keywords in SEO (Search Engine Optimization) is a word or phrase that people type into search engines like Google or Bing when looking for information, products, or services. It helps search engines understand what your website or content is about. For example, if someone searches for “best running shoes,” the websites using that phrase as a keyword are more likely to appear in the results.
Keywords are important because they help bring the right people to your website. Using the right keywords in your content, titles, and descriptions can improve your website’s ranking on search engines, making it easier for people to find you online.
Why Are Keywords Important in SEO?
1.) Search visibility
Search visibility refers to how often and how easily people can find your website in search engine results, like on Bing or Google . The higher your website appears on the results page, the more visible it is to users. For example, a website that shows up on the first page of Bing or Google has better search visibility than one on the fifth page.
Improving search visibility involves using the right keywords, creating quality content, and optimizing your website for search engines. Good search visibility helps attract more visitors to your site, which can lead to more customers or readers.
2.) Attract the Right Audience
Attracting the right audience means bringing people to your website who are truly interested in what you offer, whether it’s products, services, or information. These are the people most likely to take action, like buying something, signing up, or reading your content.
To attract the right audience, you need to use relevant keywords, create helpful content, and understand what your audience is looking for. For example, if you sell running shoes, your website should focus on topics like “best running shoes” or “how to choose running shoes.” This way, you attract people who are likely to buy running shoes, not random visitors.
3.) Higher Rankings
Higher rankings mean your website appears closer to the top of search results on search engines like Bing or Google. Websites with higher rankings are more likely to be seen and clicked by users. For example, if someone searches for “easy cake recipes,” a website ranking on the first page will get more visitors than one on the third page.
To achieve higher rankings, you need to use good keywords, create useful content, and make sure your website is fast and user-friendly. Better rankings help more people find your website, which can lead to more customers or readers.
Types of Keywords in SEO
1.) Short-tail keyword
A short-tail keyword is a search term made up of just one or two words. These keywords are also called “head keywords” or “General query” because they are broad and general in nature. They usually cover a wide range of topics, and many people search for them. However, because they are so general, short-tail keywords are very competitive, and it’s often difficult for websites to rank highly using them.
Example of a Short-tail Keyword:
Let’s say you run a shoe store. A short-tail keyword you might use is “Charger.”
- Many people might type “Charger” into Bing or Google, but it doesn’t tell Bing whether they’re looking for mobile charger, laptop charger and charger cable etc.
- As a result, your website would be competing against lots of other websites that sell charger. It’s hard to stand out because “charger” is such a broad and common term.
How to Use Short-tail Keywords Effectively:
Even though short-tail keywords are hard to rank for, they can still be useful if used in the right way:
- Use in Combination with Other Keywords: Pair short-tail keywords with more specific (long-tail) keywords to attract a more targeted audience.
- Example: You could use “Charger” along with “Samsung charger .”
- Focus on Content Quality: If you can create high-quality, relevant content around a short-tail keyword, you may have a better chance of ranking for it. For example, writing a detailed blog post on “Charger” might help you rank better.
- Optimize Your Website: To compete for short-tail keywords, make sure your website is well-optimized for SEO. This means fast loading times, easy navigation, and using the right keywords in titles, descriptions, and content.
2.) Long-tail keyword
A long-tail keyword is a search term that is made up of three or more words. These keywords are more specific query than short-tail keywords, and they usually have lower search volume. However, they can be very useful because they target a smaller, more focused audience.
While short-tail keywords are broad and general, long-tail keywords are more detailed and describe exactly what a user is looking for. Long-tail keywords often lead to higher conversion rates because the people who use them are usually looking for something specific and are closer to making a decision, like buying a product or signing up for a service.
Example of a Long-tail Keyword:
Let’s say you sell running shoes. A short-tail keyword would be “shoes,” but a long-tail keyword could be:
- “Best Samsung phone charger”
- “Gaming laptop Charger”
- “Affordable phone in 2025 “
These long-tail keywords are much more specific. If someone searches for “Best Samsung phone charger,” they are likely looking to solve a specific problem, which makes them a more valuable visitor to your website.
