Understanding Search Keywords
If you’ve ever been told to incorporate keywords into your website’s content but felt unsure where to begin, you’re not alone. Search engine optimisation (SEO) can be overwhelming, especially for website owners who know it’s important but find the process unclear.
At the core of SEO are search keywords—the words and phrases people type into search engines to find information, services, or products. Identifying the right keywords for your site is a crucial step in making it more discoverable and ensuring it reaches the right audience.
In this guide, we’ll break down what keywords are, how to research them effectively, and where to integrate them into your website for the best results—without requiring an expensive SEO subscription.
What Are Search Keywords?
Search keywords are the terms users enter into search engines to find relevant content. For example, phrases like “best yoga classes near me” or “handmade leather wallets” serve as direct links between a user’s search intent and the websites that provide those products or services.
By identifying and targeting the right keywords, your website has a better chance of appearing in search results when potential customers or readers are looking for what you offer.
For example:
- A bakery might optimize for “custom wedding cakes” or “best bakery in Seattle.”
- A photographer might focus on “family photography packages” or “wedding photographer near me.”
Where to Use Keywords in Your Website
Placing keywords in strategic areas of your website helps search engines understand your content and improves your site’s visibility. Here’s where to incorporate them:
- Page Titles & Headings: These elements tell search engines what your page is about and appear prominently in search results.
- Meta Descriptions: The short preview text under your page title in search results. Including keywords here helps attract clicks.
- Body Content: Naturally weave keywords into your main content for improved relevance and discoverability.
- Product Descriptions: Using keywords to describe your offerings makes them more likely to appear in search results.
- Blog Posts: Writing articles that address common questions in your industry is an effective way to rank for informational keywords.
- Image Alt Text: Adding descriptive keywords to image alt text enhances accessibility and search rankings.
- URLs: Including relevant keywords in your web page URLs improves clarity and search engine indexing.
For instance, a bio page for an interior designer might include: “I specialize in historic home interior design in Boston.” An image of the designer could have the alt text: “[Name], Boston interior designer.”
How to Research the Right Keywords
Effective keyword research starts with understanding your audience’s needs and search behaviours. Here’s how to identify valuable keywords for your site:
1. Brainstorm Keywords Yourself
Start by listing terms that describe your business, products, or services. Ask yourself:
- What would I type into Google to find my website?
- What problems does my business solve?
- What terms do my customers use when talking about my offerings?
If you’re unsure, ask friends, family, or customers how they would search for a business like yours.
2. Analyze Competitor Keywords
Check out competitor websites to see which keywords they target. Look at:
- Their page titles and headings
- Language used in product descriptions and blogs
- Repeating phrases that signal target keywords
- Search terms where they rank highly
Competitor insights can help you refine your keyword strategy without reinventing the wheel.
3. Identify Keyword Gaps
Look for opportunities where your competitors aren’t ranking well. If major brands dominate search results for broad terms like “handmade pottery,” you might focus on a niche keyword like “artisan ceramic dinnerware.”
4. Consider Search Intent
Every search has a purpose. Understanding user intent helps you create relevant content:
- Informational Intent: Users want to learn (e.g., “how to bake sourdough bread”).
- Navigational Intent: Users seek a specific website or brand (e.g., “Squarespace templates”).
- Transactional Intent: Users are ready to buy (e.g., “handmade leather wallet”).
Align your keywords with search intent to attract the right visitors.
Evaluating Keywords for SEO Success
Once you have a list of keywords, evaluate them based on these factors:
- Ranking Difficulty: Competitive keywords (e.g., “best yoga classes”) are harder to rank for, while niche long-tail keywords (e.g., “yoga classes for beginners in Austin”) are more attainable.
- Search Volume: High-volume keywords attract more traffic but are often more competitive. Balancing search volume with competition is key.
- Local SEO: For location-based businesses, include geographic keywords (e.g., “wedding photographer in Portland”) to attract nearby customers.
- Seasonality: Some keywords peak during specific times of the year (e.g., “Halloween costumes” in October). Plan content accordingly.
Best Tools for Keyword Research
Finding the right keywords doesn’t have to be complicated. Here are some free and paid tools to help:
Free Tools & DIY Methods
- Google Autocomplete: Type a keyword into Google and note the suggested searches.
- Google Trends: Compare keyword popularity over time and identify trends.
- Ask Your Audience: Gather insights from customers or peers.
Beginner-Friendly SEO Tools
- Squarespace Analytics: Provides data on search keywords driving traffic to your site.
- SEOSpace Extension: A tool designed to simplify keyword research for Squarespace users.
Advanced SEO Tools (Paid)
- Ahrefs & SEMrush: Offer deep insights into keyword rankings, competition, and search volume (ideal for those looking to invest in SEO growth).
Applying Keywords to Your Website Content
Once you’ve identified the right keywords, integrate them naturally into your website:
- Page Titles: Example: “Affordable Wedding Photography in Denver.”
- Headings & Subheadings: Use keywords in H1, H2, and H3 tags to enhance SEO.
- Body Content: Avoid overstuffing—keywords should fit seamlessly.
- Meta Descriptions: Summarize your page while incorporating a primary keyword.
- Image Alt Text: Improve search rankings and accessibility.
- URLs: Use clear, descriptive URLs (e.g., yoursite.com/family-photography-packages).
Best Practices
- Prioritize user experience—content should be read naturally.
- Focus on one primary keyword per page.
- Don’t force awkward keyword placements—search engines can still understand related terms.
Tracking & Adjusting Your SEO Strategy
SEO success doesn’t happen overnight. Track performance and make adjustments over time:
- Monitor keyword rankings and website traffic.
- Analyze user behaviour to refine your strategy.
- If results don’t improve within 3-6 months, experiment with new keywords or content approaches.
By mastering search keywords and strategically placing them in your website content, you can boost visibility, attract the right audience, and build long-term online success.
How can we help?
Our team have extensive knowledge in keyword research, pay-per-click advertising and display ads allowing us to utilise your advertising budget in the right places to attract target customers. Speak to us today to find out how we can help your business.
