Keywords: how searchers talk, and how to match intent

Keywords are the words and phrases people type into search engines. They’re the language of search.

But keywords are not targets to hit. They’re clues to what users want.

How to think about keywords

Instead of asking “what keyword should I rank for?” ask:

• What problem does my content solve?
• What words would someone use to describe that problem?
• What else would they want to know about that topic?

Keywords research helps you understand your audience, not just trick search engines.

Types of keywords

• Head terms: short, broad, high volume (e.g., “SEO”)
• Body terms: slightly longer, more specific (e.g., “technical SEO audit”)
• Long-tail: longer, more conversational, lower volume but often higher intent (e.g., “how to fix crawl errors on my WordPress site”)

Long-tail terms often convert better because they match specific user needs.

Keyword intent matters more than volume

A keyword without intent is just a string of text. Intents include:

• Informational: looking to learn something
• Navigational: looking for a specific site
• Transactional: looking to buy or do something
• Commercial: researching before a purchase

Match your content to the intent behind the keyword, not just the words.

Use our Keyword Analysis Tool to explore opportunities.

Link back to the glossary

Quick glossary entry: Keyword.

Related wiki terms

• Keyword density
• Keyword stuffing
• User intent