Podcast Summary: Episode 230 – "8 Steps to Find Keywords That FIT So You Can Quit Spinning Your SEO Wheels"

Host: Faith Hanan
Release Date: June 19, 2025

Faith Hanan, a seasoned Marketing Strategist, Copywriter, and Christian Business Coach, delves into the intricacies of keyword research in this comprehensive episode of "Simple SEO and Marketing." Aimed at entrepreneurs looking to enhance their online presence, Faith provides actionable insights into selecting the right keywords to drive organic traffic and generate high-converting leads.

Introduction to Keyword Research

Faith begins by emphasizing the foundational role of keyword research in SEO and content marketing strategies. She poses critical questions to entrepreneurs struggling with SEO complexities:

"Does SEO feel complicated and hard to implement? Are you tired of wondering what in the heck to do with your website to get more traffic and more leads knocking on your door?"
[02:15]

She reassures her audience by introducing a systematic approach to keyword research, promising a checklist of eight essential criteria to streamline the process.

The 8 Criteria for Selecting Effective Keywords

Faith outlines eight critical factors to evaluate when choosing keywords, ensuring they align with both the brand and the audience's needs.

1. Authenticity to Brand

   Faith stresses the importance of selecting keywords that genuinely reflect the brand's identity and offerings. She uses a relatable analogy to illustrate this point:

   "If that sucker was a shoe, would you put it on your foot and be like, ooh, I look good?"
   [04:50]

   Key Takeaway: Choose keywords that are a natural fit for your brand, ensuring consistency and authenticity in your content.

2. Helpfulness to Audience

   Beyond brand alignment, the keyword must provide value to the audience. Faith underscores that content should not only represent the brand but also address the audience's needs and interests.

   "If a piece of content is not both authentic to your brand and helpful to your audience, it does not make your content list."
   [05:30]

   Key Takeaway: Focus on keywords that offer genuine assistance or solutions to your audience's problems.

3. Funnel Position: Mid to Bottom of the Funnel

   Faith advises concentrating on keywords that target potential customers further along in their purchasing journey. She cautions against targeting generic "what is" queries that are typically at the top of the funnel and less likely to convert.

   "You need to focus the bulk of your content creation efforts on the mid to bottom of funnel because that's where people are much more ready to make a decision."
   [06:45]

   Key Takeaway: Prioritize keywords that indicate readiness to purchase, leading to higher conversion rates.

4. Expertise and Authority on the Topic

   Demonstrating expertise is crucial for creating authoritative content. Faith shares a personal anecdote to highlight the pitfalls of attempting to cover topics outside one's expertise.

   "If you can't speak with expertise and authority on the topic, go ahead and pass on that keyword phrase."
   [08:15]

   Key Takeaway: Select keywords within your area of expertise to establish credibility and provide valuable insights.

5. Alignment with Searcher Intent

   Understanding the intent behind a search query ensures that the content meets the searcher's needs. Faith emphasizes the necessity of matching the keyword to the intended intent to reduce bounce rates and enhance SEO performance.

   "The keyword phrase that they're typing should be a hundred percent match for what it is you want to get found for."
   [09:10]

   Key Takeaway: Ensure keywords accurately reflect the searcher's intent to maintain engagement and improve SEO rankings.

6. Capability to Create Superior Content

   Faith encourages entrepreneurs to evaluate whether they can produce content that stands out from existing results. This involves offering unique perspectives or comprehensive information that surpasses competitors.

   "Can I bring a unique perspective? Can I create the best content on this topic?"
   [10:05]

   Key Takeaway: Aim to create high-quality, distinctive content that provides greater value than what’s currently available.

7. E-E-A-T (Expertise, Experience, Authority, Trustworthiness)

   Building E-E-A-T is vital for SEO success. Faith breaks down each component, stressing that content creators must possess the necessary qualifications and establish trust with their audience.

   "Do you have the Expertise, Experience, Authority, and Trustworthiness to teach about this keyword?"
   [11:00]

   Key Takeaway: Develop and demonstrate E-E-A-T to enhance SEO rankings and audience trust.

8. Genuine Interest in Creating Content Around the Keyword

   The final criterion touches on the creator’s enthusiasm for the topic. Faith highlights that a lack of interest can translate into uninspired content, which can negatively impact engagement and SEO.

   "Do you actually want to create content around that keyword? If it's something that you're like, I really just don't want to talk about that, then don't."
   [12:30]

   Key Takeaway: Choose keywords that you are passionate about to ensure consistent and engaging content creation.

Conclusion and Key Takeaways

Faith wraps up the episode by reiterating the eight criteria, encouraging listeners to apply this checklist to their keyword research efforts:

1. Authentic to you and your brand
2. Helpful to your audience
3. Mid to bottom of the funnel
4. Ability to speak with expertise and authority
5. Fit the searcher's intent
6. Capability to create the best content
7. Possess E-E-A-T
8. Genuine interest in the topic

She emphasizes that adhering to these guidelines will lead to more effective SEO strategies, higher traffic, and increased conversions.

"Hopefully this episode gave you some really tangible tips for better SEO and marketing to get more leads and more sales from your website."
[13:00]

Faith encourages listeners to apply these strategies to transform their SEO practices, ultimately helping more people and growing their businesses sustainably.

Final Thoughts

This episode serves as a valuable resource for entrepreneurs seeking to refine their SEO strategies through effective keyword research. Faith Hanan's practical advice, grounded in real-world experience, offers a clear path to optimizing content for both search engines and the target audience.

Note: For more resources on SEO, marketing, and copywriting, visit FaithHanan.com.