Keywords are more than words and phrases in search engine optimization (SEO). They are your compass to help you navigate this vast digital labyrinth, guiding search engines and potential visitors to your virtual doorstep. Without them, your brilliant website might as well be invisible!
If you want to learn how to leverage keywords for your SEO campaign, this post is for you. It'll also help you earn the different types, intents, and trends and how all these can help you observe the best practices for optimising your content and ranking on Google search! Let's go!
Definition of Keywords in SEO (and Why They Matter)
SEO keywords are carefully selected terms representing your web content's main topics. They're strategically placed throughout your website to signal to search engines what your content is about.
But here's where it gets interesting: SEO keywords aren't just random popular words. They reflect user intent, monthly search volume, and competition (most of which we will discuss later).
Keywords are the foundation of SEO for several crucial reasons:
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Get indexing on Google and rank on SERPs: With your chosen keywords, you're essentially telling search engines, "Hey, this is what my page is about!" From here, search engines determine when and which page on search results to display your page in search results.
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Improve user experience - Keywords help ensure that your content matches what users are actually searching for. This alignment improves user experience, which is a key factor in SEO rankings.
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Targeted Traffic - Using specific keywords allows you to attract visitors actively searching for what you offer. This targeted approach leads to higher-quality traffic and better conversion rates, especially if you sell your products and services on your pages.
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Organize content on your site - Knowing which keywords to optimise on your site should help you create topic clusters and content silos on your site, all of which are subtopics of your site's main topic. When done right (optimising content for their keywords and internally linking to pages within the same silo), you provide users with an easy way to browse your site and help search spiders identify your site as an authority in the topic, leading to higher rankings in the process.
Here's another metaphor to help this question for you (last one for now, I promise):
Imagine trying to find a book in a massive library without any titles or categories. Chaos, right? That's essentially what the internet would be without keywords.
Types of Keywords in SEO
Now that we understand the importance of keywords let's explore the different types you'll encounter in the world of SEO. Each type serves a unique purpose and understanding them will help you craft a more comprehensive SEO strategy.
1. Short-Tail Keywords
Also known as "head terms", short-tail keywords are brief, general search terms, usually consisting of one to three words. They're the broad strokes of the keyword world. Examples include "SEO tips", "Dog food", and "London hotels".
This keyword type is characterised by high search volume, as they are searched frequently (due to their broad and easy-to-type nature), potentially driving lots of traffic.
From this reason, does that mean you should focus on targeting short-tail keywords for your site?
No.
It's best to start optimising for other types of keywords, especially if your site is brand-new and has no online authority whatsoever. Only those with authority and brand recognition (think Forbes, Business Insider, and CNN) can truly compete for short-tail keywords.
Also, because these keywords are broad, they do not have a clear user intent, ex., "dog food" can be subcategorised according to type, definition, and other factors. That's why these low-conversion keywords prevent people from purchasing on your site.
Long-Tail Keywords
Long-tail keywords are more specific phrases, typically containing four or more words. They're the precision tools in your SEO toolkit. Here are examples: "Best SEO tips for small businesses", "Grain-free dog food for puppies", and "affordable boutique hotels in central London".
As you can easily see, they are much more specific and descriptive, giving each one a much more evident user intent than short-tail keywords, which means a higher potential for conversions. Also, not all websites will target these keywords due to their specificity. This makes it much easier to rank these keywords on Google search.
Unfortunately, these keywords have low monthly searches. Even if you rank on top of these keywords, it doesn't mean you can get hundreds and thousands of visitors monthly. That means you have to create tons of content for these keywords, making it time-consuming.
3. LSI (Latent Semantic Indexing) Keywords
LSI keywords are terms and phrases semantically related to your main keyword. They help search engines understand the context and depth of your content.
For example, "apple" can mean different things to different people. It could mean "fruit" to some, "iPhone" to others, and "orchard" to the rest. Each one is an example of an LSI keyword for your main keyword, so you might identify which among the keywords you're associating the content the most. From there, you can extract more LSI keywords for your main keyword to mention and include in your content.
Doing so gives your page contextual relevance. If by "apple" you mean the company, mention "Tim Cook," "iPhone," "MacBook," "Steve Jobs," and other entities associated with it. This allows you to separate your content from the different types of "apple" people may refer to. It is also a way to help search engine bots better understand your content.
Branded vs. Non-Branded Keywords
Branded keywords are search terms that include your company or product name, such as "Charles Floate SEO training," "Nike running shoes," and "Apple iPhone 13." These keywords have a high conversion rate, as users searching for your brand are often further along in the buying process. Also, ranking for your own brand terms prevents competitors from capturing this traffic.
