A keyword, in natural referencing, refers to the query that an internet user types into Google to find information, a product, or a service. Choosing the right keyword means identifying the query on which a page has the best chance of ranking on the first page, considering its authority, content, and existing competition.
This selection is based on three measurable parameters: search volume, positioning difficulty, and the intent behind the query.
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Filter opportunities from Google Search Console before any external tool
Most guides directly point to keyword generators (Semrush, Ubersuggest, Keyword Planner). Starting from these tools without looking at your own data is like searching for new territories while already acquired positions are waiting to be consolidated.
Google Search Console displays the queries for which a site already appears in the results, along with the number of impressions, click-through rate, and average position. Queries ranked between the tenth and twentieth positions represent the most accessible first-page opportunities, because Google already considers the page relevant for these terms.
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Mastering the choice of the optimal keyword 1 starts with this sorting: isolating queries close to the first page, then assessing whether the existing content adequately meets the search intent or needs to be revised.
Search intent: the criterion that weighs more than volume
The monthly search volume of a keyword attracts attention, but it says nothing about what the internet user expects as a response. Google ranks pages based on their ability to satisfy this expectation, not based on how many times the keyword appears in the text.
The four types of intent and their impact on content
Search intent is divided into four categories that Google identifies based on the formulation of the query and user behavior:
- Informational: the internet user seeks an explanation or definition (“how does a heat pump work”). The expected content is a detailed article or guide.
- Navigational: the query targets a specific site or brand (“EDF customer space”). Attempting to rank for this type of query when not being the concerned brand yields very few results.
- Commercial: the internet user compares before buying (“best noise-canceling headphones 2026”). High-performing pages offer comparisons, tables, or reviews.
- Transactional: the query indicates an imminent purchasing decision (“buy Salomon trail shoes”). Product pages and e-commerce listings dominate the results.
Before settling on a keyword, typing the query into Google and examining the top ten results helps verify what type of content is expected. If the first page displays only product listings and the site offers a blog article, the keyword is not suitable, regardless of its volume.
Positioning difficulty and site authority: calibrating ambitions
A keyword with a high volume and strong competition requires a site with already solid domain authority and a substantial external link profile. For a new or modest-sized site, targeting long-tail queries reduces competition while capturing qualified traffic.
Long-tail refers to queries composed of three words or more, which are more specific and less contested. “Women’s trail shoes for muddy terrain” generates fewer searches than “trail shoes,” but the internet user typing it knows exactly what they want. The conversion rate on these queries generally exceeds that of generic keywords.
How to assess the feasibility of a keyword
Three checks are sufficient to estimate if a keyword is within reach:
- Analyze the sites on the first page: if the top ten results come from sites with very high authority (Wikipedia, government sites, major brands), competition will be tough in the short term.
- Look for gaps in the existing results: outdated content, a page that does not fully address the query, or an unsuitable format indicate a spot to fill.
- Check thematic coherence with the rest of the site: Google values sites that cover a topic in depth. An isolated keyword, without links to other content on the site, will struggle to rank even if competition is low.
E-E-A-T signals and helpful content: the quality filter often ignored
Since the helpful content updates, Google evaluates whether the content associated with a keyword provides real value based on experience, expertise, and trustworthiness (criteria grouped under the acronym E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness).
In practical terms, this means that a keyword becomes more accessible when the writer can provide evidence of experience: case studies, field data, documented customer feedback, concrete examples from real practice. Purely theoretical content, compiled from secondary sources, will have a harder time passing this quality filter.
For a site specialized in a specific field, this logic represents an advantage. Demonstrating field expertise on a niche keyword weighs more than general content on a high-volume keyword. Therefore, the choice of keyword is not limited to metrics of volume and difficulty: it also incorporates the site’s ability to prove its legitimacy on the subject.
Prioritize your keywords with a simple matrix
Once the candidate keywords are identified (via Search Console, external tools, and result analysis), they need to be ranked by priority. Cross-referencing two axes is sufficient: feasibility (low to medium difficulty, thematic coherence, E-E-A-T capability) and business potential (does the keyword attract visitors likely to convert).
Keywords that combine high feasibility and strong business potential take precedence. Those that present an attractive volume but unreachable competition are postponed. It is better to publish five well-positioned pieces of content on targeted queries than a single article lost on the third page for a generic term.
Ranking on the first page of Google is not determined by a single perfect keyword, but by a series of coherent choices between targeted queries, the quality of produced content, and the progressive authority of the site. A well-calibrated keyword, associated with content that demonstrates real expertise, remains the most reliable combination for achieving sustainable rankings.