How to Choose Keywords for SEO and AI: A Step-by-Step Guide

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Keywords sit at the center of any SEO campaign. They can bring the kind of traffic you actually want on your site and help your pages rank higher. But if you don’t pick the right keywords for SEO or overlook the search intent, you might not see great results from your search engine optimization strategy.

So, how do you decide on keywords for SEO that will be effective for your business? Read on to find out.

Key Steps in Choosing SEO Keywords for Your Strategy

Let’s start with a simple visual. This infographic shows the full process of how to choose keywords for SEO (Search Engine Optimization), and we’ll break each step down right after:

Find Relevant Keyword Ideas People Actually Search For

Wondering how to choose keywords for SEO? The first thing you need to do is to find as many keyword ideas as possible. A few ways to do that are the following:

• Check what keywords your competitors are using
• Use your seed keyword to find similar ones
• Look at some of the search terms you already rank for

Tools like Ahrefs or Semrush can make keyword research much easier. You can also use a few AI tools to get the first batch of keyword ideas and start exploring the topic. But they are not always precise.

If you prefer free keyword research tools, then Google Keyword Planner, Google Search Console, and AnswerThePublic are great options to help you find keyword ideas. For instance, here are some examples of keywords for jewelry websites in AnswerThePublic:

Check Keyword Metrics to Compare Your Options

Your next step in the keyword research is to check how many people search for these terms and how competitive they are. That’s the easiest way to see if you actually have a shot at ranking for them. In other words, you need to look at metrics, such as:

• Search volume: This is the number of times users search for a keyword. You can either select a global search or a specific country.
• Keyword difficulty: This is a score from 1 to 100 and shows how difficult it is to rank for a certain search term.

When you put together an SEO strategy, try to pick keywords that sit somewhere in the middle: enough search volume to matter, but not overly competitive. It’s also smart to look at who already ranks for those queries and what their pages look like. We’ll get into that in a minute.

Utilize Keyword Research Tools for Faster Research

So how to choose keywords for SEO faster while actually using real search data? We’ve already mentioned some of the keyword research tools earlier but now let’s discuss them in more detail. The most popular paid options out there are Ahrefs and Semrush.

To find the right keywords for SEO with Ahrefs, simply enter one or several seed keywords into Keyword Explorer and choose your location. This provides many search terms to target.

In Semrush, go to Keyword Overview and type in your seed keyword. Then hit search.

If you don’t want to pay for tools like Ahrefs or Semrush, you can use Google Keyword Planner. It’s built for ads, but it still gives a rough idea of monthly search volume and competition for target keywords.

Identify Low-Competition Keywords

Once you have your terms list, the next thing to do in your keyword research is check the competition. Just plug the keyword into your tool and look at the Keyword Difficulty score (KD). As we mentioned, it shows how hard it is to break into Google’s top 10 on a scale from 1 to 100.

You’ll mainly want to prioritize keywords with relatively low difficulty scores so that you can rank for them more easily. At the end of the day, if the keyword from your list is too difficult to rank for because of high competition, it is probably not worth your time and effort.

You can also filter your terms and set the difficulty score between 1 and 30. This gives you a good starting point for choosing keywords for SEO. After that, check the search volume to see if they bring enough searches.

The search volumes of the keywords will probably be lower once you set the filter. But you’ll be more likely to rank for them. Finally, take a quick look at how competitive your keyword cluster is to make sure you’re going after the right opportunities. This matters a lot for ecommerce product page SEO, because queries affect sales directly. We’ll talk more about keyword clusters later on.

Understand Search Intent

To choose the right keywords for SEO, you need to understand the search intent behind a query, primarily because you want to know why someone is looking up a certain term and what they want to get from the results. There are four known categories when it comes to the intent:

• Informational
• Navigational
• Commercial
• Transactional

Informational intent is when people are looking for information, like “how to start a blog.” On the other hand, navigational intent is when a user needs to find a certain page, for example, ‘”Facebook login.” Transactional and commercial keywords, such as “buy iPhone 16” or “best laptop deals,” show that the person is further along in their buyer’s journey.

