What are keywords and how do I choose them? Keywords are the words and phrases people type into search engines. You choose them by matching real customer searches to pages on your site — favoring terms with clear buying or local intent over broad, generic words, and balancing how many people search a term against how hard it is to rank.
What are keywords in SEO?
They’re the search terms your customers actually use — from broad (‘plumber’) to specific (’emergency plumber in Oak Brook’). Specific, intent-rich phrases usually attract more qualified visitors.
How do I choose the right keywords?
- Start with terms your customers actually say
- Favor clear buying or local intent
- Balance search volume against competition
- Map each keyword to a relevant page
- Include natural variations and questions
What is search intent?
It’s the reason behind a search — to learn, compare, or buy. Matching your page to the intent (an answer for a question, a service page for ‘near me’) matters more than stuffing in the keyword.
Should I target high-volume keywords?
Not necessarily. Broad, high-volume terms are competitive and often less specific. A set of lower-volume, high-intent and local keywords frequently delivers better, more qualified traffic.