How it works
In SEO, a keyword is rarely a single word. It is usually a phrase, such as "how to store bread" or "plumber near me". The exact words people type are also called search queries.
Keywords matter because a search engine tries to match each search with pages that answer it. If your page uses the words your readers use, the match is easier to see.
Keywords differ in a way worth knowing.
- Short and broad. "Bread" is searched a lot, but it is unclear what the person wants, and many strong sites compete for it.
- Long and specific. "How to store sourdough bread without plastic" is searched less, but the need is clear and fewer pages answer it well.
Behind every keyword is a reason for searching. That reason is the search intent, and it decides what kind of page can rank. The lesson search intent in plain language explains how to read it.
An example
A bakery wants more local customers. "Bakery" is too broad. "Sourdough bakery in Austin" names what the shop sells and where. One page of the site is written around that phrase. The phrase appears in the title tag, in the H1 heading and a few times in the text, where it reads naturally.
Why it matters
- Keywords show you which topics people actually look for.
- One main keyword per page keeps the page focused.
- Two pages aimed at the same keyword compete with each other.
How to check yours
- Write down the one phrase each important page should be found for.
- Search for that phrase and look at the SERP. Check that the top results are the same kind of page as yours.
- Confirm that the phrase, or a close variation, is in the page's title and main heading.
- In Google Search Console, open the Performance report to see which searches already bring people to the page.