Finding the Best Search Terms for Your Business

Finding the Best Search Terms for Your Business _ MediaOne

In today’s digital age, having a strong online presence is crucial for the success of any business. One of the key factors that can significantly impact your online visibility is the use of effective search terms, also known as keywords.

By understanding how to find the best search terms for your business, you can improve your website’s search engine rankings and increase your chances of attracting potential customers.

In this blog post, we will explore various strategies and techniques to help you identify the most relevant and high-performing search terms.

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Why are search terms important?

Before diving into the process of finding the best search terms for your business, it’s essential to understand why they are so important. Search terms are the words and phrases that people enter into search engines when looking for information, products, or services.

By aligning your website’s content with these search terms, you increase the likelihood of your website appearing in search engine results.

Effective search terms can drive targeted traffic to your website, improve your website’s visibility, and ultimately lead to higher conversion rates. Therefore, it’s crucial to conduct thorough keyword research and optimization to ensure you are targeting the right search terms for your business.

Understanding your target audience

To find the best search terms for your business, it’s vital to have a clear understanding of your target audience. By knowing who your potential customers are, what they are looking for, and how they search for it, you can tailor your search term strategy accordingly.

Start by creating buyer personas, which are fictional representations of your ideal customers. Consider factors such as demographics, interests, needs, and pain points. This exercise will help you gain insights into the language, terminology, and search behavior of your target audience, enabling you to choose the most effective search terms.

Conducting keyword research

Keyword research is a crucial step in finding the best search terms for your business. There are various tools and techniques available to assist you in this process.

Here are a few popular ones:

  • Google Keyword Planner: This free tool from Google allows you to explore search volume and competition for keywords related to your business. It provides valuable insights into which search terms are frequently used and can help you discover new keyword ideas.
  • SEMrush: A comprehensive SEO tool that offers keyword research functionality. SEMrush provides detailed information about search volume, keyword difficulty, and related keywords. It can also show you what keywords your competitors are targeting.
  • Ubersuggest: Another useful tool for keyword research, Ubersuggest provides keyword suggestions, search volume, and competition data. It also offers additional features such as content ideas and backlink analysis.

By utilizing these tools, you can identify relevant search terms that have a high search volume and manageable competition. Aim for a balance between popular keywords and long-tail keywords, which are more specific and typically have less competition.

Optimizing your website for search terms

What are Search Terms? (With Examples)

Once you have identified the best search terms for your business, it’s essential to optimize your website accordingly. Here are some key areas to focus on:

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  1. On-page optimization: Incorporate your target search terms naturally into your website’s content, headings, meta tags, and URLs. However, be mindful of keyword stuffing, as it can negatively impact your website’s ranking. Aim for a balance between search term optimization and providing valuable, engaging content for your visitors.
  2. Meta descriptions and title tags: Craft compelling meta descriptions and title tags that include your target search terms. These elements appear in search engine results and can influence click-through rates.
  3. URL structure: Ensure your website’s URLs are concise, descriptive, and include relevant search terms. This helps search engines and users understand the content of your pages.
  4. Image optimization: Use descriptive filenames and alt tags for your images, incorporating relevant search terms where appropriate. This can improve your website’s visibility in image search results.

Creating High-Quality Content

Creating high-quality content is a fundamental aspect of optimizing your website for search terms. Search engines prioritize websites that provide valuable, informative, and engaging content to users.

Here are some tips to ensure your content aligns with the search terms you have identified:

  1. Understand user intent: Consider the intent behind the search terms your target audience is using. Are they looking for information, products, or solutions to a problem? Tailor your content to match their intent and provide relevant answers and solutions.
  2. Incorporate search terms naturally: Integrate your target search terms organically into your content. Avoid forced or excessive keyword usage, as it can make your content appear spammy and harm your rankings. Instead, focus on creating valuable content that naturally incorporates relevant search terms.
  3. Provide comprehensive information: Aim to create comprehensive, in-depth content that covers various aspects of the topic related to your search terms. This not only satisfies user intent but also increases the likelihood of ranking for related search queries.
  4. Use headers and formatting: Break up your content using headers (H1, H2, etc.) to make it more scannable for both users and search engines. Incorporate search terms into your headers where appropriate, as it helps search engines understand the structure and relevance of your content.
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Monitoring and Refining Your Search Terms

