What is a keyword?

Keyword (keyword) – A word or group of words used for searching information on an Internet search engine. It is a combination of words allowing you to briefly determine exactly what you are looking for.

The selection of appropriate keywords

The selection of appropriate keywords is the basis for any good SEO strategy. Before we start any activities on the website or establishing links, we should consider the phrases on which we would like to see our website/internet service being highly positioned in the search results. These may not always be the keywords that first spring to mind – mainly due to the difficulty of positioning or low conversion for our business. It should also be mentioned that keywords play an exceptional role not only in activities related to free Google results. The same task awaits us in case of AdWords ads, videos on YouTube, Allegro or Amazon auctions and many other cases where there is a built-in search engine. In the following sections, I will try to present the most important aspects of this type of work, the best ways to search for keywords and how to select and verify them, as well as the tools that will significantly facilitate this task. 

Long Tail keywords 

What is a long-tail keyword? Long tail

These are extended keywords that are composed of three, four or more component words. They are characterized by a high conversion rate due to the precision of the user’s query. 

Why are long-tail keywords so important?

Due to the length of a keyword and the amount of information it contains, it is safe to assume that by typing in such an inquiry, the user knows exactly what they are looking for and is much closer to buying or using the offer than a person who types very general inquiries.

Such phrases have a much lower number of monthly searches, yet still provide a large percentage of conversion for many stores and are a valuable source of income.

Each of the ways discussed in this article are suitable for searching both short and long keywords, which very often are product names in online stores.

Keyword parameters

The most important parameter of all keywords is the average number of monthly searches. It informs us about the popularity of a given word in a chosen location. We receive an average number of monthly queries with a given keyword in Google search engine. On this basis we are able to estimate the potential of a given keyword and the traffic we can generate owing to the visibility of this phrase on high positions.

Additionally, it is worth paying attention to CPC (cost per click), which is an approximate price per click on a given keyword in Google AdWords campaigns. Some keywords are characterized by a lower number of monthly searches, but they are very popular among advertisers. This may indicate a greater difficulty in positioning a given phrase.

Keyword search

We begin our work by creating the longest possible list of keywords. We need to use a number of methods and tools to collect as many keywords possible, providing us with a sufficient number of potential users.

The list will include both very popular keywords searched monthly by thousands of users and those searched about ten times per month (and even less for niche industries).

Your own idea

The first and most fundamental way will simply be a moment of reflection on the website, the company’s offer and customers’ habits. The name of the company, the type of business, the services offered and all the phrases that the potential customers may enter are keywords. It is best to start creating the list with them and then gradually developing it. 

It is also worth entering keywords from our list into the Google search engine and using dynamic hints or searches similar to ours. This is a simple yet effective way to expand the list of keywords.

Building a website

If your website already exists, it is likely that a lot of keywords are naturally found there. You can easily locate them in the main menu. In case of a service providing website, you will find them, for example, under the “Offer” subpage and in your business descriptions. If you run an online store, the ideal phrases will be product categories and their names, models, types and even EAN codes.

Current visibility

If your website has been visible for a long time, you can read the keywords, which currently display the website on Google. It is a list of keywords that are worth optimizing, which may result in a relatively fast growth. You will be assisted by tools such as Ahrefs.com, Senuto, Semstorm, Google Search Console, Ubersuggest or Keyword Hero. These will be briefly discussed in the following sections.

Competition visibility

Some of the tools you use to check your website’s visibility, can also be used to analyze your competitors’ keywords. Select a few of your competitors’ keywords and check the list of phrases which display their webpages. A large part of them will also suit your website positioning project.

User questions

Another approach to searching for keywords is to consider what questions users may have about the products and services are sold. It is worth trying to invent these questions on your own or use tools such as Keywordtool.io or AnswerThePublic and look for questions about the business starting with, for example, “How does it work…”, “How to choose…”, “When…”, “Where…”, “Why…”, “What does it mean…”, “What is…”, “What is it…”, “From what…”, etc.

Tools useful for keyword search

In earlier parts of the article, I mentioned several tools that are helpful when searching for keywords. Many of them are very sophisticated software and include other features, but here we will focus on those concerning phrases and the page’s visibility on the Internet.


A powerful, paid SEO tool that helps in analyzing the website’s visibility, as well as the link profile, site construction or AdWords ads.

We will be most interested in the “Organic search” tab and the functions included in it.

Organic keywords – a list of keywords for which a given website is indexed in the first hundred results in a given country. It provides information about the average number of searches, difficulty of the keyword, CPC, estimated traffic obtained from this phrase, position, URL and how the current SERP results look like. The tab has many possibilities to filter the results, sort and export to files.

The “Best subpages” tab, where the phrases are grouped according to the URL to which they are displayed, will also assist in searching for keywords.

All these functions can be used to analyze the current visibility of our site as well as selected domains belonging to our competitors.


