How to Choose Keywords and Improve Rankings: From Audience Needs to Content Optimization

To improve search rankings, start by reviewing your current rankings, then choose keywords relevant to your products and audience needs. These terms should have search demand, and the effort needed to compete should be within your means. Next, answer searchers’ questions with useful, relevant content rather than stuffing in keywords. Look beyond search volume: content quality and ongoing optimization also matter. These practices do not guarantee a place on the first page of search results.

Know who you want to attract before choosing keywords

Choosing keywords means asking not only “Which term gets the most searches?” but also “Do people searching for this term need our products or services?” Tenten recommends considering the target audience, product features, search volume, and competition. Long-tail keywords are worth considering: they tend to have lower competition and higher conversion rates, though this is not true of every term. (S24)

• Check relevance first: Your website should be able to answer the question behind a keyword.
• Then assess search demand: Avoid choosing only terms you consider important but that few people search for.
• Compare competition: Do not commit all your resources to a single broad term simply because it is popular.

In a 2018 case discussed by awoo, two jewelry brands both wanted to rank for “rings,” but luxury wedding rings and affordable accessories served different audiences. The case recommended content about diamonds and choosing wedding rings for the luxury brand, and content about “styling rings” and fashion for the affordable accessories brand. These recommendations were based on the products and audiences; the case did not report actual ranking results. (S18)

Review existing rankings and assess the effort needed to compete

Before starting optimization, identify which keywords your site currently ranks for and which pages need improvement. Forum author aradhana bhandari recommends understanding the current situation before selecting more relevant terms. This is practical advice, not an official search engine rule. (S2)

Competitive analysis also involves more than comparing who uses more keywords. Tenten recommends examining competitors’ content quality, website structure, and user experience to identify opportunities for improvement. (S24) A 2023 article by Da Vinci also notes that more competitive keywords generally require more time and sustained work. When choosing keywords, consider whether you can maintain that effort rather than assuming you will see results quickly. (S20)

Answer questions instead of repeating keywords

Once you have chosen a topic, the content should answer the questions your audience is searching for and provide valuable, distinctive information. Semrush’s content advice emphasizes usefulness and relevance, rather than merely including the target term on a page. (S11) In the affordable jewelry example above, the content should focus on styling and fashion choices rather than repeating “rings” throughout the article. (S18)

At Procrustes, our content service turns the questions clients genuinely care about into articles, with ongoing planning, writing, and updates.

A 2021 Tenten article also recommends using keywords naturally and avoiding keyword stuffing. (S19) Continue tracking performance after publication. Da Vinci’s 2023 article recommends comparing clicks, impressions, and rankings in Search Console. If these metrics decline together, prioritize reviewing the content of the corresponding pages rather than simply increasing keyword frequency. (S20)