--- title: What Keywords Are Your Prospects Using on Google? description: "Companies want to know the kinds of words we're typing into our browsers when we’re looking for information, whether we want ideas, need help doing something, or require a specific product or service to accomplish a goal. This is what search engine optimized content creation for inbound marketing is all about, and it starts with the words — specifically, keywords." image: https://www.11outof11.com/hubfs/Blog_%20Keywords.png --- [![11-out-of-11-logo](https://www.11outof11.com/hs-fs/hubfs/images/logos/11-out-of-11-logo.png?width=74&height=120&name=11-out-of-11-logo.png "11-out-of-11-logo")](https://www.11outof11.com/) ## 11outof11 - A Blog For Business Owners Looking To Grow [![what-keywords-are-your-prospects-using-on-google](https://www.11outof11.com/hubfs/Blog_%20Keywords.png) ](https://www.11outof11.com/blog/what-keywords-are-your-prospects-using-on-google) ## What Keywords Are Your Prospects Using on Google? Author: [11outof11](https://www.11outof11.com/blog/author/11outof11) What is motivating people when they do an online search? Many businesses like yours are searching for the answer. Marketing leaders [theorize](https://www.linkedin.com/feed/update/urn:li:activity:6709206271553257472/) the reason we’re using search engines to find knowledge is influenced by three motivations: inspiration, education, and execution.  When we’re turning to the Google Gods, we’re looking for something that sparks our imaginations enough to want to know more about it. Or we want to purchase something, and then we want to find out how to get it. Companies want to know the kinds of words we're typing into our browsers when we’re looking for information, whether we want ideas, need help doing something, or require a specific product or service to accomplish a goal. Companies also want to know what kind of information we’re using to find our answers, like articles, videos, studies, reports — the most relevant the better — and create that type of content so it attracts us to their companies, products, and services. This is what search engine optimized content creation for inbound marketing is all about, and it starts with the words — specifically, keywords. ### Anatomy of a Keyword Those words searchers use to verbalize topics for online searches? Those are keywords. Search engine giant Google [defines a keyword](https://blog.hubspot.com/marketing/how-to-figure-out-what-keywords-your-potential-customers-are-using) as “an informative word used in an information retrieval system to indicate content of a document.” [HubSpot](https://inbound.leightoninteractive.com/blog/hubspot-what-does-that-even-mean) calls it, “a word or phrase that is a topic of significance.”  For marketing purposes, keywords come in four types: **Broad Keywords** are most often one typical word that can apply to your industry or company and usually make sense for many companies within your industry. **Fat Head Keywords** are usually word phrases made up of two or three broad keywords and are also general in nature. **Chunky Middle Keywords** are [described as](http://www.nbcchicago.com/blogs/inc-well/SEOmozs-Rand-Fishkin-on-Chunky-Middle-SEO-168484366.html) general words and phrases that real consumers are typing into search engines every day. **Long-Tail Keywords **are longer word phrases or a series of words that are specific to your identity as a company and within your industry. [**Why do you want to know**](https://knowledge.hubspot.com/keyword-user-guide-v2/understanding-keywords)** what keywords your prospects are searching for on Google?