Getting traffic to your website feels good. Watching enquiries, sales, and bookings come in feels even better. The difference between the two often comes down to one thing: choosing the right keywords.
At Total-SEO, we speak to business owners all the time who say, “We’re ranking, but it’s not turning into leads.” In most cases, the issue is not SEO as a whole. It is keyword intent.
Let’s break down how to choose keywords that do more than bring visitors. Keywords that actually convert.
Traffic is easy. Intent is harder.
Not all keywords are created equal. Some bring people who are just browsing. Others attract people who are ready to buy, enquire, or book a call.
For example, a keyword like “what is SEO” might get plenty of searches, but most of those people are learning. They are not looking to hire an agency today. Compare that with “SEO agency in Farnborough” or “SEO services for ecommerce websites”. Those searchers know what they want.
High converting keywords usually show clear intent. The person typing them into Google already has a problem and is actively looking for a solution.
Start with your customer, not a tool
Keyword tools are useful, but they should not come first. Before you look at search volume or difficulty scores, think about your customer.
Ask yourself:
- What problem are they trying to solve?
- What would they type into Google when they are ready to take action?
- What words would they use, not industry jargon?
If you run a local service business, your best keywords often include location and service together. If you sell online, product-specific phrases usually convert better than broad category terms.
We often see businesses chase big volume keywords because they look impressive. In reality, smaller, more specific keywords tend to bring better results and a higher return.
Look for buying signals in keywords
Some words and phrases naturally signal intent. These are worth paying attention to. Examples include:
- Buy
- Get
- Hire
- Service
- Company
- Agency
- Near me
- Cost
- Pricing
Someone searching “SEO tips” is researching. Someone searching “SEO agency pricing UK” is comparing options and moving closer to a decision.
When building your keyword list, prioritise phrases that include these signals. They may have lower search volume, but they often deliver stronger leads.
Understand the role of each page
Every page on your website should have a job to do. Keywords should match that job.
Your blog content can target informational keywords. These build trust, authority, and visibility over time. Your service pages should focus on commercial keywords that attract people ready to convert.
One common mistake is trying to make a single page rank for everything. This usually leads to mixed messaging and weaker results. Instead, align each page with a clear search intent and a clear next step for the visitor.
Check what is already ranking
One of the most practical steps you can take is to look at what Google already considers relevant.
Search your target keyword and review the top results:
- Are they service pages or blog posts?
- Are they local businesses or national brands?
- What questions are they answering?
If all the top results are in-depth guides, Google believes the intent is informational. Trying to rank a sales page will be an uphill battle. If the results are packed with service pages, you are in the right place to compete.
This step helps avoid wasted effort and ensures your content matches what users expect to see.
Balance volume, competition, and value
A keyword that converts well does not need thousands of searches a month. It needs the right people.
When evaluating keywords, consider:
- Is the competition realistic for your business?
- Does this keyword align with what you offer?
- Would one conversion from this keyword be valuable?
In many cases, a keyword with 50 highly targeted searches per month can outperform one with 5,000 vague ones. Especially when budgets and time are limited.
Think beyond SEO alone
Keywords that convert are not just for organic search. The same thinking applies to Google Ads and Facebook Advertising.
As a Google Advertising Partner, we see how powerful it is when SEO and paid strategies work together. Keyword data from ads can inform SEO decisions, and strong organic performance can reduce reliance on paid spend over time.
A joined-up approach almost always delivers better results than treating each channel in isolation.
This is where experience makes the difference
Choosing the right keywords is part research, part psychology, and part experience. We have been doing this since 2004, back when digital marketing looked very different to today.
As one of the first digital marketing companies in the UK, we have helped businesses across a wide range of industries get found on page one of Google and turn visibility into growth.
We know what works, what wastes time, and how to tailor a strategy around your goals.
There is no one size fits all keyword list. What converts for one business may fall flat for another. That is why the right strategy matters.
Ready to attract the right traffic?
If you want keywords that bring real enquiries, not just numbers on a report, we can help. Our team takes the time to understand your business, your customers, and your goals before building a strategy designed to convert.
Fill in the free website review at the top of this page and find out exactly what we can do to help your business grow.
