SEO keywords (also known as “keywords” or “keyphrases”) are terms added to online content, in order to improve search engine rankings for those terms. Most keywords are discovered during the keyword research process and are chosen based on a combination of search volume, competition, and commercial intent.
As a website owner and content creator, you want the keywords on your page to be relevant to what people are searching for, so they have a better chance of finding your content among the results.
Why are keywords important?
Keywords are important because they are the linchpin between what people are searching for, and the content you are providing to fill that need. Your goal in ranking on search engines is to drive organic traffic to your site from the search engine result pages (SERPs), and the keywords you choose to target (meaning, among other things, the ones you choose to include in your content) will determine what kind of traffic you get. If you own a cannabis shop, for example, you might want to rank for “hemp” — but if you’re not careful, you might end up attracting traffic that’s interested in raw materials for fabrics or paper.
Keywords are as much about your audience as they are about your content because you might describe what you offer in a slightly different way than some people ask for it. To create content that ranks well organically and drives visitors to your site, you need to understand the needs of those visitors — the language they use and the type of content they seek. You can do this by talking to your customers, frequenting forums and community groups, and doing your own keyword research with a tool like Keyword Explorer.