** - To gain insight into their questions, pain points, and interests - To build a foundation for your content creation so your website visitors can understand it as it relates to their searches - To help website visitors scan your content for the things they are looking for - [To help search engines](https://inbound.leightoninteractive.com/blog/bid/304859/help-search-engines-find-your-website-with-seo-content-writing) determine the purpose of your content and index your pages appropriately ### Tools for Keyword Research [Keyword research](https://blog.hubspot.com/marketing/how-to-do-keyword-research-ht) is a proven function of inbound marketing to gain insight into what keywords your prospects are using. Luckily, we’ve got tools to help us. **Use social media channels.** If you want to know what people are talking about, what the hot topics are, what folks are asking their peers, what they’re complaining about, and what they’re saying about your company, head to your Facebook, Twitter, and LinkedIn feeds or log on to YouTube. Each of your social media platforms has robust analytics tools for identifying trends, keywords, and hashtags as well as most viewed videos, shared links, articles, and more information. **Use Google Tools.** The [Google Trends](https://www.google.com/trends/) tool gives you an inside look at Google’s database of searches by regions, categories, languages, time, and other search properties to see single keywords or compare multiple terms. [Google AdWords Keyword Planner](https://ads.google.com/intl/en_cy/home/tools/keyword-planner/) can help you choose the right keywords for your company while[Google Autocomplete](https://neilpatel.com/blog/google-autocomplete/) results predict possible search terms that other people are searching for. **Use Wordtracker.** [Wordtracker](http://www.wordtracker.com/) is a market research tool built for SEO that can help you decide whether any type of keyword is worthy of your content efforts. This tool gives users an estimate of how many times a keyword or keyword phrase is searched each day, plus any related phrases or keywords. **Use HubSpot.** [HubSpot's content strategy tool](https://www.hubspot.com/products/marketing/content-strategy?hubs_post=blog.hubspot.com/marketing/how-to-figure-out-what-keywords-your-potential-customers-are-using&hubs_post-cta=HubSpot%27s%20Content%20Strategy%20tool) gives you real-time information on topics that are most relevant to your business. Set up topic clusters to identify topics that are attracting leads and customers and others that are not. ### 11outof11 for Keyword Research and SEO When you’re ready to conduct a keyword search and optimize your SEO, connect with [HubSpot Platinum Solutions Partner 11outof11](https://www.11outof11.com/). Request a complimentary call with an 11outof11 expert. [Contact us to learn more](https://www.11outof11.com/cs/c/?cta_guid=19b791b7-7fc9-4130-93bc-cfc33c563832&placement_guid=7ad5ae7b-f791-4f1f-a369-ec6c77754c8b&portal_id=435241&canon=https%3A%2F%2Fwww.11outof11.com%2Fblog%2Fhow-hiring-a-web-design-agency-not-a-freelancer-saves-you-money&redirect_url=APefjpGd21RJQz4HH7lXP7wljKsyeIO4OYPxktm5_czN9oJX1oB8gc5Nv4IHP_mWMY3BZMj1ZQMvRoJKdigxwjvsAtzeq2fbPKNfDzKcy16JokNN_gDAfFzMPl-qY-V_qidhlCu4isVeQ-0vJTo8Juzcg0IjHQfsqWqc_Hn7m3sCmzA2xdQ0HriPslvoyCLDryjyi5nWOyK_a6rJuVVTt-yzIPu0Lr2qqr4cZ4p0-uqTxzHyEkdsXGo&click=d1275d33-e748-4645-9f68-148d38452226&hsutk=ef8cf3504029b1a5dd663cdac1effaa3&signature=AAH58kEpmomnwU1sbbuVq9DdPnT8pz90wQ&pageId=12305502952&__hstc=200429681.ef8cf3504029b1a5dd663cdac1effaa3.1593641159376.1596475156091.1596576465984.5&__hssc=200429681.1.1596576465984&__hsfp=1665710045&contentType=blog-post)! [![Request a complimentary call with an 11outof11 marketing expert](https://no-cache.hubspot.com/cta/default/435241/89e3bbf4-f3c4-4686-aa7d-34829b9ece71.png)](https://cta-redirect.hubspot.com/cta/redirect/435241/89e3bbf4-f3c4-4686-aa7d-34829b9ece71) Topics: [Marketing](https://www.11outof11.com/blog/topic/marketing), [Market Your Small Business](https://www.11outof11.com/blog/topic/market-your-small-business), [Inbound Marketing](https://www.11outof11.com/blog/topic/inbound-marketing), [Search Engine