What Are Keywords? Importance and Uses in SEO Explained

Let’s say that you are craving a delicious Italian meal and turn to Google for recommendations. You type “best Italian restaurant in London” into the search bar, and within seconds, a list of options appears. But have you ever wondered how search engines decide which restaurants make the cut? The secret lies in keywords. So, What are Keywords, and why do they matter in Search Engine Optimisation  (SEO)?  

Think of them as the words and phrases people use when searching for something online. But how do you know which keywords to use? And how do they impact your online visibility? In this blog, we’ll explore What Are Keywords, and how they can help you reach the right audience. Let’s dive in!  

Table of Contents 

1) What Are Keywords? 

2) Importance of Keywords 

3) Understanding Keyword Metrics 

4) How to Find Keywords? 

5) Using Keywords to Formulate a Content Strategy 

6) Keyword Research Best Practices 

7) Why is my Keyword Strategy not Effective?  

8) Conclusion 

What Are Keywords? 

Keywords are the specific phrases or terms that define the main topics of your content. They act as a conduit between users' search queries and the information your website offers, enabling search engines to rank and index your content effectively.
 

Key points 

a) SEO Foundation: Incorporating relevant keywords enhances your site's visibility on Search Engine Results Pages (SERPs). 

b) Audience Insight: Effective keyword research involves identifying terms your target audience uses and aligning your content with their search intent. 

c) Strategic Placement: Naturally integrate keywords into titles, headings, meta descriptions, and body text to improve relevance without overstuffing. 

d) Long-tail Keywords: Targeting longer, specific phrases can attract highly qualified traffic and address niche queries. 

e) Continuous Research: Regularly updating your keyword strategy ensures alignment with evolving search trends and audience interests. 

Example: 

Consider a business specialising in eco-friendly home cleaning products. To optimise their website for search engines, they might focus on the following: 

a) Primary Keyword: "Eco-friendly cleaning products"  

Usage: Incorporate this phrase in the homepage title, meta description, and main headings to establish relevance. 

b) Long-Tail Keywords: "Natural kitchen cleaning solutions"  

Usage: Develop blog posts or product pages targeting this specific need, attracting users interested in kitchen-specific eco-friendly cleaners. 

"Organic bathroom disinfectant for mould"  

Usage: Create content addressing this concern, appealing to users searching for natural mould remediation options in bathrooms. 

By thoughtfully selecting and integrating these keywords, the business can enhance its online visibility, attract a targeted audience, and meet the specific needs of potential customers. 

Importance of Keywords 

Selecting the right keywords is important for attracting your target audience to your website. Here's why they matter: 

1) Prioritise Your Keywords 

a) Assess Competitiveness: Not all keywords are equal; some are more competitive than others. 

b) Focus on High-impact Terms: Prioritising keywords that align closely with your audience's needs can enhance visibility. 

2) Consider Searcher Intent 

a) Understand User Goals: Determine whether users are seeking information, comparing options or ready to make a purchase. 

b) Align content Accordingly: Tailor your content to meet the specific intent behind each Keyword. 

3) Conduct Keyword Research 

a) Discover Search Terms: Utilise tools like Google Keyword Planner, Ahrefs, and Moz to identify what terms people are searching for and their frequency. 

b) Analyse Search Volume and Competition: Evaluate how often keywords are searched and the level of competition to prioritise effectively. 

4) Understand the Long Tail 

a) Target Specific Phrases: Long-tail keywords are detailed phrases with lower competition, such as "best running shoes for flat feet." 

b) Attract Niche Audiences: Focusing on these can draw visitors with clear intent, potentially leading to higher conversion rates. 

By thoughtfully selecting and prioritising your keywords, you can enhance your website's visibility and attract the right audience.  

Understanding Keyword Metrics 

Understanding keyword metrics is like having a treasure map for your SEO journey. Let's dive into some essential metrics, sprinkle in some examples, and keep it conversational: 

1) Search Volume 

This metric represents the number of searches a keyword receives per month. 

Why it Matters: 

a)  A high search volume indicates strong user interest in a topic. 

b) However, popular keywords often come with higher competition.  

Example: 

a)  A travel blogger, considering the keyword "best travel destinations" will find it has a high search volume, meaning many travellers are searching for it. 

b) However, ranking for this Keyword may be difficult due to heavy competition from established travel websites. 

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2) Keyword Difficulty 

It measures how challenging it is to rank on the first page of search results for a keyword. 

