If you’re new to SEO (Search Engine Optimization), chances are you’ve already heard people talking about “keywords.” Everyone says they’re important. But what does that even mean in practice?
Let me put it simply: choosing the right keywords is like putting up a big neon sign for your business online. If you pick the wrong ones, you’re basically pointing your sign in the wrong direction where nobody’s looking.
In this post, I’ll walk you through how to create a keyword list (think: your SEO starter pack) that can actually get you found on Google or Bing. We’re going to cover brainstorming, using free/paid tools, competitor research, and how to place these keywords on your site without overdoing it.
Grab a coffee, open a Google Doc or spreadsheet, and let’s get started.
Why Keywords Still Matter in 2025
Yes, Google is smarter than ever with AI, voice search, and machine learning. But keywords are still the foundation of how search engines understand what your site is about.
Think about it:
- Someone searching “best bakery in Lancaster” is clearly looking for a local bakery.
- Someone typing “buy running shoes online free shipping” has buying intent.
- If your website doesn’t use those exact phrases (or close variations), Google might not connect the dots.
Bottom line: keywords bridge the gap between what people are searching for and what your business offers.
Step 1: Brainstorm Like a Real Human (Not Just a Marketer)
Start with good old-fashioned brainstorming. Write down every possible search term your customers, friends, or employees might use to find your business.
Tips for better brainstorming:
- Think like your customer. What would you type into Google if you wanted your product/service?
- Add locations. If you’re local, combine your service with your city/region (e.g., “Columbus OH chiropractor”).
- Include variations. Instead of just “bakery,” think “birthday cakes in Lancaster” or “wedding cake shop near me.”
- Ask real people. Talk to customers, survey your followers, or even ask friends.
Pro tip: go to Google, type in your service/product, and see what auto-suggest drops down. Those are actual search terms people use.
Step 2: Don’t Forget Your Brand and Products
This sounds obvious, but you’d be surprised how many businesses forget this.
Your keyword list should always include:
- Your business name
- Your product/service names
- Any unique package names or trademarked terms
Why? Because someone who’s already heard of you will Google your name, and you need to make sure you show up first—not some competitor or review site.
Step 3: Use Industry Jargon (Strategically)
If your field has specific lingo (like “angiogram” for healthcare or “seismometer” for geology), include it. Niche keywords often have less competition and attract highly qualified visitors.
But—don’t get lost in the weeds. Balance jargon with everyday words your customers actually use.
Step 4: Spy on Your Analytics (and Competitors)
If you already have a website, check your analytics (Google Analytics + Google Search Console). These will show you what terms people are already using to find you.
No site yet? No problem. Do a little competitor research. Here’s how:
- Google one of your target terms.
- Check out the websites on the first page.
- Right-click → View Page Source.
- Use Ctrl+F to search for “keywords” in their code.
Or use tools like SEMrush, Ahrefs, or Ubersuggest to see which keywords your competitors rank for.
Step 5: Use Free & Paid Keyword Tools
There are tons of tools out there, but here are a few worth trying (even as a beginner):
- Google Keyword Planner (free with a Google Ads account)
- Google Trends (see trending topics)
- Ubersuggest (free + paid)
- SEMrush (competitor keyword research)
- Wordtracker (7-day trial)
- KGen Chrome Extension (shows keyword strength on visited pages)
These tools give you keyword ideas, search volume, and competition levels. Some (like SEMrush) even estimate how hard it will be to rank for a keyword.
Step 6: Avoid “One-Word Wonders”
Trying to rank for single words like “bakery” or “lawyer” is nearly impossible. Why? Too much competition, and the intent is too vague.
Instead, focus on long-tail keywords (3–5 words). Example:
❌ bakery
✅ custom wedding cakes in Lancaster
Long-tail terms may get fewer searches individually, but they’re more targeted and convert way better.
Step 7: Organize Your Keyword List
By now, you should have 30+ keywords (more if your site is big). Don’t just dump them in one pile. Organize them like this:
- Homepage: main services + brand terms (8–10 keywords)
- Category pages: general phrases (2–4 keywords each)
- Product/service pages: specific terms (1–3 per page)
- Blog posts: conversational or “how-to” style searches
Rule of thumb: aim for 3–5 keywords per page. More than that, and your content gets messy.
Step 8: Place Keywords Where They Matter
Okay, you’ve got your keyword list. Now what?
Here’s where to put them:
- Page titles & headings (H1, H2s)
- First paragraph of content
- Meta descriptions
- Image alt text
- Internal links
But here’s the golden rule: write for humans first, search engines second. If your content sounds robotic, Google will penalize you and readers will bounce.
Keyword density sweet spot = 2–6%.
Bonus Tip: Check Popularity with Tag Clouds
Want to see what words dominate your own content? Tools like TagCrowd can create a word cloud from any text. If your most frequent words don’t match your target keywords—you’ve got some editing to do.
Wrapping It Up
SEO can feel overwhelming, but building a strong keyword list is a simple, powerful first step. Start with brainstorming, back it up with tools, check competitors, and organize your keywords by page. Then sprinkle them naturally into your content.
The secret sauce? Don’t just chase search engines—write for your actual audience. When your keywords line up with what real people are typing, that’s when you win.
And remember, SEO is a marathon, not a sprint. Get your keywords right, and you’ve built the foundation for long-term visibility.
Sources
Screaming Frog Blog
Peter Kent, SEO for Dummies (2023 Edition)
Jason McDonald, SEO Workbook
David Bain, SEO in 2025
SEMrush.com Blog
Ahrefs Blog
Yoast SEO Blog