Optimization](https://www.11outof11.com/blog/topic/search-engine-optimization), [SEO](https://www.11outof11.com/blog/topic/seo) [« Previous](https://www.11outof11.com/blog/six-quick-tips-to-help-improve-your-marketing-using-hubspot) [All Posts](https://www.11outof11.com/blog) [Next »](https://www.11outof11.com/blog/5-ways-to-create-content-that-helps-your-sales-team) ![create_thought_leadership_content_thumbnail](https://www.11outof11.com/hs-fs/hubfs/create_thought_leadership_content_thumbnail.jpg?width=350&name=create_thought_leadership_content_thumbnail.jpg "create_thought_leadership_content_thumbnail") Create Thought-Leadership Content EVERY WEEK [![Download My Guide »](https://no-cache.hubspot.com/cta/default/435241/a345740f-3968-44dd-915e-6f5c00607bb8.png)](https://cta-redirect.hubspot.com/cta/redirect/435241/a345740f-3968-44dd-915e-6f5c00607bb8) Search The Blog: Go » ### Posts by Topic - [Marketing (143)](https://www.11outof11.com/blog/topic/marketing) - [Digital Marketing (116)](https://www.11outof11.com/blog/topic/digital-marketing) - [Content Marketing (101)](https://www.11outof11.com/blog/topic/content-marketing) - [Market Your Small Business (76)](https://www.11outof11.com/blog/topic/market-your-small-business) - [Inbound Marketing (61)](https://www.11outof11.com/blog/topic/inbound-marketing) - [Email Marketing (33)](https://www.11outof11.com/blog/topic/email-marketing) - [Lead Nurturing (32)](https://www.11outof11.com/blog/topic/lead-nurturing) - [Marketing Funnel (26)](https://www.11outof11.com/blog/topic/marketing-funnel) - [sales leads (25)](https://www.11outof11.com/blog/topic/sales-leads) - [Search Engine Optimization (20)](https://www.11outof11.com/blog/topic/search-engine-optimization) - [Outsourced Marketing (18)](https://www.11outof11.com/blog/topic/outsourced-marketing) - [SEO (18)](https://www.11outof11.com/blog/topic/seo) - [Website Design (18)](https://www.11outof11.com/blog/topic/website-design) - [EOS (13)](https://www.11outof11.com/blog/topic/eos) - [EOS & Marketing (12)](https://www.11outof11.com/blog/topic/eos-marketing) - [Inbound (10)](https://www.11outof11.com/blog/topic/inbound) - [HubSpot (8)](https://www.11outof11.com/blog/topic/hubspot) - [Social Media Marketing (6)](https://www.11outof11.com/blog/topic/social-media-marketing) - [Video Marketing (5)](https://www.11outof11.com/blog/topic/video-marketing) - [Branding (4)](https://www.11outof11.com/blog/topic/branding) - [Business Systems (4)](https://www.11outof11.com/blog/topic/business-systems) - [women-owned business (4)](https://www.11outof11.com/blog/topic/women-owned-business) - [B2B Marketing (3)](https://www.11outof11.com/blog/topic/b2b-marketing) - [EOS Scorecard (3)](https://www.11outof11.com/blog/topic/eos-scorecard) - [Lead Generation (3)](https://www.11outof11.com/blog/topic/lead-generation) - [Local SEO (2)](https://www.11outof11.com/blog/topic/local-seo) - [Marketing Automation (2)](https://www.11outof11.com/blog/topic/marketing-automation) - [SharpSpring (2)](https://www.11outof11.com/blog/topic/sharpspring) - [podcast (2)](https://www.11outof11.com/blog/topic/podcast) - [sales pipeline (2)](https://www.11outof11.com/blog/topic/sales-pipeline) - [B2B Email Marketing (1)](https://www.11outof11.com/blog/topic/b2b-email-marketing) - [Business Operating System (1)](https://www.11outof11.com/blog/topic/business-operating-system) - [Client Announcement (1)](https://www.11outof11.com/blog/topic/client-announcement) - [Client Onboarding (1)](https://www.11outof11.com/blog/topic/client-onboarding) - [Customer Personas (1)](https://www.11outof11.com/blog/topic/customer-personas) - [HubSpot Social (1)](https://www.11outof11.com/blog/topic/hubspot-social) - [Keywords (1)](https://www.11outof11.com/blog/topic/keywords) - [Lead Pipeline (1)](https://www.11outof11.com/blog/topic/lead-pipeline) - [LinkedIn (1)](https://www.11outof11.com/blog/topic/linkedin) - [Market Your