases

A phrase is unequal, so when choosing keywords, it’s always a good idea to keep in mind what your goal is (e.g., online store sales or appointment sign-ups) and who you want to target (e.g., customers from all over the country for e-commerce or from the local area for stationary businesses).

To begin with, think about what SEO keywords interest you.

Generic phrases

These are general phrases, such as toys. They generate a very high number of searches, but few conversions. They are too general – you don’t know what kind of toys someone who types such a query into a search engine is looking for. Perhaps he does not intend to buy anything at all, but, for example, is interested in the history of toys. Also consider that it is very expensive and time-consuming to get high positions for generic phrases – the leader positions are held by brands such as Smyk or Empik. If you run a small toy store, it will be difficult for you to compete with them.

Long tail phrases

In Polish, we simply call them long tail phrases – they are longer than generic keywords, which usually consist of 1-2 words. As a result, they are more accurate (e.g. Montessori educational toys). The number of searches, of course, is lower, but visibility for long tail phrases means more conversions. By positioning for such keywords, you target users who are looking for specific products. Besides, less competition means lower SEO costs and faster results. It’s easier to coin the phrase Montessori educational toys than toys in a search engine.

Brand phrases

Brand keywords are a special type of long-tail phrases – you simply specify the brand name here (for example, Kietla eyeglasses for children). Only official websites of manufacturers do not position themselves for such phrases. If you sell products from different brands, it’s a good idea to choose keywords so that you reach people who are looking specifically for Kietl eyeglasses, not eyeglasses from any company.

Local phrases

What if you don’t sell online, but, for example, run a restaurant, stationary store, hair salon, etc.? It makes no sense to waste your budget on competing with companies from all over the country – it’s faster and cheaper to reach potential customers with local phrases (e.g. Montessori toys Bydgoszcz).

Information phrases

Does every keyword have to be directly sales-oriented? Not necessarily! Google’s algorithms (and customers!) better rank sites that provide practical information, industry tips, etc. Informative phrases (e.g., Montessori toys what is it) are worth including in blog articles. This is a less obvious, but also effective form of selling – a customer who considers you an expert is more likely to buy something from you.

What phrases for SEO will be effective?

I primarily focus on long tail phrases and branded phrases. This way, I reach customers who are already further down the sales funnel – they know what they are looking for and compare offers before buying. So you will notice SEO effects faster than betting on generic phrases.

When you analyze the intentions of users typing in specific queries, you can follow a sense, put yourself in the role of the customer. However, to select phrases for SEO, it is worth thinking analytically. You may think that more customers are typing the phrase Montessori toys for 2 years old into a search engine than Montessori toys for 2 years old, but in fact the opposite is true. It’s best to use tools like Senuto or SEMStorm, where you have access to specific data.

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