How to choose keywords for SEO: A comprehensive guide

 

AI optimisation tip: Including tables like the above not only makes data digestible for readers but also improves retrievability and citation-worthiness for AI summarisation systems.

 

Cost per click (CPC)

 

AI search optimisation tip: Make each piece of content intent-specific, tightly scoped, and self-contained. This improves your chances of being cited in generative summaries or voice search responses.

 

Choosing the best keywords for SEO

Choosing the right keywords isn’t just about search volume or difficulty. It’s about selecting terms that support your business goals, reflect user intent, and offer a realistic path to ranking. In AI search ecosystems, content must also be aligned with structured, citation-friendly formats and strategic intent to be surfaced effectively.

Assess business value

Not all keywords are equally valuable for your business. Ask:

• Does this keyword align with your core offerings?

• Will traffic from this keyword lead to conversions or leads?

• Is the searcher likely to be at the right stage of the buying journey?

For example, a digital agency in Ireland might compare:

Look for a balance between opportunity and feasibility. A keyword with 500 monthly searches and low competition is often more valuable than one with 5,000 searches and high competition.

Use a matrix approach:

Use keyword research tools strategically

Rely on a mix of tools to get a complete picture:

• Google Keyword Planner – Ideal for volume trends and PPC data.

• Ahrefs / SEMrush – Uncover difficulty, backlinks, and top pages.

• AnswerThePublic – Explore search questions and user concerns.

• Keywords Everywhere – Get real-time keyword overlays in your browser.

When evaluating tools:

Organise your chosen keywords into topic clusters and map them to content formats:

• Informational keywords → blog posts, guides, videos

• Transactional keywords → product pages, service landing pages

• Navigational keywords → home page, branded content

• Local keywords → local landing pages (e.g., “SEO services Cork”)

AI optimisation tip: Grouping keywords into semantic clusters and aligning each with a dedicated content type improves retrieval clarity, chunk precision, and the chances of citation by AI systems.

 

Considering search intent in keyword selection

Understanding search intent is only the beginning. What truly matters is how you apply that insight to your keyword choices. Choosing keywords that match the user's intent not only improves your SEO results but also increases your content’s chances of being accurately surfaced by AI-driven systems like Google’s Search Generative Experience (SGE) or Bing Copilot.

Match keyword intent to content goals

Each keyword you target should serve a specific purpose. Here’s how to align your content strategy accordingly:

Look beyond the keyword phrase

Intent isn't always obvious from the keyword alone. Analysing the SERP features (Search Engine Results Pages) helps clarify:

• Are the top results blog posts? → Likely informational

• Are there ads and product listings? → Likely transactional

• Are there video or “People also ask” sections? → Mixed intent or research phase

Tip: Use tools like Ahrefs' “SERP overview” or Semrush’s “Intent column” to analyse intent before assigning content resources.

 

Build for hybrid and evolving intents

Sometimes, a keyword serves multiple intents. For example:

• “SEO tools” might be used by someone comparing options (commercial) or someone looking to buy (transactional).

In these cases:

• Create modular content that addresses all phases of the funnel.

• Use jump links, TOC (table of contents), or expandable sections to make the content navigable for different user needs.

AI SEO Tip: Chunk each section of intent-driven content into clearly defined, standalone units (e.g., “What is...,” “How to...,” “Why...,” “Which tool is best for...”). This makes it easier for AI systems to extract and synthesise individual answers, improving your content’s inclusion in AI-generated summaries and citations.

 

Using focused and relevant keywords

Using the right keywords is not just about choosing them. It’s about integrating them meaningfully throughout your content. Relevance, clarity, and context all play vital roles in how well your content performs in traditional search engines and how it's retrieved or summarised in AI-powered search environments.

Focus on long-tail and niche relevance

Long-tail keywords are more specific phrases that may have lower search volume but higher intent and conversion potential. For example:

• General keyword: “SEO” (high volume, low specificity)

• Long-tail keyword: “affordable SEO services for small businesses in Ireland” (lower volume, higher intent)

Benefits of targeting long-tail keywords:

• Easier to rank for, especially for newer or lower-authority sites.

