What Are Keywords in SEO and as a Business Owner Why Should I Care? 

If you’ve ever Googled something like “best coffee shops near me” or “how to get my baby to sleep through the night” (been there), congratulations — you’ve used keywords without even realizing it. Now, imagine your website popping up first when someone types in something you offer. That’s the power of SEO keywords, my friend.

The thing is, if you don’t understand how keywords work — or worse, you’re randomly stuffing them into your site like sprinkles on a donut  — you’re basically making it way harder for people (and Google) to find you online.

I’ve helped clients and businesses level up their online visibility just by nailing their keyword strategy. 

And the best part? 

You don’t need to be a tech wizard to get this right — you just need a good game plan (and a little patience).

In this guide, I’m breaking down exactly what keywords are, why they matter, and how you can use them the right way to get more eyeballs, more clicks, and more love from the Google gods. 

By the time you’re done here, you’ll finally understand how keywords fit into the whole SEO puzzle — and better yet, you’ll know how to use them to actually grow your traffic and boost your success online.

Ok so let’s recap before we jump in. . . 

• SEO (Search Engine Optimization) is basically the art (and science) of making sure your website shows up when people are searching for something you offer.
  
• Keywords are the words or phrases people type into Google (or any search engine) to find information, products, or services.
  
• When you know how to use keywords the right way, you can literally put your content right in front of the people already looking for you. That’s a total game-changer for your growth, your sales, and your sanity. 

What Are Keywords in SEO?

Alright, let me break it down nice and easy for ya . . . 

Keywords are simply the words and phrases people type into search engines like Google, Bing, or even YouTube when they’re looking for something.

Example?

If you’re craving pizza (because duh, who isn’t) and you search “best pizza near me”, “best pizza near me” is the keyword.

Simple, right?

In the world of SEO (Search Engine Optimization), keywords act like little clues that tell search engines what your content is about — and when your website matches what someone is searching for, boom, you have a better shot at showing up in the search results.

Here’s the big thing to remember:

• Keywords are how people find you.
• Search engines use keywords to figure out which pages to show first.
• No keywords = no visibility = no bueno.

So, why do keywords matter so much?

Because the internet is basically one giant library  — and keywords are how Google decides which “book” (aka your website) to recommend first.
Without the right keywords, your site could be amazing… but it’ll be like hiding your favorite book on the bottom shelf behind a plant.

SEO Pro Tip: If you want more people to discover your blog, your business, or your brilliant ideas, you need to speak the same language they’re using — and that language is made up of keywords.

Why Are Keywords Important?

Okay, so now that you know what keywords are, let’s talk about why they’re a big freakin’ deal in SEO. 

Here’s the deal . . .

If you want your website to actually get seen by the right people — not just your mom, your best friend, and your cousin Tony — you need to use keywords that match what your ideal audience is searching for.

Otherwise, you’re just shouting into the internet void. (and nobody has time for that)

Here’s why keywords really matter:

They connect you to your dream audience.
When someone searches for something and your page has the right keywords, it’s like saying, “Hey! You’re in the right place!” It’s an instant connection.

They help search engines “get” your content.
Google isn’t psychic. (although sometimes it feels like it, right? ) It uses keywords to figure out what your page is about and decide if it’s a good fit for a searcher’s question.

They boost your chances of ranking higher.
More relevant keywords = better chances of Google putting your site closer to the top of page 1 (and let’s be real: no one’s scrolling to page 7. . . NO ONE).

They drive the right kind of traffic.
Not just any traffic — the right traffic. The people who are actually looking for what you offer. (and those are the people most likely to read, sign up, buy, or book with you)

In short. . . 

Keywords = Visibility + Relevance + Targeted Traffic.

And when you nail all three?

That’s when you start seeing real growth — more clicks, more leads, more sales, more everything. 

Types of Keywords (and Why They Matter)

Alright, so you get what keywords are and why they’re important. 

