How to Know What Keywords to Target

Choosing the right keywords is a critical factor for the success or failure of your Search Intent campaign. So it’s always a good idea to utilise every tool at your disposal.

How to Know What Keywords to Target

You’ll already have a general idea about the type of keywords, as these will revolve around your industry, products, service or company — you know, the words that mean something to your customer base and brand identity.

Below, we’ll highlight a few different ways to establish which keywords will work best for your Search Intent strategy.

Step One: Initial Keyword Research


A simple but helpful way to begin the process is a brainstorming session. While your initial list of brainstormed keywords may dry up pretty quickly, this is still a valuable method of giving your keyword research a foundation and sense of direction. However, as we already mentioned, these keywords tend to be very broad and tell you nothing about the user’s Search Intent. And that’s what we’re here for, right?


Google’s Suggestions

One of the most beneficial but often underutilised tools on Google is the suggested keywords it offers. By entering various keywords into a google search, you instantly get a range of suggested keywords. The critical thing to keep in mind here is that if Google is suggesting these keywords, other people have been searching for them. Not only this, but they are keywords that have been used recently and at a high volume, which means they are ideal candidates for content keywords.

Once you enter your completed search term, the next thing to analyse is what type of content is currently promoted to the top of the results page. This top-ranking content can tell you what Google has prioritised as most important, relevant and useful to the searcher. This will help you focus on or eliminate certain keywords if their Search Intent doesn’t match the goal of your campaign.

google sugestions

Competitor Analysis

Every marketing campaign benefits from the competitor analysis, and Search Intent is no different. If your competitors are ranking for the right keywords for their Search Intent goals, it’s worthwhile seeing how they achieved it — then improving on it.

Looking in-depth at the competitor’s page that ranks give you a decent insight into what they’re doing to indicate to Google their content is most relevant to the searcher. Once you have this knowledge, you can look for ways to enhance and further optimise your content to rank higher than your competitors.

Competitor Analysis

‘People Also Ask’

Another simple yet effective way to define keywords further is the ‘people also ask’ feature. Google knows that not every user searches with transactional intent, and therefore may not benefit from the content a result page initially provides. To counter this, the ‘people also ask’ feature offers shortcuts to informational content that may satisfy their needs better.

Google has recognised that not all users will be searching with transactional intent and may not be satisfied by the content initially provided by the results page. They have, therefore, provided a shortcut for users to find other informational content that may fulfil their needs better.

These are questions asked by a high volume of searchers and reveals the type of content related to their chosen keyword. Our fictional boxing glove retailer could use this feature to find keywords to target informational content towards, for example, a blog post explaining what ‘sparring gloves’ are.

Again, researching content that is already targeted to these keywords will reveal your competition. And how you can go above and beyond what’s already available to provide more compelling content for the searcher.

People Also Ask

Related Searches

‘Searches related to’ is another ideal feature located at the bottom of the Google results page. Often ignored by most searchers, these suggested searches can offer a good idea of popular keywords to target.

The suggestions you’ll find here can offer a basically unlimited fountain of keyword ideas. All you have to do is click on one suggested search term, then scroll to the bottom of the next page for more suggested search terms. Therefore, giving you the tool to repeat the process and build a bank of keywords.

This, combined with the other methods above, help you to compile a comprehensive list of keywords that are relevant to your business and drive traffic to your content.

However, even when you have exhausted all of the methods above, your job is only half done.

Related Searches

Step Two: Keyword Analysis

Now that you have a comprehensive list in front of you, it’s time to analyse the value of each keyword to establish which of them will benefit you most when it comes to achieving your brand goals.

A great way to start is to put your keywords into a spreadsheet and rank them by search volume — the higher the monthly search volume, the better! To do this, you’ll find online tools such as SEMrush and Google Adwords to be a huge help, and they’re also straightforward to use.

Next, you want to find out whether your competitors use keywords you want to rank for. If they are, you need to establish how difficult it is for you to compete and rank higher for those keywords.

Using SEO analytics tools such as AHRefs, you can analyse the pages on your competitors’ websites to find out where the keywords are being used and obtain vital information about them — such as search volume, traffic and the difficulty to rank.

This is a vital step of keyword analysis as it ensures that you avoid wasn’t valuable time and effort focusing on keywords that are too difficult to rank for. Even if those keywords are incredibly relevant to your brand or target audience, in most cases, you’re better off investing your time and effort into keywords where you can have a more significant impact.

Step Two: Keyword Analysis

Step Three: Identify Search Intent

Now that you have a clearer idea of the value of your target keywords and which of them will best suit your needs, the next stage of analysis is to identify the search intent behind the keywords.

We previously mentioned how additional words reveal Search Intent in searches. Using your understanding of consumer Search Intent, plus the knowledge you’ve gained from this guide (of course), you can assign intents to your keywords.

When you categorise keywords by Search Intent, it tells you to use them most effectively and the types of content best suited for specific keywords.

Step Three: Identify Search Intent

This is all vital information for your business.

Using all of the advice in this chapter will tell you the following:

  • Which keywords your competitors are using
  • How difficult they are to target
  • How much traffic they will bring to your site
  • The keywords you should prioritise and disregard

This leaves you with a list of keywords ranked by their monthly search volume, their difficulty to target and their user intent — all based on detailed research!

Now for the fun part! It’s time to create some content. Using your newly established list of high-value keywords, you can begin to create highly specific content to satisfy your audience’s needs and increase your chances of converting them into customers.

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