When people search for something on Google, they type in specific words or phrases — these are called keywords. If your website includes the right keywords, you have a better chance of appearing in those search results.
In this guide, I’m going to break down what keywords are, the different types, why they’re important, how to find them, and how to use them effectively. I’ll explain it like we’re chatting over coffee, so even a complete beginner will understand.
What Is a Keyword in SEO?
A keyword is a word or phrase that people type into search engines when they’re looking for information, products, or services.
Example:
- If someone types “best running shoes for women” — that entire phrase is a keyword.
- If they just type “running shoes” — that’s also a keyword, but shorter and broader.
In SEO, keywords are the bridge between what people search for and the content you create.
What Are the 4 Types of Keywords?
Keywords can be grouped into four main types based on their length and search intent:
1. Short-Tail Keywords
- 1–2 words long
- Very broad topics
- High search volume but high competition
Example: shoes, pizza, SEO
2. Long-Tail Keywords
- 3+ words long
- More specific topics
- Lower competition but higher conversion rate
Example: best vegan pizza in Mumbai, lightweight running shoes for beginners
3. Commercial/Transactional Keywords
- Show buying intent
- Used by people ready to purchase
Example: buy Nike Air Zoom Pegasus 2025, cheap wedding photographer in Delhi
4. Informational Keywords
- Used by people looking for answers, not products
- Great for blog posts and guides
Example: how to clean white sneakers, what is SEO
Why Are Keywords Important?
Keywords are the foundation of SEO because:
- They help Google understand what your page is about.
- They connect your content to the people searching for it.
- They guide your content creation strategy.
Without targeting the right keywords, you might write amazing content that no one ever finds.
How to Find Keywords
Finding the right keywords means looking for terms people actually search for that you can realistically rank for.
Here are a few ways to find them:
- Use Keyword Research Tools – Google Keyword Planner, Ahrefs, SEMrush, Ubersuggest.
- Check Google Autocomplete – Start typing in the search bar and see suggestions.
- Look at “People Also Ask” Boxes – These questions can give you keyword ideas.
- Analyze Competitors – See what keywords they’re ranking for.
Understanding Keyword Metrics
When you find keywords, you’ll see some metrics attached to them. Here’s what they mean in simple terms:
1. Search Intent
- Informational – People want to learn something (how to bake a cake).
- Navigational – People want to find a specific site (Facebook login).
- Transactional – People want to buy (buy iPhone 15 Pro Max).
2. Search Volume
- The average number of times the keyword is searched in a month.
- High search volume = more traffic potential, but often more competition.
3. Keyword Difficulty Score (KD)
- A number showing how hard it is to rank for that keyword.
- High KD means more established sites are already ranking.
4. Personal Keyword Difficulty
- This is YOUR realistic difficulty based on your site’s strength.
- A keyword with KD 60 might be too hard for a new site but possible for an established one.
5. Cost Per Click (CPC)
- How much advertisers pay for each click on that keyword in Google Ads.
- High CPC usually means it’s valuable for businesses.
6. Competitive Density
- How many advertisers are bidding on that keyword in Google Ads.
- More competition = harder (and more expensive) to target in paid ads.
How to Use Keywords in SEO
Finding keywords is only step one. Using them the right way is what gets results.
Here’s how I recommend using keywords:
1. Group Keywords into Topics and Pages
- Don’t target the same keyword on multiple pages (it can confuse Google).
- Group similar keywords into one main topic and use them on a single page.
2. Create a Keyword Map
- Make a spreadsheet mapping which keywords go to which page.
- This keeps your SEO organized and prevents overlaps.
3. Write Optimized Title Tags and H1 Tags
- Include your main keyword naturally.
- Example: Best Running Shoes for Beginners – 2025 Buying Guide
4. Optimize Your Meta Descriptions
- Use your keyword naturally in the description to attract clicks.
5. Add Secondary Keywords to Subheadings
- Break up your content with headings (H2, H3) that include variations of your keyword.
6. Naturally Incorporate Keywords in the Body Content
- Avoid “keyword stuffing” — write naturally and sprinkle keywords where they fit.
7. Use Keywords in Your URLs
- Short, clear URLs work best.
- Example: /best-running-shoes-beginners instead of /post12345
Final Thoughts
Keywords are like a compass — they guide your SEO strategy in the right direction.
If you choose wisely and place them correctly, they can bring you traffic, leads, and sales for months or even years.
The key is to balance search volume, difficulty, and relevance while writing for humans, not just for search engines.
