Do’s and Don’ts of SEO: Content, Keywords, and Conversions

Brands spend billions on search engine optimization (SEO). Why is this such a crucial priority for businesses?

With billions of active internet users and countless content creators competing to reach them, connecting with your ideal audience is crucial for maximizing your marketing ROI.

By identifying the right keywords and strategically incorporating them into your content, you significantly extend your brand’s reach in search engine results. This greatly improves your chances of connecting with those most likely to benefit from your offerings.

While SEO research is a complex area of marketing that’s always evolving, there are some best practices you should use—and common errors to avoid. This blog will cover what to do (and not do) if you’re aiming to improve your SEO results.

Best Practices for SEO Strategy: How to Improve Visibility and Engagement

Before you dive into SEO research, it’s essential to grasp the best practices that drive long-term success. These “do’s” are your roadmap to crafting relevant content and building an effective keyword strategy that drives higher search engine rankings.

Do: Understand Your Audience and Their Search Intent

SEO’s primary goal is to make your brand more visible on search engines and connect with your ideal audience. Achieving this starts with understanding the keywords and phrases your customers are searching for—and the intent behind them. When you align your content with their needs and motivations, you can create content that naturally integrates those terms while delivering real value.

Some keywords may seem similar, but the intent behind them is different. For example:

Best running shoes: A person searching for this term might be shopping or seeking product reviews and recommendations. This keyword is broad and versatile, making it ideal for general or comparative content.

Best running shoes under $100: This search suggests the person is price-conscious and ready to buy, likely seeking specific options or online stores offering deals.

Best running shoes near me: This keyword indicates local intent, with the user looking for nearby stores. It’s an excellent opportunity to leverage local SEO, tailoring content to your geographic area.

How to choose the best running shoes: This searcher is likely in the research phase, seeking informative content about design features and factors that make a quality running shoe.

Based on your brand and its offerings, you’ll have a solid idea of what keywords and phrases you want to rank for. And if you need more insight into which ones could help you rank well, there’s plenty of inspiration—and many great tools to help you find it.

Do: Monitor SEO Trends Using Specialized Tools

The world of SEO encompasses consumer trends, user behavior, and search engine algorithms. What do all three of these have in common? They’re constantly changing.

If you want to get a current snapshot of the best keywords for any term, field, or even company, you can use specialized tools. Today’s leading SEO software provides you with lists of popular keywords, including metrics about how often terms are searched for and how easy it is to rank for them.

Some popular software options for SEO research in 2025 include:

• Semrush: An all-in-one SEO platform offering comprehensive keyword research, competitor analysis, and site auditing features.
• Ahrefs: Renowned for its extensive backlink analysis, Ahrefs also provides robust keyword research tools and competitive insights.
• Keywords Everywhere: A browser extension that displays keyword data directly in your search results, aiding in seamless keyword discovery.
• Surfer SEO: Offers a suite of tools, including Keyword Research, Content Editor, and SERP Analyzer, to optimize content for search engines.
• Google Search Console: A free tool from Google that provides insights into your website’s search performance and helps identify valuable keywords.
• Moz Pro: Provides keyword research, link building, and site audit tools to enhance your SEO strategy.
• Ubersuggest: Offers keyword suggestions, traffic analysis, and SEO audit features to help improve your website’s performance.
• KWFinder: A user-friendly tool for finding long-tail keywords with low SEO difficulty, aiding in targeted content creation.
• AnswerThePublic: Generates a visual representation of questions and phrases people are searching for around a keyword, useful for content ideas.
• SpyFu: Allows you to analyze your competitors’ keywords and ad campaigns, providing insights to refine your own strategy.

These tools can assist you in various aspects of SEO research, from identifying high-potential keywords to analyzing competitor strategies and optimizing your content for better search engine performance. They can also provide backlink tips, topic ideas, and much more.

Common SEO Errors: Avoid These Mistakes to Elevate Your Results

Even seasoned SEO professionals must stay vigilant to avoid common pitfalls that can undermine their efforts. Mistakes can lead to missed opportunities and even penalties from search engines. Here are a couple “don’ts” to steer clear of when crafting your SEO approach.