On the other hand, non-branded keywords are generic terms related to your products or services but don't include your brand name. Examples: "SEO training courses," "best running shoes," "smartphone comparison." They have a broader reach than branded terms because they are searched more online. Also, ranking for these keywords gives your brand an edge over competitors because you get to "steal" some of their traffic.
So, which of the two should you focus on your website?
Both.
A successful SEO strategy typically involves a mix of branded and non-branded keywords, ensuring you're capturing loyal customers while also attracting new ones.
Geo-Targeted Keywords (Local SEO)
For businesses serving specific geographic areas, geo-targeted keywords are essential for local SEO success. These keywords essentially include the name of the city, state, or country where your business operates ("SEO training in Birmingham", "London web design agency"). Adding the phrase "near me" is also a type of geo-targeted keyword ("best pizza near me").
From here, create specific pages targeting these keywords to maximise your target audience and local reach.
Optimising these keywords for SEO helps improve your local search visibility by making your site appear in location-specific searches and Google Maps results. This leads your local business to generate relevant traffic online, attracting customers in your service area who are more likely to convert. They also reduce your competition based on geography and proximity to your business, making ranking for these terms less cutthroat.
User Intent and Keywords
Understanding and aligning with user or search intent is perhaps the most crucial aspect of keyword usage in modern SEO.
There are four types of keyword intent to focus on:
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Informational - Users seeking information or answers to questions. Example: "How to improve SEO rankings"
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Navigational - Users looking for a specific website or page. Example: "Charles Floate SEO blog"
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Transactional - Users ready to make a purchase or take a specific action. Example: "Buy SEO training course"
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Commercial - Users researching products or services before making a decision. Example: "Best SEO tools comparison"
Once you've identified your keywords, you must align them with your content to attract the right audience and provide them with the content they're looking for - a win-win for both SEO and user experience.
For informational keywords (that often come in the form of questions), create blog posts and guides for each. E-commerce sites will benefit from creating pages targeting transactional and commercial keywords, the latter of which compares their products with those to help provide users with informed purchasing decisions.
The Evolution of Keywords in SEO
Knowing keywords in SEO also means knowing how SEOs use them and Google's outlook towards them through the years. If the latest algorithm changes, the world of SEO will never rest and will constantly change, and the role of keywords will evolve significantly over the years. Understanding this evolution is crucial for staying ahead in the SEO game.
From Keyword Stuffing to Semantic Search
Back then, keyword usage was often reduced to a numbers game. The more times you could cram a keyword into your content, the better you'd rank. This practice, known as "keyword stuffing", led to poor user experiences and manipulated search results.
Since then, Search engines, particularly Google, have become much smarter. No longer are pages that mention the same keyword repeatedly on the page to the point that the page no longer makes sense rewarded. Google now prioritises user experience and content quality over keyword frequency.
This shift has led to the rise of semantic search, which focuses on understanding the intent and contextual meaning behind search queries, rather than just matching keywords. It considers the relationships between words, the searcher's location and search history, and the broader context of the search. This is very much in line with how LSI keywords operate.
As SEOs, you need to identify the keyword's intent to help you optimise content for the keyword that resonates with the readers. Also, know LSI keywords to use in the content to help search engines identify what the topic of the page really is. Most importantly, make your content easy to read and as comprehensive about the topic as possible!
This is why you see tools like Frase that suggest LSI or natural language processing (NLP) keywords to be included in the content.
The Role of Search Algorithms
To help you better appreciate the transition from keyword stuffing to semantic search, you must know how search algorithms have become increasingly sophisticated, changing how we approach keyword optimisation.
Below are key algorithm updates that took place through the years:
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Google Panda (2011) - Focused on content quality; Penalised thin, low-quality content
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Google Hummingbird (2013) - Improved understanding of natural language; Emphasised the importance of context in search queries.
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RankBrain (2015) - Introduced machine learning to the search algorithm; Better interpretation of ambiguous queries and never-before-seen searches.
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BERT (2019) - Enhanced understanding of natural language processing; Improved interpretation of context and nuance in search queries.
These changes traced how SEOs must approach keyword optimisation moving forward. It's no longer about mentioning target keywords multiple times in the page's content body. It's now about providing the best user experience not only to users but also to search engines!
3. Voice Search and Keywords
The rise of voice-activated devices and virtual assistants has significantly impacted keyword strategies. This changes include longer, more conversational queries, often in question format. Voice search, compared to traditional search of typing out the query on search engines, is also more likely to include local intent ("near me" searches).
