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How to Choose Keywords for SEO: Get it done in 3 simple steps!

Welcome back! The first article of this series shed some light about the 3 types of keywords used in SEO. Now that you understand the types of keywords, here are 3 simple steps to help you choose keywords for SEO! To help you better understand, we have included real-life examples from some of our clients’ campaigns.

Step 1: Consider your business context and objectives

What are the main offerings of your business? What products or services does your business provide? Answering these questions will aid you in choosing your broad-match keyword. Depending on your business, this can be rather straightforward or complicated.


Clients Main offerings Products/Services Broad-match
SimplyBlooms Flower arrangement and delivery Hand bouquets, flowers in a box etc. “flower delivery singapore”
Cedele Bakery, Cafe Breads, cakes, pastries, salad etc. “bakery cafe”

For businesses with a wide range of products and services, choose a broad-match keyword that is consistent with your business objective. For example, based on their offerings, Cedele hopes to position themselves as both a bakery and café. Thus, “bakery cafe” was chosen as their broad-match keyword.

Step 2: Brainstorm long-tail keywords using your broad-match and products/services

Use your broad-match and products/services to help you brainstorm long-tail keywords. Ask yourself what your potential customers would search for if they wanted to find your products/services. Generate as many keywords as you can.

Let’s use Red Sun Movers as an example!

Products/Services Related long-tails Broad-match Associated long-tails
Residential, commercial moving services “commercial moving services”

moving services singapore”

“local moving services”


“movers sg”

“best movers in singapore”

“singapore home movers”

Step 3: Do your keyword research  

Check your keywords’ search volume and competition level using tools such as Google Keyword Planner. Unless you have the resources, avoid choosing keywords (usually broad-match) with high search volumes. Remember, high search volumes typically mean high competition level. With such competitive keywords, you risk depleting all your resources without even making it near page 1 or 2. Instead, go for keywords with lower but substantial search volume.  Your possibility of ranking on page 1 is higher since the competition for such keywords is generally lower. Don’t worry about losing out because long-tails searches are more specific and thus more likely to result in conversions.


Broad-match keywords Long-tail keywords
Search Volume High Medium
Competition Level High Medium
Resources Needed High Medium
Conversion Potential Low High

Using Red Sun Movers as an example, let’s take a look at the search volume and competition level (Figure 1) for “movers” and “best movers in singapore”.

Figure 1: Search volume and competition level data from Google Keyword Planner

Looking at the data for both keywords, “movers” has a higher search volume. However, as a broader term, its competition level is high as well.  Although “best movers in singapore” is nowhere comparable in terms of search volume, it has a lower competition level and reflects higher purchase intent. With the same amount of resources, it is more advisable to focus more on optimizing for “best movers in singapore”.

Rule of thumb to choose keywords for SEO:

Priority Factor
1st Relevance to business
2nd Conversion Potential
3rd Search Volume, Competition Level

Moving Forward

Keywords selection may be tedious in the beginning, but the benefits that it brings are definitely worthy of the time and effort. By choosing the right keywords, your website’s findability and visibility increases. That’s not to say keywords selection is a one-off process, it requires constant updates depending on changes in search behavior and trends.
That’s all for today! Do look forward to the final article of our series which will focus on tools that will assist you in choosing the right keywords. Still confused about how to choose keywords for SEO? Feel free to get in touch with us if you want more insights!


Zachary is a Business Development Executive in Appiloque. In the after-hours, he serves as a Division Agent, taking back the city of New York when all else fails.


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