What are Keywords in SEO? How to Find and Use the Right Search Terms

At the core of SEO is one powerful concept: keywords.

Keywords are the words and phrases people type into search engines when looking for something online. Whether it’s “best running shoes,” “how to make pasta,” or “SEO tips for beginners,” those search terms are what connect your content to your audience.

In SEO, keywords help search engines understand what your page is about — and help users find content that matches their intent.

Why Keywords Matter

Search engines like Google use keywords to determine which pages are relevant to a user's query. If your page contains the same (or similar) terms that people are searching for, it's more likely to show up in the results.

But it’s not just about using keywords — it’s about using them strategically.

Types of Keywords

  • Short-Tail Keywords – General, high-volume terms like “SEO” or “coffee.” Harder to rank for.

  • Long-Tail Keywords – More specific terms like “best coffee shops in Brooklyn.” Lower competition, higher intent.

  • LSI Keywords – Related phrases and synonyms that give context to your content.

How to Use Keywords Effectively

  1. Keyword Research – Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find terms with good search volume and low competition.

  2. Placement – Add your main keyword in the title, meta description, first 100 words, headers, image alt text, and naturally throughout the content.

  3. Avoid Keyword Stuffing – Overloading your page with keywords can hurt your rankings. Always write for humans first, algorithms second.

  4. Match Search Intent – Is the user looking for information, a product, or a solution? Tailor your content to answer the specific intent behind the keyword.

Think Beyond Just Ranking

The real goal of keywords isn't just to show up in search — it’s to connect with the right audience, answer their questions, and guide them toward your product, service, or content.

👉 Next up: Should I Use SEMrush or Ahrefs? A breakdown of two top SEO tools.

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