If you’ve ever Googled “how to pick SEO keywords,” you’ve probably seen the same advice a hundred times: go for high search volume, low competition, long-tail phrases, blah blah blah.
Look, that stuff matters, but let’s be real—if SEO was just about plugging in the most obvious keywords, everyone would be ranking #1. The truth? Good keyword strategy is part science, part psychology. It’s not just about what people search for—it’s about why they search and how they actually behave online.
So, let’s ditch the generic advice and talk about how to find the right keywords in a way that actually works (and doesn’t make your content sound like a robot wrote it).
1. Think Like a Customer, Not Like an SEO Tool
Most keyword research starts with tools like Ahrefs or SEMrush. Great, but here’s the problem: these tools don’t think like your customers. They give you data, but they don’t tell you why someone is searching for something.
Instead of just looking at keyword lists, put yourself in your customer’s shoes:
- What exact words would they type if they had zero knowledge of your industry?
- If they were asking a friend for help, how would they phrase it?
- What problem are they actually trying to solve?
For example, if you’re marketing a roofing business, a standard keyword tool might suggest “roof repair near me.” Useful, sure. But a real customer might search: “What do I do if my roof is leaking?” That’s where you step in—with content that answers their exact concern before they even realize they need to hire you.
2. Look at Underrated Search Intents
There are four main reasons people search:
- Informational (They need an answer: “How to fix a leaky faucet”)
- Navigational (They’re looking for a specific site: “Best Buy customer service”)
- Transactional (They’re ready to buy: “Buy waterproof hiking boots”)
- Comparative (They’re deciding: “Best DSLR cameras under $1,000”)
Most SEO strategies focus on transactional keywords (because that’s where the money is). But the goldmine? Comparative keywords. These people are on the verge of making a decision, and if your content helps them pick you, you’ve won the battle.
Example: Instead of just targeting “best home security system”, create content like “Ring vs. ADT: Which Home Security System is Actually Worth It?” Boom—now you’re capturing people right before they make a purchase.
3. Use Your Customers’ Actual Words (Not Marketing Jargon)
Marketers love fancy phrases. Customers? Not so much.
Example: A company selling ergonomic office chairs might want to rank for “best ergonomic seating solutions.” Sounds impressive, right? Problem is, no one talks like that. People actually search for “chair that doesn’t hurt my back.”
Pro tip: Check customer reviews and forums. Amazon, Reddit, and Facebook groups are goldmines for real language. If people describe your product as “the only standing desk that doesn’t wobble,” use that exact phrase in your content. Google loves when your words match what people naturally search for.
4. Go After the “Hidden” Keywords (That Competitors Ignore)
Everyone fights for the obvious keywords. Want to win? Find the gaps.
Here’s how:
- Search your main keyword and scroll to the bottom of Google. Look at the “related searches” and “People Also Ask” boxes. Those are real things people search.
- Look for new trends. Google Trends lets you spot rising search terms before they become competitive.
- Find the “stupidly simple” keywords. Not everyone types “best protein powder for muscle gain.” Some just type “Does protein powder actually work?”—and that’s your in.
5. Don’t Just Rank—Make Them Click
Ranking #1 means nothing if no one clicks your link. The secret? Make your title irresistible.
Instead of: ❌ “Best Running Shoes for 2024”
Try: ✅ “Best Running Shoes for 2024 (Tested by Real Runners—Not Just Bloggers)”
Why? Because people are tired of generic, copy-paste SEO articles. If your title looks different (and more human), people will click it—even if you’re not the #1 result.
The Bottom Line
SEO isn’t about stuffing keywords into a page and hoping for the best. It’s about understanding how people think, what they actually search for, and how to make your content the best answer they find. Do that, and you’ll win the SEO game—no gimmicks required.
Picture Credit: Freepik