The keyword phrases that are driving people to your site should show buying intent. To find out, you need to check your Google Analytics reports to determine which phrases people are using before they land on your site. For my site, instead of using phrases like “digital marketing company,” which will send only general traffic, I try to use phrases like “top digital marketing company in Pinellas”. Really, it’s just common sense, but many businesses still forget to focus on keyword phrases that match up with search queries of their potential customers. So select these types of keyword phrases that have less competition, and ones that are ultra relevant to your business.