When you build a keyword strategy, it’s important to look at the intent behind the terms you target. It helps you understand what people actually expect to find when they type a query. This matters even for blogging for SEO, because the topic and angle of a post should match the intent behind the keyword.

One of the best ways to identify the intent is to take a look at the search engine results pages (SERPs). Check what types of content appear there. If you see blog posts, then the intent is informational. Conversely, if it’s service or product pages, then the intent is commercial.

The intent also can give you insight into which part of the buyer journey your customers are on. For example, if they are looking for information, they are still in the awareness stage and this means they are not yet ready to buy. Similarly, you can check the intent in the keyword research tool. Here’s how it looks like in Semrush:

Most of the tools offer a filter option. So, to choose SEO keywords narrow down the keywords with the search intent types that matter most to you.

Tools can help you figure out intent pretty quickly without opening every single search result. Anyway, you still need to look at the Google search results for your main keywords. That’s what we’ll cover next.

Analyze the SERP for Opportunities

SERP analysis means reviewing the search results for a keyword to see which sites rank there and what type of content they publish. It also includes checking whether Google shows rich results such as featured snippets or People Also Ask blocks for that query.

SERP analysis helps understand what kind of content search engines already rank for a keyword. Sometimes the top Google search results are listicles, sometimes detailed guides, and sometimes product pages. This way, you can see which content format is worth creating for a specific keyword, because it already works for competitors.

You’ll also notice what else people search for around that topic. Blocks like “People Also Ask” show the questions people type into search engines’ search bar, and those can easily turn into extra points or sections in your content.

To analyze the SERP, just type your keyword into Google and start going through the results one by one. Look at the meta titles and descriptions they use, how the headings are structured, and how detailed the content is.

You can also use tools like Semrush or Ahrefs to check all of this much faster. Here’s how you can do it using Ahrefs:

• Go to Keyword Explorer
• Enter your target keyword and location
• Hit the “Search” button
• Go to the SERP overview

There you’ll see a list of sites that rank for your keyword. This method is great because you don’t need to check each site manually. You’ll also be able to see other metrics like:

• Domain Rating (DR)
• The number of backlinks
• The number of referring domains

These metrics show how easy or hard it will be to compete with other websites for your chosen keywords. Domain Rating (DR) is one of Ahrefs metrics, which tells you how strong a website’s backlink profile is, rated from 0 to 100.

Even though it’s very much possible to outrank sites with a higher DR, a smart move is to focus on pages in the top 10 that have a DR similar or lower than yours. This way, you’ll have higher chances of making it on the search engine results page (SERP).

Finally, the results in SERP will help you assess the potential click-through rate (CTR). CTR is the amount of times the link to your page was clicked on. CTR is also thought to play a role in rankings. When more people click your result, it signals to Google that your page matches the query well.

One of the easiest ways to boost organic CTR is to appear in a featured snippet. That’s the answer box at the top of the results, and it usually grabs a lot of attention and clicks.

Here are a few ways to increase your chances of getting featured:

• Use clear headings and bullet points to help Google pull answers directly from your page
• Provide direct answers to common queries in your content, ideally early on
• Incorporate relevant questions to increase the likelihood of being featured in snippets or the PAA section
• Add schema markup to help search engines better understand your content and get you featured.

Ahrefs Keyword Explorer tool has a metric called Clicks which shows the estimate of how many users will click on it. This can help you filter out terms with a very low CTR and find the right keywords for SEO.

Assess the Earning Potential of Keywords

High search volume and low competition are good, but the real question is: will that keyword drive revenue for you? Ahrefs’ Keyword Explorer offers two key metrics to help you figure that out: Cost per Click (CPC) and Cost per Search (CPS).

CPC is what advertisers are willing to pay for each click on their ads for a specific keyword. For example, if you see that “online legal services” has a CPC of $30, that means businesses are ready to spend $30 for every click they get on ads targeting that keyword.

