Keywords

Keywords are the words or phrases that people type into search engines like Google to find information, products, or services. In the world of SEO (Search Engine Optimization), keywords are essential because they help search engines understand what your content is about and match it with relevant search queries.

Choosing and using the right keywords can make the difference between your content being discovered or buried in search results.

Types of keywords

There are several types of keywords based on their structure and intent:

By length:

• Short-tail keywords (broad):
  Example: shoes
  High search volume, but also high competition and less specific.
• Long-tail keywords (specific):
  Example: best running shoes for flat feet
  Lower volume, but more targeted and easier to rank for.

By search intent:

• Informational – User is looking for information.
  Example: how to tie a tie
• Navigational – User is looking for a specific site or brand.
  Example: Nike official site
• Transactional/Commercial – User intends to buy or take action.
  Example: buy noise cancelling headphones

Why keywords matter in SEO

• Improve visibility – Helps search engines understand your content and rank it for relevant queries.
• Attract targeted traffic – Right keywords attract users who are most likely to engage with your content or convert.
• Guide content creation – Knowing what your audience is searching for helps you create valuable, on-topic content.
• Support on-page optimization – Keywords are used in page titles, headings, URLs, meta descriptions, and body text.

Where to use keywords

To optimize a page for a keyword, place it in:

• Page title (<title>)
• URL
• Meta description
• <h1> and subheadings
• First 100 words of content
• Image alt text (if applicable)
• Internal and external anchor text

Best practices for keyword usage

• Use naturally – Don’t force keywords; write for humans first.
• Avoid keyword stuffing – Overuse can lead to penalties and poor user experience.
• Use variations and related terms – Helps with semantic search and improves topical relevance.
• Focus on intent – Match your content to what the user really wants to achieve.

How to find keywords

Use keyword research tools like:

• Google Keyword Planner (free with a Google Ads account)
• Ahrefs, Semrush, or Moz
• Ubersuggest
• AnswerThePublic
• Google Search suggestions and "People also ask"

In summary, keywords are the foundation of SEO. They connect your content to what people are searching for, making them essential for driving organic traffic, improving visibility, and creating content that answers real questions.