How to Pick a Keyword for SEO

Before you commit to any keyword, it needs to pass [music] three tests. First is the business potential test. Ask yourself, if I rank number one for this keyword, does it actually help my business achieve its goals? Like, let's say that you have a review site on espresso machines. A keyword like what is [snorts] espresso has solid volume and very low difficulty. But think about what people searching for this actually want to see. They're not looking to

buy anything, maybe ever. They just want a quick answer. Compare that to best espresso machine under $500. Way less volume, but anyone searching that knows they want an espresso machine and they've set a budget. Test number two is to vet intent. [music] Listen, no matter what you do, if you can't match the intent of the searcher, you will never rank. To check intent, just Google the keyword and look at what's actually ranking. For example, search for

espresso tamper and you'll [music] see every top result is an e-commerce product or category page. This tells us that people searching this want to buy, not read a review. So, if you're trying to rank a blog post here, not going to happen. And the final test is the difficulty check. You need to choose keywords you actually have a chance at ranking [music] for. HF's free keyword difficulty checker is a good place to start. Just search for

a keyword and you'll see a score from 0 to 100. The lower the score, the easier it is to rank.