What Are Keywords in SEO
In SEO keywords are the words or phrases people type into search engines, and the topics your page is meant to match.
Key takeaways
- Keywords are the words and phrases users type into search engines.
- They help search engines understand your page topic and match it to queries.
- Focus on one primary keyword per page, supported by related terms.
- Modern SEO prioritizes topic relevance and search intent over exact-match repetition.
- Use keyword research tools to find terms that align with your audience's needs.
Keywords are the foundation of SEO—they connect what people search for with the content you create.
Example
If you write a guide about "how to bake sourdough bread," your primary keyword is "how to bake sourdough bread." Related secondary keywords might include "sourdough starter recipe," "baking sourdough at home," and "sourdough troubleshooting." When a user searches for "easy sourdough recipe," your page can rank if it covers that intent.
When should I use this?
Use keywords whenever you create content for search engines:
- Before writing – Research keywords to choose a topic that matches user intent.
- During writing – Include your primary keyword naturally in the title, headings, and body.
- After publishing – Monitor keyword rankings to see if your page is attracting the right traffic.
What it is not
- Keywords are not just single words – they can be phrases (e.g., "best running shoes for flat feet").
- Keywords are not a magic formula – stuffing them into content hurts readability and rankings.
- Keywords are not the same as search intent – two people searching "apple" may want fruit or a phone.
Quick start
- Brainstorm topics your audience cares about.
- Use a keyword tool (e.g., Semrush, Ahrefs, Google Trends) to find related phrases.
- Pick one primary keyword per page.
- Add 3–5 secondary keywords that support the main topic.
- Write naturally – include keywords in the title, H1, and body without forcing them.
Common mistakes
Keyword stuffing – Repeating the same phrase over and over. Instead, use synonyms and related terms. Ignoring intent – Targeting a keyword that doesn't match what users actually want (e.g., ranking a product page for an informational query). Only using single words – Missing out on long-tail phrases that have clearer intent and less competition. Targeting too many keywords on one page – Diluting relevance. Stick to one core topic per page.
Next step
FAQ
Are keywords still important for SEO?
Yes. Keywords help search engines understand your page topic and match it to relevant queries. The approach has evolved from exact-match repetition to topic and intent alignment.
What is the difference between a keyword and a search query?
A keyword is the topic or phrase you target on a page. A search query is what a user actually types into a search engine. Good keyword research aligns your target keywords with real user queries.
Related topics
Sources
- Google Search Central — Official documentation on how Google understands and ranks content.
- Moz — What Are Keywords & Why Are They Important for SEO? — Clear beginner-friendly definition of keywords as topics and search queries.
- Semrush — What are keywords? — Practical guidance on keyword clustering and intent grouping.
- Yoast — What is a keyword? — Concise SEO-focused definition and page-targeting explanation.
Reviewed by Lucía Marín, Founding editor.