Knowing how to get your brand new (or current) website to show up on search engines and in front of your ideal clients can feel overwhelming, which is where keywords come in. Strategic keywords are what improve the quantity (and quality) of traffic to your website.
As website designers, we here at Bethany Works® don’t just want to create you a site that looks great, but one that also helps draw in your ideal clients. Your website can check all of the boxes it needs to, but if no one is finding it, it is not going to help boost your business in the way it should.
So, what are keywords and why are they important? Let’s jump into it.
What Is a Keyword?
Keywords are the words and phrases people type into the search bar when looking for products, services, or information. The keywords you use help your website get found on search engines. For example, “brand and website designer” is a keyword.
Depending on what keywords you use influence who visits your website, and their importance can’t be underestimated. For example, if you’re a brand and website design agency, your website should have keywords that are directly related to your business, but make sure that you aren’t using too broad terms because not all keywords are created equal.
Some keywords will be much harder to rank for than others. What works best is using targeted, specific keywords that your ideal clients are searching for (and that you can rank for).
There are different types of SEO keywords. You’ve got broad terms like “water bottle,” specific long-tail phrases like “postpartum fitness coach in Denver,” and branded keywords that include your business name, like “SoulCycle classes” or “Peloton bike reviews.”
Want to be seen in your best light?
Get The Works—my email list that acts as a ring light for your brand.
Let’s turn the spotlight on you.
Each type serves a different purpose in your overall SEO strategy, but they are important as each keyword helps search engines connect your content with people actively looking for what you provide.
Informational Keywords vs Commercial Keywords
Your SEO strategy needs both informational and commercial keywords to work. Informational keywords = top of funnel. These are searches where people are looking for answers, education, or guidance.
Think:
“What are brand archetypes?”
“Roth vs Roth IRA”
“When does postpartum fitness end?”
When someone finds your blog post answering these questions, they’re not ready to hire you yet, but they are ready to:
- Sign up for your email list
- Take your free quiz
- Download your guide
- Start following you on all the platforms
This is relationship building. You’re showing up as the expert before they’re even ready to buy. You don’t want to underestimate the power of these keywords and the foundation that you are creating with potential clients and customers.
Commercial keywords = bottom of funnel.
These are searches where people are actively looking to purchase or hire.
Think:
“Brand strategist for wellness business”
“Financial Planner for Women”
“Postpartum fitness coach in Denver”
These keywords belong on your service pages and landing pages (generally). When people find you through these searches, they’re ready to take action.
Why You Need Both Informational and Commercial Keywords
Most people don’t go from “What is X?” to “I’m ready to buy” in one search.
They find your informational content first, get to know you, trust you, and then they come back when they’re ready to hire or buy. Yes, sometimes, people will find you only with commercial keywords. And that’s great! But in marketing, you want a wide funnel, so don’t limit yourself.
If you only optimize for commercial keywords, you’re missing everyone at the awareness stage. But if you only optimize for informational keywords, you’re bringing in traffic but not conversions.
You need both working together. Informational content builds awareness and trust (and really, really helps with AEO (AI) search we have found). Commercial content captures people who are ready to convert.
So if you have been skipping the blog, because “Why answer basic questions or show examples?” This is why. Write your blogs! Catch folks who are just starting their search, wondering if they are in postpartum fitness mode or should they look for a regular trainer instead.
Keyword Mistakes to Avoid
RESULTS THAT SPEAK FOR THEMSELVES
Download our case studies + client experiences to review the impact our website design and brand strategy services have beyond the stunning deliverables you’ll find in our portfolio.
The keywords you choose to use should always be strategic – not random.
Here are some of the biggest keyword mistakes to avoid:
Keyword stuffing
Instead of using one keyword over and over again, use variations and related terms. This signals to Google that you’re thoroughly covering the topic and are an expert, versus making your website or blog post hard to read because you keep using the same phrase repeatedly.
Using AI to find your keywords
Using AI to find your keywords doesn’t generate accurate keywords or get results. You need to use a source that pulls actual data, like Ahrefs, Semrush, or Keysearch.
Yes, AI makes it up and only has a 10% accuracy – that means that 90% of the keywords it finds for you are wrong.
Not using location-based keywords in your SEO strategy
By focusing on location-based keywords, you can target and appear in search results for potential clients specifically looking for work in your area.
For example, if you own a financial advising business, local search matters significantly as clients want nearby advisors. The same applies to you if you own a healthcare practice, as local search dominates, as your future patients are searching by location.
Don’t overlook using location-based keywords! You can approach local SEO keywords in a branded way by creating location-specific content that reflects your brand personality and values.
Instead of generic “services in [city name]” pages, you can develop content that showcases your local community involvement or your unique perspective on your city’s culture.
Using keywords that ignore user search intent
Don’t use keywords that don’t align with your business goals. Let’s use the example of a financial advising firm again – it doesn’t make sense for your firm to have the keyword “how to become a financial advisor” on your website or in a blog if that’s not what your business is about.
Yes, it might bring more users to your site who want to understand the steps they need to take to become a financial advisor, but it doesn’t help with conversions. Think about the searcher’s intent and who you want to bring to your website, and what action you want them to take.
Ready to Build an Effective SEO Strategy With Keywords That Help You Rank?
Keywords are incredibly important, but the truth is that they are just one part of building an effective SEO strategy that works for you and your business long-term. Your SEO strategy also requires expertise in both consumer psychology and search engine optimization.
You need someone who understands how to create authentic brand experiences that resonate with your audience AND how to make sure those experiences get found by the right people at the right time.
At Bethany Works®, we build unbreakable brands that work across every touchpoint. Our approach integrates your brand strategy, visual identity, website design, and SEO optimization into one cohesive system that drives both visibility and conversions.
We understand that your brand isn’t just your logo, your website, or your SEO strategy. It’s the entire experience people have when they interact with your business.
That’s why our process starts with understanding your audience’s psychology, identifying what makes your approach unique, and then translating that into a digital presence that both search engines AND real humans love.
We offer three different SEO packages to meet you where you are right now in your business. Learn more about our different SEO services here or go here to get in touch!
