Keywords

Keywords are the words and phrases that describe what people search for and what a page is about. In SEO, choosing the right keywords and using them naturally helps search engines match your content to relevant searches, and helps searchers recognise that your page answers their question.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

What keywords are

A keyword represents a topic or need rather than one exact string. ‘Emergency plumber Leeds’ is a keyword that stands for many real search queries, such as ‘plumber leeds 24 hour’ or ‘urgent plumber near me’. Each page on a site usually targets one main keyword plus closely related variations.

Keywords also work as a planning tool. Mapping them to pages shows which topics you already cover, which pages need improving and where the gaps are.

Types of keywords

  • Head terms: short, broad and high-volume, such as ‘insurance’. Hard to rank for and vague in intent.
  • Long-tail: longer and more specific, such as ‘pet insurance for older cats’. These long-tail keywords have lower volume but clearer intent.
  • Informational: questions and research topics, usually best served by guides and articles. See informational keywords.
  • Commercial and transactional: comparison and buying terms, best served by product, service and category pages.
  • Branded: searches that include a brand name.

How to choose keywords

  1. Start with seed topics: the products, services and problems your business deals with.
  2. Use keyword research tools to expand the list and see estimated monthly searches.
  3. Weigh volume against keyword difficulty and how closely the term matches what you offer.
  4. Search the keyword yourself and look at what ranks. The results reveal the search intent Google has identified.
  5. Assign one primary keyword per page to avoid pages competing with each other.

Where to use keywords on a page

Google relies on understanding language rather than counting exact phrases, but keywords still help signal relevance. Sensible places include:

  • The title tag and main heading.
  • The opening paragraph.
  • Subheadings, where they fit naturally.
  • The URL, image alt text and internal link anchors.

Keywords in the age of AI search

Search engines and AI assistants now understand topics, entities and context, not just strings of words. That does not make keywords obsolete: they still show what people want and how they phrase it. What has changed is how you use them.

Rather than chasing exact-match phrases, cover a topic thoroughly, answer the related questions people ask and use the natural language your customers use. Grouping related terms helps you decide which keywords belong together on one page and which deserve their own.

Common mistakes

  • Overuse: repeating a phrase unnaturally, known as keyword stuffing, reads badly and breaks Google’s spam policies.
  • Chasing volume only: a high-volume term with the wrong intent rarely brings customers.
  • Targeting one keyword on many pages: this splits relevance between pages and confuses search engines.
  • Aiming for a set density: there is no ideal percentage. Write for the reader.

Key Takeaways

  • Keywords are the words and phrases that connect searches with relevant pages.
  • One keyword usually represents many real search queries.
  • Choose keywords by intent, volume, difficulty and business relevance.
  • Give each page one primary keyword to avoid competition between pages.
  • Use keywords naturally in titles, headings and opening text, never by stuffing.

Related Terms

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