How to Determine Your Business’ Keywords

Author: JLB

Published On: September 17, 2020

Determining Your Keywords For Your Business

Google is constantly changing the algorithm used to give you the most relevant results possible when you type something into their search bar. This is great for consumers but can be difficult for websites.

One constant throughout all of these changes is the importance of properly-targeted keywords.

You’ll hear that cramming these keywords into your website copy isn’t actually going to be beneficial for your SEO. This is true, to an extent.

Ten years ago, it was a common practice to simply pepper every paragraph with keywords with no regard to the readability of the content. This put up the signposts for search engines to follow but made the user’s experience much worse.

This has changed. Google doesn’t value the actual number of times keywords are included in your content. The focus has instead switched to the quality of that content.

So does that make keywords irrelevant and outdated?


Researching keywords will help you learn the questions your audience are looking to answer. This allows you to tailor your content toward those topics, which gains the attention of search engines.

The ways in which keywords are used has changed, but that doesn’t make them any less important to strategic internet marketing.

6 tips to determine useful keywords for your business:

  1. Put Yourself in Your Customer’s Shoes
  2. Brainstorm Topics Relating to Your Services
  3. Use Keyword Research Tools
  4. Do Competitor Research
  5. Consider User Intent
  6. Work With a Professional

Put Yourself in Your Customer’s Shoes

The ultimate goal for your website is to attract potential customers. You should structure your content in a way that offers value to your target audience.

The first step is to try to think like your customers. What will they search when they are looking for your product or service? Specifically, what will they type into the search bar?

One way to do this is to search for your general industry. Scroll to the bottom of the search results page to the “related searches” section. Use these related searches to expand your thinking on potential keywords.

Brainstorm Topics Relating to Your Services

Try categorizing your products or services.

For example, JLB is a local expert at all things related to internet marketing in Nashville and surrounding areas. We might start by branching out to the different sections of internet marketing:

  • SEO
  • Google Ads
  • Inbound Marketing
  • Web Design

These are only a few categories, but they can be further fleshed out within themselves.

To continue with the example, “web design” can be focused on terms such as:

  • Web Design Company
  • Website Builder
  • Nashville Web Design Companies
  • Brentwood Web Design

Visit JLB to learn more about internet marketing services in and around the Nashville, TN area!

Use Keyword Research Tools

There are plenty of available tools that can not only do this work for you but provide you even more concrete metrics on your selected terms.

SEMrush is one of our favorite tools that provides a long list of useful features. One such tool is their Keyword Magic Tool.

Simply type a broad term such as “internet marketing” into the search bar and wait for your results.

This will provide you with a list of potential keywords as well as some useful metrics:

  • Average monthly searches
  • How difficult it is to rank for it
  • The number of URLs that display when that keyword is searched
  • And moreChoosing Keywords For Your Business that will attract website visitors by Web design Agency in Nashville TN

Do Competitor Research

Compare your list of keywords versus the keywords for which your competitors are ranking. This lets you know which keywords are bringing them success.

Your services might not be the exact same, which means you don’t have to use the same keywords as them. However, it can provide a useful list of keywords already known to be effective.

It also shows you any keywords your competitors might not be ranking so well for. This is an opportunity for you to fill in that gap.

SEMrush’s Organic Research tool allows you to simply type in a web domain and see how they rank for a variety of keywords.

Consider User Intent

User intent has become more important as search engines have started using keywords less in their rankings.

You need to be clear about the service or information you are offering to a potential searcher. Ranking well for a keyword that doesn’t actually relate to your website will not only fail to gather leads, it will actually lessen the overall performance of your website on search results.

One of the ways this is measured is by the Bounce Rate. This is the tendency for a person to enter your website and exit without clicking off the original entrance page. This is taken as an indication that your content did not address their needs.

Don’t target keywords because they have a low associated difficulty. Direct your efforts toward attracting visitors that will not only benefit from your content but will provide a benefit to your website metrics.

Work With a Professional Agency

The best way to ensure your keyword and overall internet marketing strategy is correctly tailored to your business is to work with a professional web designer and digital marketing agency.

JLB works with businesses and websites through the middle Tennessee area and beyond to maximize their online presence.

Contact JLB today!

It’s remarkable working with the team that treats your business they would their own with drive, innovation, humility and a shared love of bringing great things to the wonderful Franklin & Nashville community.


RED DOG WINE & SPIRITS – Nashville Web Design


“In the search of looking high and low for a Ecommerce website design firm, we came across JLB. They are now like a part of our family and strive to do all they can to take our sales and growth to a whole new level. We recommend JLB to everyone we come across looking for a solution to their website needs.”


Chad, BOWADX – Franklin TN Web Design

“JLB has been the driving force  that has launched our company into the media spotlight, gaining us publicity through a broad cross-section of business related media including new apps and interactive activity for our clients. We are moving forward with our second web design with JLB and will continue to make them part of our team.”


John, The Perch – Brentwood TN Web Design

“I started with JLB when they first opened fifteen years ago, when they redesigned a website for me.  They are my go-to company for anything to do with web sites. These guys are professional, talented, creative and an energetic team. I will always go to JLB first for my web design work. Thanks JLB.”


Phyllis, Carneros Winery – Nashville TN Web Design

We were having problems with our online brand and digital marketing. JLB was great. Worked through it with us, created an amazing presence and business is great. The staff at JLB is fantastic too. Friendly and always there for you.


Life Line Repairs – Nashville TN Web Design

I and all of us at Sports & Entertainment Nashville TN have been thrilled with the website you guys did for us, and especially the professional service and communication you guys have shown.


Sports and Entertainment – Nashville Web Design

We interviewed several web design firms, but found that JLB’s talented team was the most creative, innovative, and professional. Choosing JLB has been a great decision! We are fortunate to have JLB be a part of the BMC Metalwork’s future as we continue to enhance our business.


Jimmy, BMC – Franklin TN Web Design

“There were a number of website design companies in Nashville that would have done an adequate job for our company. The difference was that JLB wanted to be our partner and has been for 11 years. STAR Physical Therapy has been blessed to have them as a teammate.”


Regg Swanson, STAR – Franklin TN Web Design