What are keywords and how do I choose them?

Short answer: Keywords are simply the words and phrases people type into search engines. Choosing them means working out what your customers actually search for, then focusing each page on specific phrases you can realistically rank for rather than broad, competitive ones.

Think like your customer

The best keyword research starts with a simple question: what would someone type if they wanted exactly what I offer? A customer rarely searches for industry jargon. They search for plain phrases like 'emergency electrician' or 'wedding photographer near me'.

Write down the words your actual customers use when they phone or email you. Those are gold, because they match real intent. If people ask for a 'boiler service', target that, not the technical term you might use internally. This is the same instinct behind good content.

Specific beats broad

A common mistake is chasing huge, single-word searches. 'Builder' is nearly impossible to rank for and half the people searching it are not even near you. 'Loft conversion Leeds' has far fewer searches but almost every one is a potential customer, and you can actually compete for it.

These longer, more specific phrases are where small businesses win. They tend to convert better too, because someone searching a detailed phrase usually knows what they want. Adding your town or region is one of the simplest, most effective moves, and it ties directly into local SEO.

Where to find keyword ideas

You do not need expensive tools to start. Type the beginning of a search into Google and look at the autocomplete suggestions; those are real searches people make. Scroll to the bottom of a results page and read the related searches. Check the 'people also ask' boxes for the questions customers have.

Your competitors are a source too. Look at how the businesses ranking above you describe their services. And your own inbox and call notes reveal the exact language your market uses. Choosing well affects how long SEO takes to work, because realistic targets rank sooner.

Using keywords well

Once you have your phrases, use them naturally. Put your main keyword in the page title and heading, and let it appear where it genuinely fits in the content. That is enough. The old trick of repeating a phrase over and over reads terribly and can work against you now.

Give each page one clear focus. One service, one main search intent, a few related phrases. A page trying to rank for everything usually ranks for nothing. Every BuiltWeb build ships with SEO foundations so your titles, headings and structure are set up to make your chosen keywords count. Our web design service and packages include this groundwork.

Want a site built around the searches your customers actually make? Get a clear price in a couple of minutes.