How to Use Long-tail Keywords Effectively:
- Content Creation:
Write blog posts, articles, and product descriptions using long-tail keywords. This will help you create content that is highly relevant to what people are searching for.
Example: If you sell running shoes, you might write a post titled “Top 10 Best Running Shoes for Beginners in 2025.” - Optimize Your Website:
Place long-tail keywords naturally in key parts of your website, such as titles, headings, meta descriptions, and body content.
Example: “Best Budget-Friendly Running Shoes for Flat Feet” as a title and description for a page about affordable running shoes. - Answer Specific Questions:
Many long-tail keywords come in the form of questions. Creating FAQ sections or blog posts that answer these questions can help attract more visitors.
Example: “What are the best running shoes for flat feet?” or “How do I choose running shoes for beginners?” - Use Long-tail Keywords in Product Pages:
If you sell products, use long-tail keywords on your product pages to target specific customer needs.
Example: “Buy affordable running shoes for women with knee pain.”
3.) Branded keywords
Branded keywords are search terms that include the name of a specific brand or company. These keywords are used by people who are already familiar with a brand and are searching for its products, services, or information related to the brand. Branded keywords often include the brand’s name, product name, or other terms closely associated with that brand.
For example, if you search for “Nike running shoes” or “Samsung Galaxy S23,” you are using branded keywords because you are looking for products from the brands Nike and Samsung.
Example of Branded Keywords:
Let’s say you run a coffee shop called “BrewMaster Coffee.” Here are some examples of branded keywords:
- “BrewMaster Coffee” (brand name)
- “BrewMaster Coffee near me” (location-based search for your business)
- “BrewMaster espresso machine” (specific product related to your brand)
- “BrewMaster Coffee menu” (people looking for your menu)
These search terms are all related to your brand BrewMaster Coffee. People searching for these terms are likely either existing customers or people who already know about your coffee shop and are looking for more information.
How Branded Keywords are Used in SEO:
- Brand Awareness and Loyalty:
If you have a well-known brand, you should focus on optimizing your website for branded keywords. This will help people find your website easily when they search for your brand.
Example: A well-established brand like Nike will optimize its website and content for keywords like “Nike shoes,” “Nike Air Max,” and “Nike store.” - SEO Optimization for Brand-Specific Content:
When you create content about your brand, products, or services, make sure to use your branded keywords in places like titles, descriptions, headings, and blog posts.
Example: A blog post on your website titled “Why Nike Running Shoes are the Best” would use branded keywords and attract more traffic from people searching for Nike shoes. - Protect Your Brand:
Monitor how your brand is being used in search results. Sometimes, competitors or others might try to use your branded keywords to show their own ads. By keeping track of your branded keywords, you can protect your brand and ensure you’re not losing customers to competitors.
4.) Non-branded keywords
Non-branded keywords are search terms that do not include the name of a specific brand or company. These keywords are more general and describe a product, service, or topic without mentioning a particular brand. Non-branded keywords are often used by people who are in the early stages of their search process and are not yet loyal to any one brand. They may be looking for information, comparisons, or general solutions.
For example, if someone searches for “best running shoes” or “affordable laptop”, they are using non-branded keywords because they haven’t specified any particular brand, like “Nike running shoes” or “Dell laptop.”
Example of Non-branded Keywords:
Let’s say you sell laptops. Here are some examples of non-branded keywords you might target:
- “Best laptops for students”
- “Affordable laptops for gaming”
- “Laptops under $800”
- “Top-rated laptops for work”
These keywords are not related to any specific brand. They are general terms that people use when they are looking for specific features or price ranges, but they don’t have a brand preference yet. This gives you the opportunity to introduce them to your brand and products.
How Non-branded Keywords are Used in SEO:
- Attracting Organic Traffic:
By optimizing your website for non-branded keywords, you can drive organic traffic from search engines. These keywords help you reach new audiences who are looking for the products or services you offer, but haven’t yet decided on a brand.
Example: A website that sells fitness equipment can target keywords like “best home gym equipment” to attract people who are looking to set up a gym at home. - Creating Helpful Content:
Non-branded keywords work well in content marketing. By creating helpful and informative content around these keywords, you can educate potential customers and guide them in their decision-making process.
