The Beginner’s Guide to Choosing Keywords

When I first started blogging, keyword research felt overwhelming and complicated.

Instead of digging into SEO tools or endless spreadsheets, I wrote about what the transport company I worked with actually moved — the products, services, and routes. Little did I know those were the very keywords I was looking for all along. That simple shift showed me that keyword research isn’t about tricks; it’s about understanding what people are already searching for.

In this article, you will discover:

- How to connect keywords to real customer search intent

- Simple tools to brainstorm and evaluate keyword opportunities

- Where and how to use keywords for better rankings

By the end, you’ll see keyword research not as a burden, but as a roadmap.

Why Keywords Still Matter in 2026

When I first heard people say “keywords are dead,” I almost believed them. After all, Google’s algorithms are smarter than ever, and it feels like they understand full sentences, even messy ones. But once I started tracking my own blog posts, I realised something important: the pages where I had been intentional about keywords consistently outperformed the ones where I just wrote whatever came to mind.

Keywords aren’t about gaming the system anymore. They’re about making sure the words you use in your content match the words your audience types into the search bar. Back in my transport blogging days, that meant using terms like “freight forwarding” or “pallet delivery” instead of my own internal shorthand. Once I did that, my posts started appearing in search results — not because I stuffed keywords everywhere, but because I finally spoke my readers’ language.

In 2026, the role of keywords hasn’t gone away; it’s just evolved. Search engines now use them as signals of intent. That’s why the beginner’s job isn’t to memorise SEO formulas, but to understand the simple truth: the right keywords help you connect what you want to say with what people are already searching for.

Common Keyword Myths Beginners Should Ignore

- Myth 1: Keyword stuffing works. Repeating the same phrase makes writing robotic and doesn’t help rankings.

- Myth 2: High search volume is everything. Niche, lower-volume keywords often bring more qualified traffic.

- Myth 3: Keywords are all technical. Listening to customer language can be just as powerful.

- Myth 4: Keywords don’t matter anymore. Every successful post I’ve written proves otherwise.

Understanding Search Intent

One of the biggest mistakes I made early on was chasing keywords without thinking about why someone would type them into Google in the first place. I thought if I could just rank for “logistics services,” the traffic would magically turn into customers. But what I got instead were clicks from people who weren’t even close to booking freight services. That’s when I learnt about search intent — and it completely changed how I looked at keywords.

Search intent is simply the reason behind the search. Every query comes with a purpose, even if the searcher doesn’t write it out. Once you understand the intent behind a keyword, you can create content that actually satisfies what the searcher is looking for — and that’s what Google rewards.

Types of Search Intent

1. Informational: Questions and knowledge searches, e.g., “What is a bill of lading?”

2. Navigational: Looking for a brand or site, e.g., “FedEx tracking.”

3. Transactional: Ready to act, e.g., “Book freight forwarding service UK.”

4. Commercial Investigation: Comparing options, e.g., “Best freight forwarding companies in London.”

A Simple Framework for Figuring Out Search Intent

1. Google the keyword and check the top results.

2. Match the format (don’t write a sales page if Google shows how-to guides).

3. Ask: “Would this searcher be ready to buy from me?”

Brainstorming Your First Keyword Ideas

When I first sat down to “do keyword research,” I froze. Everyone seemed to have massive spreadsheets filled with hundreds of keywords, and I didn’t even know where to start. So instead of diving into tools, I wrote down all the things my transport company actually moved. Pallets, crates, hazardous goods, refrigerated products. Those everyday terms turned out to be the foundation of my first keyword list.

Where to Find Your First Keywords

- Customer language: emails, calls, reviews.

- Google Autocomplete.

- People Also Ask.

- Reddit & forums.

A Simple Brainstorming Framework

1. List products, services, or topics.

2. Add variations in customer language.

3. Check Google suggestions.

Evaluating Keywords for Opportunity

Once I had my first list of keywords, I thought I was done. But not all keywords are created equal. Some posts got traffic, others didn’t. The difference was keyword choice. I’d chased terms like “shipping” and “logistics” that were far too competitive.

The Three Metrics That Actually Matter

1. Search Volume.

2. Keyword Difficulty.

3. Commercial Value.

Free vs. Paid Tools

Google Keyword Planner and Ahrefs free keyword generator are great free starting points. SEMrush is more advanced, but not essential for beginners.

A Simple Framework for Evaluating Keywords

1. Check search volume.

2. Check competition.

3. Check intent and value.

4. Pick your battles.

Choosing Keywords You Actually Want to Rank For

Now that I focus on Arrow Marketing Lab, my keywords have shifted from pallets to marketing automation and content strategy. But the principle is the same: choose keywords that align with the audience and services you want to be known for.

A Simple Keyword Choice Framework

1. Relevance check.

2. Intent check.

3. Value check.

Putting Keywords Into Action

Choosing keywords is only half the battle. The next step is placing them where they matter: titles, headings, meta descriptions, body copy, and URLs. The key is to write for people first, search engines second.

A Simple Framework for Using Keywords

1. Choose one primary keyword per page.

2. Include it in five key places.

3. Add natural variations.

4. Read it out loud.

Tracking and Adjusting Over Time

Keyword research isn’t a one-and-done task. It’s an ongoing journey. Think of it like gardening: plant seeds, check in, adjust, and replant. Don’t obsess over daily rankings. Focus on patterns and momentum, and let your results guide your next steps.

Final thoughts

To recap, here are the three most important takeaways:

- Keywords matter most when aligned with real search intent.

- Simple brainstorming and evaluation frameworks beat chasing broad terms.

- Keyword research is an ongoing journey, not a one-time task.

The next step? Once you’ve chosen your first set of keywords, learn how to create content that ranks for them. Keywords open the door, but your content invites readers in.

Frequently Asked Questions About Choosing Keywords

1. What is a keyword in SEO?

A keyword is the word or phrase people type into search engines.

2. How do beginners choose keywords?

Start with customer language, then expand using Google Autocomplete and keyword tools.

3. Should I go after high-volume keywords?

Not always. Long-tail, lower-volume keywords are often easier and more valuable.

4. Where should I put keywords in my blog post?

In the title, headings, URL, meta description, and body text.

5. How many keywords should I target per page?

Focus on one primary keyword per page, with natural variations.

Need help with this for your business? Send me a message and we can talk about a 1-2-1 session.

Sarah