Why It Matters: 

a) A balance between search volume and difficulty helps identify keywords that are easier to rank for. 

b) Targeting keywords with lower difficulty can provide quicker ranking opportunities. 

Example: 

Instead of targeting "best travel destinations", a travel blogger might choose "underrated travel spots in Asia" since it has a lower search volume but also less competition, increasing the chances of ranking higher. 

3) Click-Through Rate (CTR) 

CTR is the percentage of users who click on a link after seeing it in search results. 

Why it Matters: 

a) A high CTR indicates that your title and meta description are engaging and relevant. 

b) Even if a keyword has a high search volume, a low CTR means fewer users are clicking on your content. 

Example: 

If an blog titled "Top 10 Hidden Gems in Europe" appears in search results and attracts a high number of clicks, it signals that the headline and meta description are compelling and aligned with search intent. 

4) Cost Per Click (CPC) 

CPC is the amount advertisers pay per click in paid search campaigns. 

Why it Matters: 

a) A high CPC suggests that advertisers find the Keyword valuable, often indicating high conversion potential. 

b) Understanding CPC helps in budgeting for paid advertising and assessing keyword competitiveness. 

Example: 

The keyword "luxury resorts in Bali" might have a high CPC because businesses are willing to invest more in advertising, knowing it attracts high-intent buyers who are likely to book expensive stays. 

5) SERP Features Impact 

Search Engine Results Pages (SERPs) often include special features like knowledge panels, Frequently Asked Questions (FAQs), and media galleries. 

Why it Matters: 

a) SERP features can impact organic CTR by either boosting or reducing click potential. 

b) Content optimised for SERP features can gain higher visibility. 

Example: 

A study analysing thousands of keywords found that featured snippets and rich results significantly influence user behaviour, with some searches leading users to click through while others provide direct answers without clicks. 

6) Keyword Relevance and Diversity 

Using relevant and diverse keywords ensures content appeals to a broader audience while maintaining search intent. 

Why it Matters: 

a) Expanding keyword coverage improves search rankings and attracts varied user searches. 

b) Including related terms helps capture users with different search behaviours. 

Example: 

a) An online store selling eco-friendly products can target a diverse set of keywords, such as:  

"Sustainable home goods" 

"Green living products" 

"Environmentally friendly household items" 

b) This approach broadens reach while maintaining relevance to the brand’s niche. 

How to Find Keywords? 

Let's explore some effective strategies to unearth those golden keywords, complete with examples and practical tips: 

Step 1. Engage with Your Audience 

Direct interactions with customers provide valuable insights into their language, preferences, and search behaviour. 

How to Do It: 

Conduct Surveys and Gather Feedback 

a) Create short surveys to understand customer challenges and the terms they use. 

b) Example: A software company may find that users prefer "automatic updates" over "auto-sync," shaping content to match user terminology. 

Analyse Customer Service Interactions 

a) Review support tickets and inquiries to identify frequently used phrases and common pain points. 

b) Example: An online retailer notices customers frequently ask about "affordable summer dresses," indicating a strong keyword opportunity. 

Step 2. Explore Online Communities and Forums 

Platforms like Reddit, Quora, and niche-specific forums reveal real-time discussions and commonly used phrases by your target audience. 

How to Do It: 

Identify Relevant Communities 

a) Search for forums and discussion boards related to your industry. 

b) Example: A fitness brand might monitor subreddits like r/Fitness or r/HomeGym for trending topics and common concerns. 

Monitor Discussions for Recurring Questions 

a) Pay attention to frequently asked questions and the specific wording users employ. 

b) Example: On Quora, if users often ask, "What are the best low-impact exercises for weight loss?" it signals a strong long-tail keyword. 

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Step 3. Analyse Search Engine Results Pages (SERPs) 

Examining SERPs helps identify high-ranking content, user intent, and potential content gaps. 

How to Do It: 

Search for Potential Keywords 

a) Enter keywords you’re considering and observe the type of content ranking at the top. 

b)  Example: Searching for "DIY home decor" reveals that the top results are tutorials, suggesting users prefer how-to guides. 

Identify Content Gaps 

a) Look for missing information in existing content and create content that fills those gaps. 

b) Example: If most "vegan baking" blogs lack gluten-free recipes, developing content that covers both vegan and gluten-free baking can attract a niche audience. 

Step 4. Utilise Keyword Research Tools 

Keyword tools provide valuable data on search volume, competition, and related terms, refining your keyword strategy. 

