Type something into Google, like “best hiking boots” or “easy vegan recipes, ”and see what comes up. Congratulations, you’re using what marketers call a “keyword.” 

But do you know how those words connect you to the exact blog post, product page, or YouTube video you’re looking for?

Keywords are more than just search terms. In digital marketing, they’re the bridge between what people search for and the content businesses create to reach them.

In this guide, we’ll break down what a keyword is, why it matters, how it supports SEO, and how to get started with keyword research, even if you’re a total beginner.

The Role of Keywords in SEO

So, what, exactly, is a keyword? A keyword is a word or phrase people type into a search engine like Google when they’re looking for something. 

For example, you might search “2025 box office hits” to find something to watch, or “recommended walking boots with thick soles” if you’re shopping for shoes. These search queries are all examples of keywords.

But how do keywords work for websites and SEO (Search Engine Optimization)? Think of keywords as clues. Search engines like Google use them to understand what a web page is about. When your content includes the right keywords—the ones your ideal audience is searching for—your page is more likely to appear in search results.

This is why using relevant keywords in your content, titles, and headings is key to improving your SEO.

Different Types of Keywords

Not all keywords are created equal. Understanding the types of keywords can help you use them more effectively.

Short-Tail vs. Long-Tail Keywords

They may sound funny, but short-tail and long-tail keywords are powerful when used right.

• Short-tail keywords are broad, one- or two-word terms like “hiking boots” or “recipes.” They have high search volume but also high competition, making it harder to rank for them.
• Long-tail keywords are longer, more specific phrases like “best hiking boots for wide feet” or “easy vegan recipes for beginners.” They typically have lower competition and attract people who know exactly what they want. These are especially helpful for newer websites or blogs.

Primary vs. Secondary Keywords

Primary keywords are the main focus of your content—the term you most want to rank for. For example, if your article is about vegan recipes, “vegan recipes” is your primary keyword.

Secondary keywords are related terms that support your topic, like “easy vegan dinners” or “plant-based meals.” They help search engines get a clearer picture of your content and allow you to rank for additional searches.

Use both types naturally throughout your content, especially in headings, body text, and metadata.

Keywords Based on Search Intent

Search intent is about understanding why someone is searching. This helps you tailor your content to meet their needs.

Common types of search intent:

• Informational – The user wants to learn something. (e.g., “How to clean hiking boots”)
• Navigational – They’re looking for a specific website or brand. (e.g., “Nike official site”)
• Transactional – They’re ready to buy or take action. (e.g., “Buy vegan cookbooks online”)
• Commercial – They’re doing research before buying. (e.g., “Top-rated vegan cookbooks”)

Matching your content with the correct intent improves engagement and conversions.

How Keywords Work on a Website

Knowing where and how to use keywords makes a huge difference in how search engines rank your site.

Keyword Placement Matters

Search engines scan specific areas of your site to figure out its focus. Make sure your main keyword shows up in places like:

• Page title – This is the headline shown in search results. Use your keyword naturally here.
• Headings (H1, H2, etc.) – These organize your content and signal topic relevance.
• Meta description – This short snippet under your title in search results should include your keyword (even though it doesn’t directly affect ranking).
• Body content – Use your keyword naturally throughout your article.

Don’t Overdo It (Avoid Keyword Stuffing)

Repeating keywords too often to boost rankings—a.k.a. keyword stuffing—can actually hurt your SEO.

Instead, focus on readability. If the content sounds awkward or forced, you’ve probably gone too far. Use related terms or variations like “top-rated winter boots” to keep things natural and engaging.

Use Internal Linking

Another smart move? Internal linking—linking from one page of your site to another using keyword-rich anchor text.

For example, if you’re writing about vegan recipes and mention “plant-based snacks,” link to a relevant blog post on that topic. It improves SEO and keeps visitors engaged longer on your site.

Keyword Research for Beginners

Keyword research helps you discover the best terms to target. Here’s how to get started:

Step 1: Brainstorm Topics Your Audience Cares About

Think about what your audience is interested in. For a food blog, this might include:

• Vegan recipes
• Quick weeknight dinners
• Gluten-free desserts

These broad ideas are called seed keywords.

Step 2: Use Keyword Research Tools

Tools help you find variations, search volume, and competition. Try:

• Google Keyword Planner (Free) – Discover new keywords and search data.
• Ubersuggest (Free & paid) – Beginner-friendly with suggestions, search volume, and content ideas.
• Ahrefs Keyword Generator (Free tool) – Great for related terms and keyword difficulty.

Step 3: Target High-Value, Low-Competition Keywords

As a beginner, focus on long-tail keywords. They’re easier to rank for and attract highly targeted traffic.

Instead of just “hiking boots,” go for:

• “Best hiking boots for flat feet”
• “Affordable waterproof hiking boots”

These phrases are more specific and bring in users who know what they want.

Step 4: Organize and Use Keywords Strategically

Once you have a keyword list, group them by topic and build content around them. Use your primary keyword in the title, headings, and body, but always keep it natural. If it sounds off, use a close variation.

Final Thoughts: Using Keywords Effectively to Boost Visibility

Keywords connect people’s search queries with the content you create. When used strategically in titles, headers, and throughout your site, they help search engines understand your content, boosting your visibility.

From short-tail to long-tail, primary to secondary, and based on search intent, understanding how to use keywords is essential for SEO success. The good news? Tools like Google Keyword Planner and Ubersuggest make it easier than ever to get started.

Want to take things to the next level? Genius Platforms is here to help you build content that gets discovered.