{"id":14414,"date":"2025-04-17T07:06:00","date_gmt":"2025-04-17T07:06:00","guid":{"rendered":"https:\/\/smart-impact.ch\/articles\/?p=14414"},"modified":"2025-04-18T09:00:19","modified_gmt":"2025-04-18T09:00:19","slug":"choose-keywords-attract-customers","status":"publish","type":"post","link":"https:\/\/2025.smart-impact.ch\/en\/articles\/choose-keywords-attract-customers\/","title":{"rendered":"How to choose the right keywords to attract customers"},"content":{"rendered":"<p class=\"wp-block-paragraph\">SEO is not a volume contest.<br>It's not a hunt for the most popular keywords. It's not a matter of fashion or intuition.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It's a targeting strategy. A way of making yourself visible to the right people, at the right time.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The keyword is a filter. It determines who arrives on the site.<br>And above all: why this person is coming.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But you still need to choose the right ones.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What most professionals do (and why it doesn't work)<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In many sectors - law firms, medical professions, technical services - the reflex is always the same: aim high.<br>We position ourselves on \"lawyer\", \"employment law\", \"legal advice\".<br>And we hope that customers will follow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But these ultra-competitive, ultra-vague words are rarely effective.<br>They attract everyone but the good customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Those who :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>are looking for a simple definition,<\/li>\n\n\n\n<li>compare dozens of service providers,<\/li>\n\n\n\n<li>or click with no real intention.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Results <\/strong>Traffic, perhaps. But few, if any, qualified contacts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A good keyword isn't popular. It's precise. It engages.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let's take two concrete requests:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\"difference between dismissal for serious misconduct and dismissal for gross misconduct\".<\/li>\n\n\n\n<li>\"redundancy lawyer Geneva<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The first attracts the curious. The second brings in potential customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In one case, it's about learning. In the other, it's about action.<br>And that's the difference between a keyword that informs... and a keyword that converts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Criteria for choosing the right words<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A relevant keyword ticks several essential boxes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Business relevance<\/strong> it must reflect a real performance, not a vague theme<\/li>\n\n\n\n<li><strong>Research intention<\/strong> informative (to learn), commercial (to buy), navigational (to find a brand)<\/li>\n\n\n\n<li><strong>Level of competition<\/strong> some words are inaccessible to small structures<\/li>\n\n\n\n<li><strong>Location<\/strong> for a local business, geography is key<\/li>\n\n\n\n<li><strong>Long tail<\/strong> longer, more precise and often more effective expressions<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A law firm in Lausanne will have more results on :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\"family law lawyer Lausanne\"<\/li>\n\n\n\n<li>\"fees for amicable divorce\" than on a generic \"Swiss lawyer\".<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"633\" src=\"https:\/\/smart-impact.ch\/wp-content\/uploads\/2025\/02\/le-marketing-dinfluence-est-il-benefique-pour-votre-entreprise-5-scaled-1-1024x633.jpeg\" alt=\"\" class=\"wp-image-5966\" srcset=\"https:\/\/2025.smart-impact.ch\/wp-content\/uploads\/2025\/02\/le-marketing-dinfluence-est-il-benefique-pour-votre-entreprise-5-scaled-1-1024x633.jpeg 1024w, https:\/\/2025.smart-impact.ch\/wp-content\/uploads\/2025\/02\/le-marketing-dinfluence-est-il-benefique-pour-votre-entreprise-5-scaled-1-300x185.jpeg 300w, https:\/\/2025.smart-impact.ch\/wp-content\/uploads\/2025\/02\/le-marketing-dinfluence-est-il-benefique-pour-votre-entreprise-5-scaled-1-768x475.jpeg 768w, https:\/\/2025.smart-impact.ch\/wp-content\/uploads\/2025\/02\/le-marketing-dinfluence-est-il-benefique-pour-votre-entreprise-5-scaled-1-1536x949.jpeg 1536w, https:\/\/2025.smart-impact.ch\/wp-content\/uploads\/2025\/02\/le-marketing-dinfluence-est-il-benefique-pour-votre-entreprise-5-scaled-1-2048x1266.jpeg 2048w, https:\/\/2025.smart-impact.ch\/wp-content\/uploads\/2025\/02\/le-marketing-dinfluence-est-il-benefique-pour-votre-entreprise-5-scaled-1-950x587.jpeg 950w, https:\/\/2025.smart-impact.ch\/wp-content\/uploads\/2025\/02\/le-marketing-dinfluence-est-il-benefique-pour-votre-entreprise-5-scaled-1-1920x1187.jpeg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Simple methodology to avoid mistakes<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It's not about technology. It's about logic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here's a basic method that works:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Analyze existing queries in Google Search Console (if site is active)<\/li>\n\n\n\n<li>Look for automatic suggestions in Google by typing the beginnings of typical customer phrases<\/li>\n\n\n\n<li>Note the \"other questions asked\" displayed by Google<\/li>\n\n\n\n<li>Use a free tool like Ubersuggest to expand your variants<\/li>\n\n\n\n<li>Create a simple table with: keyword \/ volume \/ intent \/ competition \/ target page<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">And above all: confronting ideas with reality on the ground. A word that appeals is not necessarily a word that attracts the right customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A keyword without a dedicated page is useless<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It's a classic trap: identify a good keyword, but don't dedicate a clear page to it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A relevant keyword deserves :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>an explicit title,<\/li>\n\n\n\n<li>content that responds to the request,<\/li>\n\n\n\n<li>a readable structure (without unnecessary jargon),<\/li>\n\n\n\n<li>a logical connection with the rest of the site.