Once you have implemented your chosen search terms and optimized your website and content accordingly, it’s important to monitor their performance and make adjustments as needed. Here’s how you can do that:

  1. Track your rankings: Use tools like Google Search Console, SEMrush, or Moz to monitor your website’s rankings for the chosen search terms. Regularly check your position in search engine results and analyze any fluctuations.
  2. Analyze user behavior: Dive into your website analytics to gain insights into user behavior. Look at metrics such as bounce rate, time on page, and conversion rates for pages targeting specific search terms. This data can help you understand whether your content is meeting user expectations and adjust your strategy if needed.
  3. Stay updated with trends: Keep an eye on industry trends and changes in search behavior. Search terms that were popular in the past may evolve or become less relevant over time. Continuously adapt your keyword strategy to align with current trends and user preferences.
  4. Refine and expand your keyword list: As you gain more data and insights, refine your list of search terms. Identify high-performing search terms that are driving valuable traffic and conversions, and consider expanding your keyword list to include new opportunities.

Beyond Organic Search: Pay-Per-Click Advertising

Pay per Click Ad (PPC)

While optimizing your website for organic search is crucial, you can also consider pay-per-click (PPC) advertising to complement your search term strategy.

PPC allows you to bid on specific search terms and have your ads appear at the top of search engine results.

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Here’s how PPC can enhance your search term efforts:

  • Target specific search terms: With PPC, you can directly target the search terms that are most relevant to your business. This gives you more control over the visibility of your ads for specific search queries.
  • Instant visibility and traffic: Unlike organic search, where it takes time to rank higher, PPC ads can provide instant visibility and drive immediate traffic to your website. This can be especially useful when targeting highly competitive search terms.
  • Test and refine your search term strategy: PPC campaigns allow you to test different search terms, ad copy, and landing pages. By analyzing the performance of your PPC ads, you can gain insights into which search terms are generating the most clicks, conversions, and ROI. This data can help inform your organic search term strategy as well.

Finding the best search terms for your business is an ongoing process that requires continuous monitoring, refinement, and adaptation. By understanding your target audience, conducting thorough keyword research, optimizing your website and content, and monitoring your search term performance, you can improve your online visibility and attract more potential customers.

Remember, search engine algorithms and user behavior evolve over time, so it’s crucial to stay up to date with industry trends and adapt your search term strategy accordingly. By investing time and effort into finding the most effective search terms for your business, you can position yourself for success in the competitive online landscape.

Finding the best search terms for your business is an essential component of your digital marketing strategy. By aligning your website’s content with the search terms your target audience uses, you can improve your search engine rankings, increase organic traffic, and ultimately drive more conversions and business growth.

So, take the time to research and understand your audience, conduct thorough keyword research, optimize your website and content, and monitor and refine your search term strategy. By doing so, you’ll be well on your way to finding the best search terms that resonate with your target audience and help your business thrive in the online world.

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Embracing Long-Tail Keywords

Embrace the Long Tail in Your Keyword Strategy - Atigro

In addition to targeting popular search terms, it’s also valuable to consider long-tail keywords as part of your search term strategy.

Long-tail keywords are more specific phrases that typically have lower search volume but higher conversion potential. Here’s why you should embrace long-tail keywords:

  • Increased relevance: Long-tail keywords allow you to target a more specific audience that is actively seeking what your business offers. By incorporating long-tail keywords into your content, you can attract highly relevant traffic and increase your chances of converting those visitors into customers.
  • Lower competition: Long-tail keywords often have less competition compared to broader search terms. This presents an opportunity for your business to rank higher in search engine results and gain visibility in niche markets.
  • Enhanced user intent understanding: Long-tail keywords often reflect more specific user intent. By aligning your content with these keywords, you can better address the needs and pain points of your target audience, providing them with valuable solutions and information.

When conducting keyword research, don’t overlook the potential of long-tail keywords. They can be an effective way to optimize your website for specific niches, improve your visibility, and attract highly engaged visitors.

