WHAT IS KEYWORD IN SEO?

At Lillian Purge, we specialise in Local SEO Services and explain What is Keyword in SEO? with clear, jargon-free guidance to build your understanding of how search engines match content to users.

At Lillian Purge, we specialise in local SEO services, helping businesses improve their visibility in search results and attract more local customers. One of the most important elements of any SEO strategy is the keyword. Understanding what keywords are and how to use them effectively is essential for ranking higher on Google and connecting with the right audience.

What Is a Keyword in SEO

A keyword in SEO is a word or phrase that people type into search engines when looking for information, products, or services. It represents the search intent of a user. For example, someone looking for a plumber in Bedford might search “emergency plumber Bedford.” That phrase is a keyword.

From Google’s perspective, keywords help its algorithm understand the content of your website pages and match them to relevant search queries. For your business, they act as a bridge between what people are searching for and what you offer.

Why Keywords Matter

Keywords are the foundation of SEO because they determine when and where your website appears in search results. Targeting the right keywords helps you reach people who are already interested in your products or services.

If your content includes the words and phrases your audience uses, Google is more likely to display your website when users search for those terms. This drives more qualified traffic to your site and increases your chances of converting visitors into customers.

Types of Keywords

Not all keywords are the same. Understanding the different types helps you plan your SEO strategy more effectively.

  1. Short-tail keywords: These are broad, general terms like “plumber” or “solicitor.” They have high search volumes but are very competitive.

  2. Long-tail keywords: These are more specific phrases like “affordable family solicitor in Bedford.” They attract fewer searches but tend to have higher conversion rates because they reflect clearer intent.

  3. Local keywords: These combine services and locations, such as “SEO agency in Milton Keynes.” They’re essential for local businesses.

  4. Transactional keywords: These show buying intent, for example, “buy running shoes online.”

  5. Informational keywords: Used by people seeking answers, such as “how to write a will” or “what is conveyancing.”

Combining different types of keywords ensures your website targets users at every stage of their buying journey.

How Keywords Work in SEO

When you optimise your website, you strategically include keywords in places like:

  • Page titles and headings.

  • Meta descriptions.

  • Website content and blog posts.

  • URLs and image alt text.

Google scans these elements to understand your page’s topic. The more relevant your content is to a particular keyword, the better your chances of appearing in related search results.

However, keyword use should always feel natural. Overusing keywords (known as keyword stuffing) can harm your rankings and make your content unreadable.

Keyword Research: Finding the Right Terms

Keyword research is the process of identifying which words and phrases your potential customers use when searching online. It’s the foundation of effective SEO.

To find the best keywords:

  1. Use keyword tools: Tools such as Google Keyword Planner or Ahrefs can show you search volumes, competition levels, and related terms.

  2. Analyse competitors: Look at which keywords your competitors rank for and identify opportunities they’ve missed.

  3. Focus on intent: Choose keywords that match what users want to achieve—whether that’s learning something, finding a service, or making a purchase.

  4. Include local variations: If you target a specific area, include location-based keywords in your strategy.

The right keywords help attract the right audience—people genuinely interested in what your business offers.

Search Intent and Keywords

Search intent refers to the reason behind a user’s query. Google prioritises results that best satisfy intent, so aligning your keywords with it is vital.

There are four main types of search intent:

  • Informational: The user wants to learn something (“how to fix a leaky tap”).

  • Navigational: The user is looking for a specific website or brand (“Facebook login”).

  • Transactional: The user wants to buy something (“buy Nike trainers online”).

  • Commercial: The user is comparing options before purchasing (“best SEO companies in the UK”).

By understanding intent, you can create content that meets users’ needs and ranks higher in search results.

Using Keywords in Content

The goal of keyword optimisation is to make your content relevant, not repetitive. A well-optimised page includes keywords naturally within valuable, easy-to-read text.

Tips for using keywords effectively:

  • Include your main keyword in the title and first paragraph.

  • Use variations and synonyms throughout the text.

  • Write for humans first and search engines second.

  • Focus on answering questions and solving problems.

Content that genuinely helps users perform better in SEO because it aligns with Google’s focus on quality and relevance.

Measuring Keyword Performance

After implementing your keywords, you should track how they perform. Google Search Console and analytics tools can show you:

  • Which keywords bring traffic to your site.

  • Your average position for each keyword.

  • Click-through rates from search results.

  • Opportunities to target new terms or improve underperforming ones.

Regularly reviewing your keyword data allows you to refine your SEO strategy and maintain visibility as search trends evolve.

Common Keyword Mistakes

Many businesses make avoidable errors when working with keywords. Common mistakes include:

  • Choosing keywords that are too broad or competitive.

  • Ignoring local search terms.

  • Stuffing too many keywords into one page.

  • Failing to update keywords as search behaviour changes.

Avoiding these mistakes ensures your SEO remains effective and sustainable.

Keywords and Local SEO

For local businesses, keywords are particularly powerful. Local SEO helps your business appear when people nearby search for your services.

Optimising for local keywords involves including your town, city, or region in your titles, descriptions, and website content. For example, a café in Bedford should target “coffee shop Bedford” or “best breakfast in Bedford.”

When paired with an optimised Google Business Profile, these keywords can significantly boost your visibility in local search results.

Final Thoughts

Keywords are the foundation of every successful SEO strategy. They connect your business with the people searching for your products or services and help Google understand your content. By researching, selecting, and using the right keywords strategically, you can improve visibility, drive targeted traffic, and increase conversions.

At Lillian Purge, we help businesses discover the right keywords and optimise their websites for local and national SEO success.

If you want your website to rank higher and attract more customers, get in touch today.

We have also written in depth articles on What are Long Tail Keywords? Long Tail Keyword Examples and How to build a content strategy around target keywords as well as our Keywords Hub to give you further guidance.