If you want a page to be found, you first need to know the words people type when they are looking for it. Learning how to choose search terms is the most useful skill in search optimisation, and it does not need expensive tools. This guide takes you from a blank page to a short list of terms, one for each page of your site.
The short version
- Use the words your customers use. Not the words you use in the office.
- Give each page one main search term. Two pages chasing the same phrase compete with each other.
- Check what people really want. Search for the term yourself and look at which kinds of pages appear.
- Write for people first. Use the term where it fits naturally: in the title, a heading, the first paragraph. Do not repeat it for its own sake.
What a search term is, and why intent matters
A search term, also called a keyword or a query, is the word or phrase someone types into a search engine. A good search term is not just popular. It matches what your page can actually deliver. Someone typing “how to repot a plant” wants instructions, not a product page. Someone typing “buy ceramic plant pots” wants a shop.
The reason behind a search. The main types are informational (someone wants to learn), navigational (someone wants a specific site), commercial (someone is comparing options) and transactional (someone is ready to act or buy).
This is why the most common mistake is picking a high-volume term for a page that cannot satisfy it. If searchers want guides and your page is a sales page, it is unlikely to hold its position, however many times you repeat the phrase. Matching intent is more important than matching words.
How to choose search terms for a page, step by step
Work through the steps in order. A spreadsheet with one row per candidate term is all you need.
1. Start with what you offer and what people ask
Write down what the page is about in one sentence. Then list the questions customers ask you by email, in conversation and in reviews. The words they use are the best raw material you will find, because they come from real people.
2. Collect candidate terms
Gather more phrases than you need. These free sources are enough for most sites.
- Your own customers. Emails, support tickets, chat transcripts and review wording.
- Google’s suggestions. Start typing your topic into Google and note the autocomplete suggestions, the “People also ask” box and the related searches at the bottom of the page.
- Search Console. If your site is already live, the Performance report shows what people searched for before they landed on you. It is the most honest data you have.
- Google Keyword Planner. It is part of Google Ads and can give you ideas and rough ranges, although it needs an account.
- Forums and question sites. They show the exact wording and the problems people have.
3. Check the intent behind each term
Search for the phrase yourself, in a private window. Look at the top results and ask what kind of pages they are: guides, product pages, lists, videos or local listings. If the top ten are all guides and yours is a product page, pick a different term or a different page type.
4. Be honest about competition
If the first page is full of large, well-known sites, a brand-new small site is unlikely to compete for that exact term soon. That does not mean you cannot use it as a goal. It means you should also target narrower phrases you can win now. Our section on long-tail terms below explains how.
5. Pick one main term and a few supporting phrases
Choose one primary term for the page, the phrase that best describes its purpose. Then add two to four close variations or related questions that you can cover naturally within the same page. They help you write a more complete answer and they often bring extra visitors.
6. Map terms to pages
Write each page’s main term in a table. If you find two pages with the same main term, either merge them or give one of them a different purpose. Pages that compete for the same phrase tend to confuse search engines and readers.
| Page | Main search term | Intent | Supporting phrases |
|---|---|---|---|
| Home | bakery in Leeds | Local / navigational | fresh bread Leeds, local bakery near me |
| Wedding cakes | wedding cakes Leeds | Commercial | wedding cake prices, wedding cake flavours |
| Sourdough guide | how to feed a sourdough starter | Informational | sourdough starter schedule, sourdough starter smell |
| Gluten-free page | gluten-free bakery Leeds | Commercial / local | gluten-free birthday cakes, gluten-free bread |
| Contact | bakery opening hours Leeds | Navigational | bakery address, order a cake |
A quick example of choosing between two terms
Say the bakery is torn between “wedding cakes” and “wedding cakes Leeds” for its service page. A search for the first shows national cake designers and magazine inspiration lists, so intent is mixed and competition is high. A search for the second shows local bakers, maps and price pages, which is exactly the kind of page the bakery can offer. The second term is smaller but far closer to a real enquiry, so it becomes the main term, and “wedding cakes” becomes a phrase the page can still mention naturally.
