A keyword is the word or phrase a person types into a search engine to find information, products, or services. Keywords sit at the centre of on-page SEO: they shape page titles, headings, body copy, and the meta description that appears in search results.
Why it matters
Choosing the right keyword decides who finds the page and what they expect when they arrive. A page targeted at a vague term competes with millions of others, while a specific long-tail phrase often pulls visitors who are closer to acting. Aligning copy with the actual phrasing users search for improves click-through, reduces bounce, and helps search engines map your content to the right queries.
How to use
- Pick one primary keyword per page and 2-4 secondary terms that share the same intent.
- Match the phrase to user intent: informational ("what is"), navigational ("brand login"), or transactional ("buy", "near me").
- Place the primary keyword in the page title, the H1, the first paragraph, and the meta description.
- Group pages on related keywords into topic clusters and link them with a clean sitemap.xml.
- Use a canonical tag when several URLs target the same keyword to avoid duplication.
- Track ranking changes alongside E-E-A-T signals — keywords without trust rarely hold the top spots.