Don’t: Overuse Keywords (AKA, “Keyword Stuffing”)

Balance is crucial in how you use SEO keywords. Usage is subject to diminishing returns, so using too many keywords can be as detrimental as not using enough. The practice of “keyword stuffing,” or overloading your content with too many usages of a given keyword, will hurt your ranking—not to mention it will cause your content to read unnaturally, which could turn away readers and stop them from engaging with your brand.

In general, using a keyword once every 500 words is a good strategy. Ensuring keywords flow naturally in sentences and headers improves user experience by boosting readability. It also increases the likelihood that your content will truly reflect user intent. When your keywords are seamlessly integrated, it’s more likely that your page will appeal to readers, keep them engaged, encourage them to explore more content, and ultimately lead to higher conversions or purchases.

Here’s an example of keyword stuffing using “best running shoes” as the focus keyword:

“If you’re looking for the best running shoes, visit our store. We stock the best running shoes from various brands, and we know that the best running shoes are the ones that provide both style and comfort.”

By overusing the keyword, the sentence becomes cumbersome to read and sounds unnatural. A revised version of the sentence may look like this:

“If you’re looking for the best running shoes, visit our store. We stock shoes from the world’s leading brands, offering the best in style and comfort.”

Don’t: Overlook Keywords with Low Scores in Search Volume

One of the most popular metrics used to categorize keywords is Search Volume. This refers to the number of times a particular keyword or phrase is searched for within a given time frame (usually monthly). While high search volume often indicates popular and broad interest in a term, it’s not always the best indicator of whether a keyword will help your brand’s SEO.

Why Search Volume Isn’t Always the Deciding Metric:

• High-volume keywords tend to be more competitive, making it harder to rank for them.
• Keywords with lower volume can often be more specific, attracting a more targeted audience. These readers may be further along in their buying journey.
• As you gain traffic from niche or low-volume keywords, you can build up domain authority quickly.

When Low-Volume Keywords Can Still Be Valuable:

• Targeting Niche Audiences: Keywords that are specific to a particular need or group may have low volume but attract highly relevant traffic that’s more likely to convert.
• Long-Tail Keywords: These are phrases that may not have high search volume on their own but, when combined, can bring in substantial traffic. For example, “best running shoes for flat feet” is a more specific, longer phrase that could yield more qualified visitors.
• Local Searches: If you’re focusing on a specific geographical location, low-volume but location-specific keywords (e.g., “best coffee shops in Denver”) can be extremely valuable.
• Less Competitive Niches: Even if a keyword has low volume, it could be easier to rank for, especially in industries with less SEO competition, bringing in a steady flow of visitors over time.
• Specific Stages of the Buyer’s Journey: Keywords that address specific questions or pain points, even with low search volume, might be ideal for attracting users who are in the research or decision-making stage of their purchase cycle.

Depending on your industry, audience, and goals, there are times when low-volume keywords can still offer significant benefits. A lack of search volume for a given keyword doesn’t necessarily indicate a lack of interest. Instead, it could indicate a gap in the market that you could fill.

Build a Balanced SEO Strategy to Earn Rankings and ROI

SEO is a critical element of digital marketing that involves many factors, such as topics, links, post frequency, and more. All these elements play a role in how well your content ranks in searches and converts.

At the heart of a successful SEO strategy are keywords. Understanding your audience and using top-tier tools to research keywords is key to boosting your SEO success.

To optimize your content, use keywords naturally and sparingly—avoid keyword stuffing. Additionally, don’t prioritize search volume alone. Instead, focus on the intent behind your keywords and how well they align with the needs of your target audience. Your readers will appreciate it, and show their gratitude through engagement.

Ready to boost your SEO results? With over a decade of experience, I specialize in crafting content that not only ranks well but also resonates with users and drives ROI. If you’re ready to elevate your SEO strategy, contact me today to get started!