Keywords are the essential elements we sprinkle throughout our websites, copy, and online descriptions. They’re the words our potential clients type into search engines when they’re looking for the very services we offer. But here’s a question worth asking regularly—are we really using the right keywords?

A few years ago, when I was researching for a class on optimizing Google Business Profiles, I had a moment that stopped me in my tracks. I was focusing on professionals like decorative painters, muralists, and other artisans who often use specific terminology to describe their work. Naturally, many of them use the term decorative painter as a core identifier.

So, I ran a search for “decorative painter.” What came up? Mostly paint companies—many of which don’t even offer decorative or artistic finishes. That was Strike 1.

Strike 2 came when I considered how many people don’t even know the term decorative painting. If someone isn’t familiar with the industry language, they’re more likely to search using everyday words—phrases that describe what they want rather than what we call it.

This disconnect isn’t a failure—it’s an opportunity. When we adjust our language to better reflect how clients naturally speak and search, we make it easier for them to find and connect with us. It’s less about dumbing things down and more about building a bridge between their world and ours.

To dig deeper, I polled a few people and asked what they’d type into Google if they were looking for custom wall art or finishes. These were just a few of the responses:

-Artist for walls

-Custom wall art for homes

-Handpainted walls

-Faux finishes expert

-Designer wall treatments

-Custom mural artist

-Artistic wall textures

-Luxury wall finishes

Only one person even used the word paint. That insight shifted everything. It reminded me that industry jargon doesn’t always match how people search—and that disconnect can mean your business stays hidden, even when someone’s actively looking for what you offer.

It’s a humbling reminder that how we describe ourselves isn’t always how others think of us. Clients don’t always know the “right” words—they just know what they want. And that’s why the most effective marketing starts with listening.

And this isn’t just a lesson for artists and artisans. Let’s look at a few more examples:

A business coach might describe themselves using terms like mindset strategist, transformational guide, or growth advisor. But potential clients may be searching for more direct phrases like how to grow my small business, help with burnout, or accountability coach.
A custom curtain installer might use phrases like soft furnishings expert or luxury window treatments, while clients search for drapery installer near me or custom curtains for bedroom.
A nutrition consultant could say integrative wellness specialist on their site, but a prospective client might Google meal plans for energy or how to stop feeling tired all the time.

This gap between what we say and what they search for is where visibility issues often begin.

A Simple Keyword Exercise

Here’s something you can do this week:

1. Google the words you think people use to find your services. What comes up? Are those results aligned with your business?

Keep in mind that your browsing habits may influence your search results. If you’ve visited your website or business profile recently, Google may rank it higher in your results than it would for someone else. This is known as personalized search, and it can make the results seem more favorable than they truly are.

💡 Pro Tip: Get a clearer view of how your business appears to others by opening an incognito window in your browser or asking a friend to run the search for you. You can also use tools like ISearchFrom.com or the Nightwatch Search Simulator extension to simulate searches from different locations and devices.

2. Ask a few people (especially those not in your industry) what terms they would use to find someone like you. The answers may surprise you.

3. Compare those findings with the language on your website, social media bios, and Google Business Profile.

This informal approach can reveal patterns that more formal keyword tools sometimes miss—and it gets you thinking the way your audience thinks.

Why It Matters

Using the right keywords isn’t just about SEO or analytics. It’s about making it easier for people to find you—people who are actively seeking help, support, and services like yours. When your language matches their search habits, you're not just being found. You're being understood.

It’s worth revisiting your keywords every few months to keep your online presence aligned with how your ideal clients search and speak.

Your online visibility is too important to leave to guesswork.