But here’s the next level: Not all keywords are created equal.

Think of keywords like different styles of pizza. (Yep, going there again because… pizza is life)

Some are thin crust, some are deep dish, some are gluten-free. 

Same idea with keywords — they come in different “flavors” depending on what people are searching for and how specific they are.

Let me break it down:

Short-Tail Keywords

These are also known as “Broad Keywords”.

What they are:

• Super short, usually 1-2 words.
  
• Very general and get tons of searches.
  

Examples:

• “Shoes”
  
• “Coffee”
  
• “Fitness”

Pros:

• Huge search volume.

Cons:

• Crazy competitive.
  
• Kinda vague — you don’t know what exactly the searcher wants.
  

SEO Pro Tip: Short-tail keywords are like ordering “pizza” without specifying if you want pepperoni, veggie, deep dish… you might get something you don’t love.

Long-Tail Keywords 

These are also known as “Specific Keywords”.

What they are:

• Longer, usually 3+ words.
  
• Way more specific to what someone actually wants.

Examples:

• “Best running shoes for flat feet”
  
• “Organic coffee shops in Austin”
  
• “At-home fitness program for beginners”

Pros:

• Less competition.
  
• Higher chance of attracting the right people.
  

Cons:

• Smaller search volume (but higher quality traffic = big win!)
  

SEO Pro Tip: Long-tail keywords are like ordering a large thin-crust pepperoni pizza with extra cheese and garlic butter crust. So if you’re super clear on what you want — and you’re more likely to get it.

Other Keyword “Styles” You Should Know:

• Branded Keywords – Searches that include a brand name. (Example: “Nike running shoes”)
  
• Non-Branded Keywords – Searches that don’t mention a brand. (Example: “best athletic shoes”)
  
• Geo-Targeted Keywords – Keywords that include a location. (Example: “wedding photographers in Miami”)
  
• Transactional Keywords – When someone’s ready to buy. (Example: “buy wireless headphones online”)
  
• Informational Keywords – When someone’s just looking for answers. (Example: “how to clean white sneakers”)

Quick Recap:

• Short-tail = broad, more competition.
• Long-tail = specific, easier to rank, better leads.
• Bonus styles = brand name, location, buying intent, and info-seekers.

Mastering these types helps you build a real keyword strategy — not just throw random words into your blog posts and pray it works. 

How to Find the Right Keywords

Now for the fun part — finding the right keywords without it making you go all coo coo for coco puffs.

Because let’s be honest: just throwing random words at Google and hoping for the best? 

Girl… no. 

Not happening.

We want a strategy that actually gets you seen by the people who matter.

Here’s how to do it without feeling overwhelmed:

Step 1 – Put Yourself in Your Audience’s Shoes

Ask yourself:

• What would I type into Google if I needed what I’m offering?
  
• What words or phrases would naturally come to mind?
  

Literally brainstorm a list — no fancy tools needed yet. Just think like a real human, not a robot.

Step 2 – Use Free (and Easy) Keyword Tools 

Here are a few beginner-friendly tools that make keyword hunting waaay easier:

• Google Autocomplete: Start typing in the search bar and watch what suggestions pop up. Those are gold.
  
• Google’s “People Also Ask” Section: Free content ideas and keyword inspo, right from real searches.
  
• Answer the Public: Type in a topic and it shows questions people are asking around it (it’s weirdly fun to use too).

When you’re ready to kick it up a notch, you can level up with paid keyword research tools like 

KeySearch – this is my go-to (hands down). It’s affordable, easy to use, and accurate. I’ve used many of the keyword research tools and this is the one I highly recommend to students and clients. 

So, the next two are only really needed if you have a massive site/blog, have multiple websites and/or are working with clients on an agency basis. 

Ahrefs 

SEMRush 

— but honestly, the free stuff is enough when you’re just getting started.

