Choosing SEO keywords is the foundation of any website optimization. The wrong keywords mean your site gets traffic, but not buyers. With well-chosen keywords, you reach exactly the people who are ready to buy your service. In this article, we walk through a step-by-step process for choosing keywords in 2026.
Why is keyword selection so important?
Google processes more than 8.5 billion search queries a day. Every time someone types “website in Tallinn” or “digital marketing agency” into the search box, Google decides which pages are fit to answer. Your website’s job is to answer exactly the questions your potential clients are asking.
Companies often make two mistakes: they either target keywords that are too generic (e.g. “marketing”), where the competition is overwhelming, or they target keywords that nobody actually searches for. In both cases, there are no results.
Step 1: Map your services and products
Start with the core topics. Write down 5–10 services or products you offer. Then think about how a client would type them into a search – not what you call them.
For example: you say “web development,” the client searches for “website creation” or “website price.” Ask your existing clients which words they would use – that information is gold.
Step 2: Use professional keyword tools
In 2026, there are plenty of tools available that give accurate data on search volumes and competition:
- Google Keyword Planner – free, but requires a Google Ads account. Shows search volume and cost per click. A good starting point.
- Semrush – an all-in-one SEO tool. Shows competitors’ keywords, keyword difficulty and SERP analysis. The best choice for serious SEO.
- Ahrefs – similar to Semrush, especially strong in backlink analysis. We recommend combining the two.
- Google Search Console – free and invaluable. Shows which queries your site already appears for, even if you didn’t know it.
- Keywordtool.io – automatically generates variations pulled from Google autocomplete. Good for finding long-tail keywords.
- Answer The Public / AlsoAsked – shows the questions people ask about a topic. Excellent for blog articles and FAQ content.
Step 3: Evaluate keywords by three criteria
Every keyword should be evaluated on three metrics:
- Search volume – how many times a month is it searched for? In Estonia, volumes are smaller than internationally – even 50–200 searches a month is a respectable number for the Estonian market.
- Keyword difficulty (KD) – how strong is the competition for this keyword? New sites should start with low-difficulty keywords (KD below 30).
- Buyer intent (search intent) – what is the searcher’s actual goal? Informational (“what is SEO”) vs. commercial (“SEO service Tallinn”) – commercial keywords have more business value.
Step 4: Long-tail keywords are your best weapon
The generic keyword “website” has extremely high competition and isn’t specific. The long-tail keyword “WooCommerce online store development in Tallinn” has lower volume, but:
- Competition is lower – reaching the first page is realistic
- The searcher is more specific – they know what they want and are closer to a purchase decision
- The conversion rate is higher – a precise search = a precise answer = more inquiries
The goal is to build a keyword map where each service has 3–5 main keywords, plus dozens of long-tail variants for blog articles.
Step 5: Group keywords by page
Each page should target one main keyword and 2–4 secondary ones. Avoid using too many keywords on a single page – it creates a cannibalization problem where your own pages compete with each other.
For example:
- Website page /teenused/digiturundus/seo-teenus/ → main: “SEO service”, secondary: “website optimization”, “search engine optimization Estonia”
- Blog article → main: “how to improve page loading speed”, secondary: “Core Web Vitals”, “PageSpeed optimization”
Summary: keyword selection is an investment, not a one-time job
SEO keyword analysis is not a one-and-done task – search volumes and competition change constantly. We recommend reviewing your keyword analysis at least once a year and after major algorithm updates.
Marketing Sharks carries out professional keyword analyses that give a clear picture of which search terms your target clients use to find you – and what the realistic chances are of reaching the first page of Google. See our SEO service or request a free SEO audit.
Frequently asked questions
How do you find the right SEO keywords?
Start with what the client actually searches for: Google Search Console shows what you are already being found for. Add data from a keyword tool and pick the keywords where search volume and competition are in balance.
What are long-tail keywords and why do they matter?
Long-tail keywords are more specific searches of 3 to 5 words. They have lower volume but clearer buying intent and less competition, so you reach the first page faster.
How many keywords should one page target?
One page targets one main keyword and a few close variations. If you try to cram several different topics onto one page, it won’t rank properly for any of them.
What is keyword cannibalization?
It happens when several of your own pages target the same keyword and compete with each other. The solution is to choose one canonical page and point the others to it.
How long does it take for a keyword to rank?
For a new page, usually 3 to 6 months. Improving an existing page can bring movement within a few weeks if the page is already in positions 11 to 20.
