Before we start anything – we use certain online tools to see what words people are keying in to find a certain item or subject. For an example, if a client has a website that sells shoes, we see what type of words searchers are keying in. A lot of search volume might be “women’s shoes” or “kid’s shoes”. We go with what the client is selling and then find the best possible keywords to optimize their website with.
There maybe times where the competition would be fierce, in that case, we use something called “long tailed keywords”. These are phrases with three or more words in them. Going back to the example, we could use “women’s black shoes”. The traffic within these niches wouldn’t be as much, but the client would get a more targeted traffic and a better chance of ranking higher in order to be seen.