Keywords: how searchers talk, and how to match intent
Keywords are the bridge between your content and what searchers are looking for. Learn how to think about them without obsessing.
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
Q&A
Should I use exact match keywords everywhere?
No. Write naturally. Use variations, synonyms, and related phrases. Modern search understands context.
How many times should a keyword appear on a page?
Enough to make the topic clear, but not so many that it feels forced. There's no magic number.
Are long-tail keywords better?
They usually have lower volume but higher intent. A mix of head terms and long-tail terms works well for most sites.