Keywords and SEO: What’s the Big Deal?
- Heather Pieczonka
- Sep 11
- 3 min read
If you’ve ever looked into SEO, you’ve probably heard people talk about keywords. But what’s the big deal? Why do they matter so much for your website, and how can you use them the right way?
Keywords are at the heart of how search engines connect people with the information they want. When someone types a question into Google, the search engine looks for pages that match the words and phrases in that search. If your site uses those same words in the right way, you have a much better chance of showing up.
In this blog, we’ll cover what to do with keywords, what not to do, and how to find the best ones for your site.
Why Keywords Matter
Think of keywords as signals that tell search engines what your page is about. They:
Help Google understand your content.
Match your site with people searching for your products or services.
Drive targeted traffic (visitors who are more likely to become customers).
Without keywords, your content is just floating around online without a clear direction. With them, your pages can rank higher and attract the right audience.
What To Do With Keywords
Use Them Naturally
Place keywords in important areas:
Page titles
Headings (H1s and H2s)
Meta descriptions
Body text
Image alt text
When you write, think about how someone would actually say or search for the topic. For example:
"affordable pool builder in Phoenix"
"how much does a pre-listing appraisal cost"
Focus on Relevance
Choose keywords that directly connect to your services, products, or expertise. If you run a landscaping business, “landscaping services near me” makes sense; “DIY home painting” doesn’t.
Mix Short and Long Keywords
Short keywords (like “appraiser” or “landscaping”) get a lot of searches but are competitive. Long-tail keywords (like “divorce appraisal in Phoenix” or “backyard design Gilbert AZ”) are more specific and often easier to rank for. Using both gives you the best shot at visibility.
What Not To Do With Keywords
Don’t Stuff Them
Keyword stuffing means repeating the same phrase over and over, hoping Google will notice. Instead of helping, it hurts your rankings and makes your content hard to read.
Example of stuffing:
“Our Phoenix landscaping company offers landscaping in Phoenix. If you need Phoenix landscaping services, call our Phoenix landscaping team.”
Better version:
“We provide professional landscaping services across Phoenix, from backyard design to irrigation repair.”
Don’t Chase Irrelevant Keywords
Ranking for a popular keyword that doesn’t match your business won’t bring you real customers. If you sell pool covers, ranking for “best pools in Arizona” might get clicks - but not the right ones.
How To Find the Best Keywords
Step 1: Think Like Your Customers
Ask: What would someone type into Google to find me? This gives you a starting list.
Step 2: Use Free Tools
Google Autocomplete: Start typing a word into Google and see what suggestions pop up.
People Also Ask: Scroll through related questions in search results.
Google Keyword Planner (free with a Google Ads account) shows search volumes and competition levels.
Step 3: Check Competitors
Look at what competitors rank for. If they’re targeting “pool safety covers in Arizona,” it may be worth adding similar keywords.
Step 4: Narrow It Down
Pick a mix of:
Keywords with high search volume (to reach more people).
Keywords with lower competition (to rank faster).
Location-based keywords (to target local customers).
Putting It All Together
Keywords are the building blocks of SEO. They connect your website to the right audience, guide your content, and help search engines understand what you do.
The key is to use them naturally, avoid overstuffing, and focus on terms that truly reflect your business. With a smart keyword strategy, your site will be set up to attract the right visitors—and turn them into customers.
Not sure which keywords will move the needle for your site? Reach out and we’ll help you uncover the best opportunities to grow your traffic.