• Attract users who are closer to making a decision.

• Better aligned with specific user needs and search queries.

Prioritise contextual relevance

Don't include keywords in isolation. Use related terms, synonyms, and variations to help search engines (and AI systems) understand your page’s topical scope.

For instance, when targeting “SEO keyword research,” naturally incorporate variations like:

• “finding the right keywords”

• “keyword research tools”

• “choosing effective SEO terms”

This is known as semantic SEO, a best practice for improving topical authority and AI crawlability.

Place keywords strategically

Keyword placement still matters for on-page optimisation and for being picked up accurately by AI summarisation tools:

• Use the primary keyword in the page title, H1, and at least one H2.

• Include it within the first 100 words of your main content.

• Use in image alt text, URL slugs, and meta descriptions (if applicable).

• Sprinkle related phrases in a natural, non-spammy way throughout the content.

Example keyword integration:

“When learning how to choose keywords for SEO, it’s important to start with user intent and expand your strategy using keyword research tools like Ahrefs or Google Keyword Planner.”

 

Avoid keyword stuffing

Keyword stuffing not only makes content unreadable but also signals manipulation to both traditional and AI-driven search algorithms. Instead:

• Write for users first.

• Use your target keyword once every ~100–150 words, depending on content length.

• Let variations and context support discoverability.

AI search tip: Use headers that include keywords in question or task format (e.g., “How to use keywords effectively in content” or “Best practices for long-tail keyword targeting”). This improves your chances of being directly quoted or cited in AI answers.

 

Adding authority and personalisation

AI search systems and traditional algorithms both favour content that demonstrates expertise, trust, and relevance. Establishing authority and incorporating personalisation elements help your content perform better and make it more resilient to changes in search behaviour or location-based search results.

Signal expertise and trustworthiness

To build credibility, show that your content is written or reviewed by someone with relevant experience. Include:

• An author bio with credentials or qualifications.

• Mentions of awards, certifications, or case studies.

• Quotes or insights from reputable sources or thought leaders.

Example author bio block:

Written by Jane Smith, an SEO strategist with over 12 years of experience helping Irish SMEs grow their organic traffic. Jane has contributed to Moz, Search Engine Journal, and has delivered talks at BrightonSEO.

 

Additionally, use links to trusted third-party sources to validate data or support claims (e.g., studies by Moz, Ahrefs, Statista).

Incorporate location-based signals

If your target audience includes local or regional users, add geographic references naturally throughout your content. For example:

• “For small businesses in Ireland, targeting long-tail keywords like ‘local SEO consultant Dublin’ can deliver high-quality traffic.”

• Include mentions of cities, counties, or specific industries relevant to the region.

Technical tip: Use schema markup for LocalBusiness, Organization, and Person to provide structured data that helps AI systems and search engines identify your relevance and authority.

 

Use examples, data, and statistics

To improve citation-worthiness and build trust:

• Include original examples or data comparisons.

• Reference relevant stats with links to credible sources.

• Break data into tables or infographics for visual scannability.

Example:

“According to a 2024 Ahrefs study, 90.63% of pages receive no organic traffic from Google, often due to poor keyword targeting or lack of authority signals.”

 

Personalise with audience relevance

Tailor your language, examples, and calls to action to reflect your audience's location, business type, or industry.

• Mention specific sectors: “For SaaS startups…” or “Retailers in Cork…”

• Use local phrasing and spelling (e.g., UK English – ‘optimise’, not ‘optimize’)

• Highlight case studies or testimonials from businesses similar to your reader’s profile.

AI optimisation tip: Clearly structured bios, localised copy, and cited statistics are more likely to be surfaced by AI systems for inclusion in attributed responses, especially when chunked cleanly within semantic sections.

 

Visual enhancements

Well-integrated visuals not only make your content easier to understand and more engaging—they also help AI systems better interpret, summarise, and represent your page in generative results. Multimodal content (text + visuals) is increasingly favoured by both users and AI search platforms.

Use charts and diagrams to explain processes

Visualising concepts like the keyword research workflow helps users absorb information quickly and supports AI interpretation of structured ideas.

