In the world of SEO and online marketing, a keyword is a word or phrase that people type into search engines like Google when they’re looking for something. For your business, keywords are the bridge between what your audience is searching for and the content you create.
Whether someone searches “web design for small businesses” or “how to speed up my WordPress site,” those phrases are keywords. Your job is to figure out which ones matter most—and make sure your content answers them.
What makes a good keyword?
Not all keywords are created equal. A good keyword for your website should be:
- Relevant to your service or offer
- Searchable, meaning people actually use it
- Not too competitive, especially if your site is still growing
- Intent-driven—you want to match not just what people type, but why they type it
For example, “web design” is extremely broad and competitive. But “affordable web design for wellness coaches” might be more targeted and more likely to convert the right visitor.
Types of keywords
- Short-tail keywords: 1–2 words, broad and high volume (e.g. “hosting”, “branding”)
- Long-tail keywords: 3+ words, more specific and lower competition (e.g. “WordPress hosting for online shops”)
- Informational: People looking to learn (e.g. “what is a landing page”)
- Transactional: People ready to take action (e.g. “buy SEO audit”)
- Branded: Keywords that include your business name (e.g. “Webshore care plans”)
Understanding the intent behind a keyword is as important as the phrase itself.
How keywords fit into your strategy
- SEO: Keywords help Google understand what your page is about. If someone searches “WordPress maintenance,” and your page uses that term clearly and naturally, you’re more likely to show up in search results.
- Content planning: Keywords guide what blog posts, service pages, or FAQs you create.
- Ad targeting: Platforms like Google Ads use keywords to match your ads with relevant searches.
- Navigation and UX: Using keywords in page titles, headings, and menus helps users quickly find what they’re looking for.
Where to use keywords
- Page titles and meta descriptions
- Headings (H1, H2, etc.)
- Body text (naturally!)
- URL slugs
- Image alt text
- Internal links
- Anchor links and calls to action
But remember—don’t stuff keywords everywhere. Google wants clarity and relevance, not repetition.
Keyword research tools
If you want to dig deeper, here are some beginner-friendly tools:
- Ubersuggest
- Google Keyword Planner
- AnswerThePublic
- Ahrefs or SEMRush (more advanced)
These help you see how many people search for a keyword, how hard it is to rank, and what related phrases people use.
Bottom line
Keywords are the foundation of how people find you online. Get clear on what your audience is actually searching for—not what you think they type—and then use those words intentionally across your site. When done right, keywords connect the dots between your content and your customers.
