Get More Mileage (and Traffic!) from Your SEO Focus Keyword

You can’t target everything. And in SEO, you shouldn’t try.

While it might be tempting to cram a dozen search terms onto one page, the spaghetti strategy—hoping something sticks—rarely works. You end up with an underperforming site and a floor full of noodles.

Every page needs one clear focus keyword telling Google exactly what your page is about. Not just what you offer, but what your audience is actually searching for when they’re ready to click.

What Is a Focus Keyword?

A focus keyword is the primary search phrase you want a page to rank for. It’s the star of the show, used in your metadata, intro paragraph, and sprinkled (not stuffed) throughout the content.

That doesn’t mean you can’t include supporting keywords. But when you try to rank for everything, you usually end up ranking for nothing. A good focus keyword gives your content clarity, direction, and higher odds of landing on page one.

Start with What You Actually Offer

This sounds obvious, but too many businesses try to go broad when they should go precise.

If you're a residential contractor in Hamilton, “construction” is a weak focus keyword. It’s vague, highly competitive, and could refer to anything from commercial infrastructure to highway repair. Meanwhile, “custom home builder Hamilton” is clear, relevant, and likely to connect with your ideal client.

This is where intent matters. Broad terms might get more monthly searches, but narrow, location-specific ones are far more likely to drive action. Especially when they reflect your actual services, your real market, and how people search in your area.

Do Some Actual Keyword Research

Once you’ve got a basic idea, expand it. Use SEO tools to dig into related search terms. Check what pops up in the “people also ask” section or scan your Google Search Console data.

You're looking for keyword variations that offer specificity and intent. A pet health brand might start with “dog shampoo,” but find stronger focus keywords in “natural dog shampoo for sensitive skin” or “anti-itch dog shampoo for puppies.”

These longer, more detailed terms are called long-tail keywords. They get less traffic individually, but they’re easier to rank for and much better at pulling in the right visitors.

Need help finding the right keywords? The Brand Brew®’s SEO Keyword Strategy service takes the guesswork out—so you can focus on ranking for what matters.

Check the Search Intent Before You Commit

Finding a keyword isn’t enough. You also need to know what kind of content already ranks for it.

If all the top results for “how to clean hardwood floors” are blog posts, and you're trying to rank a product page, you're setting yourself up for failure. Google has decided that this query deserves educational content, not a sales pitch.

On the flip side, someone searching “deep cleaning service Brantford” isn’t looking for a DIY guide. They want a local pro who can show up this week and get the job done right. That’s your cue to create or optimize a service page that answers the call.

Your goal is to meet the searcher where they are, whether they’re browsing, comparing, or ready to buy.

Place It with Purpose

Once you’ve picked your focus keyword, the next step is placing it where it counts. It should appear in your page title, meta description, and H1. These are the big signals search engines rely on to figure out what your page is about. 

Let’s say you’re a dental clinic in Waterdown targeting “emergency dental care Waterdown.” That phrase should show up in your title tag, like:

Emergency Dental Care | XYZ Dental | Waterdown, ON

It should also be part of your page URL (like /emergency-dental-care-waterdown) and appear in your H1 and intro copy. The goal isn’t to repeat it like a robot but to make it easy for both Google and real humans to understand what the page offers.

Don’t forget image file names and alt text, especially if your photos show relevant services or location-based visuals. These subtle cues help boost relevance and accessibility.

Write Like a Human (But With Strategy)

Where you place your keyword matters, but how you use it matters just as much.

Google has moved far beyond keyword stuffing. These days, relevance, clarity, and natural flow are what get rewarded. That means your website copy needs to be well-written, easy to read, and aligned with what searchers actually want to find.

If you run a beauty and wellness clinic offering “microneedling facials Toronto,” you don’t need to force that phrase into every other sentence. Instead, build around it. In your intro, describe who it’s for and what results clients can expect. Use variations like “microneedling treatments” or “facials for smoother skin” where it feels natural.

Link related services internally (like skincare consultations or post-treatment care) to help Google understand your site structure and keep users exploring. Strong internal linking builds authority on your own site, while backlinks from other trusted sources take that credibility even further.

Let’s Brew Up Some Traffic 

Strong SEO starts with clarity. It’s not about chasing clicks, it’s about showing up for the right people with the right message at the right time. And because SEO is never one-and-done, it takes consistency, strategy, and the occasional content refresh to stay visible.

Want to build that kind of traction? The Brand Brew ®’s Website Design will help you design a site that puts your message (and your keywords) to work. Or, start with an SEO Website Audit to see where things stand!

Book a call and let’s start brewing better results.