How to Choose the Right Keywords for Your Business Website

One of the most important parts of SEO is choosing the right keywords. And yet, it is one of the most misunderstood.

You might be tempted to focus on broad, high-traffic terms like “life coach” or “web designer,” but these are often too competitive and too vague to bring in the clients you actually want.

At Luneer Mgmt, we specialize in helping service providers and small businesses find the keywords that match their unique offers and audience. Here is how we do it, and how you can start thinking about keywords strategically instead of randomly.

What Makes a Keyword “Right” for Your Business

The best keywords are not the ones with the most searches. They are the ones your ideal clients are actually using when they are ready to hire or buy.

Strong SEO keywords should be:

Relevant to your services or offers: They clearly describe what you do.
Specific enough to attract qualified leads: They filter out people who are not ready to work with you.
Matched to what your audience is searching for: They reflect real search behavior, not just industry jargon.
Reasonably competitive for your industry or region: They give you a realistic chance of ranking in search results.

If your keywords check all four boxes, your chances of ranking and converting go way up.

Start with Your Services and Locations

Make a list of what you actually offer. For example:

Birth photography
Squarespace web design
Coaching for entrepreneurs
Prenatal yoga classes

Then layer in your location if you serve clients in person or locally:

“Doula services in Vermont”
“Brand photographer near Charlotte”
“SEO consultant for creatives in New England”

If you are not sure whether local or national SEO fits your business, this guide on local SEO basics can help.

Think Like Your Clients Search

Your clients are not searching for your exact job title. They are searching for solutions.

Instead of just using “copywriter,” consider:

“Sales page copywriter for coaches”
“Email sequence writing services”
“Website copy for therapists”

These terms are more specific and easier to rank for. They also attract people who are already in buying mode.

Use Keyword Research Tools (Or Let Us Do It for You)

Free tools like Google Search Console, Ubersuggest, or Keywords Everywhere can help you get started. But most business owners do not want to spend their time learning how to use these platforms. That is where we come in.

As part of our SEO audit and setup, we identify:

The best keywords for your core services
Long-tail phrases that bring in qualified traffic
Keyword gaps your competitors are already taking advantage of

We then match these keywords to your site structure so each page has a clear focus and purpose.

Avoid These Common Keyword Mistakes

Even with good intentions, many businesses make keyword choices that hurt their SEO rather than help it. Here are five mistakes to avoid:

Choosing keywords with high volume but no relevance
This may bring more traffic, but the wrong audience will not convert into clients.
Stuffing keywords into content unnaturally
Overusing the same words makes content hard to read and signals to Google that you are trying to game the system.
Targeting the same keyword on every page
This creates internal competition between your own pages and confuses search engines about which page to rank.
Ignoring location-based searches
If you serve local clients, skipping location keywords means missing out on people actively looking for someone nearby.
Writing blog posts without a keyword plan
Publishing content without keyword research means your blogs may never get discovered, no matter how helpful they are.

If you are already blogging but not seeing results, this post explains how to write blog content that actually ranks.

Let Us Handle the Keyword Strategy for You

You do not have to guess what people are searching for. You do not have to learn new software or worry about competition. You just need a strategy built around your business and your goals.

At Luneer Mgmt, we take care of keyword research and implementation as part of your foundational SEO setup. We match the right keywords to the right pages and make sure your site is working to bring in the clients you want.

Explore our SEO services and let us create a keyword strategy that works so you do not have to.

Written by: Brandi Lilley