How to Choose the Right SEO Keywords for Your Business

Keyword research is the foundation of any successful SEO strategy. Choose the wrong keywords, and even the best-written content will fail to bring in the right visitors. Choose the right ones, and you can attract a steady stream of customers who are genuinely interested in what you offer. Here’s how to approach it correctly.

Start With Customer Intent, Not Just Volume

A common mistake is chasing keywords purely because they have high search volume, without considering whether those searchers actually want to buy or take action. A keyword with lower volume but strong buying intent (like “book Bali fast boat tickets online”) is often far more valuable than a generic, high-volume term that attracts casual browsers with no intention to purchase.

Understand the Different Types of Search Intent

Keywords generally fall into a few categories:

• Informational: The searcher wants to learn something (e.g., “what is a fast boat in Bali”)
• Navigational: The searcher is looking for a specific website or brand
• Commercial: The searcher is comparing options before buying (e.g., “best fast boat operator Nusa Penida”)
• Transactional: The searcher is ready to take action (e.g., “book fast boat ticket Sanur to Nusa Penida”)

A balanced content strategy targets all four types, guiding potential customers from initial research all the way to making a purchase.

Use Long-Tail Keywords to Your Advantage

Long-tail keywords — longer, more specific phrases — typically have lower competition and higher conversion rates compared to short, generic keywords. Instead of competing for an extremely competitive term like “Bali tour,” a phrase like “private Nusa Penida day tour from Sanur” attracts a smaller but much more qualified audience.

Analyze What Your Competitors Are Ranking For

Looking at which keywords your competitors already rank well for can reveal valuable opportunities — both gaps you can fill and proven topics worth covering on your own website with a better, more comprehensive approach.

Map Keywords to Specific Pages

Every important page on your website should target a specific primary keyword (and a handful of related secondary keywords), rather than trying to rank for everything on a single page. This focused approach helps search engines clearly understand what each page is about.

Revisit and Refine Regularly

Search behavior changes over time, and so should your keyword strategy. Reviewing performance data regularly — which keywords are driving traffic, which ones aren’t performing, and what new search trends are emerging — keeps your SEO strategy aligned with how your customers are actually searching today.

Getting keyword strategy right from the start saves significant time and resources, and sets the foundation for all your future content efforts.

Not sure which keywords are right for your business? Our monthly SEO packages include dedicated keyword research and content planning. Download our SEO & GEO proposal to learn more.