How to choose the right keywords for your website
Targeting the most-searched keywords is almost never the right strategy. Here's how to choose keywords you can actually win.
The most common mistake when a business starts out with SEO is wanting to rank for the most obvious keywords — and often the most competitive ones. An accounting firm targeting just "accountant," for example, is competing against thousands of other firms across the entire French- or English-speaking market, including established players with far bigger budgets. Choosing keywords intelligently is as much about strategy as it is about research.
Start with intent, not the word itself
Before you even think of specific words, ask what the person typing that search actually wants to accomplish. Someone searching "accountant" is probably still in exploration mode. Someone searching "accountant for freelancers Laval" knows exactly what they want and is much closer to becoming a customer. Long, specific keywords — what's called the long tail — almost always convert better, even if they individually generate fewer searches.
The three main families of keywords
Informational
The person is looking to learn something ("how to file taxes as a freelancer"). It's not yet time to sell, but it's a great opportunity to build trust through useful content — exactly what this article is doing, by the way.
Transactional
The person is ready to act ("hire freelance accountant Laval"). These are the keywords that most directly bring in customers, and generally the most competitive ones too.
Navigational
The person is looking for a specific business they already know, often by name. These searches are usually easy to win since few competitors are targeting your exact brand name.
How to evaluate whether a keyword is worth it
- Search volume — how many people type this query each month
- Competitiveness — how many other sites, and how established, are targeting the same keyword
- Real relevance to what you offer — a popular keyword barely related to your service brings traffic that will never convert
- The intent behind the search — a high volume of informational searches doesn't automatically translate into customers
The practical rule for a young business
If your site is new or not yet well established, going straight after the most-searched, most competitive keywords is often a waste of time in the short run. Starting with more specific, less competitive keywords — even if it means less traffic at first — lets you gradually build the authority needed to eventually go after bigger terms.
The advantage of local specificity
For a business serving a physical or regional customer base, adding the city or neighbourhood to the keyword changes everything. "Kitchen renovation" is extremely competitive province-wide; "kitchen renovation Rosemont" is far less so, while still attracting exactly the customers capable of hiring you. It's often the most cost-effective strategy for an SME just starting out with SEO.
Where to find real keyword ideas
The Google search bar itself is a great starting point: autocomplete suggestions and the "People also ask" section reveal what people are actually searching for. The questions your own customers ask you in person or by email are also an often-overlooked goldmine — if three customers asked you the same question this month, others are probably typing it into Google right now.
Frequently asked questions
Not necessarily. A high-volume keyword is often very competitive and can attract traffic that doesn't match buying intent. A more specific keyword, even with less volume, often converts better.
A page should focus on one central theme and its natural variations, not a list of unrelated keywords. Forcing several different topics onto a single page dilutes its relevance for each of them in Google's eyes.
Yes, particularly for businesses with a local customer base. They're generally less competitive than generic keywords and attract visitors precisely located in your service area.