What are keywords and how to choose the most profitable ones for your business

What are keywords in SEO?

Keywords are terms or phrases that users enter into search engines to find information, products or services. In SEO strategy, they guide:

• Topics that you address in your content;
• Structure pages (H1, H2, URL, meta title, description);
• On-page optimization (natural density, synonyms, semantic entities);
• Information architecture and internal linking.

Common types of keywords:

• Short-tail (1-2 words): high volume, vague intent, high competition (e.g. „insurance”).
• Long-tail (3+ words): moderate/low volume, specific intent, good conversions (e.g. „cheap online RCA insurance”).
• Brand vs. non-brand (e.g. „nike pegasus” vs. „running shoes”).
• Transactional, information, navigational, commercial (comparisons, reviews).

Understand search intent

Google prioritizes relevance for user intent. Proper alignment between query and content format increase CTR, time on page and conversions.

Metrics indicating the „profitability” of a keyword

To choose most profitable keywords, aims for a combination of volume, difficulty and commercial value:

• Search volume: average monthly estimate of searches. Don't just track absolute volume; relevance beats volume.
• Difficulty (KD)How hard it is to get into the top 10, based on the authority and link profile of your competitors.
• CPC/ValueIf advertisers pay high CPC, the word often has high commercial potential.
• Potential CTR: if the SERP is full of Ads, Featured Snippets, Shopping, the organic CTR drops.
• Congruence with the offer: how well your product responds to the intent behind the query (business fit score).
• Trend: seasonality and growth/decline (via Google Trends).

Step-by-step process: how to choose profitable keywords

1) Define objectives and audience

• Objectives: leads, sales, demos, subscriptions.
• Audience: who they are, what hurts them, what terms they use, where they are in the funnel.

2) Initial research (keyword research)

• Brainstorming: products, problems, solutions, benefits, alternatives.
• Explore Google: autocomplete suggestions, People Also Ask, Related Searches.
• Instruments: Google Keyword Planner, Semrush, Ahrefs, Moz, AnswerThePublic, AlsoAsked, Google Trends.
• Internal analysis: Search Console reports, site search terms, sales/support conversations.

3) SERP analysis and intent

• The type of content that dominates (guides, comparators, shops).
• Visual elements (Snippet, Map Pack, Shopping) that affect CTR.
• Quality and authority of competitors (DA/DR, number of links).

4) Evaluation of metrics

• Volume, KD, CPC, trend.
• Organic CTR estimation based on SERP layout.
• Business fit: 1-5 (how well we can fulfill the intention).

5) Grouping by themes and intentions

Create topic clusters with a pillar page and supporting articles. Avoid cannibalization: one keyword = one intent = one main page.

6) Prioritization

Start with long-tail, commercial intent, moderate KD. Build authority, then target head terms.

Examples of keywords and selection criteria

Example for a B2C fitness equipment store:

On-page implementation: how to use keywords

• Meta title: include main keyword at the beginning, max ~60 characters.
• Meta description: summarizes benefit + CTA, ~150-160 characters; includes semantic variations.
• URL: short, descriptive, with keyword (e.g.: /bike-fitness-foldable/).
• H1, H2: integrates keywords and natural synonyms.
• Content: fully meets intent; adds tables, lists, optimized images (other text).
• Internal linking: links to relevant pages in the cluster (e.g.: guide → category → product).
• Scheme: Product, FAQ, HowTo (where relevant) for SERP visibility.
• Speed and UX: Core Web Vitals influence ranking and conversion.

Common mistakes when choosing keywords

• You only prioritize volume, ignore intent and business fit.
• You're aiming KD too high for the current site authority.
• Cannibalize: create multiple pages for the same keyword/intent.
• Ignore long-tail with high conversions.
• You don't validate the SERP (the format requested by Google doesn't match your page).
• You're not updating content and tracking data in Search Console.

Mini case study: B2B service agency

Background: a tax consulting firm wanted qualified leads with limited budget. The field was new, small authority.

Approach:

• Focus on commercial/transactional long-tail (e.g.: „IT freelancers tax optimization”, „EU e-commerce VAT consultancy EU price”).
• Landing pages + support guides answering specific questions (PAA and forums).
• Strong interlinking and FAQ section with schema.
• Follow-up: improving GSC term pages where impressions were high, low CTR (optimizing meta and H2).

Results (6 months):

• Increase relevant organic traffic: +180%.
• Conversion rate on long-tail pages: 3.4% (vs. 0.9% on generic short-tail).
• Organic CPA decrease (internally calculated) by ~40% due to better traffic qualification.

The key to success: strictly aligning with the intention and choosing profitable keywords with moderate KD and high CPC (proxy for value).

Recommended keyword research tools

Quick checklist: from idea to front page

• Identify 3-5 strategic business themes.
• Collect 50-200 relevant keywords (including long-tail).
• Evaluate Volume, KD, CPC, SERP features, Fit.
• Group by intent: informational, commercial, transactional.
• Defines site structure and topic clusters.
• Write content that fully meets the intention (include examples and tables).
• Optimize meta, URLs, H1-H3, images.
• Add internal links and clear CTAs.
• Measures: positions, CTR, time on page, conversions, ROI.
• Get monthly updates, extensions, new opportunities from GSC.

Frequently Asked Questions (FAQ) about keywords

1) How many keywords should I target on a page?

One main keyword + 3-6 secondary keywords/semantic variations. Avoid over-optimization; write naturally.

2) How long until I see SEO results?

Depends on competition, authority and quality of content. Typically 3-6 months for first solid signals.

3) Should I use singular or plural?

Analyze the SERP for each variant. Create content that covers the intent of both forms if natural.

4) What do I do if two pages compete on the same keyword?

Consolidate content into a stronger page or differentiate intent/format (guide vs. commercial page).

Benefits and practical tips

• Higher ROI when you choose the right commercial intent, not just popular keywords.
• Lower opportunity cost if you tackle long-tail with moderate KD first.
• Resistance to algorithm changes through content-complete and intent-first.

Tips:

• Search synonyms and entities relevant (e.g. „subscription”, „price”, „offer”, „compare”).
• Check People Also Ask and include short answers in H3/H4 to target Featured Snippets.
• Use FAQ scheme on commercial pages for better CTR.
• Refresh evergreen content annually with new data and updated examples.

How to measure success: SEO KPIs

• Positions for target keywords (top 3, top 10).
• CTR organic on main queries (optimizes meta if below SERP average).
• Qualified organic trafficking (segment by commercial vs. info pages).
• Conversions (leads, sales, subscriptions) and conversion rate.
• Value per organic visit and CPA organic estimated.