How to pick the right Google keywords for your site


Isn’t it obvious what keywords you need to optimise your website for? After all, you presumably only need to imagine what kind of terms your target customers are likely to hammer into Google.

Alas, it’s not quite as simple as that. You might have already selected and optimised for various keywords, for example, only for your site to not even show up for those terms in the rankings.

Thankfully, it’s possible to get better at picking out keywords that you actually have a fighting chance of ranking for, as well as what your target audience will probably use.

So, let’s look at some of the best ways to do exactly that.

1. Generate ideas

While keyword research is certainly an important element of website SEO marketing, it doesn’t necessarily need to be too complicated at first.

Indeed, you can start by imagining what a target customer of yours may be inclined to type into that Google search box, before searching Google yourself for those terms.

Consider the following:

  • all of the problems someone could conceivably have
  • how those problems could be solved by your product or service
  • the many ways they may search for a solution

Different keywords may be searched at different stages of the buyer’s journey, encompassing their initial awareness of their problem, right through to their consideration of potential solutions, and finally their decision to seek out a particular product or service.

2. Predict keywords

Once you’ve got a few ideas for keywords, you can use Google to come up with even more.

For example, if you type in one of your terms and scroll down to the bottom of the search results page, you’ll see ‘searches related to’. Do this for several keywords, copying and pasting the suggested phrases for each one into a single document, and you’ll already be generating a lot of possibilities.

Don’t forget to also click on any competitor link that you see, and quickly click your browser ‘back’ button to return yourself to the results page. This will give you six other phrases that ‘People also search for’, under the link on the results page.

3. Use organic data to confirm your findings

If you’re already using Google AdWords, you may be interested in learning about its keyword research tool, Keyword Planner. Enter several phrases from the document you prepared earlier into the tool’s search bar, and a range of alternative terms will be suggested.

You can then sort these terms by Keyword Volume in Google, so that you know which ones are most frequently searched for each month.

Remember that when you’re using Keyword Planner to pick potential keywords, it’s really important to strike the right balance between traffic and competition – not too little of the former, or too much of the latter – to make the targeting of those phrases well worth your time.

Bear in mind, too, that we can take the thorny matter of keyword management and analysis for your site out of your hands when you take advantage of any of our search packages. Our team here at PENNInk Productions is committed to helping businesses to get this part of their website SEO marketing right, so that the best possible foundation is provided for impressive rankings.


What I appreciated most was the level of engagement with me as a person and the way that has ultimately been reflected in the construction and design of my website.

Tamar Posner

Having tried two other web companies, my business has been with PENNInk for many years because I trust them and they make the most of my online presence, supporting and enabling growth. Thank you, PENNInk. You go above and beyond.

Kiran Grover

PENNInk Productions are everything you could want when updating or having a brand new website. They are experts and take the mystery out of getting your message across to your customers. Thank you.

Christine Black

I would like to thank you for your recent work you have done to my website. My website looks refreshed and finally it is responsive. I was happy with the price you have quoted and you stayed in touch with me during the whole redesign process. I will not hesitate to recommend you to all my clients and friends and I will definitely use your services again.

Michał Ziełinski

Lisa and her team are fabulously creative, great technicians, and, most importantly, take the time to listen to their clients' needs and wants to build the very best and effective websites. I would recommend them without hesitation.

Samantha Pilling

Many thanks for all your efforts. It seems like a long haul from when we were first hacked into and it is amazing how important websites have become. You are certainly in the right business!

Jeff Creak

PENNInk Productions made me a state-of-the-art website to be proud of. My website is my 'shop front' and I am getting more clients as a result.

They  listened to my needs and met them within my budget, they provided a high-quality service and level of expertise. I would not hesitate to recommend them.

Thank you, PENNInk, for all your hard work and your continued professionalism and business support.

Kiran Grover

Just looked at the site and Lisa you've done a brilliant, brilliant job! I feel this is a really 'grown up site' and if that sounds daft just put it down to me being so thrilled at what Lisa has produced!

Marilyn Messik

The idea of someone reassessing the way you present yourself to the world is priceless.

Ruti Halvani

STUNNInk Success!

Sharon Schamroth

...input, constructive criticism and ability to be imaginative and creative in a professionally meaningful and informative way have helped me to produce many successful marketing campaigns.

G. Rutledge

...planned, produced, implemented and managed teams in the successful deployment of more than 60 websites.

M. Atcheson

...careful attention to detail and to be ever mindful of deadlines and schedules, all while displaying good customer relations skills.

M. Brandon


The PENNInk Post

Sign up for our FREE monthly roundup of interesting articles, news, and marketing tips.


PENNInk Productions Ltd.

PENNInk Productions Ltd.
020 8144 7931
27A Maxwell Road

Registered Company 04851085.
Registered in England and Wales.