How to Choose Keywords to Reach Your Target Audience

Many seem to be following the “if you build it they will come” business plan.

That simply does not work.

Are You Making It Difficult for Your Customers to Find You

Most of your market is trying to find you by searching somewhere – whether that is on a search engine, blog search, on their favorite Social Networking sites, using search tools like FeelTipTop or in Local Search Directories.

The key questions you must answer when building traffic for your Web site are:

  1. WHO is YOUR target audience
  2. What exact words and phrases (your anchor text) are they using when looking for what you offer

The very first thing every business, blog, or ecommerce site needs to know is what their most important keyword phrases are – because how you write about and promote those phrases determines whether your Web site gets found online and by how many.

Make this task your highest priority today.

  1. First identify your target audience – who would look for what you offer and where do they look?
  2. Brainstorm – ideally with others – how your target audience would go about searching for you online.
  3. What exact words and phrases would they use? Remember that many will NOT know your industry jargon or the specific names you use.
  4. Still stuck? Read these Branding Tips to trigger more ideas for how to determine who your target audience is.
  5. Check your existing positions for those phrases (see tools below). Your target is to be found on the first page of results at Google, Yahoo and Bing.
  6. Identify your very best page or post for each phrase. If you don’t have a compelling pillar post for that phrase create one.

Here are some tools to assist you with the above:


There are many others but the first two are what I use most and the last two are what Murray Newlands recommends on his Affiliate Marketing Blog.


One you know what they are, use your most important keyword phrases:

  1. To write posts that target specific keyword phrases
  2. When leaving comments in blogs using KeywordLuv or that allow you to add links with your own anchor text within the body of comments
  3. Share them with your blogging buddies, blogger alliance, blog club, or collaborators so they know precisely which posts are most important to you and what keyword phrase to use as your preferred anchor text
  4. Focus on them when doing blog outreach

If each of us will take the time to share this type of information with our collaborators, it will make a HUGE difference in the results we will see and how fast we attain them. Once we have this information we can select the best anchor text and landing page to use whenever we link to each other. When I blog I also add Twitter IDs and I recommend doing that too.

In case anyone doesn’t know, anchor text is simply the words that are used in hyperlinks you create. Instead of always using someone’s blog name or their name start LINKING their optimum anchor text phrases because your target audience includes the masses who don’t know your business name or blog yet.

NOTE: This post was originally published in 2009. Edited and republished 3/11/15.


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Gail Gardner

Small Business Marketing Strategist at GrowMap
Creator and owner of, Gail is primarily known for mentoring small businesses and encouraging bloggers to join collaborations to share skills and support small business.


  1. Hello,

    I am a new blogger and so not have much knowledge about choosing keywords. My blog’s Indian Alexa rank gradually increases, but that of global rank is not affected faster. My question is, that which Competition type keyword is good for my blog. Is it Low, Medium or High Competition type?

    • Hi Anup,

      I have a tip for you. Since you write about technology, one way to get traffic is to write about brand new devices early before anyone else does. I know one young blogger whose site ranked first for a hot new phone because he wrote about it really early.

      Another way is to include compelling images and video reviews in your posts. These get shared more often and keep visitors on your site longer.

      Low competition keywords are easier to rank for but often have fewer searches and therefore a more limited ability to drive traffic to your site. They can often be longer phrases that can have fewer sites that match, making it easier for your site to rank.

      That said, most blogs don’t rank for much of anything. Unless you plan to do a lot of link building you should focus on growing your own audience instead of hoping to rank in search. Here are some methods:

      • Installing CommentLuv and going out commenting is one way to build a community around your blog.
      • Growing a mailing list is another.
      • Participating in groups on Facebook, LinkedIn, Google Plus or other social networks can help as can growing your audience on each social platform.

      It looks like you are targeting an Indian audience? If so, focus on groups specifically for Indians. Also inquire into whether you can submit content to Indian tech sites related to yours like

      Think of keywords another way. You want to keep each post on target as you’re writing it, so choose a 2-3 word phrase you want to write about and make sure the entire post is only about that. Write the best content you can, add visual appeal, promote it on social networks. These will give it at least some opportunity to have other sites link to you.
      Gail Gardner would love you to read ..Mailing Lists: What to Do With YoursMy Profile

  2. Thank you so much for sharing this tools. I have used keyword research tool. It is great to use and really helpful. This technique is really useful and easy to understand.

  3. The post is unique.I do not here or read anything like this.I agree to the author that Keyword play great role to increase website traffic. thank you very much

  4. It’s really easy steps to research my keywords .

    Thank you so much for sharing this tools.
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  5. You really make it seem really easy together with your presentation however I find this matter to be actually one thing which I believe I would by no means understand.
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  6. Targeting your audience is very important if you want to be successful as these is too much competition in the blogging world today. anyways useful guide on choosing right keywords for your blog.

  7. If you are a familiar with SEO, you know for sure that most important aspect when you want to optimize a website is to have a conetent optized for the desired keywords. Everyone that is planning an online campaign should consuld Google Trends in order to find our what people are searching for…
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  8. Hi Gail, Nice Information That You Have Shared With Us. This Article helped Me To A Lot Of Time On Searching. This Technique Is Really Useful And Easy To Understand. Thank You.
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  9. Keyword play main role in your online business and internet marketing business.
    Choosing specific keyword can get you great success .
    I have used keyword research tool. It is great to use and really helpful.

    Very useful article on keywords
    Thanks for sharing this with us.
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  10. Fantastic guide and it’s very reliable sources on How to Choose Keywords to Reach Your Target Audience. Thanks for sharing this article. Great post!
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  11. Gurwinder Singh Bhinder

    Great guide for building a successful blog, thanks a lot for sharing :)
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