If you want your website to show up in Google search, you need to know what people are actually searching for. That’s where keywords come in.

But not just any keywords — the right ones. In 2025, keyword choice is more about search intent and less about stuffing words into your page.

Let’s break it down.

What Are Keywords?

Keywords are the words and phrases people type (or speak) into search engines.

Examples:

• “how to fix a leaking tap”
• “best Thai food near me”
• “buy SEO backlinks UK”

If your website has content matching those searches, you have a chance to appear.

How to Choose the Right Keywords

1. Understand Your Audience

Think about what your ideal visitor might be searching for. Are they asking questions? Looking to buy? Compare? Solve a problem?

Example: A local beauty salon might target:

• “microblading near me”
• “is lip blush permanent?”
• “how long does semi-permanent eyeliner last?”

2. Use Free Tools to Find Real Searches

You don’t need to pay for expensive keyword tools. Try:

• Google Autocomplete – start typing your topic and see what Google suggests.
• AnswerThePublic – great for question-based keywords.
• Ubersuggest (Free Version) – gives keyword volume + ideas.

3. Focus on Long-Tail Keywords

These are longer, more specific phrases (e.g. “affordable SEO for small businesses UK”).
They usually have lower competition and higher intent.

4. Check Search Volume vs Competition

Aim for keywords that get searched regularly, but aren’t dominated by massive brands.

5. Don’t Ignore Local Keywords

If you serve a location (e.g. London), always add that to your keyword:

• “hair transplant clinic London”
• “WordPress expert in Camden”

Real Example:

Let’s say you sell vegan candles online.
Instead of just targeting “candles”, try:

• “handmade vegan candles UK”
• “eco-friendly candles gift set”
• “scented soy candles online store”

These are more targeted, and the person searching is more likely to buy.

Final Thought

Choosing the right keywords is like choosing the right location for your shop.
You want to be where your customers are already looking.
Start simple, think like a searcher, and keep refining over time.