Keywords are one of the most important (and most overlooked) elements of SEO. In simple terms, keywords are the words and phrases people type into Google to find what they’re looking for, ideally, your business.
If your website doesn’t include those keywords? You’re invisible.
Let’s say you’re craving a fresh cream cake in Killarney. You’d likely type something like “fresh cream cake Killarney” into Google. If your bakery’s website doesn’t include that phrase, Google won’t show it. And your competitors will get the customer instead.
Keywords are how search engines connect your business with the right people. Using the right ones can dramatically increase your visibility and your sales.
The Harsh Truth
Over 90% of websites get no organic traffic from Google.
Why? Because they aren’t using SEO, especially not keywords.
If you’re one of them, don’t worry. You’re not alone, and this blog will help.
So… How Do You Choose the Right Keywords?
Enter: Keyword Research.
Keyword research is the process of discovering the most relevant words and phrases your ideal customers are actually searching for.
But here’s the twist:
You don’t always want the highest search volume.
Why High Search Volume Isn’t Always the Goal
Yes, it’s tempting to target broad keywords with lots of searches like “cake” or “wedding photographer.” But those keywords are highly competitive and way too generic.
You’re not just trying to attract any visitors. You want the right visitors, people ready to buy or book from you.
This might seem counterproductive, but hear me out. Generic keywords are usually searched for more often = higher search volume, but are more competitive, i.e. you are trying to outrank a greater number of other websites. This greatly reduces your chances of showing up on Google search results.
Example:
If you run a cake shop in Killarney:
- “Cake” = too broad
- “Fresh cream cake” = better, but not location-specific
- “Best fresh cream cakes in Killarney” = ideal
That last one may have lower traffic, but it’s high intent and location-specific. The people who find it are much more likely to become customers.
The more you can “niche down” your keyword, the more qualified your website visitors will be.
Which would you prefer 100 visits to your website and 0 purchases, or 20 site visits with 10 purchases?
What Makes a Good Keyword?
- It matches what your audience is actually searching for
- It reflects your business location, service, or unique offering
- It has some search volume
- It has low to moderate SEO difficulty (under 30 is great for small businesses)
Keyword Research Tools You Can Use
There are lots of keyword research platforms available, some free, some premium. Here are a few of the most popular:
- Ubersuggest: Great for beginners, with a free version and affordable upgrade
- SEMrush: Powerful, industry-standard tool with detailed insights (more expensive)
- Ahrefs: Great for competitor research and backlink analysis
- Moz: Solid option for keyword tracking and site audits
If you’re new to SEO or want a step-by-step walkthrough, check out How to Do Keyword Research Using Ubersuggest.
What If Search Volume is Zero?
Let’s say you sell Yankee Candles in Tralee and Ubersuggest shows zero search volume. Don’t panic.
A search volume of “0” doesn’t mean no one is searching. It often means the volume is too low for the tool to measure accurately.
If it’s:
- Specific to what you offer
- Something your ideal customer would realistically search for
- Highly relevant to your products or location
…it can still be a valuable keyword.
These are known as long-tail keywords and while they may bring in less traffic, they often bring in better traffic. People who use these detailed searches are often further along in the buying journey and more likely to convert.
You don’t need thousands of website visitors.
You need the right ones.
Keyword research helps you get clear on what your customers are searching for and how to show up for those searches.
Instead of shouting into the void, you’re speaking directly to the people who are already looking for what you offer.
Glossary of Terms
- Search Volume: How often a keyword is searched per month
- SEO Difficulty (SD): How competitive a keyword is (0–100; lower is better)
- Long-Tail Keywords: Longer, more specific keyword phrases that attract highly targeted traffic
- Organic Traffic: Visitors who find your site naturally via search engines (not ads)