How to Do It: 

Use Free Keyword Research Tools 

a) Start with accessible options for basic keyword insights. 

b) Example: WordStream's Free Keyword Tool helps generate keyword ideas and provides search volume estimates. 

Leverage Advanced SEO Tools for In-Depth Analysis 

a) Invest in professional tools for deeper competitive research. 

b) Example: SEMrush offers insights on keyword difficulty, competitive analysis, and related keyword suggestions. 

Step 5. Leverage Social Media Platforms 

Social media provides real-time insights into trends, audience preferences, and commonly used terminology. 

How to Do It: 

Analyse Trending Hashtags 

a) Identify popular hashtags related to your industry to discover emerging topics. 

b) Example: A beauty brand noticing a rise in #CleanBeauty can create content around natural and organic products. 

Engage with Followers for Direct Insights 

a) Monitor comments and messages to uncover frequently asked questions and interests. 

b) Example: A food blogger receiving multiple inquiries about "quick weeknight recipes" can create content that caters to this demand. 

Using Keywords to Formulate a Content Strategy 

Integrating keywords into your content strategy is like crafting a roadmap that guides your audience directly to the information they seek. Let's explore how to effectively use keywords to shape your content, complete with examples and actionable steps: 

1) Define Pillar Topics & Subtopics 

Creating a structured content hierarchy ensures clarity, relevance, and improved SEO performance. 

How to Do It: 

Identify Core Pillar Topics 

a) Choose broad, high-value subjects that are central to your industry. 

b) Example: A Digital Marketing agency may choose "Content Marketing" as a pillar topic. 

Develop Targeted Subtopics 

a) Break the pillar into specific, in-depth areas. 

b) Example: Under "Content Marketing," relevant subtopics could be Blog Writing Best Practices, Content Promotion Strategies, Measuring Content ROI 

2) Leverage Keyword Clustering 

Grouping related keywords helps optimise content for multiple search queries, increasing visibility. 

How to Do It: 

Conduct Thorough Keyword Research 

a) Use SEO tools to gather relevant keywords for each pillar topic. 

b) Example: For "Content Marketing," keywords may include:  

i) Content marketing strategies 

ii) How to create a content calendar 

iii) Content marketing examples 

Cluster Keywords by Search Intent 

a) Organise keywords based on user intent. 

b) Informational intent: "What is content marketing?" 

c) Commercial intent: "Best content marketing tools" 

d) Transactional intent: "Hire a content marketing agency." 

3) Align Content with User Intent 

Matching content to user intent enhances engagement and ensures higher conversions. 

How to Do It: 

Understand Search Intent Categories 

a) Informational: User seeks knowledge. Example: "How to start a blog" 

b) Navigational: The user looks for a specific website. Example: "HubSpot content marketing guide" 

c) Commercial: User compares options. Example: "Best email marketing tools" 

d) Transactional: The user intends to take action. Example: "Buy SEO course online" 

Create Intent-optimised Content 

a) Informational queries: How-to guides, educational blogs 

b) Commercial queries: Comparison blogs, product reviews 

c) Transactional queries: Landing pages, CTAs (Call-to-Action) 

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4) Plan a Diverse Content Mix 

Offering varied content types caters to different audience preferences and buyer journey stages. 

How to Do It: 

Develop Content for Every Stage 

a) Awareness Stage (Informational Content): Educate without direct promotion. Example: "10 Tips for Effective Social Media Marketing" (blog post) 

b) Consideration Stage (Commercial Content): Help users evaluate solutions. Example: "Top 5 Social Media Management Tools Compared" 

c) Decision Stage (Transactional Content): Drive conversions with actionable CTAs. Example: "Sign Up for Our Social Media Webinar Today" (landing page) 

Mix Content Formats for Maximum Engagement 

a) Blogs and Articles: Inform and educate 

b) Videos and Webinars: Visual storytelling and tutorials 

c) Infographics and Checklists: Quick, digestible insights 

d) Case Studies and Whitepapers: Authority-building, in-depth analysis 

5) Optimise Internal Linking for SEO & Navigation 

Strategic internal linking strengthens content discoverability and improves rankings. 

How to Do It: 

Link Subtopics to Pillar Pages 

a) Ensure subtopic blogs link back to their main pillar content. 

Example: A blog on "Creating a Content Calendar" should link to the "Content Marketing" pillar page. 

Cross-Link Relevant Content 

a) Keep users engaged by connecting related blogs. 

Example: An article on "Content Promotion Strategies" should link to "Measuring Content ROI" for deeper insights. 

