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Learn About Keywords and Attract Users to Your Site Quickly

Learn About Keywords and Attract Users to Your Site Quickly
Learn about keywords and attract users to your site quickly

It is critical to understand what keywords are to generate more organic traffic to your website, blog, or any digital channel your company has. If you are new to the world of SEO and want to benefit from it, keywords will be the master key to increasing the visibility of your brand or business.

It could be said that the history of SEO began with keywords, and in those primeval times, keywords reached their maximum importance. Currently, keywords are one of the basic concepts in the SEO dictionary of any organization. But why are they so valuable?

This article will explain what keywords are in digital marketing and why they are so important. In addition, we will explain the different types of keywords and give you some tips on how to use keywords effectively based on your target audience or business model.


Definition of keywords

Basically, keywords are the terms or phrases that users use when they search for a topic on a search engine, such as Google. According to Google Support, keywords describe your product or service and help determine when and where your post or ad can appear. So you reach only the people most interested and most likely to become your customers.

What do "keywords" mean in SEO?

To better understand what  keywords are and how they work, remember what you usually do when using a search engine (say, Google):

  • What words do you use? Do you use them correctly? It is unlikely. Many keywords do not have correct grammar. How users enter their search terms differs greatly from how they speak or write.
  • How do you structure your query? Do you use single words, or do you use questions? Single words are the quickest way to conduct a search. Precise queries, on the other hand, are made with questions related to the topic sought ("what is it," which is a highly searched keyword, or "how is it used," "where is it," "how much does it cost," etc.). These questions are important since they are types of keywords that are widely used by users.

For SEO specialists, the key to these keywords is their search volume. Search volume is the number of times users search for a keyword in a given period.

A keyword with a higher search volume will have a higher value for SEO specialists. Conversely, if it has less volume (except for long-tail keywords, which we'll talk about later), it will have less value.

The combination of these factors (the words used, the way they are structured, and the search volume) makes you find keywords that are better than others for SEO. These keywords respond exactly to user queries; they are the ones that should be in your article, post, or web page.

Types of keywords

Now, we will examine the different types of keywords that exist. The best way to organize keywords is according to two criteria:

1. Keyword extension

Logically, the keywords vary a lot in their extension. They can be very long or short; there are even single-character ones.

  • Generic keywords

They are short keywords (sometimes just one word) and cover very broad topics. They are rarely used independently due to their high competitiveness. An example is "music."

  • Semi-generic keywords

They have some additional search terms (usually two or three) that demonstrate a greater knowledge on the part of the user regarding what they are looking for. For example: "Latin music" or "buy music." Despite being specific keywords, they are still not very useful when it comes to finding out what the user wants. They also tend to be highly competitive.

  • Long-tail keywords

Long tail keywords are very important keywords for SEO. They are phrases with more than three terms that express much more precise knowledge about the user's search.

An example of a long-tail keyword is "buy Latin music in Nigeria." These long-tail keywords define what is being searched for and the user's specifications. Generally, their competitiveness is low.

2. Search intent

By search intention, we understand the purpose pursued by the user when performing the search. According to this criterion, keywords can be classified in the following ways:

  • Informative keywords

They are the keywords used to answer specific questions. They are sometimes related to the six classic questions of journalism: "what," "who," "when," "where," "how," and "why." There are also other variants. An example is "how to learn SEO?"

  • Commercial keywords

As the name implies, they are keywords for buying or selling. The most used is "buy," but there are also "price," "sale," "sell," "cheap," "rent," "for sale," etc. An example is "buy a house on the beach."

  • Navigational keywords

They are related to a brand already defined by the user, who simply enters it in the search bar. For example, one user's search intent for "iPhone" may differ from another searching for "Apple" on Google.

Importance of keywords

1. They allow you to perform effective web optimization

Optimizing your content for the right keywords will help your website rank higher and faster and get more traffic from search engines. This is because keywords play an important role in SEO. In fact, using keywords can make or break your SEO strategy.

In SEO terms, keywords are the ones that businesses will "target" specifically. That's why you may have also heard the term "target keywords." The ranking of the keywords sorted in Google search will determine which phrases are searched for more often. This will help when it's time to optimize your content.

The more keywords you use in your content and digital channels, the more likely people will find your website through search engines. Basically, this means that when a website is optimized, it "speaks the same language" as its target audience.

2. They show you what people are looking for on the internet

By doing keyword research, you can get insider information about what people are searching for on the internet. This information is vital because it gives you an instant picture of whether a content idea is worth investing time and resources in.

Ideally, you should use specific keywords that people are already using to find information on the internet. It is useless for you to create content based on what you "think" your target audience is looking for.