Generally speaking, the higher the CPC, the better the keyword. That means people who are going to search for it will more likely buy a product or subscribe to a service.

Then there is CPS. It gives you a slightly broader look at the keyword’s overall value and calculates an average cost per search based on the total ad spending for that keyword. So, if you find “law firm marketing” to have a CPS of $3, that can help you figure that advertisers can earn around $3 for every single search someone does using that keyword.

It’s worth keeping an eye on both CPC and CPS. When a keyword scores high on both, it usually means strong competition and a higher chance of attracting users who are ready to convert.

Organize Keywords Effectively

When your keyword list starts getting big, it helps to group terms into simple categories. Think about what makes sense for your content. If you run a law firm, for example, you might create groups like “personal injury,” “family law,” and “business law.” Thus, it’s way easier to plan content and assign topics to writers or your content team.

Also, remember that not every keyword is equally useful. Some are highly relevant to your audience, some have too much competition, and others barely get searched. The sweet spot is keywords that match your services, have decent search volume, and aren’t insanely competitive. These are your best bets for driving traffic.

To make things even easier, check out handy tools like Keyword Cupid. This helps you map out your keywords and align them with your content strategy. The screenshot below shows how keyword mapping by intent can guide your content planning.

Also, check whether the keywords in your cluster trigger the same SERPs. If they do, it means they’re related, which is a good sign for your SEO content strategy. Thus, you can create content that really meets what users are looking for.

Select Primary and Secondary Keywords

A primary keyword, also called a “target keyword,” is the main term that best represents your page’s topic. It’s usually the most searched-for word or phrase, and you’ll use it to guide how you optimize the page. By placing it in key spots, you can help search engines and users understand what your content is about. Here’s where to include it:

• Meta tags (title and description): It tells search engines what your page is focused on. While this doesn’t directly affect rankings, it can boost clicks if searchers see it matches what they’re looking for.
• Main heading (H1): This lets both readers and search engines know the main subject of the page right away.
• First paragraph: Mentioning it early on gives users a clear idea of what they’re reading about.
• URL: Including the keyword makes your URL clearer and more SEO-friendly.

Every page should focus on only one primary keyword. This helps avoid keyword cannibalization (when several pages compete for the same search term).

You can also add secondary keywords, which are related phrases or synonyms that support the main keyword. For instance, if your primary search term is “family lawyer,” other keywords might include “divorce attorney” or “child custody lawyer.” These can be used throughout the text to add variety without overusing the main term.

But try not to overdo it. Once you have your primary keyword, optimize the page around it without forcing it everywhere. Sprinkle in a few secondary relevant keywords, but keep your writing natural and easy to read. Search engines are smart enough to understand your page’s focus without excessive repetition.

One thing to steer clear of is keyword stuffing, which is cramming too many keywords into your content. It doesn’t help rankings and can make your page harder to read (plus, Google may penalize you for it).

You can also use your keywords to optimize things like image alt text, internal links, and even structured data. All of these small details help improve your overall SEO performance.

Advanced Keyword Research Techniques

Now that we’re done with the basics, let’s go over some more advanced techniques you can use for your keyword strategy:

Use Latent Semantic Indexing (LSI) and Semantic Keywords

LSI keywords are variations that allow a search engine to contextualize your content better. Although latent semantic indexing isn’t a direct ranking factor in Google per se, it supports your primary keyword while also:

• Improving the overall relevance of your content
• Helping you avoid keyword stuffing
• Increasing your chances of ranking for related searches

You can add these keywords naturally throughout your subheadings, body content, or even image alt text. To find LSI keywords, tools like Google’s “People Also Ask,” Ahrefs, or LSIGraph are great resources.

Optimize for Voice Search and Question-Based Keywords

More people now search by voice using Siri, Alexa, or Google Assistant, so it’s worth adjusting your content for that. Here’s how you make your content more voice-search friendly:

• Target question-based, long tail keywords
• Use conversational language in your content

A tool like AnswerThePublic can show you popular questions people are asking about your topic. Besides, don’t forget to check the “People Also Ask” section in Google. It’s another great way to spot question-based keywords to use in your SEO strategy.

