What Are Keywords in SEO?

What are keywords in SEO?

Keywords in SEO are the words and phrases people type or speak into Google when they look for something, such as "emergency plumber near me." Keyword research finds the searches your customers actually make. SEO then puts those words where Google and readers look first: page titles, headings, page text and your Business Profile.

Think of keywords as the customer's side of the conversation. You might call it "residential HVAC service." Your customer types "AC not cooling." If your website only uses your words, Google has a harder time matching you to their search. So the question behind "what is keywords in SEO" is really this: what words do your customers use, and does your website use them too?

What types of keywords should a local business know?

Local businesses deal with a few distinct kinds of searches, and each one belongs on a different kind of page. Sorting them early saves a lot of wasted effort.

The first four types tend to bring calls. Problem searches bring people earlier in the process. They still pay off, because the business that explains the problem well is often the one that gets the call.

How does Google use keywords today?

Google uses the words on your page to understand what the page is about, then matches it to searches. Google's Search Essentials put it simply: use words that people would use to look for your content, and place them in prominent spots like the title and main heading, plus alt text and link text.

A few points from Google's own documentation clear up common myths:

• You do not need every variation. Google says its language matching systems are sophisticated, so "plumber" and "plumbing company" do not each need their own page.
• The meta keywords tag is ignored. Google Search does not use it.
• Repeating keywords backfires. Google's spam policies list keyword stuffing, meaning filling a page with keywords or numbers to manipulate rankings, as spam.
• Keywords in your domain name barely matter. Google says keywords in a domain or URL path have hardly any effect beyond showing up in breadcrumbs.

The words still matter. Stuffing them in does not.

How do you find the keywords your customers use?

The best keyword research for a local business starts with your own phone calls, not a tool. Then you check your ideas against what Google shows.

1. Write down how customers describe the problem. Listen to the first sentence of real calls for a week. "My basement is flooding" and "sump pump not working" are both keywords.
2. Type each phrase into Google and watch autocomplete. Google says autocomplete predictions reflect real searches, and they are shaped by language and location.
3. Read the "People also ask" box and related searches. These show the next questions people have.
4. Check the Queries tab in Search Console. The Performance report lists the actual searches that showed your site, with clicks, impressions and average position.
5. Check Searches in your Business Profile performance. Google shows the search terms people used to find your profile, updated at the start of each month.
6. Group the phrases by page. Every group should map to one page on your site. A group with no page is a gap worth filling.

Keyword tools that estimate search volume can help you size the opportunity, but they work best as a second step after you know what customers say.

Where should keywords go on your website?

Keywords belong in the places Google and customers read first. Google's guidance names the page title and main heading, and its starter guide adds descriptive URLs, alt text on images and descriptive link text.

• Page title. For example: "Water Heater Repair in Mesa, AZ | Desert Valley Plumbing" for a made-up business.
• Main heading (H1). Plain and specific, such as "Water Heater Repair in Mesa."
• First paragraph. Say what you do and where, in normal sentences.
• Subheadings. Use real customer questions, like "How long does a water heater last?"
• URL. Something like /water-heater-repair/ instead of /page-12/.
• Image alt text. Describe the photo honestly, such as "technician installing a tankless water heater."
• Links between your pages. Link to the water heater page with the words "water heater repair," not "click here."

Your Google Business Profile uses keywords differently. Choose accurate categories, list your services, and write a clear description. Leave the business name exactly as it appears in the real world. More on this split is in our guide to on-page vs off-page SEO.

What keyword mistakes should you avoid?

Most keyword problems on local sites come from one of these habits:

• Chasing big numbers. "Plumbing" gets more searches than "slab leak repair Chandler," but the second one brings buyers instead of tire kickers.
• One page for everything. A single "Services" page cannot rank for ten different jobs. Each money-making service needs its own page.
• Copy-paste city pages. Swapping only the town name on twenty pages gives Google twenty near-copies. Each area page needs real local detail.
• Writing for Google instead of people. If a sentence sounds odd when you read it aloud, rewrite it.

Keywords are one piece of how search works. Our guide on how SEO works shows where they fit, and once your pages are live, you can track progress with the steps in how to check your Google rankings.

Want help choosing the right keywords?

Picking the right searches is the first thing we do in local SEO for small businesses, because every page and profile decision follows from it. If you want to see which searches your business shows up for today, and which ones competitors are winning, request the Free Missed-Lead Audit. It arrives as a recorded walkthrough within 2 business days.