- Written by Hozio
- October 10, 2025
- 3 Minute Read
The Three Types of "Wrong" Keywords
Not all keywords are created equally. The “wrong” ones usually fall into one of three traps, bringing you the wrong kind of traffic—or no traffic at all.
1. The Keywords Are Too Broad (The Tourist Trap)
These are typically single, generic words like “shoes,” “marketing,” or “plumbing.” Targeting them seems like a great idea because they get tons of searches.
The Problem: The competition for these terms is insane. You’re not just competing with local businesses; you’re up against huge national brands, major retailers, and Wikipedia. More importantly, these keywords don’t tell you what the searcher wants. Someone searching for “plumbing” could be a student writing a paper, a DIYer looking for tips, or someone looking for a job. They’re probably not looking to hire your local plumbing business.
Analogy: It’s like setting up a small food truck in the middle of Times Square and hoping to get noticed. You’re in a busy area, but the noise and competition are too overwhelming.
2. The Keywords Aren't Relevant (The Wrong Aisle)
This happens when you target keywords that are related to what you do but don’t accurately describe your product or service. You attract visitors who are looking for something you don’t offer.
The Problem: This leads to a high “bounce rate”—people land on your site, realize it’s not what they want, and leave immediately. For example, if you sell high-end, luxury furniture but target the keyword “cheap sofas,” visitors will click away as soon as they see your prices. This tells Google your website is not a good result, which can hurt your rankings over time.
Analogy: It’s like a bookstore advertising “best-selling novels” to bring people in, but they only sell comic books. The visitors who show up will leave disappointed.
Looking for ways to improve your customer growth?
3. The Keywords Have No Buying Intent (The Window Shoppers)
Many people use Google for research, not to make purchases. Keywords that start with “how to,” “what is,” or “why” usually attract these “window shoppers.”
The Problem: While attracting researchers can be part of a long-term content strategy, it won’t lead to immediate sales. If you’re a roofer, targeting “how to fix a roof shingle” will bring you DIY homeowners, not customers who want to hire a professional for an urgent repair. You want to attract people who are ready to buy.
Analogy: It’s the difference between someone searching for an “emergency plumber near me” (a buyer) versus “how does a toilet work” (a researcher). You want to be there for the person with the overflowing toilet.
Finding Your "Golden" Keywords ✅
So how do you find the right keywords?
- Think Like Your Customer: Don’t just think about what you sell. Think about the specific problem your customer has. What words would they type into Google when they need that problem solved now?
- Get Specific and Local: Instead of “roofer,” target “emergency roof leak repair in Holbrook, NY.” These longer, more specific phrases (called long-tail keywords) have less competition and are used by people who are much further along in the buying process.
- Focus on Intent: Look for keywords that signal someone is ready to take action. These often include words like “services,” “company,” “near me,” “quote,” or “for sale.”
Your Keywords Are Your Roadmap to Success 🗺️
Your entire SEO strategy is built on the foundation of your keywords. Choosing the right ones offers a clear path for your ideal customers to find you. Choosing the wrong ones is like handing out a map to nowhere. Take a hard look at the keywords you’re targeting—are they a direct route to growth, or a dead end?