SEO Pro Tip: By all means, avoid Ubersuggest like the plague. Out of all the keyword search tools, this is by far the worst. It’s so inaccurate. 

Step 3 – Check the Data

This is a good one because it’s always in the data. Regardless of whether you’re writing a blog post, running ads, or using Pinterest to drive traffic to your website, looking at what is currently working and what is not can really make a big difference.

It’s really simple.

Don’t obsess over it. 

Now when it comes to keyword research, here’s what you want to look at:

• Search Volume: How many people search for it every month?
• Keyword Difficulty: How hard will it be to rank for this keyword?
• Intent: Are people searching to buy, learn, or compare?

SEO Pro Tip: Go for long-tail keywords with low to medium competition when you’re new. They’re easier to rank for and bring in super-targeted traffic.

Step 4 – Spy on Your Competition 

No shame in a little harmless stalking. 

Check out:

• What keywords are your competitors using?
  
• Which blog posts or pages are ranking for topics similar to yours?
  

You can pop their website into a tool like KeySearch and see what’s driving their traffic. 

Then you can either go after the same keywords or find smarter, niche versions they missed. (a ninja move… Thank me later)

Step 5 – Make Your Own Keyword List 

Once you’ve got your golden nuggets, create a simple list:

• Keyword
  
• Search Volume
  
• Difficulty
  
• Intent (Informational, Transactional, Navigational)
  

This will help you stay organized and not feel like you’re throwing spaghetti at the wall later when you’re writing content.

Quick Recap:

• Think like your audience.
• Use free tools for inspo.
• Look at search volume + difficulty (but don’t get analysis paralysis).
• Look at what’s already working for others.
• Build your own list of winning keywords.

How to Implement Keywords Effectively

Okay, so you’ve got your shiny new list of keywords.

Now what?

You don’t just copy-paste them everywhere and call it a day. (That’s called keyword stuffing — and it’s a one-way ticket to getting ignored by Google and your readers.)

Instead, you want to sprinkle your keywords in naturally — like seasoning your favorite dish.

Flavorful, but not overpowering.

Here’s exactly how to do it:

1 – Use Your Main Keyword in the Key Places 

When you write a blog post, homepage, or any page, make sure your primary keyword shows up naturally in these spots:

• Page Title (H1)
  This is usually the main headline people (and Google) see first.
  Example: “What Are Keywords in SEO? A Beginner’s Guide to Getting Found Online”
  
• Meta Description
  A meta description is the little preview that shows up under your page title in Google. (And yes — it matters!)
  
• URL (Web Address)
  Keep it short, clean, and include your keyword if possible.
  Example: www.yoursite.com/keywords-in-seo
  
• First 100 Words
  Mention your keyword early so Google (and your readers) know they’re in the right place.
  
• Headings (H2s, H3s)
  Break your post into sections and weave keywords into those subheadings naturally.
  
• Throughout the Content
  Sprinkle it in a few more times — but only where it makes sense! If it feels forced, leave it out.
  
• Image Alt Text
  If you upload images (and you should ), describe them naturally — and pop a keyword in if it fits.

2 – Be Natural — Write for Humans, Not Just Google 

So, if you’re writing a sentence and you’re thinking, “Ugh, that sounds weird but I have to fit the keyword in…” — STOP. 

Your readers (and Google) are smart. They want good, useful, and easy-to-read content, not awkward robot language.

Write for your audience first, then tweak lightly if needed to add keywords naturally.

SEO Pro Tip: You don’t want your content to read as if an AI tool wrote it. So, to prevent this, create content based on more of a conversational tone.  

3 – Focus on Keyword Variations + Synonyms 

You don’t have to (and shouldn’t) repeat the same keyword 20 times.
Instead, use different variations and synonyms to make your writing sound real and rich.

Example:

• Main keyword: “What are keywords in SEO”
  
• Variations you could use:
  
  • “SEO keywords explained”
    
  • “Understanding keywords for SEO”
    
  • “How keywords impact SEO”
    

This is actually called semantic SEO — and it helps your page feel super natural to readers and search engines.

