How to choose the right keywords for SEO

Imagine you have a cool website. You spent a lot of time making it look nice, convenient, modern. But no one sees it. People just don’t log in. And you sit there and think: is that right?

And the answer is simple – people just don’t find your site in Google. And that’s exactly why there is such a thing as keywords.

These are words or phrases that people enter in search. For example:

• "buy children's toys Kyiv"

• "wedding photographer lviv"

• "inexpensive turnkey repairs" .

If you use the right words on your site, you get found. If not, well, you get the idea...

In 2025, things got even more interesting: Google already understands even spoken language. But that doesn't mean you can forget about keywords. They still work - you just need to know how to choose them correctly.

1. Start simple – what exactly are you offering?

Ask yourself one question:
"What exactly am I selling or what is my website about?"

Not in general, but very specific:

• Not just "clothes", but "women's summer dresses in boho style".

• Not just a renovation, but a renovation of a one-room apartment in Lviv.

This already gives you a direction - what words to look for.

2. Think about how people search. Not marketers, but regular people.

Seriously. Forget for a minute that you are an expert in your field. Imagine yourself as a client. What would you type into Google?

Example:

• If you sell cakes, people don't write "custom dessert with mascarpone cream".

• They write "order birthday cake Kyiv".

Look how they ask in the comments, in messengers, in social networks - that's where real life is.

3. Use online assistants

There are free and paid services that help you find popular words:

• Ubersuggest (easy and straightforward),

• Google Keyword Planner (via Google Ads),

• AnswerThePublic (shows popular questions),

• Serpstat, Ahrefs – powerful, but paid.

They will show how many people are searching for a particular word, how difficult it is to rank for it, and what else they are asking.

4. Don't look for "fashionable" words - look for real queries

Very often people try to be "smarter than the client". And the client just wants to find what he is looking for.

Nobody is looking for "an innovative system for maintaining foot health". People write: "orthopedic shoes for children".

5. Better several long phrases than one "mega-popular" word

Phrases like:

• "buy a sofa with a sleeping place Lviv"

• "inexpensive manicure with home visit Kyiv"

— work better than just a sofa or a manicure. Why? Because they are precise. The person already knows what she wants. And if she comes across your page — she will most likely order.

6. Avoid "universal" words

Type:

• "shoes", "clothes", "construction", "repair".

It's hard to get into Google with them, because there are already large companies and marketplaces there. Better check:

• "women's leather sandals inexpensively" - now that's closer to life.

7. Check that the text on the site matches the request

Imagine: you found a cool phrase, inserted it into the title, but on the page itself there is not a word about it.

It doesn't work.

Google looks at the entire page. If it says "buy a chair", and there is only "we are furniture manufacturers with love", without a photo, without a price - the chances are slim.

So: really show what the person is looking for.

8. Don't insert the same word 100 times

It's not 2010 anymore :)
Google has long understood that if you have the word "curtain" in every sentence, it's something suspicious.

It's better to insert the key phrase 2-3 times, and a few more times - similar options.

9. What's next? See what works and adapt.

A month or two has passed - go to Google Search Console or Analytics and see:

• Where are people coming from?

• Which pages work best?

• Which words "hit" and which ones don't?

And then continue to adapt: ​​add new pages, change texts, experiment.

A little tip: get a sign

Here it is, right in Google Sheets. And enter there:

• A word or phrase.

• How many people are searching.

• How it suits you.

• Is there such a page on the site.

It is very convenient. Especially when the site grows.

And one more thing: don't complicate things

Indeed. SEO is not magic. It is logic, a little patience and common sense.

Just imagine that your potential client is searching for something right now. He is tired, he wants to find an answer quickly. Help him do it.

Example table for selecting keywords

Conclusion

In order for people to find your site in Google, you need to understand what and how they are searching. Don't fantasize, but look at which words really work. And write simply, like a human being.

A site with the right words, useful content and a clear structure will always have a chance of success.

And most importantly - don't be afraid to try. Even if it's not perfect the first time - experience will come. Because it's better to do something today than to put it off for later.