Conduct Competitor Keyword Analysis

Competitor analysis is probably the easiest way to find good keywords for SEO. Simply head over to Ahrefs’ Keywords Explorer and enter your competitor’s domain. This will give you a list of all the keywords they rank for.

Go over those keywords and focus on the ones with good search volume that they’re doing well on but you’re missing. These are your keyword opportunities.

Get Your Keyword Research

Want to get the most out of your keywords? SeoProfy is here to help with our professional keyword research services and more. Our team uses in-house and industry-leading SEO tools to find high-value keywords, so you can rank higher and attract more leads. We’ll help you to:

• Evaluate competition
• Analyze SERPs
• Identify search intent

Schedule a Free Consultation

Common Mistakes to Avoid in Keyword Research

We all want to target the right keywords, but sometimes we make choices that can set us back. For example, chasing the highest search volume or ignoring search intent. These mistakes often waste time and effort. Let’s go through a few of them so you can avoid them in your keyword strategy.

Ignoring Search Intent and Relevance

One of the mistakes businesses most frequently make regarding keyword strategy is not paying attention to the Google search intent behind the keywords. As we mentioned, understanding why users are searching for something and what they actually hope to find is very important for ranking well on Google or other search engines.

For example, take the keyword “best pizza recipes.” Users who search for this phrase are likely interested in cooking instructions rather than places to order pizza. In other words, your content has to correspond with the user’s intent. Otherwise, it won’t rank in the top positions.

If your content doesn’t match what people are actually looking for, you may get traffic that never turns into customers. That’s why it’s important to focus on relevance and user intent so the people who land on your page are the ones who might actually buy.

It’s also worth noting that consistent lead generation through content is already advanced SEO. It also requires a clear topic structure and content that supports buying decisions.

Overemphasizing High-Volume Keywords

If you’re solely targeting high-volume keywords, you could be overlooking better opportunities. High-volume terms often don’t align with what users really need. That means they probably won’t deliver the right customers to your doorstep. And, since everyone is after those popular terms, it can take a long time before you get noticed.

Instead, focus on mid- and long-tail keywords. The Google search volume may be lower, but they are highly targeted and far easier to rank for. Zeroing in on these will help you attract better-qualified traffic and reach the proper audience.

Neglecting Local SEO Keywords

Some businesses forget to use local keywords in their SEO strategy and this can be a big miss if you’re targeting a specific area. For example, if you run a coffee shop in Chicago but aren’t using phrases like “best coffee in Chicago” or “coffee shops near me,” people nearby who are searching for exactly what you offer won’t be able to find you.

So next time you plan your keyword list, try to add relevant local search terms as well. This will help you attract more local customers to your business. You’ll also get better visibility in local search results and improve your chances of showing up in Google’s local pack, and even voice search results.

Need a Smarter Way to Find Keywords for Your SEO?

We’ve discussed many useful strategies to help you pick the best keywords for your SEO. And now you know what queries to prioritize, what mistakes to avoid, and which tools to use to speed up this keyword research process. If all of this feels overwhelming and you need some professional support, SeoProfy can take this off your busy schedule.

We take a data-driven approach, which means we rely on real data and know how to choose keywords for SEO with much greater accuracy. We analyze your competitors, search intent, and keyword difficulty to sift through irrelevant terms and find the ones that will be of high value to your business.

If you’d like to learn more, schedule your complimentary consultation today, and let’s discuss how our experts can help you grow your business.

Author

Hanna Zhytnik

As a Content writer at SeoProfy, Hanna Zhytnik creates SEO content grounded in research, data, and ongoing hypothesis testing. With more than 5 years of experience across B2B, SaaS, and ecommerce, she brings both breadth of knowledge and a sharp focus on modern search. Her strength lies in turning complex experiments into clear explanations, bridging the gap between deep SEO practice and accessible content.