What Are Keywords and Why Do They Matter for SEO?

Aug 15

If you're looking to improve your website's visibility on search engines like Google, you've probably heard the term "keywords" more than once. But what exactly are they, and why do they matter so much in the world of SEO (search engine optimization)?

Whether you're writing blog posts, optimizing a service page, or planning your content strategy, understanding keywords is one of the most important steps you can take toward building a successful digital presence. Today, we’re going to break it down in simple terms and explain how choosing the right keywords can drive traffic, improve engagement, and help you grow your business online.

What Are Keywords?

Keywords are the words and phrases that people type into search engines when they’re looking for information, products, or services. For example, someone looking for a wedding photographer in Dallas might search for "Dallas wedding photographer." That phrase is a keyword.

In SEO, keywords help search engines understand the content of your web pages. When your content includes the right keywords, search engines are more likely to show your site in the results when someone searches for that topic. There are two types of keywords:

Short-tail keywords are one to two-word phrases, such as "shoes" or "marketing." They’re broad and highly competitive.

Long-tail keywords are longer, more specific phrases, such as "comfortable running shoes for women" or "affordable social media marketing services." They’re less competitive and more targeted.

Why Keywords Matter for SEO

At first glance, keywords might seem like just a small piece of your digital marketing strategy, but they play a major role in how people find your business online. When used effectively, keywords act like a bridge between your content and the people searching for it. By aligning your website with the phrases your audience is actively typing into search engines, you boost your chances of getting found, clicked on, and ultimately chosen.

1. Keywords Help Search Engines Understand Your Content

Search engines, such as Google, scan your website to determine its content. Using relevant keywords throughout your content tells search engines how to index and rank your pages. Without clear keywords, your content may be overlooked, even if it's helpful or of high quality.

2. They Help You Reach the Right Audience

Using the right keywords ensures that your content appears in front of people who are actually searching for what you offer. For example, if you're a copywriter targeting law firms, you might use keywords like “legal copywriting services” or “copywriting for law firms” to attract clients looking for exactly that.

3. Improved Visibility Means More Traffic

When your website ranks higher on search engine results pages (SERPs), more people are likely to click on it. The right keyword strategy can boost your visibility and bring more organic (unpaid) traffic to your site.

4. Better Conversion Rates

Targeted keywords don’t just bring more traffic, they bring the right traffic. People who search for long-tail keywords like “best website designer for small businesses” already know what they want. If your site answers their query, they’re more likely to become clients or customers.

How to Choose the Right Keywords

Here are a few tips for finding keywords that work for your business:

Utilize keyword research tools like Google Keyword Planner, Ubersuggest, or SEMrush to identify popular search terms.

Think like your audience. What words or phrases would they type into Google to find your services?
Check out your competitors. See which keywords they’re using and ranking for.
Focus on intent. Not all keywords are equal. Choose ones that match the goal of your page — whether it’s to inform, sell, or capture leads.

Where to Use Keywords on Your Website

Keyword stuffing can actually hurt your SEO. Always prioritize clear, helpful content over keyword frequency. To get the most SEO benefit, place keywords in these key areas:

Page titles and headings (especially your H1 tag)

Meta descriptions
URL slugs
Image alt text
Body content (naturally, not stuffed)
Blog post titles and subheadings

Let K Markley Virtual Solutions Help Turn Clicks into Clients

Keywords are the backbone of any strong SEO strategy. They connect your content with the people who are searching for it. When you understand what your audience is looking for and create content that speaks to those searches, you’re not just improving your SEO rankings. You’re building trust, attracting qualified traffic, and positioning your brand as the solution your ideal client needs.

At K Markley Virtual Solutions, we specialize in helping small businesses stand out online through strategic website design, engaging social media management, and conversion-focused copywriting. We don’t just toss in keywords. We create tailored content strategies that speak directly to your ideal audience while aligning with your brand’s voice and goals. Whether you're starting from scratch or need help optimizing existing content, we'll ensure your business is visible, professional, and well-positioned for growth.

Kelly Markley