There is no denying that search engine optimization is more than just keywords. However, one can’t overlook that choosing the right keywords is the foundation of a foolproof SEO strategy. Now, many marketers will state that finding the right keyword is all about finding words and phrases that are relevant and frequently searched. Although this is partly true, there is much more to it.
Choosing the right keywords is about understanding the psychology of your users, their search behaviors, and the different dynamics of search engines. Moreover, you are also fighting against some strong competitors that target the exact keywords and aim to appear in the top-most results of the SERPs. Using a keyword analyzer tool definitely makes the process easy. However, as a website owner, you must also know how to choose the right keywords for the search engines in 2025.
What Does Keyword Research Really Mean?
If you are tired of trying your best but not getting positive results, the help you need begins here. SEO is much more than “post and pray.” It is about strategic analysis and careful considerations. So, although keyword research may seem simple, it has many layers.
When you and your team sit down to find the most relevant keywords for your website with the highest potential for ranking on SERPs, you realize it’s not just about using certain words and phrases in your webpages. Keyword research includes sourcing relevant words and phrases that explain your content’s topic while ensuring that the content matches users’ search intent. Hence, keyword research is more than just ranking; it is about understanding your users’ psychology and search behavior.
Keyword search lays the foundation of a high-ranking website. Although technical SEO is equally critical, keyword research is the basis for other strategies. So, what are the factors to remember when selecting a keyword in 2025?
Different Types of Keywords
Before selecting keywords, you must first learn about the different types. Here are the six different types of keywords that you must consider for your website:
- Primary or Target Keywords:
These keywords are the soul of the webpage and clearly define its goal and what it offers. Every webpage has one primary keyword; in very isolated cases, it will have more than one.
- Supporting Keywords:
The support or secondary keywords are like cheerleaders for your primary keywords. They contextualize the primary keyword and complement its true intent. For instance, an ice cream parlour may also want to be relevant for ice cream shop queries.
- Related Keywords:
Words and phrases related to the primary and supporting keywords but not directly related to them are known as related keywords.
- Branded Keywords:
Branded keywords are your company’s name plus its standard abbreviations and nicknames. So, basically, any name your company is known by is your branded keywords.
- Non-Branded Keywords:
These keywords are not your company’s name but clearly describe what it offers or is related to. For instance, if “Adidas” is a branded keyword, “Adidas Sambas” is a non-branded keyword.
- Seed Keyword:
The seed keyword is the first word or phrase you use to start your keyword research. These words help you find keywords that fit your brand and webpage appropriately.
Factors to Consider When Selecting a Keyword
The keywords you use for your webpages drive traffic and lead to conversions. Therefore, you must be strategic when identifying the right words, terms, and phrases. Let us look at how you must select the perfect keyword/s for your web pages:
Keeping a Close Eye on Changing Algorithms:
The algorithms of the search engines change frequently. They constantly seek ways to improve their users’ experience, which means the way different pages display on the search engine results pages will also change. Keeping a close eye on these changes is crucial. Currently, search engine algorithms prioritize user intent. So, your web page’s content must match the user’s search engine request if you want to rank.
Here’s an example to understand user intent. Suppose your target audience uses the keyword “best ice cream shop near me.” Now, search engines automatically grasp that the user is most likely looking for an ice cream shop they can visit nearby. Hence, it will show results, local listings, maps, and ratings. As such, you must ensure that using this keyword in your content clearly meets the user’s intent.
Competitor Analysis:
SEO, particularly for small businesses, is the equalizer against competitors with substantial marketing budgets. Hence, the second crucial factor to consider is competitor analysis. So, why is competitor analysis so critical in keyword research? Let’s put it this way: in the online world, you and your direct competitors are fighting for the same ranking on search engines. So, whatever your top competitors do, you must do it better.
However, you must also remember that the more competition you face, the harder it will be to rank. Hence, to begin with, you can start by analyzing the keywords your competitors are targeting and understanding how you can rank better.
You will find several reliable keyword research tools for competitor analysis that will offer accurate results. These tools will help find the keywords your competitors are ranking for and understand the opportunities and gaps you must maximize. Remember that when selecting keywords, it is best to choose a word with low to medium difficulty and search volume above 1000. Finding this balance increases your chances of ranking higher.
Understanding Who Your Audience Is:
As mentioned, Google focuses on user intent in recent algorithm changes. Hence, if you have a clear idea of your target audience, selecting the keywords that will bring considerable results to your website is easier. To identify your target audience, you must determine their demographics, search behavior, and intent of the search.
Conclusion
Keyword research in 2025 is more than finding words and phrases that will help you rank. It is also about understanding user intent and finding terms and phrases to enhance their experience. So, before optimizing your website, you must thoroughly comprehend these rules. This information will enable you to enhance your website’s ranking, which will help improve your business’s revenue potential.