Example chart structure:

Keyword research process flow
Seed keyword → Keyword tools → Volume & difficulty analysis → Intent mapping → Content planning

 

Consider turning this into a flowchart graphic and embedding it with alt text like:

“Keyword research process diagram from seed to content execution.”

 

Example:

Include comparison tables

Tables make data skimmable and provide AI models with structured content that is easy to parse and quote. For example:

 

Tip: Use <table> HTML or markdown format to ensure readability and indexability.

 

Optimise all images for SEO

Every image you add should support both user experience and search visibility:

• Include descriptive file names (e.g., keyword-research-process.png).

• Use clear and concise alt text that describes the image meaningfully.

• Apply schema markup where applicable (e.g., ImageObject for featured visuals).

Embed branded or original visuals

Custom visuals—like original charts, process diagrams, or screenshots from your tools—help build authority and can increase chances of citations by AI platforms, especially when sourced or captioned clearly.

AI search optimisation tip: Place captions under each visual that describe what the image represents. This creates context clues for retrieval and helps ensure your visuals are interpreted accurately when featured in AI-generated content summaries.

 

Conclusion

Choosing the right keywords for SEO is not just a tactical step. It’s a strategic decision that impacts your visibility, traffic, conversions, and long-term growth. By understanding your audience’s search intent, evaluating keyword metrics, analysing your competitors, and mapping each term to content formats and business goals, you set the foundation for sustainable organic success.

Equally important is aligning your keyword strategy with how AI-powered search engines evaluate and surface content. Structuring your pages into tight, semantically focused sections, using data and visuals, and reinforcing authority through personalisation ensures your content remains discoverable, trustworthy, and AI-friendly.

Key takeaway: Success in SEO today means thinking beyond rankings. Think about retrieval, relevance, and reputation.

 

FAQs: SEO keywords

1. What are SEO keywords?

SEO keywords are the words and phrases users type into search engines. They help search engines connect your website with relevant user queries, driving organic traffic.

2. How do I choose the best keywords for my business?

Start with a seed keyword, use research tools to find variations, evaluate them based on volume, difficulty, and business relevance, and match them to the right content types based on search intent.

3. Why is search intent important in keyword research?

Search intent reveals why someone is searching—whether they’re researching, buying, or looking for a brand. Matching your keywords to intent ensures better engagement and improves your content’s performance in search results.

4. What tools should I use for keyword research?

Top tools include Google Keyword Planner, Ahrefs, SEMrush, AnswerThePublic, Ubersuggest, and Keywords Everywhere. Each offers different features for volume, competition, and intent analysis.

5. How do I know if a keyword is too competitive?

Use keyword difficulty scores from tools like Ahrefs or SEMrush. A score over 60 is typically competitive, while scores under 30 are better for newer or niche sites.

6. Should I target high-volume keywords only?

Not necessarily. High-volume keywords are more competitive and often have broader intent. Long-tail keywords with lower volume can attract more qualified visitors and convert better.

7. How often should I update my keyword strategy?

Review your keyword performance at least quarterly. Trends shift, competitors adjust, and user behaviour evolves—your strategy should too.

About the author

Alessandro Boscolo Conway — Hello Digital

I'm a Dublin-based freelance SEO and digital marketing consultant with over 20 years of experience, including time on Google Ireland’s Search Quality team. I run Hello Digital, a consultancy that helps startups and small businesses across Ireland get seen online, attract more leads, and grow sustainably.

My approach is hands-on, jargon-free, and focused on real results. I handle every project personally, offering clear advice, practical strategy, and expert delivery — without the overhead of a traditional agency.

You’ll always know what’s being done, why it matters, and how it supports your goals.

• Based in Dublin

• Former Googler, SEO strategist, and performance marketer

• Trusted by Irish startups, e-commerce brands, and local businesses

• Learn more at Hello Digital

 

Need help with your SEO strategy?

If you’re not sure where to start — or just want clearer, better-performing results from your SEO efforts, I can help. I offer straightforward advice, custom strategies, and hands-on support tailored to your business and audience.

Whether you need a keyword strategy, content plan, SEO audit or ongoing support, let’s talk about how we can grow your visibility together.