What is a keyword and why do they matter for SEO?
- 3 hours ago
- 7 min read
Keywords are still the foundation of SEO (Search Engine Optimisation) even in the age of AI search and prompts. Keywords and more broadly search terms are a fundamental part of digital marketing channels and they’re typically the building blocks of SEO content strategies.
From the difference between short and long-tail keywords to the ways you can find the best keywords and use them. We’ll explore what you need to know about keywords and how they’ll form the foundation of your marketing content.
In this post we’ll explore:
What is a keyword?
Keywords are the words or phrases that people type into search engines when they’re looking for information, products or services. They’re also known as “search queries”.
You’re probably wondering why keywords are so important for search engine ranking, well ultimately keywords connect people with the most relevant content available on the internet.
They’re one of the ways potential customers find your website when they’re searching on search engines, like Google. They’re also part of how people search on social media and AI “prompts” on AI chatbots.
“Think of keywords as digital breadcrumbs that guide people to your site. Keywords allow the complex search engine algorithms to serve the most relevant websites in search engine result page (SERP) results and now AI overviews.” Dani Murrell, Creative Director
Long tail vs short tail keywords
Short and long-tail keywords are very important and also pretty different. They both play a role in every digital strategy whether that’s PPC, SEO or social media.
Key differences:
Feature | Short-tail keywords | Long-tail keywords |
Length | 1-2 words | 3+ words |
Search volume | Very high | Lower |
Targeting | Broad and generic | Specific |
Competition | Extremely high | Low |
Ranking potential | Difficult to rank | Easier to rank |
User intent | Vague and ambiguous | Clear and precise |
Conversion rates | Lower | Higher |
Which keywords should my business use?
Keywords need to be chosen which align closely with the products, services, or information your business provides. Many businesses base their strategies on gaining visibility in search results and AI answers using short-tail, popular terms. But this is a challenge, as it’s hard to secure the top positions with these alone, especially as they’re so competitive. If you want to target a specific audience then higher intent, long-tail keywords are the way to go.
If you want to capture a broad audience, short-tail keywords can help you cast a wide net, but you may be attracting unqualified traffic. For example, an online shop selling trainers targeting the brand keyword "vans" needs to make sure that the content aligns specifically with potential shoppers, as the term could also be used by those looking for commercial vehicles! This precision is not only essential for attracting the right audience but also for delivering content that fulfils their specific needs.
In our experience, we like a balance and blend of long-tail and short-tail keywords in your SEO strategy. This will help your website to achieve the best results, getting you found by the right people. If you’re not sure where to start with your keywords and content strategy, chat to our SEO experts. We’ll help you discover exactly what your customers are looking for.
How do I find out which keywords are being searched for?
A key step at the beginning of every SEO strategy is finding out which keywords your target audience are actually using within searches. This is also true if you’re doing keyword research for a new website or brand.
There are various tools and techniques available that offer amazing insights into keyword:
Search volumes
Competition levels
Related keywords and questions
Also, real-world interactions should never be underestimated. Valuable insights into the language your audience uses when discussing your products or services can be found through:
Customer feedback
Surveys
Social media
Industry forums and groups
This insight will enrich a keyword strategy and ensure content is more aligned to the actual needs of your target audience. Combined with the keyword research from SEO tools, you’re on your way to a powerful keyword plan.
Where should you use keywords?
Keyword strategies require a deep understanding of your audience, and we mean deep. Your website content needs to anticipate their needs, understand their language, and be aligned to their expectations. This is an art. It makes sure your content not only ranks well but also resonates authentically with your audience.
Strategic keyword placement across your digital assets is a must for supercharging your online presence. Key areas to incorporate keywords into, include:
The body of your content
Weave keywords naturally into your website’s content rather than forcing them. No one wants to read content that’s stuffed with keywords and feels clunky.
Your content needs to match the intent of the people searching for it and provide real value for them. Your content and the keywords you target should be:
Unique
Highly relevant
High quality
Accurate
Engaging
Making sure your content is the best it can be will improve organic rankings, AI search results and brand visibility. You’ll also help the PPC team out by creating landing pages they can use too.
Meta descriptions and page titles
Optimising meta tags, including titles and descriptions, with relevant keywords can drive click-through rates in SERPs (search engine result pages). Every page should have a unique page title and meta description. You want to hook the person seeing it and make sure they click on your listing.
Image alt attributes
Not only will adding keywords to image alt text give your site an SEO boost, but it will also improve the experience for those who are visually impaired and unable to view the images within your site.
URLs
Craft SEO-friendly URLs that include targeted keywords to improve both user experience and search engine rankings. You’ll want to make sure keywords are spread both within the actual content and other aspects of the website without it being flagged as unnatural keyword stuffing.
Headers and subheadings
Chunk your content with headers and subheadings, such as H1 and H2 headings to help break up the text and hit your keywords. Improve your readability and improve SEO in one easy step. Don’t forget to use consistent font types, font size, and styling to nail a people-first content structure.
Can a keyword help create a content strategy?
Sure, a single keyword is a great way to start a content strategy. The keyword you choose helps you understand your audience better and figure out what content best serves them. But it’s not the only thing you need, especially in the age of AI search. More research into questions and prompts people are searching on Google and chatbots like ChatGPT can help you create a whole content cluster and in turn a strategy.
A good content plan includes keyword research, but the best plans also pull in:
Topic relevance: Develop content topics that align with your business goals and target audience interests, using relevant keywords to guide the narrative.
Diversify content types: Create a mix of blog posts, articles, infographics, videos, and other content formats. This way you’ll cater to a whole load of preferences, while including keywords and making truly helpful content. Also a holistic approach will help your brand appear in search engines and AI search results.
Consistency: Maintain a consistent posting schedule to signal to search engines that your website is regularly updated with valuable, keyword-rich content.
Our top tip:
Engaging with your community on social media and other channels helps your content strategy. You can review feedback, questions and pain points. These insights help you improve your content strategy and refine your keyword list.
More than just keywords
Keywords extend beyond simply appealing to the search engine and AI agent algorithms. They’re about enhancing people’s experience of your brand. Keywords make sure your content is not just found online but also provides value and is relevant to your audience.
We love to create bespoke digital marketing strategies that supercharge everyone’s experience of who you are. So, your business can unlock and benefit from the power of SEO. Our team can help accelerate your visibility, navigate the world of changing search and get you in front of the right people.
Frequently asked questions about keywords
Why do high-volume keywords often result in low conversion rates?
High-volume keywords help you capture a wide audience but they’re not always the most specific. So you can reach a load of people but they may not be ready to buy. Instead they’re looking for general information or weighing up their options.
When should I use a long-tail or a short-tail keyword?
Using short-tail keywords is a great way to build brand awareness on main category pages and your homepage. You should also use these if you have a strong established website that can handle the tough competition of high search demand.
To target high-intent buyers, you should use long-tail keywords on new or niche content to help your site gain rankings. You should also use long-tail keywords when you have a new website.
Ultimately the goal is to drive organic traffic from the SERPs to your website. Successful SEO strategies blend keywords into website content in a way which seamlessly meets the needs and expectations of the target audience.
What keyword research tools should I use?
You can use Google Keyword Planner, SEMrush and Ahrefs, to name a few. These platforms help you to grow and measure brand visibility across AI search, SEO, PPC, social, and more.
If you haven’t got access to these tools, this is where a digital marketing agency comes in handy. We’ve been using SEO tools for years and know how to find the right insights to support your business.
Written by:
Scarlett Hanlon, Digital Marketing Executive
Approved by:
Rosie Hurr, SEO and Content Manager
Published:
12th August 2026