Use Descriptive Anchor Text 

a)  Avoid generic phrases like "Click here." 

Example: Instead of "Read more here," use "Learn how to measure content marketing ROI." 

Keyword Research Best Practice 

Here are some best practices to help you: 

1) Use Keywords in Moderation 

Overloading your content with keywords, known as keyword stuffing, can lead to search engine penalties and a poor reading experience. 

Best Practices: 

a) Aim for Natural Integration: Incorporate keywords where they fit contextually, ensuring the content remains informative and engaging. 

b) Monitor Keyword Density: While there's no strict rule, maintaining a keyword density of around 1-2% is often recommended to balance relevance and readability. 

2) Integrate Keywords Naturally 

Content that flows naturally appeals more to readers and is favoured by search engines. 

Best Practices: 

a) Prioritise Readability: Write primarily for your audience, ensuring that keyword inclusion doesn't disrupt the narrative or clarity. 

b) Use Synonyms and Related Terms: This approach enriches the content and prevents repetitive language, catering to a broader range of search queries. 

3) Optimal Places to Include Keywords 

Strategic keyword placement signals to search engines the relevance of your content concerning specific queries. 

Key Areas: 

a) Title Tags: Incorporate primary keywords to clearly indicate the page's subject matter. 

b) Meta Descriptions: Include keywords to provide a concise summary that aligns with search intent. 

c) Headings (H1, H2, H3, etc.): Use keywords in headings to structure content and highlight key topics. 

d) First 100 Words of Content: Early placement of keywords can enhance the relevance and capture the reader's attention promptly. 

e) Image Alt Text: Describe images with relevant keywords to improve accessibility and image search rankings. 

f) URL Structure: Craft URLs that include primary keywords, making them descriptive and SEO-friendly. 

Why is my Keyword Strategy not Effective? 

If your keyword strategy isn't delivering the desired results, several factors might be at play. Let's explore some common issues and how to address them: 

1) Rankings are not Improving 

Potential Causes: 

a) High Keyword Competition: Targeting highly competitive keywords can make it difficult to achieve top rankings, especially for newer or smaller sites. 

b) Content Quality and Relevance: Search engines prioritise content that offers genuine value and relevance to users. If your content doesn't meet these criteria, it may struggle to rank. 

Solutions: 

a) Focus on Long-tail Keywords: These are more specific phrases with lower search volumes but less competition, making it easier to rank. 

Example: Instead of targeting "Digital Marketing," consider "Digital Marketing strategies for small businesses." 

b) Enhance Content Depth and Value: Ensure your content thoroughly addresses the topic, provides unique insights, and answers common user questions. 

Example: Include case studies, actionable tips, and up-to-date data to make your content stand out. 

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2) Insufficient Organic Traffic 

Potential Causes: 

a) Low Search Volume Keywords: Even if you rank well, targeting keywords with minimal search volume won't drive significant traffic. 

b) Misalignment with User Intent: If your content doesn't match what users are seeking, they may not click through to your site. 

Solutions: 

a) Research Keyword Search Volumes: Use tools like Google Keyword Planner to identify keywords with adequate search volumes. 

Example: Aiming for keywords with at least 500 monthly searches can be a good starting point. 

b) Align Content with User Intent: Understand the purpose behind users' searches and tailor your content accordingly. 

Example: For a keyword like "best budget smartphones," provide a comprehensive comparison of affordable smartphones. 

3) Low Conversion Rates from Traffic 

Potential Causes: 

a) Mismatch Between Content and User Expectations: If visitors don't find what they anticipated, they're less likely to convert. 

b) Weak Calls to Action (CTAs): Without clear and compelling CTAs, users may leave without taking desired actions. 

Solutions: 

a) Ensure Content Delivers on Promises: Make sure your content aligns with the Keyword and meets visitor expectations. 

Example: If targeting "free workout plans," provide detailed and accessible workout routines without hidden costs. 

b) Optimise CTAs: Use persuasive language and strategically place CTAs to guide users toward conversion. 

Example: Incorporate CTAs like "Download Your Free Workout Plan Now" at prominent positions within the content. 

Conclusion 

In essence, think of Keywords as your digital signposts, guiding the right audience straight to your content. By understanding What are Keywords, you can use them well, and your website climbs the ranks—ignored, and you’re lost in the noise. Start leveraging keywords the right way today! Additionally, being aware of the advantages and disadvantages of SEO when using keywords will help you make smarter, more strategic decisions for your website’s long-term success.

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