How To Stay Attuned To Ever-Changing Customer Trends

Utilizing Local Search Terms

If your business has a physical location or serves a specific geographic area, incorporating local search terms into your strategy is essential. Local search terms are keywords that include location-specific modifiers, such as city names, neighborhoods, or region names. Here’s why utilizing local search terms is important:

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  • Targeted local audience: By including local search terms in your content, you can specifically target individuals who are searching for products or services in your area. This helps you attract potential customers who are more likely to convert into sales or visit your physical store.
  • Reduced competition: Local search terms often have lower competition compared to broader, more generic keywords. This presents an opportunity for your business to rank higher in local search results, increasing your visibility among local consumers.
  • Google My Business: Optimizing your Google My Business listing with local search terms helps improve your chances of appearing in Google’s local pack, map results, and local search carousel. This boosts your visibility when users search for businesses in your area.

To leverage local search terms effectively, include location-specific keywords in your website’s content, meta tags, and headings. Additionally, optimize your Google My Business listing with accurate and detailed information about your business, including your address, phone number, and business hours.

Monitoring Competitors’ Search Terms

Analyzing your competitors’ search terms can provide valuable insights and help you refine your own search term strategy. Here’s how you can monitor and leverage your competitors’ search terms:

  • Competitor analysis tools: Tools like SEMrush and Ahrefs offer competitor analysis features that allow you to discover the search terms your competitors are targeting. By understanding which keywords are driving their organic and paid search traffic, you can identify opportunities and gaps in your own strategy.
  • Identify high-performing keywords: Analyze the search terms for which your competitors are ranking well. This can give you an idea of popular keywords in your industry and provide inspiration for your own search term optimization efforts.
  • Discover untapped opportunities: While analyzing your competitors’ search terms, you may identify keywords that they may have overlooked or not optimized for. This presents an opportunity for your business to target those keywords and gain a competitive advantage.
  • Refine your strategy: Analyzing your competitors’ search terms can help you refine and adjust your own search term strategy. By observing their successes and failures, you can learn from their experiences and adapt your approach to achieve better results.

Monitoring and understanding your competitors’ search terms can provide valuable insights into industry trends, audience preferences, and potential gaps in the market. Use this information to refine your own search term strategy and gain a competitive edge in your industry.

Staying Up-to-Date with Search Trends

Search trends and user behavior are constantly evolving, making it crucial to stay up-to-date with the latest developments. Here are some strategies to stay informed and adapt your search term strategy accordingly:

  • Industry publications and blogs: Follow authoritative industry publications and blogs that cover topics related to search engine optimization and digital marketing. They often provide valuable insights, updates, and predictions about search trends and algorithm changes.
  • Google algorithm updates: Stay informed about major Google algorithm updates, such as Google Panda, Penguin, and Hummingbird. These updates can have a significant impact on search engine rankings and search term strategies. Follow reputable SEO news sources to stay informed about any algorithm changes and adjust your strategy accordingly.
  • Google Trends: Utilize Google Trends to explore the popularity and seasonality of search terms. This tool can help you identify emerging trends, understand search term fluctuations, and optimize your strategy accordingly.
  • Webmaster forums and communities: Engage in discussions and forums where webmasters, SEO professionals, and digital marketers share their experiences, insights, and tips. These communities can provide valuable information about search trends, algorithm updates, and effective search term strategies.

By staying informed and adapting your search term strategy to align with the latest trends, you can ensure that your business remains competitive and visible in search engine results.


Finding the best search terms for your business is a dynamic and ongoing process. By understanding your target audience, conducting thorough keyword research, optimizing your website and content, and staying up-to-date with industry trends, you can enhance your online visibility and attract more potential customers.

Remember, search engine optimization is a long-term strategy, and it requires consistent effort, monitoring, and refinement. Keep an eye on your search term performance, adapt your strategy as needed, and continuously strive to provide valuable, relevant content to your audience.

By investing time and effort into finding and optimizing for the best search terms for your business, you can improve your search engine rankings, increase organic traffic, and ultimately drive more conversions and business success.

With the right search term strategy in place, your business can effectively navigate the digital landscape and connect with your target audience, driving growth and achieving your online goals.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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