Keywords are crucial for SEO, driving relevant traffic and improving search rankings. Using the right keywords, such as primary, secondary, and long-tail, helps target user intent. Key metrics like search volume, conversion rate, and keyword difficulty guide the SEO strategy. Implementing keywords naturally enhances content, improving visibility and long-term results.
A keyword is the phrase or idea that we enter into search engines to get related information. A keyword is also known as a search query that helps search engines show the desired result to a user. For instance, an “SEO agency” is a keyword that will show you the most relevant information about SEO agencies in your region. A keyword in the content is selected based on various parameters like competition, intent, volume, and more. Let’s learn everything there is to know about keywords in SEO.
To understand the significance of a keyword in the content, we need to first understand what is SEO and how it works.
SEO is the short form for Search Engine Optimisation. It is a process of optimising or improving the content of a web page to get more online visibility and a higher rank on SERPs.
When the content is optimised around the relevant keywords or phrases, the website has better chances of ranking higher on search engine result pages.
Keyword research is the foundational step in any SEO campaign, guiding the strategy and content planning for maximum visibility. It provides a roadmap to optimise the content around relevant phrases or words that a user might use in the search bar.
Keywords determine how users will find your website through search engines like Google. According to Google Search Central, when the content has the same keywords as the search query, it is the most basic indication that the information is relevant.
Here are some basic keyword metrics that a creative agency uses for making data-centric decisions in SEO:
Seed keywords are the starting point of any SEO keyword research. These are the words or phrases that help you find other related keywords. For example, SEO is a seed keyword in “SEO agency”; similarly, AC is a seed keyword in “AC repair service near me”.
Keywords by search intent are divided into four categories that reflect the intent or purpose behind a search query.
The multi-word phrases that are a combination of several words are called long-tail keywords. These are targeted to a highly specific audience or topic. These keywords have lower search volume and are thus less competitive. Example: “best AC repair service near me”.
Short-tail keywords are those search queries that typically consist of one or two words. These are the general search terms that most people use. For example: “creative agency” or “running shoes”.
Primary keywords are the words that focus on the main topic of the content. These are generally the broader terms with high search volume that represent the primary subject of your content. For example: “digital marketing” or “stock market”.
Secondary keywords are the detailed phrases or words that support the primary keyword in the content. These types of keywords help the users with specific search intents. For example: “digital marketing tips for startups” or “stock market trends 2025”.
Branded keywords include the name of a specific brand or product. These keywords target the audience who is already aware of a particular brand. For example: “Decathlon shoes” or “Sony Alpha 6100”.
The non-branded keywords are the search queries that do not include a specific brand name. These types of keywords are highly competitive. For example: “running shoes” or “digital camera”.
Here’s how you can strategically use keywords to get a better ranking on search engines:
Whether you’re crafting content for a blog or working on an SEO strategy for a brand, knowing the types of keywords and how to implement them will give you a solid foundation for success. Keywords are not just about getting traffic—they’re about attracting the right audience and addressing their needs. By mastering the art of keyword research and application, you’ll be one step closer to optimising content that drives both visibility and results.
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