The bakery and the terms above are an example of how to lay things out. They are not real data. Your own terms should come from your own customers and your own search data.
Short terms and long-tail terms
Short phrases such as “cakes” attract many searchers with many different needs. Longer, more specific phrases such as “gluten-free birthday cake Leeds” attract fewer searchers with a clearer need. The second kind is usually easier to rank for and closer to a decision.
| Aspect | Short terms | Long-tail terms |
|---|---|---|
| Example | cakes | gluten-free birthday cake delivery in Leeds |
| Intent | Mixed and often unclear | Specific and easier to satisfy |
| Competition | High | Lower |
| Best for | Brand building and broad topic pages | Individual pages and blog posts |
For a new site, build most pages around long-tail terms. As the site earns trust, broader pages can start to compete.
Where to use the term on the page
Once you have chosen a term, use it where people and search engines expect to see it. Keep the writing natural: you are describing the page, not trying to hit a quota.
| Place | How to use it |
|---|---|
| Title tag | Put the term near the start and make the title read well. Google explains how it builds title links. |
| Main heading (H1) | Say what the page is about in plain words. It can match the title or be a close variation. |
| First paragraph | Mention the term early so a reader knows they are in the right place. |
| Subheadings | Use the term or a variation in one or two subheadings where it fits. |
| URL | Keep it short, readable and descriptive. |
| Meta description | Write a clear summary. Google may rewrite it, but a good one helps. See its guidance on snippets. |
| Image alt text | Describe the image honestly. Include the term only if it genuinely describes the picture. |
| Internal links | Link to the page from related pages using descriptive words. |
Repeating a phrase until the text sounds odd does not help, and Google’s spam policies list keyword stuffing among the practices to avoid. If a sentence reads awkwardly, rewrite it.
Common mistakes when you choose search terms
- Choosing by volume alone. A term with huge volume and the wrong intent brings visitors who leave at once.
- Using internal language. Your product name or your jargon may be unknown to the people you want.
- Targeting the same term on many pages. Pages compete with each other instead of supporting each other.
- Ignoring location. Local businesses should include the town or area in their terms.
- Copying a competitor’s list. Their site, brand and audience are different from yours.
- Picking a term and never checking it. Use data from Search Console to see what is working.
After you publish: check, learn, adjust
Choosing a term is a starting point, not a verdict. After a few weeks, check how the page is doing and adjust.
- Open Search Console and go to the Performance report for the page.
- Look at the queries that bring impressions and clicks. They often include phrases you never planned for.
- Compare with your term. If people find the page with a slightly different phrase, consider adding it to a heading or a paragraph.
- Improve the page, not just the wording. Add an answer to a question, an example or a clearer layout.
- Be patient. Search results take time to settle, and nobody can promise a position or a date.
For a wider view of how to keep your knowledge current as search changes, read our guide on how to stay updated on web marketing. If you are still building your site, how to create a website covers the basics first.
Frequently asked questions
How many search terms should a page have?
One main term and a handful of close variations or related questions. Trying to target many unrelated terms on one page makes the page unfocused.
Do meta keywords still matter?
No. Google has said it does not use the meta keywords tag. Spend your time on the visible content, the title and the headings instead.
What is a good keyword density?
There is no magic percentage. Use the term where it reads naturally and cover the topic fully. If it sounds forced, you have used it too often.
Can I use free tools to choose search terms?
Yes. Google’s suggestions, Search Console, Keyword Planner and your own customers’ words are enough to start. Paid tools can add convenience and estimates, but they are not required.
How long will it take to rank?
Nobody can say. It depends on competition, your site’s history and the quality of the page. Check progress after several weeks and keep improving the content.
Should I change the terms on an old page?
Only if the data says the page is not meeting what searchers want. Check Search Console first. Changing a title that already works can cost you traffic.
