SEO Basics · Practical Guide
What Are SEO Keywords?
A straightforward guide to finding the words people search for, understanding what they want, and using those terms naturally on your website.
A practical guide · 10–12 min read
Most people search in plain words, not technical terms. Those words are your SEO keywords.
If you know which phrases your audience types, you can write pages that answer them. This guide shows you how, one step at a time.
What are SEO keywords?
Quick answer
SEO keywords are the words and phrases people type into search engines. You use them to understand what people want, then write pages that answer it.
A keyword can be one word, like “accounting”. It can also be a longer phrase, like “how to learn accounting online”.
Longer phrases often show more clearly what the person wants.
Example search
best accounting software for a small business
This person is comparing options. They don't want a definition of accounting software.
Why do keywords matter for SEO?
Keyword research shows how people talk about a topic. That helps you decide what to write.
It helps you to:
- Know your audience: see how people describe their problems.
- Plan useful content: find the questions worth answering.
- Stay relevant: make each page clear to readers and search engines.
- Spot gaps: find topics your site doesn't cover well yet.
Keep in mind: using a keyword doesn't guarantee a ranking. The page still has to be useful and easy to use.
What are the main types of SEO keywords?
Keywords can be grouped in a few simple ways. The groups below help with planning. They aren't strict rules.
| Type | Example | What it tells you |
|---|---|---|
| Short-tail | web design | A broad topic with many meanings |
| Long-tail | web design for a small restaurant | A specific need or audience |
| Informational | how does SEO work | The person wants to learn |
| Commercial | best SEO tools for freelancers | The person is comparing options |
| Transactional | hire an SEO consultant | The person may be ready to act |
| Branded | Ahrefs keyword tool | The search names a brand or product |
One keyword can fit more than one group. A long-tail keyword can also be informational.
What is search intent?
Search intent is the reason behind a search. Matching it matters more than repeating a phrase.
There are four common types:
- Informational: the person wants to learn something.
- Navigational: the person wants a specific website or page.
- Commercial: the person is comparing choices.
- Transactional: the person wants to buy, book or sign up.
For example: someone searching “how to start a blog” wants a guide. Someone searching “blog hosting plans” wants to compare options.
To check intent, search the phrase yourself. Look at what kind of pages appear. Use that as research, not as a formula to copy.
How do you do keyword research?
Start with your audience, not a list of big numbers. Follow these six steps:
- Start with your topics.
List the services, products and questions your audience cares about. - Collect real search phrases.
Use autocomplete, related searches, customer questions and keyword tools. - Check intent.
Ask what the searcher expects to find. Can your page provide it? - Compare demand and competition.
Search volume helps. Relevance and difficulty matter too. - Match keywords to pages.
Give each page one clear purpose. Group close phrases on one page when it can answer them all. - Publish and improve.
Start with realistic topics. Write helpful pages, then improve them as you learn.
Tip: don't choose a keyword just because it has a big search volume. A smaller, more relevant search can be worth more.
Which tools can help with keyword research?
You don't need every SEO platform. Start with one or two tools and add more only when you need them.
- Google Keyword Planner shows keyword ideas and estimated demand.
- Google Search Console shows the searches that already bring people to your site.
- Ubersuggest gives keyword ideas and other research features.
- Ahrefs Keyword Generator suggests keyword ideas.
- Semrush offers keyword research and competitor analysis.
Every tool uses its own data. Treat the numbers as a guide, not an exact count.
How do you use keywords on a page?
Use your main phrase where it helps the reader. Then write naturally. There is no perfect keyword density.
Check these places:
- Title tag: describe the page clearly.
- Main heading: say what the page is about.
- Opening paragraphs: give the answer early.
- Subheadings: cover the related questions.
- URL: keep it short and readable.
- Image alt text: describe useful images. Don't stuff in keywords.
- Internal links: use link text that makes sense on its own.
For more, read Google's SEO Starter Guide.
What keyword mistakes should you avoid?
Keyword stuffing
Repeating a phrase again and again makes writing hard to read. It can also break Google's spam policies. Write for people first.
Choosing a phrase that doesn't fit
A keyword can have big numbers and still be wrong for your audience. Relevance comes first.
Creating competing pages
Two pages with the same purpose can compete with each other. Combine them if one page can do the job better.
Forgetting the reader
Keywords help you plan. They don't replace clear answers and real experience.
How do you track keyword performance?
Rankings are only part of the picture. Open Google Search Console and look at:
- Impressions: how often your page appeared.
- Clicks: how often people visited.
- Click-through rate: clicks divided by impressions.
- Average position: where your page tends to appear.
Then check what visitors do next. Do they read another page, send an enquiry or buy something? The right measure depends on what the page is for.
Do keywords still matter in AI search?
Yes, in a different way. Understanding the words and questions your audience uses is still useful.
Focus on clear, accurate pages that answer real questions. Don't fill pages with variations of one phrase. Google's guide to AI features and your website is a good place to start.
Frequently asked questions
There is no fixed number. Give the page one clear primary topic and include related phrases when they help answer the reader's questions.
Not automatically. They are often more specific, which can make intent easier to understand, but the best choice depends on relevance and your goals.
Keyword density is the proportion of a page's words made up by a particular phrase. It is not a target you need to hit. Prioritise natural, useful writing.
LSI stands for Latent Semantic Indexing, an information-retrieval concept. “LSI keywords” is commonly used in SEO marketing, but it is not a special list of terms you must add to rank. Cover related concepts naturally when they help readers.
Quick keyword checklist
Check these before you publish:
Where to start
Pick one topic your audience cares about. Find out how people search for it. Then write one clear page that answers them.
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Written by
Keshera Wijeyesekera
I write Interesting to Read, a blog on all kinds of topics worth your time. Outside of the blog, I work in SEO and digital marketing.