Choosing the Right Keyword for Each Page
TL;DR: The right keyword depends on the page's job. Commercial pages (solution, domain, target group) should target specific commercial terms, such as "payroll outsourcing service", while resource pa…
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1. Short- vs. Long-tail Keywords
Short-tail keywords are broad, usually one or two words. Examples: payroll, HR software, time & attendance. Search volume is high, but so is competition, and the searcher's goal is often unclear.
Long-tail keywords are specific, usually three or more words. Examples: benefits of outsourcing payroll or how to switch payroll provider. Each one has lower search volume, but together they make up a large share of searches. The searcher usually knows what they want.
Feature | Short-tail | Long-tail |
Intent | Often vague | Usually specific |
Competition | Usually higher, difficult to rank | Usually lower, easier to rank |
Search volume | Higher individual, but lower collective search volume | Lower individual, but higher collective search volume |
Content needed | Less depth | More depth |
Neither type is better in general. The right choice depends on the page.
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2. Start With the Page's Job
Page type | Keyword to target | Example |
Solution page | Commercial, specific | payroll outsourcing service, time tracking software |
Target group page | Commercial, with the audience named | payroll for small businesses |
Resources | A specific question or phrase | benefits of outsourcing payroll, how to switch payroll provider |
A solution page that targets a broad term can attract readers who aren't buying. A blog post that targets a commercial term can compete with solution pages and rank poorly. Match the keyword to the page.
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3. Make the Keyword Specific Enough
Ask yourself: if someone types this phrase, are they likely to be a buyer? Payroll and time & attendance could mean anything, from job listings to student projects. Payroll service and time tracking software show the searcher is looking for a solution. If your keyword is too broad, add words that make it specific.
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4. Check the Search Results
Search your keyword on your country's Google site before you commit. Look only at the organic results and skip the sponsored results at the top, since advertisers pay to appear there and they don’t show what Google expects to rank.
- If most organic results are guides, articles or blog posts, the search is informational. A solution page is unlikely to rank, so a resource page is the better target.
- If most organic results are product and solution pages of competitors, the search is commercial. Build a solution page for it.
Example: For "payroll outsourcing" in the UK, 4 of the top 5 organic results are guides or blog posts, so a resource page is the better target. A search for "payroll outsourcing services", on the other hand, returns mostly solution pages, which makes that keyword the better fit for our solution page.
Use Keyword Planner to check volume, as described in Perform a Quick Keyword Research, but don't rely on volume alone.
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5. Use the Keyword Where it Fits
Once you've chosen the keyword, place it in the URL, H1, meta title, meta description and the opening paragraph. Don't repeat it unnaturally. For the full checklist, see the On-Page SEO Playbook.
AI Overviews and AI Mode need no special optimization. There are no additional requirements to appear in them, and the same foundational SEO practices apply (Google Search Central). These features also use query fan-out, which means running several related searches across subtopics and data sources to build an answer (Google Search Central). A page that answers a specific question clearly is more likely to match one of those related searches. Choosing a clear, specific keyword remains the right starting point. You don't need separate keywords for AI search.
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Key Takeaway
Choose a keyword that matches what the page is for: a commercial, specific term for solution and target group pages, a specific question for resource pages. Check the organic results before you commit, and use the keyword naturally in the places people and search engines read first.
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