A paid tool specially designed to analyze page visibility. Here we can find all the necessary information about the keywords due to which the selected site is visible. You can observe its current positions, increases and decreases, direct competition of the sites in Google, information about keyword cannibalization and many other features of phrases.


Another software which, apart from the webpage visibility analysis, offers keyword monitoring services and tools allowing to optimize the content of the website.

As in the case of ahrefs.com and Senuto, the basic function used is to display ranking keywords for a selected website with all its parameters.

Google Search Console

In the “Effectiveness” tab we can check the keywords, which actually attracted users to visit the website. This data is available only for verified websites and this tool cannot be used to check the phrases of competitors. However, you can find a lot of interesting information and keywords, which we are not able to come up with on our own, as well as check their real position and popularity.

Google Keyword Planner

A tool designed to search for keywords under AdWords campaigns. However, it also works well with phrases designed for SEO activities. In recent years the visibility of real keyword searchability has been limited for users who are not active when it comes to paid campaigns. However, this tool is worth knowing, because all the information in paid programs can be obtained from it.


A powerful keyword search tool that focuses not only on Google but also allows you to check phrases from YouTube, Bing, Amazon and many others. It allows you to take a broader look at the issue of searching for information on the Internet. It is also equipped with a function of keyword suggestions in the form of user queries.


A tool from the SEO industry-renowned Neil Patel, which is also used to analyze the website visibility and search for new sites. It is helpful in finding new content ideas, checking the most popular subpages, as well as providing a function to audit the website and link profile.


An extension that works together with Google Analytics, which allows users to learn more keywords that generate traffic to the website. In the standard version of Google Analytics this information is not always fully visible.


Software that allows drawing a graphical list of proposed questions, related to a given keyword, which can be searched by users.

Keyword selection

Most often when compiling a keyword list, it happens that for some reason there is an impression that a given phrase is not entirely suitable. This is probably correct. Remember that the tools have their own rules. They do not take into account behavioral factors and are based on figures and statistics. After creating a list of keywords, it is worth reviewing them to check if all the phrases really make sense.

Business approach

Before the final selection of the keywords, it should be checked if it is possible for the phrase to be converted. It is important to focus on the user we are interested in and consider what kind of queries can be typed into the search engine. However, if we focus on keywords in the form of a question, it will be harder to make sales via an Internet store. These will be perfect for a blog. It is also not worth focusing too often on the most general phrases, because instead of shopping, the user may be searching for general information.

Do the keywords match our offer?

The tools provide us with keywords suggestions, related to our industry, though not necessarily to the current offer of the store or service company. It is worth excluding such phrases, because it is difficult to position them well and their conversion will be minimal.

Potential CTR

A very similar problem is in the business approach. It is worth considering whether the domain name, when positioned highly, has a chance to encourage the user to go further and check the offer more thoroughly.

The difficulty of keywords

During SEO activities we have to consider from the beginning whether it is worth “fighting” for the most difficult phrases. Sometimes in the TOP10 (or a truncated version of the first page results) there are only big brands that have been investing in positioning for many years. To ensure increased visibility and first conversions, it is better to try to gain traffic for easier phrases, so that our actions start to “pay off”.

Competition in the TOP10

As in the case of keywords, it is needed to check who we are competing against in the TOP10. It should also be confirmed that the webpage’s profile corresponds with the results profile on the first page. If there are only long blog entries, it will be difficult for the product page to end up there and vice versa.

Keywords and location

If the services are aimed at a particular area it is worth checking each found keyword in the “phrase + city” version. In the case of online stores, this won’t work, however it will work very well for stationary or mobile activities, operating in specific locations.

Additionally, it is worth remembering that the Google Keyword Planner and some of the tools have the ability to generate statistics for a given keyword, for a particular area.  The number of times a given keyword has been searched monthly in a given country, region or city should also be checked.

Grouping and priorities

When a full list of keywords is created, which will then be shortened by phrases that may not be entirely successful, it is worth grouping and prioritizing the remaining words.

A SEO project does not end after a week, a month or even a year. It’s an ongoing process and it requires a lot of time and work. You simply can’t do everything right away.

Grouping keywords and assigning them to the best matching subpages. It can be subpages of specific services, branches in a given city or category and product subpages in case of an online store.

It is not possible to position all the keywords on the homepage.

Checking which keywords that match the blog entries and plan such publications on particular addresses.

Once the list is compiled, we should consider which keywords, services or product ranges are the most important for you. Think about how much content is being produced per month and taking into account the capabilities and planning the work. Then the SEO project has a chance to be successful.

Keyword cannibalization

What is keyword cannibalization?

Keyword cannibalization is a situation where one competes for a high position for a given keyword on more than one subpage of the website. It can often cause very negative shifts in positions and addresses in the search results. That is why the distribution of keywords should be approached carefully and everything planned very thoroughly.