Strengthen Your SEO: Learn to Choose the Right Search Phrase

Photo Credit: Megan Aguilera

Strong website traffic, real brand recognition, and even long-term brand recall all begin with a solid SEO strategy. You need to show up where your audience is already searching, because visibility only matters when the right people can find you. That’s why choosing the right search phrases is so important. When you understand the words your audience uses, what they are looking for, and how they search, your SEO strategy becomes far more powerful.

Understand What Your Audience Wants to Find

Your job is to identify the problems your audience is trying to solve and choose phrases that match their thought process. Put yourself in their shoes and consider what they would type if they wanted to find exactly what you offer. Most people use simple, direct phrases that they believe will get them the quickest and most accurate results. Matching your phrases to the intent behind the search helps you attract people who are actively looking for your services and/or products.

Look at Search Traffic to Understand Demand

Not every search phrase your audience uses will work for you because some phrases are too niche, while others are too broad. The goal is to find the sweet spot. At Elevate with MGM, some examples would be:

• Small business marketing strategies

• Beginner-friendly marketing

• Easy marketing tips for small businesses

These kinds of phrases match what people naturally search for when they just want straightforward answers and quick guidance.

Consider How Competitive the Phrase Is

Even the perfect phrase will not help you if you are competing against a ton of brands or ones with a huge audience. This is why competitive research matters. High competition phrases are usually the most appealing, but they are difficult to rank for. A better approach is to choose search phrases with more specific intent. You want to ensure they are detailed enough to attract the right people and avoid overwhelming competition, without being so niche that no one will find you.

Review Your Current Rankings Before Choosing New Targets

One of the quickest improvements you can make in your SEO comes from building on rankings you already have. If your site naturally appears somewhere in Google’s results for certain phrases, even if the position is low, you already have momentum. Instead of chasing brand new keywords, focus on the ones where you already have some visibility. Moving from page two to page one on the search results can create an immediate increase in traffic.

Map Each Keyword to the Right Page

When multiple pages try to rank for the same topic, search engines get confused about which page should appear. Keyword mapping solves this problem by giving each phrase a specific home. For example, a fitness brand might use one page to target at-home workout routines and another page to target beginner nutrition tips. Each page has its own focus, which keeps the site organized and easy for search engines to understand.

The Bottom Line

These strategies help you spend your time on keywords and phrases that actually matter instead of terms that will not serve your goals. With an SEO approach built on clarity and intention, your business becomes more visible, more credible, and set up for long-term growth. This is how small businesses expand their presence and reach the right audience.