The foundation of any SEO strategy is keywords.

Think of them as the ingredients that make your SEO either shine or completely flop!

Choose the wrong keywords, and you’ll be wasting time climbing an uphill battle to rank.

But get them right—paired with a solid SEO strategy—and your website could attract thousands of visitors every month from Google.

What Are Keywords?

Keywords are the words or phrases your audience types into Google to find what they’re looking for.

There are two main types of keywords:

1. Short-Tail Keywords: These are one or two words (e.g., “dresses”).
2. Long-Tail Keywords: These are three or more words (e.g., “lime green summer dresses”).

In a nutshell:

Start with long-tail keywords first.

Why? They’re less competitive and easier to rank for, making them the perfect choice for new or smaller websites looking to gain traction quickly.

Understanding Search Intent

Not all keywords are created equal. Each keyword has a specific search intent, meaning the reason a user typed it into Google.

There are four types of search intent:

1. Informational: “What is SEO?”
   • Users are looking for answers or information.
2. Transactional: “Buy running shoes online.”
   • These are purchase-driven searches.
3. Navigational: “Nike official site.”
   • Users want to find a specific website.
4. Commercial: “Best laptops under $1000.”
   • These are research-based searches before making a purchase.

While transactional keywords might seem like the best target (since they drive sales), they’re also the hardest to rank for. Start with informational or commercial intent to build your authority, then tackle those high-value transactional keywords over time.

Why Domain Authority Matters

Here’s the deal: Google isn’t going to rank your website on page one just because you say so.

Your domain authority (DA) plays a massive role. DA is essentially your website’s trust score, influenced by the number and quality of backlinks (links from other websites) pointing to your site.

• High-quality backlinks = Boost in authority.
• Spammy backlinks = Drop in rankings (or worse, a penalty).

Focus on earning links from reputable websites in your niche—it’s one of the most reliable ways to improve rankings.

Using Tools to Find Keywords

Keyword research can feel overwhelming, but SEO tools make it easy.

Start with a seed keyword (a broad topic related to your niche), and tools like Ahrefs, SEMrush, or Google Keyword Planner will spit out hundreds—even thousands—of keyword ideas.

Here’s the secret:

Don’t just grab the first keyword that looks good. Segment your list by search intent, keyword difficulty, and search volume to create a content plan that aligns with your goals.

Zero-Search Keywords: Are They Worth It?

Sometimes, you’ll find keywords with a search volume of 0.
Don’t ignore these!

Zero-search keywords can still bring in traffic because Google doesn’t capture every single query. If the phrase aligns with your audience, creating content around it might drive unexpected traffic with little competition.

Search Volume vs. Competition

Sure, everyone dreams of ranking for keywords with 70,000 searches per month, but here’s the reality:
The higher the search volume, the tougher the competition.

Instead, focus on lower-volume keywords with lower competition—they’re often easier to rank for and can bring in consistent, targeted traffic.

But be careful! Some low-volume keywords can still have high competition, especially if they’re highly specific and conversion-focused. Always balance search volume with keyword difficulty (KD).

Keyword Difficulty (KD): What You Need to Know

Keyword difficulty helps you gauge how hard it will be to rank for a keyword. For new websites, it’s best to stick to keywords with a KD under 30.

Here’s a quick breakdown of KD ranges:

• 0–20: Easy wins—target these!
• 21–40: Attainable with good content and backlinks.
• 41–60: Tough but possible with a solid SEO strategy.
• 61–80: High competition—avoid unless you’ve got a big budget and years to spare.
• 81–100: Forget it. Unless you’re an industry giant, it’s not worth your time.

Where to Place Keywords

One of the biggest fears with SEO is overusing keywords, and for good reason! Back in the early 2000s, keyword stuffing worked. Now, it’ll land you a penalty.

Instead of obsessing over individual keywords, focus on building topical authority.

What’s that?

It’s when Google recognises your site as an expert on a specific topic because you’ve created comprehensive, high-quality content covering every angle of it.

So, don’t just write one post targeting “summer dresses.” Write supporting content on related topics like “best fabrics for summer dresses” or “how to style a summer dress.” The more value you provide, the better Google will rank your site.

Why High-Quality Content Matters

Here’s the truth: There are thousands of blog posts on the internet for every keyword. But only 10 websites can make it to page one.

If your content isn’t engaging or valuable, users will bounce, and Google will push your site down the rankings.

So, focus on creating content that hooks your readers immediately. Answer their questions, keep it simple, and give them a reason to stay.

Conclusion

Keywords are the foundation of any SEO strategy, but knowing them is only half the battle.

With the right tools, a solid understanding of search intent, and a focus on topical authority, you’ll be setting yourself up for success.

Remember: SEO is a marathon, not a sprint. Start with long-tail, low-KD keywords, and build momentum over time. And above all, execute your strategy with high-quality content that solves problems for your audience.

The traffic will come—it’s just a matter of time.