- 29-04-2025
- You can read this text in 7 minutes
What is a keyword phrase and how to choose one for your website?
Let's start with a real-life scenario. You run a small business – maybe a coffee shop, maybe an online shop selling handmade candles. You invest time, heart, and money. Finally, you have a website that looks really good. Except… no one visits it. Zero traffic. Zero inquiries. Zero orders. You start Googling what to do – and that's when the magic word appears: a keyword phrase. Okay, but what does that actually mean?
Take a look 👁️ also at:
What is a keyword phrase?
A keyword is nothing more than a word or phrase that a user types into a search engine when trying to find an answer to their question or need. It can be short – e.g. sports shoes, or more complex – what shoes to choose for running in the rain.
For the website owner, this signals: Hey, maybe it’s worth creating content that answers exactly this query? And that’s where the fun of SEO begins.
Why is selection of keywords so important?
Imagine you own a restaurant serving the best sushi in Krakow. The website looks great, but the title is “Flavors of Asia,” and the main content is generally about Japanese cuisine. The phrase “sushi Krakow” or anything like that doesn’t appear anywhere. The result? Google has no idea you’re trying to attract people searching for sushi in your city.
A well-chosen keyword serves as a guide for search engines. It shows what your page is about and who it should be displayed to. Without it, even the best content can get lost somewhere on page 10 of search results.
Types of keywords: when should you use them?
Not every keyword serves the same purpose. Before you start positioning your website, it’s important to understand the different types of keywords and when they’re most effective.
🔎 Information phrases
Examples: What is SEO? What is a keyword?
These are the phrases we type when searching for knowledge. If you run a blog, want to educate customers, or build your authority as an expert, this is the perfect place to do so. In the long run, such content increases brand trust.
Good to know: They don’t sell immediately, but they can engage users long-term and encourage them to return.
🧰 How-to / problem phrases
Examples: the best cream for sensitive skin, how to protect your home from winter, how to insulate your attic.
This is the golden mean between information and sales. The user already knows they need something – now they’re looking for the best solution. It’s great for positioning blog articles that subtly promote a product or service.
🛒 Sales (commercial) phrases
Examples: 2025 ranking inkjet printer, men’s black winter jacket, cheap accommodation in Gdańsk
Here, the user already has the intention to buy. They enter the “search and buy” mode. These types of phrases are worth targeting on product, offer, and category pages in stores.
These are the phrases that often convert best. And that’s why the competition can be fierce.
📍 Local phrases
Examples: hairdresser in Białystok city center, car mechanic in Warsaw Wola, accommodation in Zakopane on Krupówki Street
Ideal for local businesses – salons, restaurants, repair shops, and service agencies. A well-optimized Google listing + local keywords = a powerful weapon in the fight for visibility.
🏷️ Brand phrases
Examples: Nike running shoes, Sopi SEO agency, Toyota service Krakow
Users already know the brand – and that’s great. Therefore, it’s worth positioning for these phrases to avoid giving traffic to competitors or comparison sites. It’s a way to build a brand’s online presence.
How to choose the right phrases?
Selecting keywords doesn’t have to be difficult or expensive. All it takes is a moment of reflection, a little creativity, and a few simple tools. Here are a few steps to help you:
1. Think about what your customers are looking for
This may be the most important point. Put yourself in the shoes of the person searching for you – the user. Not as you, the expert, but as a user who needs something.
If you sell natural cosmetics, your customer may be looking for:
- Moisturizing cream for dry skin
- Natural SLS-free shampoo
- Vegan cosmetics online store
Think about it: What problems are you solving? What questions might your customers be asking?
2. Use Google suggestions
This is one of the simplest, yet most underrated, methods. Type a keyword into Google and see what comes up in the suggestions. You’ll also find a “Related Searches” section at the bottom of the page.
It’s a bit like looking over someone’s shoulder to see what they’re typing into a search engine. And it’s legal!
3. Use free tools
You don’t have to buy expensive subscriptions right away. I recommend AnswerThePublic or Toponline to start. These tools show how frequently certain phrases are searched and what the competition is like.
4. Start with long-tail keywords
So-called long tail keywords are longer and more specific phrases – e.g. women’s black winter jacket with a hood instead of simply women’s jacket.
They have less competition and a better chance of attracting users who actually want to buy something.
It’s like a guy in a store – one asks, “Do you have any shoes?” and the other, “Do you have black sneakers, size 41, with thin soles?” Which one will give you their money first?
Or maybe one phrase is not enough?
Exactly. If you want to rank your website well, don’t limit yourself to a single phrase per page. Create content around themes, not just individual words. Google is increasingly understanding context, so it’s worth writing broadly, but meaningfully.
A good blog post might contain one main phrase and several secondary ones. It’s like building a network of associations – the more it branches out, the greater the chance that Google will notice it.
❗ Worth remembering!
Keywords aren’t just words, but the specific needs of your customers. A well-chosen keyword attracts the right audience and increases the chances of conversion. Not every keyword has to be sales-driven—what matters is that it responds to the user’s intentions and guides them step by step toward their goal.
Finally: don't be afraid to experiment
SEO is a bit like cooking – one recipe doesn't always fit all the ingredients. Test different phrases, monitor your website traffic, and see what works. If you see that a text with the phrase "online yoga course for beginners" is generating traffic, maybe it's worth adding another text about the best stretching positions for beginners?
SEO is a process. Not a sprint, but a marathon. But with a good plan and patience, you'll get where you want to be – the first page of results.
Do you have questions about choosing keywords for your industry? We're happy to help – contact us!
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