How to Pick High-Converting Keywords

The right keywords are the difference between tire-kickers and buyers.

Focus on Buying Intent

The best keywords include signals that someone is ready to take action.

High-Intent Phrases

These words indicate someone is actively looking to buy or decide:

"looking for a..."
"need a tool that..."
"can anyone recommend..."
"what's the best..."
"alternative to [competitor]"
"switching from [competitor]"
"budget for..."
"looking to buy..."
"recommendations for..."

Lower-Intent Phrases

These suggest curiosity, not action:

"what do you think about..."
"has anyone tried..."
"just curious about..."
"thoughts on..."
"interesting that..."

Prioritize high-intent phrases. They generate leads that are closer to a purchase decision.

Use Competitor Names

When someone searches for "Notion alternative" or "cheaper than Asana," they're actively shopping.

How to Use Competitors

Add your top 3-5 competitors as keywords:

"[Competitor] alternative"
"switching from [Competitor]"
"[Competitor] vs"
"better than [Competitor]"
"[Competitor] pricing"

Finding Competitors

Not sure who your competitors are? Look for:

Products people mention when you describe yours
Top results when you Google your category
Products in "versus" and "alternative" articles

Be Specific, Not Broad

Broad keywords match everything, including irrelevant posts.

Examples

❌ Too broad:

"software"
"marketing"
"tool"

✅ Specific and targeted:

"project management software for small teams"
"email marketing tool for e-commerce"
"invoicing tool for freelancers"

The Specificity Test

Ask yourself: "Would someone using this exact phrase be interested in my product?"

If the answer is "maybe," the keyword is too broad.

Include Problem-Based Keywords

People often describe their problem, not the solution they need.

Think About Pain Points

What problems does your product solve? Create keywords around those:

| Your Product | Problem Keywords | |--------------|------------------| | CRM | "losing track of customers," "forgetting to follow up" | | Email tool | "emails going to spam," "low open rates" | | Project management | "team missing deadlines," "projects disorganized" |

Test and Iterate

Keyword selection is not set-and-forget.

Week 1-2: Observe

Start with 5-10 keywords. Watch what leads come in.

Week 3-4: Analyze

Which keywords generate high-intent leads?
Which keywords generate noise?
Are there patterns in the good leads?

Ongoing: Optimize

Drop keywords that only bring low-scoring leads
Double down on what works
Add variations of successful keywords
Test new keywords periodically

Keyword Checklist

Before adding a keyword, ask:

[ ] Does it include buying intent language?
[ ] Is it specific to my target audience?
[ ] Would someone using this phrase be interested in my product?
[ ] Is it different enough from my other keywords?

Common Mistakes

Too Many Generic Keywords

"best software" matches millions of posts. Be more specific.

Forgetting Competitors

Competitor keywords are some of the highest-intent. Don't skip them.

Not Iterating

Your first keywords won't be perfect. Review and adjust based on results.

Keyword Overlap

"CRM software" and "CRM tool" will match similar posts. Use your keyword slots wisely.