Keywords are concepts and topics that define what your content is about. In SEO, keywords are the words and phrases that searchers type into search engines to find the most relevant content—also known as “search queries.” As a website owner, your goal is to include keywords in every element of your page, such as images, videos, text, and especially your primary keyword.
As a content creator and site owner, you should ensure that the keywords you use on your web pages match what people are searching for. Doing so increases your chances of appearing on search engine results pages (SERPs).
Keywords are extremely important—they act as the bridge between what people are searching for and the content you create to meet that need. The ultimate SEO goal is to drive more organic traffic from SERPs. The keywords you choose to target will determine the type of traffic you attract.
Keywords matter as much to your audience as they do to your content. Sometimes, you might describe your content differently than your target audience does. To create content that ranks well and draws the right visitors, you need to understand your audience—the language they use, the intent behind their searches, and the content formats they prefer. You can achieve this by talking with your customers, analyzing user behavior, and conducting keyword research with tools like Keyword Explorer.
What Are Long-Tail Keywords?
Keywords can be short or long phrases. Short ones are often called “head keywords” or “seed keywords.” Long-tail keywords, on the other hand, are longer phrases that make searches more specific.
Targeting a single broad keyword may seem ideal, but it’s often very difficult. While these keywords have high search volumes, they also come with fierce competition. For example, trying to rank your boutique clothing shop with the keyword “clothes” would be nearly impossible against giants like Amazon, H&M, and Nordstrom.
Broad keywords are also too vague. For instance, if someone searches for “dogs,” you wouldn’t know if they’re looking for dog breeds, dog food, collars, or just cute dog photos. This makes content targeting difficult.
Long-tail keywords, however, are much more precise. Examples include “best organic dog food for puppies” or “affordable dogs in Chiang Mai.” While these have lower search volume, they also have less competition, giving smaller websites the chance to rank higher and reach highly targeted audiences.
Where Should You Place Keywords for SEO?
There are a few basic rules for keyword placement. Ideally, each page on your site should target unique keywords to avoid confusing search engine crawlers. Important places to include your keywords are:
URL
Title Tag
Meta Description
Page Title (H1)
Subheadings (H2)
Body Content
Image Alt Text
These elements help optimize your page after publishing, except for the URL, which should not be changed once set.
URL: Keep URLs short, simple, and keyword-rich. They should be easy to read and structured well from the start to avoid changes later.
Title Tag: This appears in search results and browser tabs. Keep it concise, keyword-focused, and compelling—without using clickbait.
Meta Description: This shows up in SERPs under your title. Write unique, keyword-rich descriptions for every page to encourage clicks.
H1 Tag: The main page title visible to users. It should clearly describe the content and include the primary keyword.
Body Content: Naturally include your keywords without stuffing. Focus on creating valuable, high-quality content that meets user intent.
Image Alt Text: Always describe your images with keywords where relevant. This helps search engines understand image content and improves SEO.
Placing your keywords strategically won’t instantly get you to the top of Google, but neglecting these basics makes ranking much harder. For businesses that want to improve SEO and attract more traffic, our Digital Marketing Agency can provide expert guidance and complete online marketing solutions.
Related Article: How to Optimize Images for SEO
How to Do Effective Keyword Research
Research keywords to better understand your audience and find related search terms.
Place keywords in Title Tags, body text, H1, URL, Meta Description, and Alt Text with proper density.
Conduct keyword research regularly to keep up with new trends.
Using Keywords to Shape Content Strategy
Rather than creating multiple pieces of content that target the same keyword, it’s better to develop a keyword map. This helps you understand the performance of existing content and identify gaps that need filling.
Since keywords define the focus of each page, you can organize your site’s structure accordingly. For example, your homepage may target broad keywords, while category, product, or blog pages can target more specific long-tail keywords.
FAQs
How can I find popular keywords?
You can analyze competitors, talk to customers, or use keyword research tools to discover popular search terms. High search volume isn’t always the best—balance traffic with relevance and competition.
What is a keyword strategy?
A keyword strategy is a plan based on keyword research. It outlines which keywords you target, where you place them, and how they support your broader SEO goals.
How many types of keywords are there?
There are head keywords (seed keywords), long-tail keywords, and middle-tail keywords. Keywords can also include brand names, product names, or locations, such as “best coffee shop in Chiang Mai.”
What is a primary keyword?
A primary keyword is the main keyword that defines your content. It should be included in the page title and headings, serving as the foundation for related keyword research.
What’s the difference between keywords and key phrases?
Keywords are usually single words, often seed keywords, while key phrases are longer and typically long-tail keywords. Phrases tend to have lower search volume but are less competitive and more targeted.
Krittitee Tongdang
