• Impact Web Design

5/6 Choosing The Best Keywords

Updated: Aug 26, 2021

The aim isn't to capitalise on all of the keywords you've just discovered.

You must perform a final sorting to choose the keywords with the greatest potential for natural referencing for your website or blog. I'm going to describe it to you below:

  1. Examine The Monthly Keyword Research Volume

  2. Use Google Trends To Confirm The Trend Of Your Keywords

  3. Analyze Your Competition On Google's First Page

  4. Keyword Difficulty

  5. The Click Rate (CTR)

  6. Forget SEO Keywords On Which You Are Not Legitimate

  7. No Blah-Blah

Let's get started!

1) Examine The Monthly Keyword Research Volume

Before selecting a keyword, this is generally the first measure to consider. The popularity of the query (the number of people that search for it each month) determines search volume.

The higher the search volume for a specific term, the more difficult the competition because there will be a lot more demand.

The concept of a "ideal volume threshold" does not exist. On the other hand, it is heavily dependent on the industry in which you work.

For example, we attain 10K in monthly research volume for "abs exercise." On the contrary, we end up with 140 searches each month in a more particular area that is thus less sought for in general as a "Marketing audit." In any case, there is a noticeable change! But does this imply that the term "Marketing audit" isn't effective? Not at all... The aim for you will be to determine what a "high" and "low" search volume is in your sphere of activity by comparing the varied volumes of searches that you receive on relevant SEO keywords.

Then, pick your keywords based on what is considered "typical" in your business. It is critical to maintain a healthy monthly search volume.

Personally, I always look at this as the first sign. He'll be the one to tell me whether or not it's worthwhile to work on this keyword. For example, if I notice that just 10 people search for this term every month, I know it's probably not worth ranking for.

2) Use Google Trends To Confirm The Trend Of Your Keywords

You've just discovered an interesting term with a reasonable search volume. It's fantastic! But we must nevertheless ensure that the demand trend does not deteriorate over time...


The Google Trend tool is very useful for SEO in order to know if the popularity of a keyword is increasing or on the contrary, if it is slowly dying (even if currently popular). This is an important factor to take into account when selecting your keywords. It also gives you the ability to see the popularity of a keyword by region, which can be very useful for a local SEO strategy.

3) Analyze Your Competition On Google's First Page

Whenever I come across a term that I think may be interesting to rank for, I ALWAYS look at the first three results that come up.

First, if I notice that they are behemoths like Wikipedia or Hubspot, I may want to remove that keyword from my list. On the contrary, if I observe that these are less popular blogs, for example, it is an indication that the first spots are more accessible!

This is the same technique I used to cover the keyword "Marketing audit," which is currently ranked first in Google. For this query, I first ensured that the term was appropriate and had low competition.

  • Monthly search volume: 140 (OK)

  • SEO difficulty: 50 (OK)

  • Cost per click: Close to $0 (OK)

  • Keyword related to the activity of Impact Web Design (OK)

Yes! I convince myself that all of the ingredients are in place to rank #1 on Google for the term "Marketing audit."

To be honest, I don't think so... I haven't yet examined the first results for this query. Because I can tell that they are less powerful sites, I anticipate to rank in the top three for this term.


What are the indications that allow you to assess the SEO strength of the initial results:

  • The authority of the domain

  • The authority of the page concerned

  • The age of the domain

  • The number of backlinks

  • The number of backlinks obtained on the page concerned

  • Bounce rate on the page concerned

  • The spontaneous notoriety of the site

  • Date of creation of the content

  • The number of comments

  • The number of shares on social networks

There is a great tool to quickly control the power of the first results, directly from Google, without having to go to a tool. This is the MozBar plugin, developed by Moz SEO and compatible with Google Chrome.

At a glance, you can assess the strength of a result using the two most essential criteria:

1. Domain ownership (DA) refers to the overall strength of the site (domain age, overall site health, number of backlinks, etc.).

2.Page authority 2 (PA) (number of backlinks, comments, shares, etc.).

