SEO keywords are vital for SEO ranking and optimisation on a website. They provide opportunities for websites and blogs to improve search engine rankings and attract more traffic to your site.
For this reason, SEO professionals and agencies study them continuously to refine strategies and increase visibility across search engines. However, there are still questions surrounding this topic: Why are keywords so essential for SEO? How can we find good keyword opportunities? Once identified, how do we select the best SEO Keywords to apply to content and web pages?Search engine optimisation keywords (known as SEO keywords) are words or phrases that describe your product page or website. Also known as keywords or keyphrases, these terms help your desired page appear in search engine results for relevant searches.
Selecting the right SEO keywords for your online content makes it easily discoverable for both search engines and the users seeking what you offer. Content marketers and SEO professionals carry out a process called SEO Keyword optimisation to identify these keywords and consider user search intent.
This process ensures your pages are crawlable by Googlebot and other search algorithms, making them more accessible to search engines and better aligned with user needs.
Keywords are crucial for SEO because they help search engines understand the content and relevance of your website for user queries.
Search engines drive 92% of all internet traffic, and organic search overall contributes to 53.3% of all website traffic, making it a primary driver compared to other channels with nearly 95% of users favouring Google. With such impressive figures, it’s natural for businesses to want to leverage this tool to capture potential consumers.
Search engine optimisation keywords connect you to your audience by aligning your content with what people are actively searching for. When used correctly, keyword-optimised content reaches users ready to make purchasing decisions, driving organic traffic.
It’s important to note that keywords are not always single terms. SEO keywords can be divided into different groups and types, with the main ones being short-tail and long-tail keywords:
Short-Tail Keywords: These are generic, highly competitive terms usually consisting of one to three words. Due to their broad nature, they have high monthly search volumes but are less specific.
Long-Tail Keywords: Longer, more specific keywords that often include three or more words. While they have lower search volumes, they capture precise user intent and are usually used for specific searches. These keywords can lead to higher conversion rates due to their focused nature.
Some examples of keywords for SEO are:
- Guitar;
- Electric Guitar;
- By a Guitar;
- Guitar Parts;
- Guitar Repair Services;
- Who Invented the Guitar?
Notice that each SEO keyword type reflects a different search intent, divided into three main categories:
Navigational Search: Someone searching for “Guitar Repair Services” likely wants to find repair options. Consequently, search engines will typically return results for nearby repair shops.
Transactional Search: When someone searches for “Buy a Guitar,” they have a purchase intent, and search engines will prioritise product pages to meet this need.
Informational Search: Finally, a user searching for “Who Invented the Guitar?” is simply looking for information, so the search results will lead to informational pages on the topic.
Beyond search volume and ranking difficulty, understanding keyword search intent is crucial when planning keywords for an SEO strategy.
Many search marketers make basic errors in SEO keyword research, such as conducting it only once, neglecting to expand their keyword list, and focusing solely on popular, highly competitive keywords.
Keyword research is the most crucial step in an SEO strategy and must be regularly updated to remain effective. When creating or optimising a page or blog for SEO, it’s essential to consider more than just a single keyword.
When conducting SEO keyword research, consider:
Primary Keywords: The exact search term for which you want to rank.
Secondary Keywords: Terms that include the primary keyword but are broader in scope.
Related Keywords: Keywords directly associated with the primary keyword.
Don't forget to add synonyms and variations of keywords, makes your content more dynamic and opens up ranking opportunities for additional terms.
If you ask different SEO professionals how they structure their keyword research, you'll likely get a variety of answers -here’s no single defined approach!
There are keywords for SEO that will work well for one client, but may not suit another, and results can vary depending on industry, country, and language for example.
Knowing where and how to select the right keywords is critical in building a solid SEO strategy. It can also help you better understand your competitors and identify niche opportunities.
Below, we’ve outlined our approach to SEO keyword research:
Analyse Your Competitors: Start by exploring the websites of your main competitors. Choose at least three websites that rank on the first page of Google and examine how they use and structure keywords on their pages. You can also check which keywords your top competitors rank for by using SEO tools like SEMrush or Ahrefs.
Find out what keywords you already rank for: Understanding the keywords your website already ranks for is a great way to identify which topics are most relevant to your business. Use tools like Google Search Console (GSC), SEMrush, or Ahrefs to identify the SEO keywords your site currently ranks for. This insight can help refine your SEO strategy, allowing you to build on strengths and target areas with growth potential.
Use Keyword Tools: These tools can be paid, like SEMrush, which provides keyword ideas, user intent, and search volume insights. There are also free options, such as Google Keyword Planner, which offers similar keyword suggestions and data. Additionally, you can use browser extensions like Keyword Surfer for quick keyword insights directly from your search results.
Use AI: Tools like ChatGPT and Gemini are excellent for generating SEO keyword ideas and variations. By using the right prompts, these AIs can uncover topics and ideas that may go unnoticed in traditional keyword research. Once you've discovered interesting keywords, use keyword tools to check the search volume for each term to ensure they align with your SEO strategy.
Be Creative: Where else can you find examples of keywords for SEO? Search for keywords on Google Trends. Explore Google SERP features, like “People Also Ask” and “Related Searches,” to discover new keywords related to your main topics. Finally, check comments and reviews on Google and other review platforms. This can provide insight into the language people use when discussing your product or service, revealing valuable keywords that resonate with your audience.
Start or boost your SEO keyword strategy with Arise's SEO services. Our team of search specialists focuses on SEO solutions to elevate your search engine rankings and strengthen your online presence. We conduct keyword research and optimise websites for SEO to help your business connect with the right audience.
Contact us today to schedule a consultation and explore how we can drive SEO results for your website.
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