What Are SEO Keywords and How Do They Work?

You might have found yourself confused about what “keywords” mean, when uploading content into your site. To clear things up – when we say “keywords,” we’re not just talking about single words anymore. Keywords are the full phrases people type into Google when they’re trying to find something.

But here’s where most people mess it up, they think that in order for keywords to hit, they should just be jamming random popular words onto a page. Whereas a good keyword strategy is all about understanding what someone actually wants when they search.

Let’s say someone googles “best hiking boots,” they’re probably browsing and comparing. But if they type “hiking boots size 10” then they’re probably ready for checkout. These are two very different intentions.

At the same time, Google has become much better at understanding what people mean, even if they’re dyslexic or don’t use the exact terms that you’d expect. For example Google would recognise the words “Car” and “automobile” as the same thing. And things spelling mistakes don’t matter anymore either thanks to Google's ability to apply context. 

How Google Matches Content to Searches

So, how does Google decide what to show on your results page? Results are no longer based on who says the most amount of keywords anymore. But it is instead, based on who gives the best answer.

If someone Googles “how to fix a leaking tap,” Google’s not looking for a blog post that says “tap” 46 times. It’s looking for one that actually shows you how to fix it.

That’s why keyword overload doesn’t work anymore. Google can flag it from a mile off. You need to focus on writing like a human and being helpful. That’s what wins the search game now.

Choosing the Right Keywords

Don’t fall down the trap of chasing the most-searched phrases in your industry. Instead, focus on targeting the phrases that match what you actually offer, and what your ideal customer is looking for.

If you run a bakery in Brighton, there’s no point trying to rank for “best bread in the UK.” Focus on keywords like “fresh sourdough Brighton” or “custom birthday cakes near me.” The results might be smaller, but way more likely to get the local customers you want.