Example: A blog post titled “10 Things You Should Know Before Buying a Laptop” would target people looking for information, helping you build trust and credibility with your audience. - Filling the Funnel:
Non-branded keywords are ideal for the top of the sales funnel because they help bring in people who are still in the research phase. Over time, you can guide these visitors down the funnel by offering helpful content, product comparisons, and eventually product pages that persuade them to buy.
Example: A person searching for “best running shoes” might end up reading your blog about running shoes, and later return to your website to purchase a pair of shoes.
5.) Commercial keywords
Commercial keywords are search terms that indicate a potential buyer’s intention to make a purchase or engage in a commercial transaction. These keywords often suggest that the person searching is in the consideration or decision phase of their buying journey. While they may not be as specific as transactional keywords (like “buy now” or “purchase”), commercial keywords are still focused on products or services and show a clear interest in acquiring something.
For example, if someone searches for “best laptops for gaming” or “affordable shoes for women,” they are likely comparing products and considering a purchase. These terms are considered commercial because they show that the searcher is looking for something with a commercial purpose, even if they haven’t decided to buy just yet.
Examples of Commercial Keywords:
Here are some examples of commercial keywords used in different industries:
- Retail:
- “best winter jackets for men”
- “affordable summer dresses for women”
- “top-rated sneakers for running”
- Travel:
- “best vacation packages in Hawaii”
- “cheap flights to Europe”
- “affordable hotels near Disneyland”
- Technology:
- “best budget smartphones 2025”
- “top-rated laptops for gaming”
- “affordable smartwatches under $100”
- Health and Fitness:
- “best protein powder for weight loss”
- “top-rated yoga mats for beginners”
- “affordable gym memberships near me”
6.) Informational keywords
Informational keywords are search terms that people use when they are looking for information, answers, or solutions to a question, problem, or topic. These keywords typically indicate that the searcher is in the beginning stages of their journey, when they are gathering knowledge or learning about something. Unlike commercial keywords (where people are looking to make a purchase) or transactional keywords (which show clear intent to buy), informational keywords focus on education, research, or exploration.
When people use informational keywords, they are not necessarily looking to buy something right away; instead, they want to understand something better. For example, if someone searches for “how to train a dog” they are looking for useful information on a topic and are likely in the early stages of decision-making or problem-solving.
Examples of Informational Keywords:
Here are some examples of informational keywords in various industries:
- Health and Wellness:
- “How to improve your sleep quality”
- “What are the benefits of yoga?”
- “How to boost your immune system naturally”
- Technology:
- “What is artificial intelligence?”
- “How to fix a slow computer”
- “What is blockchain technology?”
How to Use Informational Keywords in SEO:
- Create High-Quality, Helpful Content:
To rank well for informational keywords, you should create content that answers the questions people are asking. Blog posts, how-to guides, videos, FAQs, and tutorials are all great ways to provide valuable information.
Example: If you target the keyword “how to start a blog,” you could create a step-by-step guide explaining the entire process, from choosing a platform to designing your site and writing your first post. - Optimize Content for User Experience:
When optimizing your content for informational keywords, make sure it is easy to read and well-structured. Use headings, subheadings, bullet points, and images to make your content visually appealing and easy to digest.
Example: A post titled “How to Create a Marketing Strategy” should be organized into clear sections like “Step 1: Research,” “Step 2: Set Goals,” and “Step 3: Implement.” - Use Internal Links to Guide Visitors:
If people come to your website through informational content, you can guide them to other useful content or product pages using internal links. This can help nurture them through the buyer’s journey.
Example: If someone reads your guide on “How to Start an Online Business,” you can link to other related content like “How to Create an E-Commerce Store” or “Best Tools for Running an Online Business.” - Answer Frequently Asked Questions:
A great way to target informational keywords is by answering common questions in your industry. You can create FAQ pages or blog posts based on these questions.
Example: If you sell fitness equipment, you can write an article answering common questions like “What is the best home gym equipment for beginners?”
