The word you use is rarely the word your customer types.
A keyword is the term that someone types into a search engine. It is not a single word but usually a whole question or phrase. Where things go wrong: companies optimise on jargon while customers use everyday words: your customer does not search for 'digital transformation' but for 'connecting systems'.
IN COMMON LANGUAGE
Your words versus those of your customer
Each sector has its own language. That language is efficient among colleagues and unusable outside your company, because no one types it.
Listen to how customers describe their problem in the first conversation. That formulation is exactly your keyword, even if you think it sounds unprofessional.
WHY IT MATTERS
How to choose the right one
Start with the questions you receive in sales conversations. These are literal keywords, in the customer's words.
Choose specific over general. A term with fewer searchers but clear purchase intent yields more than a broad term that you will not win on anyway.
- Use your customer's words — no jargon.
- Think in questions, not in single words — people type entire sentences.
- Specific over general — less volume, much more opportunity.
- One keyword per page — otherwise you're competing with yourself.
- Check the search results — that show what Google thinks people want.
FREQUENTLY ASKED QUESTIONS
More about a keyword
How many keywords per page?
One main term, plus the variants that naturally belong to it. Multiple main terms on one page produces a page that doesn't answer any of them correctly.
Do I have to repeat the keyword often?
No. That hasn't worked for fifteen years and is difficult to read. Once in the title, the H1 and of course in the text is enough: write for the reader.
How do I know if someone is looking for it?
After a few weeks, Search Console will show you which terms you get impressions for. That is real data about your own site and free.
CONTINUE READING
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Know what you are doing found will be?
We look at your Search Console and tell you which terms you already have a chance of winning.