Are you new to keyword marketing, or are you looking to revamp your website’s SEO strategy? Either way, you must already know the importance of keywords in today’s digital world.

The number of people accessing Google is rising mostly due to smartphones, which make it easy to search on the internet. As the numbers rise, the importance of getting to this demographic also rises.

How do you do that? By targeting the keywords they’re using.

It’s not as simple as that, though. You need to create a keyword list to kickstart your digital strategy.

Not sure where to start? Read on to learn how to build your own list.

1. Establish a List of Keywords

Establishing your keyword list is manual work. You need to think of and find keywords related to your industry by yourself (or with your team). Here’s where you can start with the list.

Identify Your Target Audience

You start by creating and understanding your target audience. Who is your ideal customer? Figure out what they do, their age, the gadgets they have, and so on.

In order to understand your buyer personas, you need to study their needs, their pain points, and their lifestyle. By relating with them, you’ll then have an idea on what words and phrases they use and how they search for the information they want.

Have a Brainstorming Session

Now that you have personas, it’s time to brainstorm and develop a niche keyword list. Add into the list anything you can think of — any phrases and words with any relation to your business.

If you’re a shoe store, for example, you can use “shoes,” “men’s shoes,” “women’s shoes,” and such. Make sure to add some specific keywords as well, like “men’s basketball shoes” or “high heels.”

Get Help from Google

Google has an autocomplete function that aims to complete your search phrase for you. Use this and take note of the top suggestions; they’re the most frequently searched terms.

If the terms relate to your business, include them in your list. The suggestions change based on each letter you type, so add some words to see more recommended phrases.

Google autocomplete

Ask for Opinions

Sometimes, you’ll get great keywords from other people outside your team. Ask your wife, your mom, or anyone you know who fits your target audience. This way, you’ll get valuable information since you’re getting them from real people.

Ask what they enter into the search field when they want to search for a particular topic. You’ll find that even in a small circle, different people use different processes of searching.

You may even ask them to search for a specific product or topic right there and then. This lets you see exactly how they perform their search. You never know, you might pick up some interesting terms that you wouldn’t have thought of.

Include Jargons and Slangs

When you’re making a list, don’t forget to add jargons and slangs. You should be knowledgeable in the pool business industry, so you should also know some terms that people in your industry use a lot.

If you’re not confident about your industry jargon knowledge, ask your team members. This is one of the benefits of working in a team. You get a lot of people pitching in their own ideas and some words or phrases that are in use but you weren’t using.

Don’t forget the slangs of your target audience as well. If you’re not sure, go back to step 1 and get to know your personas better.

Use Plural Forms

For some reason, Google treats plurals differently. “Pool” might not have the same effect as “pools,” for example. You can confirm that they’re different by the amount of competition over that keyword.

If you use Google Keyword Planner, you’ll see the word “attorney” is cheaper and it gets more traffic. On the other hand, “attorneys” is more expensive. Why so?

That’s because people are more likely to type “attorneys” rather than its singular form, even when they only need one attorney.

Keep this in mind when you’re building your keyword niche list.

Google Keyword Planner

2. Use Various Tools

Tools come in handy when you’re creating a list, so don’t hesitate to use everyone at your disposal.

Keyword Research Tool

Keyword research tools will get you a list of potential keyword opportunities, including words and phrases that you might have missed. You simply enter the industry, a competitor’s website, or your niche and the tools will be able to generate some keyword ideas you can use.

Some of them even go beyond that. They can provide other information, such as the monthly search volume, Google AdWords bid, and the competition level, alongside their suggested keywords.

You can find free tools online, although some have a fee or a premium option that will give you access to more tools.


Yes, you can use the thesaurus, too! Entering a word will get you a list of synonyms and a whole lot of ideas for a keyword.

For example, when you look up the synonyms of the word “movie,” you’ll see “film,” “flick,” “cinema,” “motion picture,” and such. You’ll find some of the best target words that might give you a better opportunity.

3. Refine Your Keyword List

Now that you have a list, it’s time to sort and filter your list. This can be tiresome as you’ll be reviewing each keyword to see if you can use them for SEO work or PPC campaigns. Use the following filters:

Is the keyword relevant to your website? If it is, is it popular? Then, do you think it will convert well?

This is where the information from keyword research tools come in handy. Use the Google search volume, the bid, and the competition level to further refine and choose a site phrase.

Get Help from Experts

Need a professional opinion? Consult with an expert to have a better idea on how to build your keyword list. Contact us now and let’s discuss how you can develop a strategy to grow your business.

Ready to learn more?

Bring in new leads with a website that works for you.

Schedule your free, 15 minute strategy consultation now!

Article Name
How to Develop a Keyword List for Your Pool Business Website
Finding the right keywords is essential for making sure that your website shows up in Google. Learn how to develop a keyword list for your pool business website here.
Publisher Name
Pool and Patio Marketing
Publisher Logo