Updated Tue June 17, 2025
Published Under: Google Search Engine Marketing Search Engine Optimization
Ranking on Google is great. But ranking for the wrong keywords? That’s a recipe for wasted time, missed leads, and frustrated marketing teams.
If your business has ever celebrated hitting the top spot on the search results—only to realize it didn’t result in more clicks, leads, or revenue—you’re not alone. Many businesses make the mistake of chasing keywords based on search volume alone, not strategy.
At VGM Forbin, we help businesses—including those in healthcare, HME, and many niche industries—optimize for what matters most: keywords that attract the right audience and drive conversions.
Let’s walk through how to build a keyword strategy that actually works.
Why Ranking Isn’t Enough Anymore
Getting to the top of search results doesn’t automatically bring value. If you rank for a broad or irrelevant term, you might see traffic—but not the kind that converts.
It’s not about showing up for every search. It’s about showing up for the right ones.
Quick Navigation:
- Understand Search Intent
- Avoid Vanity Keywords
- Use Keyword Tools Strategically
- Think Like Your Customer
- Match Keywords to Pages
- Refresh Your Strategy Often
- When to Use SEO vs. SEM
Understand Search Intent
The key to choosing keywords that convert? Intent.
There are four types of search intent:
- Informational – “What is a CPAP machine?”
- Navigational – “ResMed website” or “Forbin SEO services”
- Commercial – “Best CPAP machine for travel”
- Transactional – “Buy CPAP machine online”
If your goal is to generate leads or sales, focus on commercial and transactional intent. Informational content is still valuable for top-of-funnel blog traffic—but it should guide users toward the next step.
Need help aligning your content with intent?
Let our SEO team take a look
Avoid Vanity Keywords
A common trap? Targeting high-volume, high-competition keywords that are too broad.
Example:- Poor Target: “CPAP”
- Good Target: “best portable CPAP machine for seniors”
The first might bring in thousands of impressions. The second might only get a few hundred—but those are the ones interested in buying, not just browsing.
Instead of chasing volume, chase relevance. Ask: “Would someone searching this be ready to do business with me?”
Use Keyword Tools Strategically
Keyword research tools are great—if you know how to use them.
Some of our favorites:
When using these tools, don’t just look at:
- Search volume
- Keyword difficulty
- CPC (cost-per-click)
Also consider:
- The competitiveness of your niche
- How well the keyword matches your audience’s needs
- Whether the keyword aligns with your services
Numbers help. But context closes the deal.
Think Like Your Customer
The best keywords often come from your customers’ own words.
Try this:
- Review support emails, call transcripts, and chat logs
- Note how people describe their problems, questions, and goals
- Use that language in your content and blog headlines
You can also:
- Browse Reddit, Quora, or niche forums in your industry
- Use AnswerThePublic.com to discover phrasing and common questions
Want help turning customer insights into SEO content?
Let’s talk
Match Keywords to the Right Page
Not every keyword belongs on your homepage. Here’s a quick guide:
| Page Type | Best Keyword Type |
|---|---|
| Homepage | Branded, broad service terms |
| Product/Service Page | Commercial and transactional |
| Blog Post | Informational and long-tail |
| Landing Page | Location-specific or high-intent |
If you match high-intent keywords with low-intent pages—or vice versa—users will bounce, and Google will notice.
Refresh Your Strategy Often
SEO isn’t one-and-done.
Search trends evolve. Customer questions shift. Competitors change.
To stay ahead:
- Revisit your keyword list every 3–6 months
- Track which pages are converting (not just ranking)
- Use data from SEM campaigns to guide organic strategy
- Check the ‘search performance’ tab in Google Search Console for keywords with high impressions but low clicks and improvement opportunities
Paid search gives you real-time feedback on what people are clicking—and converting on. Use that insight to fine-tune your SEO.
Want to combine SEO + SEM for better results?
We’ll help you build the strategy
When to Use SEO vs. SEM for Keyword Goals
| Use SEO When… |
|---|
| You want long-term visibility |
| You’re building authority with evergreen content |
| You have time to grow rankings organically |
| Use SEM When… |
|---|
| You want quick results |
| You’re targeting high-competition keywords |
| You’re launching a new product or service |
The best strategy? Use both—strategically.
We help clients use paid search to test and validate keyword performance, then build out long-term content strategies around what’s working.
Clicks are Cute... But Conversions Pay the Bills!
Let Forbin help you choose SEO keywords that help turn into leads.
Final Thoughts: Choose Keywords That Convert
At the end of the day, it’s not about how many keywords you rank for—it’s about how many of those rankings turn into clicks, calls, and customers.
Focus on:
- Intent over volume
- Relevance over trendiness
- Context over competition
Whether you’re running an HME business or launching a brand-new product, the marketing team at VGM Forbin is here to help you build a keyword strategy that performs.
Ready to optimize for what really matters?
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