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Example: \"rupture conventionnelle Gen\u00e8ve lawyer\" \u2192 a dedicated page, explaining the procedure, deadlines, risks, fees.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not a catch-all page. Not a general blog. A real, targeted answer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Things to remember<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The right keyword is not the one that gives pleasure. Nor is it the one that creates volume.<br>He's the one who attracts the right visitor, at the right time, with the right need.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A professional who chooses his keywords well also chooses his future customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And in a sector where visibility is no longer enough, this is perhaps where the difference begins.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mini-guide-comment-trouver-les-bons-mots-cles-pour-votre-activite\"><strong>Mini-guide: how to find the right keywords for your business<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1. Use the right tools to explore opportunities<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To find relevant keywords aligned with your offers, we recommend the following tools:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Google Search Console<\/strong> - to see which queries are already generating impressions<\/li>\n\n\n\n<li><strong>Google Keyword Planner<\/strong> - to estimate monthly volumes<\/li>\n\n\n\n<li><strong>Ubersuggest<\/strong> - good entry point, free for basic needs<\/li>\n\n\n\n<li><strong>SEMrush<\/strong> - very useful for seeing what the competition is targeting<\/li>\n\n\n\n<li><strong>Ahrefs<\/strong> - powerful for cross-referencing keywords with backlinks and traffic<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Check competition using the Golden Keyword Ratio (KGR) method<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Visit <strong>Keyword Golden Ratio<\/strong> allows you to identify keywords that are easy to rank for, especially for recent or low-authority sites.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-formule-kgr\">\ud83d\udd22 Formula KGR :<\/h3>\n\n\n\n<pre class=\"wp-block-preformatted\">K<code>GR = Number of Google results containing the exact keyword  <br>      in the title (using the intitle: \"keyword\" command)  <br>      \u00f7  <br>      Monthly search volume (\u2264 250)<br><\/code><\/pre>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-exemple\">\u2705 Example:<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Keyword : <strong>breach of contract lawyer Geneva<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Google query to enter :<\/li>\n<\/ol>\n\n\n\n<pre class=\"wp-block-preformatted\"><code>intitle: \"avocat rupture conventionnelle Gen\u00e8ve\" (in French)<br><\/code><\/pre>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li>Results displayed in \"tools\": 48 results<\/li>\n\n\n\n<li>Estimated monthly volume (via SEMrush or Ahrefs): 300 searches<\/li>\n<\/ol>\n\n\n\n<pre class=\"wp-block-preformatted\"><code>KGR = 48 \/ 300 \u2248 0.16<br><\/code><\/pre>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-interpretation\">\ud83d\udfe2 Interpretation:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>KGR &lt; 0.25<\/strong> \u2192 excellent keyword to target immediately<\/li>\n\n\n\n<li><strong>KGR between 0.25 and 1.0<\/strong> \u2192 correct potential, especially if the content is solid<\/li>\n\n\n\n<li><strong>KGR &gt; 1.0<\/strong> \u2192 highly competitive, difficult to classify without strong authority<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. Bonus: validate results structure<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Also type the keyword <strong>without filter<\/strong> in Google (in private browsing) and observe :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Type of results (authority sites, blogs, forums, etc.)<\/li>\n\n\n\n<li>Level of optimization (do they use the word in the title, URL, content?)<\/li>\n\n\n\n<li>Whether the results match your offer: is it really the right terrain?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Le r\u00e9f\u00e9rencement, ce n\u2019est pas un concours de volume.Ce n\u2019est pas une chasse aux mots-cl\u00e9s les plus tap\u00e9s. Ce n\u2019est.. <span class=\"mil-el-more\"><a href=\"https:\/\/2025.smart-impact.ch\/en\/articles\/choose-keywords-attract-customers\/\" class=\"mil-button mil-button-lg\"><span>Read more<\/span><\/a><\/span><\/p>","protected":false},"author":2,"featured_media":14418,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25,14],"tags":[],"class_list":["post-14414","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contenu","category-strategie-digitale"],"acf":[],"_yoast_wpseo_title":"Choisir les mots-cl\u00e9s pour attirer vos clients efficacement","_yoast_wpseo_metadesc":"D\u00e9couvrez comment s\u00e9lectionner des mots-cl\u00e9s pr\u00e9cis pour g\u00e9n\u00e9rer du trafic qualifi\u00e9 et attirer les bons clients sur votre site. 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