How do you choose keywords based on users’ search behavior?

To choose keywords based on users’ search behavior, first look at the queries people actually enter and the problems they want to solve. Then compare search volume, competition, and relevance to your website’s content. High search volume does not necessarily make a keyword a priority; what matters more is whether you can provide information or services that meet searchers’ expectations. Build a candidate list by cross-referencing pages and queries, then examine search results to check intent and content formats.

Start with actual queries, not just familiar terms

Different users may express the same need in different ways. In a 2020 article, yesharris demonstrated that a page targeting “SEO tutorials” might also appear for queries such as “learning SEO,” “self-learning SEO,” “self-study SEO,” and “how to learn SEO.” This example reminds us that predefined keywords do not necessarily cover the terms readers actually use.

When organizing the data, review the queries associated with each page and check its rankings and impressions for those keywords. Then identify wording that matches the content. Here, we draw on the older article’s method for interpreting data, without relying on its descriptions of the tool interface or feature limitations at the time.

• First, record the queries associated with existing pages and identify different ways of expressing the same need.
• Next, observe the questions your audience repeatedly asks across different platforms, keeping complete questions as candidate keywords.
• Common questions can provide clues about demand, but they cannot be treated directly as search volume data.

Interpret search intent, then examine ranking pages

Semrush groups the main types of intent into four categories: informational, for learning something; navigational, for finding a specific website or page; commercial, for researching options before purchasing; and transactional, for completing an action such as a purchase. The purpose of these categories is to help determine what content to prepare, not merely to label keywords.

For example, an article by Welly points out that if a user wants to buy a cake directly but the page only explains how to make one, there is a mismatch between the user’s needs and the content. In that case, check whether the content takes the right approach rather than simply increasing the number of times “cake” appears.

Next, examine pages already ranking for the term and analyze the questions they answer and the formats they use. In Semrush’s example, most of the top-ranking pages are long-form articles with practical steps. This can inform content planning, but it does not mean every keyword requires a long article.

Use search volume to assess opportunities and relevance to decide what to pursue

Once you have identified candidate keywords, compare their search volume and competition. Semrush suggests looking for traffic opportunities among lower-competition terms based on search volume, while still considering website relevance and search intent. Prioritization therefore does not mean simply choosing the terms with the highest search volumes. First confirm whether your website can meet the need, then decide which terms are worth prioritizing.

The list should not remain static, either. Welly notes that terminology and its meaning may change with current events and trends. Revisit queries and content to check whether they still align, and adjust keywords or the article’s direction when necessary.