With these changes, long-tail, conversational keywords are more important than ever. Instead of "best Italian restaurant", optimise for "what's the best Italian restaurant near me open now?" This also predicates a greater focus on questions as keywords. This is where a keyword research tool like "Answer the Public" to find long-tail niche keywords.
To optimise for question keywords, create an FAQ page or section on your site that directly answers common voice search queries in your niche.
Finally, optimise voice-search keywords for local searches. Include location-specific information that you can find using keyword research tools and ensure your Google Business Profile listing is up-to-date.
Best Practices for Using Keywords in SEO
Now that we understand the types of keywords and their evolution, let's explore how to effectively use them in your SEO strategy.
On-Page Optimization
Strategically placing keywords on your web pages is crucial for on-page SEO success. Here's how to do it effectively for each of the page elements below:
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Title Tags - Include your primary keyword near the beginning of the title; Keep titles under 60 characters to avoid truncation in search results; Make titles compelling and clickable. Example: "SEO Keywords: Master Guide to Boosting Your Rankings"
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Meta Descriptions - Use your primary keyword naturally within the meta description; Include a call-to-action to encourage clicks; Keep descriptions between 150-160 characters. Example: "Unlock the power of SEO keywords with our comprehensive guide. Learn how to boost your rankings and drive targeted traffic to your site. Click to master SEO today!"
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Headers (H1, H2, H3, etc.) - Use your primary keyword in the H1 tag (usually your page title); Include variations and related keywords in subheaders; Ensure headers provide a clear content structure.
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Body Content - Use your primary keyword in the first 100-150 words; Include variations and related keywords throughout the content; Prioritise readability and natural language over keyword density.
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URL Structure - Include your primary keyword in the URL; Keep URLs short and descriptive; Use hyphens to separate words; Example: www.yoursite.com/seo-keywords-guide.
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Image File Names - Use descriptive file names that include relevant keywords; Separate words with hyphens; Example: seo-keyword-research.jpg.
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Alt Text - Describe the image accurately; Include relevant keywords naturally; Keep it concise (about 125 characters or less); Example: "SEO keyword research process diagram."
Make sure to implement the actionable tips above on all new pages you'll create and optimise existing content for new keywords you'll find in your research.
Keyword Density
Keyword density refers to how often a keyword appears in your content relative to the total word count. While it's important to use your keywords, quality and relevance should always come first.
The rule of thumb is to aim for a natural keyword density of 1-2%. This number is loose - it's okay if you go beyond 2%. The point is not to spam the keyword in your content, making it unreadable.
To do this, focus on using keywords that make sense, not hitting a specific number (after all, quality is king). And if you feel the need to repeat the same keyword in the same section of the content, use variations and related terms instead to avoid repetition.
As mentioned, don't force keywords where they don't naturally fit. Not only does this strategy no longer work, but it's also the fastest way to get visitors to leave your page. Instead, use synonyms and related terms to add variety and prioritise user experience and readability.
Internal Linking and Keywords
Internal linking is a powerful yet often underutilised SEO technique that can significantly boost your keyword strategy. When done correctly, these links help search engines understand your site structure and content relationships. They can also distribute link equity throughout your site, improve user navigation, and increase time on site.
For starters, use descriptive anchor text. Instead of "click here," use keyword-rich anchor text that accurately describes the linked page. For example, "Learn more about advanced SEO techniques." Also, consider using each page's target keyword as the anchor text. Don't do this for all internal links—use other related keywords that pages are getting impressions for on Google Search Console to diversify the internal links for your anchor texts.
Next, link pages within the same subcategory with each other. This ensures that you get to link to relevant content and that your internal links make sense contextually, both of which provide value to the reader.
In a silo or cluster, there are pillar pages and supporting articles. Make sure that all supporting articles of a silo link to the pillar content at least once. Doing so signals the importance of pillar points, increasing its chances of ranking on Google search.
Finally, monitor pages in a silo and update old content as needed. Include links to newer, relevant pages (aside from updating the content with better information) to help make the pages more indexable.
Conclusion: Consult with Us for Your SEO Keyword Needs
Knowing how vital optimising your website the right keywords is is a complex challenge, but it can dramatically transform your online presence.
At the same time, keeping up with the changes is a time-consuming process, which is why we at Charles Floate Training can help. Our teams specialise in cutting-edge SEO techniques that drive real results. More importantly, we stay ahead of the curve so you don't have to, ensuring that your keyword strategy is optimised for maximum impact.
Don't let valuable traffic slip through your fingers. Contact Charles Floate Training today for an SEO Consultation on how we can supercharge your SEO keyword strategy.