Choosing the Right Keywords and Search Queries for Your Website

Choosing the Right Keywords

Written by Jeremy Earle, JD

July 11, 2022

To understand digital marketing, you must first understand the vocabulary distinct from conventional advertising.

To spend your company’s advertising budget on digital marketing without feeling overwhelmed by the subject, you must first study all of the intricacies of the industry.

However, even the most seasoned digital marketers may make blunders when it comes to terminology in the industry. The discrepancy between keywords and search queries is one of the most typical concerns. These phrases signify and serve fundamentally distinct functions in your marketing plan for all their common confusion.

Creating and maintaining an internet campaign requires understanding these two terms and when to apply them. Use Rank Fire to choose keywords based on what others are searching for! Call 833-777-RANK to talk with one of our specialists right now!

We’ll go through the similarities and distinctions between SEO and PPC on this page.


The terms that your approach aims to target are known as keywords. Consequently, search engines will have an easier time placing your sites higher in the results.

You may target keywords like “non-stick frying pan” or “glass baking dish” if you’re running an online cookware company.

The optimal keywords for your plan may be discovered via keyword research and the analysis of search and trend data.

Search questions: What Are They?

When someone uses a search engine like Google to locate information, they put in what is known as “search queries.”

10 people looking for the same product may come up with totally different search queries since they phrase their questions in unique ways and add misspellings.

The difference between keywords and search queries

Generally, keywords are used by a smaller group of people than search queries.

SEO and PPC campaigns are built on keywords, which marketers use to their advantage, and users use keywords to theirs.

The ordinary customer has no idea what either of these phrases means, and they certainly don’t give a second thought to the businesses that compete to be at the top of search results. To find information, individuals just put in what they’re searching for and hope the search engine returns the results.

In digital marketing, it is our job to make sense of these search queries and utilize them to identify which keywords we should target in our campaigns. Those who need goods, services, or knowledge may benefit from this.

The non-stick frying pan and the glass baking dish are just two of many possible search terms that might be used to search for cookware.

You cannot target every single search phrase that people enter into the search engines, and fresh variants of that query are entered every day.

The objective is to identify search terms that your target audience uses and then optimize your site to appear high in search results for those terms.

The Best Way to Pick Keywords Based on Search Queries uses the following method.

Search queries should factor into your keyword selection since you want to reach prospective clients, not merely score highly for phrases relevant to your company.

Your audience’s search queries and how to target new keywords based on those queries might help you improve your digital marketing approach, so here’s how to do it:

1.Find out what people are searching for when they get on your site.

With Google Search Console, you can discover which keywords drive traffic to your site (formerly Webmaster Tools).

Logging in, you’ll get a list of all the search terms that have delivered visitors to your site in the last month under Search Traffic > Search Analytics.

This reveals people’s words and phrases to describe their goods and services. You may come up with fresh ideas for keywords based on this list alone.

These questions may be further investigated by looking at the search results for each one. Create material optimized for a keyword that you are currently getting traffic from and use that to your advantage by creating more optimized content for that keyword.

Once your site ranks higher in search results for that term, you’ll be able to get even more visitors from those looking for it.


Using tools like Moz Keyword Planner, you may identify extra search queries connected to your intended keywords.

Type in a term, and you’ll get a list of search queries that people use to locate your site. Your original keyword determines the alphabetical order of these listings.

As an example, if you type in the term “non-stick frying pan,” you’ll get these results:

You may not be able to answer all of the questions on these lists. However, you can keep tabs on the search terms relevant to the SEO or PPC campaigns you’re doing.

Another technique to come up with fresh search terms is to use Google Autosuggest.

Every time you start entering anything into Google’s search field, similar phrases will likely pop up. You may think they’re a little odd at first – yet they might be just what you need.

There are several ways Google will try to finish your search for a “non-stick frying pan,” for example.

All of these ideas are based on other Google users’ search queries.

As a user, you’ll benefit from this since it speeds up your search, but you’ll get insight into what your target audience is looking for as a marketer. You may use this data to broaden the scope of the keywords you target on your site, much like the queries provided by Moz Keyword Planner.

However, if you have a Google account, the search engine may generate predictions about your future based on previous queries.

Autosuggest’s suggestions may be based on terms you’ve already searched for about your company. Logging out of your Google account or disabling Web and App Activity may help prevent this problem (and make bad marketing judgments).

3. Use this information to enhance your keyword strategy.

It’s possible to expand your list of target keywords for SEO and PPC campaigns after spending some time researching user search intent.

For example, if you uncover search queries with keywords you don’t target, you might generate content on such terms to increase traffic.

PPC campaigns may be optimized by using negative keywords if you encounter inquiries that don’t directly connect to your product or service but include one or more of your keywords.

What if your visitors are genuinely looking for a “ceramic rectangular baking dish” rather than a “rectangular baking dish”?

For ceramic cookware, this is excellent news; for glassware, you’re wasting your time and money on an audience that won’t purchase from you.

These keywords might also be added as “negative keywords.”

It’s critical to know your target market, but it’s just as critical to know who they aren’t. Our recommendation is to immediately remove these 25 keywords from your PPC ads.

It’s possible to find the right keywords with the help of RANK FIRE.

Digital marketing success hinges on identifying and using the proper set of keywords. We’d be happy to assist you with finding and focusing on the most important keywords for your company.

For years, Rank Fire has created successful SEO and PPC campaigns for a wide range of customers in several sectors, and we’re certain that we can do so for you.

A free estimate may be obtained by contacting us right away!


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