4 – Watch Your Keyword Density (But Don’t Stress) 

Keyword density just means: how often your keyword shows up compared to the total number of words.

You don’t need to obsess over it or hit some magic number.

General rule of thumb?

Use your main keyword around 1–2% of the time, tops. (So for a 1000-word blog post, that’s about 10–20 times — but again, only if it feels natural!)

Quick Recap:

• Place your keyword in the important spots.
• Write for real humans, not just search engines.
• Use variations and synonyms to sound natural.
• Keep it easy, breezy, and reader-friendly.

Common Keyword Mistakes to Avoid

Alright, you’ve got your keywords and you’re ready to conquer the SEO world. 

But hold up! 

Before you hit “publish,” let’s make sure you’re not falling into some common keyword traps that can mess with your rankings and turn off your readers.

Here are the top mistakes to watch out for:

1 – Keyword Stuffing

What it is:
Cramming your content with the same keyword over and over, making it sound unnatural and spammy.

Why it’s bad:
Search engines like Google can penalize your site for keyword stuffing, which can hurt your rankings. Plus, it makes for a terrible reading experience.

How to avoid it:
Use your keywords naturally. Focus on creating valuable content that addresses your audience’s needs, and sprinkle in keywords where they fit organically.

2 – Ignoring Search Intent

What it is:
Choosing keywords without considering what the searcher is actually looking for.

Why it’s bad:
You might attract visitors who aren’t interested in what you’re offering, leading to high bounce rates and low conversions.

How to avoid it:
Think about the purpose behind the search. Are people looking to buy, learn, or compare? Align your content with that intent to meet their expectations.

3 – Targeting Keywords That Are Too Broad or Competitive

What it is:
Going after high-volume, generic keywords like “shoes” or “marketing.”

Why it’s bad:
These keywords are super competitive, making it hard for your content to rank, especially if your site is new or has low authority.

How to avoid it:
Focus on long-tail keywords — more specific phrases with lower competition. For example, “best running shoes for flat feet” is more targeted and easier to rank for.

3 – Targeting Keywords That Are Too Broad or Competitive

What it is:
Going after high-volume, generic keywords like “shoes” or “marketing.”

Why it’s bad:
These keywords are super competitive, making it hard for your content to rank, especially if your site is new or has low authority.

How to avoid it:
Focus on long-tail keywords — more specific phrases with lower competition. For example, “best running shoes for flat feet” is more targeted and easier to rank for.

4 – Neglecting Long-Tail Keywords

What it is:
Overlooking longer, more specific keyword phrases in favor of short, broad ones.

Why it’s bad:
Long-tail keywords often have higher conversion rates because they target users who are further along in the buying process.

How to avoid it:
Incorporate long-tail keywords into your content strategy to attract more qualified traffic.

5 – Not Updating or Refreshing Content

What it is:
Letting your content become outdated, with old keywords and information.

Why it’s bad:
Search engines favor fresh, relevant content. Outdated information can hurt your rankings and credibility.

How to avoid it:
Regularly review and update your content to ensure it stays current and continues to meet your audience’s needs.

Quick Recap:

• Avoid keyword stuffing; keep it natural.
• Align keywords with search intent.
• Target specific, less competitive keywords.
• Don’t ignore long-tail keywords.
• Keep your content fresh and updated.

Advanced Keyword Strategies: Elevate Your SEO Game

So, you’ve got the basics down — you’ve identified your primary keywords and started integrating them into your content. 

That’s fantastic! 

But if you’re aiming to truly stand out and drive more targeted traffic, it’s time to explore some advanced keyword strategies.

Let’s break them down:

1 – Embrace Semantic SEO: Think Topics, Not Just Keywords

What is it?
Semantic SEO focuses on the meaning behind search queries. Instead of targeting a single keyword, you create content that covers a topic comprehensively, addressing various related terms and questions.