Startup (1)](https://www.11outof11.com/blog/topic/market-your-startup) - [Scale Up (1)](https://www.11outof11.com/blog/topic/scale-up) - [Trainual (1)](https://www.11outof11.com/blog/topic/trainual) - [Value Marketing (1)](https://www.11outof11.com/blog/topic/value-marketing) - [marketing audience (1)](https://www.11outof11.com/blog/topic/marketing-audience) - [website audit (1)](https://www.11outof11.com/blog/topic/website-audit) [See More »](https://www.11outof11.com/blog/what-keywords-are-your-prospects-using-on-google#) ![We Run on EOS](https://www.11outof11.com/hubfs/We-Run-on-EOS-Badge.png) ![HubSpot Platinum Partner](https://www.11outof11.com/hubfs/1-platinum-badge-white.png) ![Lift Integrator Community Partner](https://www.11outof11.com/hubfs/1-lift_IntegratorCommunity-Badge_Silver_bw%20(1).png) ![2025_P100Awards_DigitalBadge_generic](https://www.11outof11.com/hubfs/2025_P100Awards_DigitalBadge_generic.png) ![Aurora Chamber](https://www.11outof11.com/hubfs/AuroaChamberLogo1.png) ![New Braunfels. Chamber](https://www.11outof11.com/hubfs/NewBraunfelsLogo1.png) ![Colorado Restaurant Association](https://www.11outof11.com/hubfs/CRAlogo1.png) ![The Greater San Antonio Chamber](https://www.11outof11.com/hubfs/SACCLogo1.png) ![The Greater West Chester Chamber of Commerce](https://www.11outof11.com/hubfs/GWCC%20White%20Logo-01-1.png) #### [11outof11](https://www.11outof11.com/) [**](https://www.facebook.com/11outof11) [**](https://www.linkedin.com/company/11outof11/) [![JOIN OUR TEAM!](https://no-cache.hubspot.com/cta/default/435241/622f5040-42d4-44b8-85c5-9ea22482cfaa.png)](https://cta-redirect.hubspot.com/cta/redirect/435241/622f5040-42d4-44b8-85c5-9ea22482cfaa) ```json { "@context" : "http://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Organization", "name" : "11outof11" }, "datePublished" : "Feb 18, 2021 8:00:00 AM", "headline" : "What Keywords Are Your Prospects Using on Google?", "image" : { "@type" : "ImageObject", "height" : "251", "url" : "https://f.hubspotusercontent40.net/hubfs/435241/Blog_%20Keywords.png", "width" : "655" }, "mainEntityOfPage" : { "@id" : "https://www.11outof11.com/blog/what-keywords-are-your-prospects-using-on-google", "@type" : "Blog" }, "name" : "11outof11", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://435241.fs1.hubspotusercontent-na1.net/hubfs/435241/images/logos/11-out-of-11-logo.png" }, "name" : "11outof11" } } ``` ```json { "@context" : "http://schema.org", "@type" : "LocalBusiness", "address" : { "@type" : "PostalAddress", "addressCountry" : "", "addressLocality" : "Denver", "addressRegion" : "CO", "postalCode" : "80202", "streetAddress" : "1600 Stout St Suite 250" }, "email" : "hello@11outof11.com", "image" : "https://cdn2.hubspot.net/hubfs/435241/images/logos/11-out-of-11-logo.png", "logo" : "https://cdn2.hubspot.net/hubfs/435241/images/logos/11-out-of-11-logo.png", "name" : "11outof11", "telephone" : "", "url" : "http://www.11outof11.com" } ``` ```json { "@context":"http://schema.org", "@type":"LocalBusiness", "name":"11outof11", "description": "Marketing Your Business Should Be Easy.", "url":"https://www.11outof11.com/", "logo":"https://435241.fs1.hubspotusercontent-na1.net/hubfs/435241/images/logos/11-out-of-11-logo.png", "image": "https://435241.fs1.hubspotusercontent-na1.net/hubfs/435241/images/logos/11-out-of-11-logo.png", "foundingDate":"2017", "founders":[ { "@type":"Person", "name":"Angela Pointon", "jobTitle":"President" // "image":"", // "url":"" } ], // "address":{ // "@type":"PostalAddress", // "streetAddress":"1600 Stout St Suite 710", // "addressLocality":"Denver", // "addressRegion":"CO", // "postalCode":"80202", // "addressCountry":"" // }, "email": "hello@11outof11.com", "telephone":"", // "faxNumber": "610-329-0299", "geo": { "@type": "GeoCoordinates", "latitude": "", "longitude": "" }, // "hasMap":"", "openingHours": "Mo, Tu, We, Th, Fr 08:00-18:00" // "sameAs": [""] } ```