What is a Keyword?

A keyword is the word or phrase someone types into a search engine when looking for information. If someone searches for "how to write a blog post," that's the keyword. If they search "blog writing tips," that's a different keyword.

Keywords are the bridge between what people are searching for and the content you create. When you optimize for a keyword, you're trying to match your content to what people want to find.

Why keywords matter

Search engines use keywords to understand what your content is about and who should see it. When someone searches for "email marketing strategy," Google looks for pages that contain those words - especially in key places like the title, headings, and first paragraph.

Without targeting specific keywords, you're guessing at what people search for. With keywords, you're creating content that matches actual search behavior.

Types of keywords

Not all keywords work the same way. Some are broad, some are specific. Some signal buying intent, others signal research intent.

Short-tail keywords

Short-tail keywords are 1-2 words: "SEO," "blogging," "content marketing." They have high search volume but are hard to rank for because they're so competitive and vague.

Long-tail keywords

Long-tail keywords are longer phrases: "how to optimize blog posts for SEO," "content marketing strategy for small business." They have lower search volume but are easier to rank for and often convert better because the intent is clearer.

Primary vs. secondary keywords

Your primary keyword is the main phrase you're targeting. Secondary keywords are related terms you naturally include. For a post about "blog post structure," secondary keywords might include "blog outline," "post formatting," "readability."

How to use keywords in blog posts

Using keywords isn't about cramming them everywhere. It's about strategic placement in key locations.

Your primary keyword should appear in your H1 title, in the first 100 words of your content, in at least one H2 heading, in your meta title and meta description, and in your URL slug.

Beyond these locations, use the keyword naturally. Variations count - if your keyword is "write blog posts," using "writing blog posts" or "blog post writing" works too. Google understands synonyms and related terms.

Keyword research basics

Before writing, verify that people actually search for your keyword. Use tools like Ahrefs, Semrush, Ubersuggest, or even Google's autocomplete feature.

Look for keywords with search volume (people are looking for this), manageable competition (you have a chance to rank), and clear search intent (you know what searchers want).

Common keyword mistakes

The biggest mistake is keyword stuffing - forcing your keyword into every sentence until it sounds robotic. This hurts readability and doesn't help rankings.

Another mistake is targeting keywords with zero search volume. Just because a phrase sounds good doesn't mean anyone searches for it. Always verify demand.

A third mistake is ignoring intent. A keyword like "iPhone" could mean someone wants to buy one, learn about specs, troubleshoot a problem, or read news. Your content needs to match what the searcher actually wants.

Keywords and natural writing

The goal isn't to write for search engines - it's to write for people while helping search engines understand your content. Use your keyword where it makes sense. Don't force it where it sounds awkward.

If you're struggling to fit your keyword naturally, that's often a sign you picked the wrong keyword or you're trying too hard. Step back and write naturally, then check if your keyword appears in the right places. Usually it will if you've chosen the right topic.