Analyzing competing sites on the queries you want to target is essential work, and not just to know their statistics. It is also very relevant to analyze the content of the first results:

  • Format

  • Structure

  • Plan

  • Introduction

  • H2

  • Copywriting quality

  • Target length of content

  • Number of SEO keywords

  • Identify synonymous and secondary keywords

  • Examples used

  • Statistics used

4) Keyword Difficulty

Most keyword research tools have features for estimating the difficulty level of a keyword, including:

  • Ubersuggest

  • AhRefs

  • SEMRush

  • KW Finder

  • Moz

This allows you to evaluate the difficulty of ranking in the top 10 organic search results for a specific term and location (Australia for example).

The complexity of a query is determined by a variety of criteria, including the domain authority of the top results and the number of backlinks they have received. The outcome is then recorded using an algorithmic scale ranging from 0 to 100.

The closer your result is near 100, the more difficult it will be to rank for this term.

For instance, we recently targeted a term in the area of short requests (2 words): "Professional retraining." This difficulty index will be useful because this is a more competitive enquiry than "monetize WordPress site."

On Ahrefs, the difficulty index for the term "Professional retraining" is 1.

The Ahrefs tool indicates that the keyword "Professional retraining" has a difficulty of 11 (average).

As a first step, we were able to validate our pick of this term, which has a very honest difficulty for a short phrase with a monthly search of 37K! But above all, the data extracted by the tool provides us with a crucial element: an estimate of the number of backlinks to obtain in order to be in the Top 10 on this request.

The more the keyword is competed, the more the number of backlinks to be obtained will be high. In this case, after factoring in the authority of your website in its calculation, you can estimate how many inbound links you will need to rank in the top Google results for this query.

However, the indications of these tools are not an exact science. Sometimes it takes a lot less backlinks if your content is complete. If the query has some relevance to your business, then you can afford to seize the opportunity.

I'm sure I'm repeating myself, but if your site is fresh new, focus on lengthier searches initially to gain traction.

Then, later, when your SEO will be better over time, you can go for more competitive SEO keywords 🙂

The best of the best is when you find a keyword with a good search volume and a honest competition. It’s a great opportunity!

5) The Click Rate (CTR)

The click rate of Internet users on organic results is constantly dropping as the visibility of advertising and optimised results (Features Snippet) on Google increases.

In reality, Google is progressively attempting to reduce the amount of clicks users make by giving a clear, precise, and rapid response to their query without requiring them to click on a result.

Once again, loudness does not speak by itself! You might have a lot of organic searches for a term but only a few clicks. With this screenshot, you can see for yourself. We notice ads and a duplicate Feature Snippet of a large domain name on this results page (Wikipedia).



At first glance, we already know that the click on our result will be limited on this query.

Result: The search volume only tells part of the story.

To get an accurate estimate of the number of clicks on a query, you must additionally estimate the organic click-through rate. Some of the tools mentioned earlier in this article may be used to estimate the organic click-through rate for a specific keyword:

  • Ubersuggest

  • Ahrefs

  • Moz

For example, if we take our query “professional retraining”: Ahrefs tells us that there are more clicks on organic results than paid ads for that keyword. 80% of clicks are on organic links versus 20% of clicks on advertising links. “Professional conversion” is therefore a request with good potential because in addition to having a correct difficulty not requiring about fifty backlinks and a good volume of search, the results on this keyword are not invaded by advertisements and / or snippet features!

The selection of this keyword was therefore a good choice for us! 🙂

6) Forget SEO Keywords On Which You Are Not Legitimate

It is possible that we may come upon a really good keyword at some point (good search volume, good CTR, competitiveness OK, ...). We tell ourselves that this term is ideal. But, come to think of it, not quite...

Even if all of the indicators are green, you must ask the following questions: Is my knowledge in this subject reliable? Am I legitimate to write on this particular topic? Is my target audience ready to hear about this topic? Only cover topics on which you can provide value to your audience.



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