3. They make it easy for you to see the competitive landscape

Understanding keywords is essential for SEO experts who want to understand the competitive landscape, as it gives them a clear picture of who they are competing against.

Assume you have an idea for a piece of content you'd like to create. By conducting thorough keyword research, you will be able to see which domains are already competing for the respective keywords.

Keyword research provides information on how difficult or easy it will be to rank first in Google search and other search engines. This brings us to the next reason why keywords are important for SEO.

4. You can identify low-competition content opportunities

By targeting keywords with little competition, you will increase your content's chances of attracting more visitors and organic traffic to your website through search engines.

The reverse is also true; thorough research will reveal which keywords to avoid targeting because established domains already rank for them.

In fact, most SEO tools are useful for finding low-competition keywords and filtering out high-competition keywords.

How are keywords used?

Below are tips for using keywords.

1. Create a keyword strategy

There is quite a bit of controversy among SEO specialists about how many keywords an article, post, or website should have. At the beginning of the history of SEO, this was a valid controversy since Google's algorithm was not that developed, and one of the factors it considered when ranking was the volume of keywords on the pages. However, today this has changed. Google has enhanced its search algorithm in such a way that "how many keywords can I put in?" has become a rather irrelevant question.

Instead of filling your web page with keywords, focus on placing them strategically on your website in such a way that their sections make it easier for the Google algorithm to find what the user is looking for most easily. This can be achieved by following some recommendations:

  • Use keywords when structuring your URLs. This is a signal to search engines that your website has the potential to answer user queries for those specific keywords.
  • Use keywords in the HTML tags of your pages. These tags (h1, h2, h3, and so on) are signals to Google that you are organizing the content of your page in a way that answers user queries on those particular topics.
  • Use the keywords on the pages in a reasonable way. In the early days of SEO, stuffing a page with keywords (known as keyword stuffing) has supposedly helped pages rank. Unfortunately, this has not been valid for a very long time. In fact, it could lead to losing positioning.

2. Follow Google's ranking factors

When a user searches Google for a particular keyword, the search engine verifies which pages most accurately respond to the query in its database. Depending on many factors (which it has not revealed), Google then chooses the pages that best respond to the user's query and positions them in its results.

Basics for using keywords

Although we do not know the ranking factors of Google, there are some basic tips that you can apply for good use of keywords:

  • The keywords you want to rank for must be present. This may sound obvious, but it's surprising how many specialists try to rank for the wrong words on their pages.
  • Additionally, the text of your page cannot present keywords haphazardly, ignoring the rules of writing and grammar (which many SEO experts did many years ago). Instead, you should include keywords that respond naturally (or, as experts say, "organic") to the query of the user who is looking for that page.
  • Finally, you must structure your content around that keyword, and always keep in mind that it must answer the user's query.

As we can see, creating text/content based on keywords is much more than just inserting them. It is about answering the user's query as best as possible.

3. Make use of keyword research tools

These tools will help you conduct effective keyword research. The process of searching for keywords is called keyword research. To learn how to conduct effective keyword research, you can follow the steps below:

  1. You need to be very clear about the type of product/service, purpose, and structure of your website.
  2. Next, you need to build a list of keywords related to your product or service. Our recommendation is that you consider long-tail keywords.
  3. Once this is done, you should use a keyword research tool (such as the Google Ads Keyword Planner) to find out the search volume of those potential keywords (the volume is one of the important factors in the choice of these words).
  4. After this, you can create a new list with the most advantageous keywords for your business.
  5. You can create content for your website (pages, posts, articles) related to those keywords.
  6. Finally, you should monitor through other tools to know if your content is ranking as expected.

4. Monitor your keyword strategy

Whether you're adding new content to your website or trying to optimize existing pages for newly found keywords, it's worth tracking your optimization efforts in a spreadsheet. 

This will allow you and anyone on your team to stay on the same page regarding your keyword strategy and implementation progress. This is especially useful when you analyze the performance of your keywords with tools like Google Search Console.


Although the way keywords are used in SEO has changed a lot over the years, they are still a "key" element when it comes to positioning web pages in Google and other search engines.

Always remember that the basis of a good SEO job is to remember what keywords are, their importance and how to use them correctly in the online positioning of your company.

When it comes to ranking your brand in search results, the top priority is having the best content that is worthy of ranking high in search results. So it's vital to use the right SEO keywords that make a difference, measure your performance using the right tools, and adjust your keywords if necessary.

About author

Harby Jay Harby Jay

Harbyj is a blogger, web designer, SEO expert, and the owner of this blog.

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