Why it matters:
Search engines have evolved to understand context. By covering a topic in-depth, you increase your chances of ranking for multiple related queries.

How to implement:

• Create Topic Clusters: Develop a main “pillar” page that provides an overview of a topic, then link it to detailed sub-pages covering specific aspects.
• Use Related Terms: Incorporate synonyms and related phrases naturally throughout your content.
• Answer Common Questions: Include FAQs or sections that address common queries related to your topic.

2 – Optimize for Voice Search

Be Conversational

What is it?
With the rise of voice-activated devices, more users are conducting searches by speaking. These queries are typically longer and more conversational.

Why it matters:
Voice search is becoming increasingly popular, and optimizing for it can help you capture this growing segment of users.

How to implement:

• Use Long-Tail Keywords: Focus on phrases that mimic natural speech, like “How do I optimize my website for search engines?”
• Answer Questions Clearly: Provide concise answers to common questions, ideally in 30 words or less.
• Structure Content for Featured Snippets: Use bullet points, numbered lists, and clear headings to increase the chances of your content being featured.

3 – Leverage Structured Data

Help Search Engines Understand Your Content

What is it?
Structured data, or schema markup, is code added to your website that helps search engines better understand your content.

Why it matters:
Implementing structured data can enhance your search listings with rich snippets, increasing visibility and click-through rates.

How to implement

• Identify Relevant Schema Types: Depending on your content, this could be articles, products, reviews, FAQs, etc.
• Use Tools: Utilize Google’s Structured Data Markup Helper to generate the necessary code.
• Test Your Markup: Use Google’s Rich Results Test to ensure your structured data is correctly implemented.
  

4 – Focus on User Intent

Align Content with Searcher Goals

What is it?
Understanding the intent behind a search query — whether the user wants to learn, buy, or find a specific website — is crucial.

Why it matters:
Creating content that aligns with user intent increases relevance, engagement, and conversions.

How to implement:

• Categorize Keywords: Determine if they’re informational, navigational, or transactional.
• Tailor Content Accordingly: For informational queries, provide detailed guides; for transactional, focus on product pages or services.

5 – Regularly Update and Refresh Content

Stay Relevant

What is it?
Keeping your content up-to-date ensures it remains accurate and relevant to users.

Why it matters:
Search engines favor fresh content, and regular updates can improve rankings and user trust.

How to implement:

• Review Content Periodically: Set a schedule to revisit and update your content.
• Add New Information: Incorporate recent developments, statistics, or insights.
• Improve Readability: Update formatting, images, and structure to enhance user experience.

Additional Resources

Checklist, tools and further reading.

The Takeaway

Wow, look at you go! You’ve journeyed through the ins and outs of SEO keywords, from understanding their importance to implementing advanced strategies.

Let’s quickly recap the key takeaways:

• Keywords are the bridge between your content and your audience’s search queries. They’re essential for visibility and relevance.
• Understanding user intent ensures you’re meeting your audience’s needs, whether they want to learn, buy, or find something specific.
• Effective keyword implementation involves natural integration into your content, avoiding pitfalls like keyword stuffing.
• Advanced strategies, like semantic SEO and voice search optimization, can give you a competitive edge.
• Regularly updating your content keeps it fresh and aligned with evolving search trends.

Remember, SEO isn’t a one-time task—it’s an ongoing process. But with the knowledge you’ve gained, you’re well-equipped to optimize your content and connect with your audience more effectively.

So, what’s next? 

Start by reviewing your existing content. Identify opportunities to incorporate relevant keywords naturally. 

Explore the tools and strategies we’ve discussed to refine your approach. And most importantly, keep learning and adapting.

Need someone to show you how to use SEO to drive more traffic to your business? . . . I can help you implement this in the Marketing ‘Glow Up’ Society.