How to Use Keywords Effectively
1.) Keyword Research
Keyword research is the process of finding the words or phrases people use in search engines when looking for something. It helps you understand what your audience is searching for so you can create content that matches their needs.
For example, if you have a bakery, you might find that people often search for “easy chocolate cake recipe” or “best bakery near me.” By using these keywords in your website or blog, you can attract more visitors who are interested in your products or services.
Tools like Google Keyword Planner or SEMrush can help you find popular and useful keywords for your website.
2.) Keyword Placement
Keyword placement means putting your chosen keywords in the right parts of your website or content so that search engines and users can easily understand what your page is about. Good keyword placement helps improve your website’s ranking in search results.
Where to Place Keywords:
Meta Description: Use keywords in the short description shown in search results.
Example: “Find the best running shoes for beginners with our detailed guide.”
Title: Use the main keyword in the title of your page.
Example: “Best Running Shoes for Beginners.”
Headings: Add keywords in headings like H1 or H2.
Example: “Top Features of Running Shoes.”
Content: Include keywords naturally in the main text, but avoid overusing them.
3.) Match User Intent
Matching user intent means creating content that directly answers what people are looking for when they search online. User intent shows whether someone wants to learn something, buy a product, or find a specific website.
Types of User Intent:
Navigational Intent: The user wants to visit a specific site or page.
Example: “Amazon login.”
Match: Help users easily navigate to their goal.
Informational Intent: The user wants to learn.
Example: “How to bake a chocolate cake.”
Match: Write a step-by-step recipe.
Transactional Intent: The user wants to buy something.
Example: “Buy chocolate cake online.”
Match: Create a product page with an option to buy.
4.) Monitor and Adjust
Monitor and adjust means regularly checking how your website or keywords are performing and making changes to improve results. This helps you stay updated with user behavior and search engine changes.
Example:
You update your blog title, content, and headings to include the new keyword.
You notice that your blog about “best running shoes” is not getting much traffic.
After monitoring, you find a better keyword, like “affordable running shoes for beginners.”
Example of Keywords in Action
Imagine you run a bakery and want more people to find your website.
1.) Short-tail Keyword
A short-tail keyword is a keyword or search term that is very short, usually just one or two words. These keywords are broad and have a high search volume, meaning many people search for them. However, they are very competitive and less specific.
Example:
- “Shoes”
- “Digital marketing”
Short-tail keywords attract a lot of visitors, but not all of them might be interested in your specific product or service. For example, someone searching for “shoes” could be looking for running shoes, casual shoes, or kids’ shoes.
2.) Long-tail Keyword
A long-tail keyword is a longer, more specific search phrase, usually made up of three or more words. These keywords have lower search volume, but they are less competitive and attract a more targeted audience.
Example:
- “Best running shoes for flat feet”
- “How to bake a chocolate cake for beginners”
Long-tail keywords help you reach people who are looking for something very specific. For example, someone searching for “best running shoes for flat feet” is more likely to be interested in buying running shoes than someone who just searches “shoes.”
Using long-tail keywords can improve your chances of ranking higher in search results and attracting visitors who are more likely to take action on your website.
- Keyword Placement:
- Title tag: “Best Chocolate Cake Recipe for Beginners”
- Meta description: “Learn how to bake the perfect chocolate cake with this easy recipe designed for beginners.”
- Content: Use the keyword naturally while explaining steps and tips.
Common Mistakes to Avoid
- Keyword Stuffing:
Repeating the same keyword unnaturally, which can lead to penalties from search engines.
Example of stuffing: “Chocolate cake is the best cake. If you love chocolate cake, this chocolate cake recipe is for chocolate cake lovers.” - Ignoring Search Intent:
Using the wrong keywords that don’t align with what users want.
Example: Using “Buy chocolate cake” on a page meant to provide a recipe. - Focusing Only on High-Competition Keywords:
This can make it hard to rank, especially for new websites.
Final Thoughts
Keywords are the foundation of SEO. By understanding how people search and using keywords strategically, you can improve your website’s visibility, attract the right audience, and achieve your business or content goals. Always prioritize providing value to users, and let keywords naturally enhance your content.
