What are keywords?

Keywords are ideas & topics that define what your nội dung is about. In terms of SEO, they"re the words and phrases that searchers enter into lớn search engines, also called "tìm kiếm queries." If you boil everything on your page — all the images, video clip, copy, etc. — down lớn simple words and phrases, those are your primary từ khóa.

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As a trang web owner và nội dung creator, you want the từ khoá on your page to lớn be relevant khổng lồ what people are searching for so they have a better chance of finding your nội dung aao ước the results.

Why are keywords important?

Keywords are important because they are the linchpin between what people are searching for and the content you are providing to fill that need. Your goal in ranking on tìm kiếm engines is to lớn drive sầu organic traffic khổng lồ your site from the tìm kiếm engine result pages (SERPs), and the keywords you choose to target (meaning, among other things, the ones you choose to include in your content) will determine what kind of traffic you get. If you own a golf shop, for example, you might want khổng lồ rank for "new clubs" — but if you"re not careful, you might end up attracting traffic that"s interested in finding a new place to lớn dance after dark.

Keywords are as much about your audience as they are about your nội dung, because you might describe what you offer in a slightly different way than some people ask for it. To create content that ranks well organically and drives visitors lớn your site, you need lớn underst& the needs of those visitors — the language they use và the type of nội dung they seek. You can vày this by talking to lớn your customers, frequenting forums & community groups, and doing your own keyword retìm kiếm with a tool lượt thích Keyword Explorer.

What are long-tail keywords?

Keywords can be broad and far-reaching (these are usually called "head keywords"), or they can be a more specific combination of several terms — these are often called "long-tail keywords."


Singular từ khoá might appear lớn be your ultimate goal as they often have sầu temptingly high tìm kiếm volume. However, they usually have extremely tough competition. You may want your boutique clothing store khổng lồ rank for "clothes," but it"s going to be tough to lớn rank above Zappos and Nordstrom.

On top of that strong competition, singular từ khóa can be infuriatingly vague. If someone is searching for "dog," you don"t know if they want a danh sách of dog breeds, information about dog food, a place khổng lồ buy a dog collar, or just a site with dễ thương photos of dogs.

Long-tail keyword usually have sầu more clearly defined intent. For example, "best organic dog food for a puppy," or "inexpensive dog walkers Seattle." You"ll also find that long-tail từ khóa have sầu less competition, with room for a smaller site lớn break in and make their mark on the SERPs.

Learn more in our guide to Keyword Research.

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Using keyword on your page

It"s no good just throwing keyword on your page. Creating compelling content is about providing real value for real people, not just sending hints to lớn our robot friends at Google.

There are some basic từ khóa usage rules you should follow to lớn get started. Unique keyword should be employed on each page of your site in the areas that bots and humans normally look to lớn reassure them that you have what they"re after. This includes both the title tag & the toàn thân of your content, which leads to lớn an important point: the pitfalls of clickbait. You may believe you"re enticing more clicks by offering tantalizingly vague titles for your nội dung, but by disguising what the page is actually about, you"re opting out of some of the power of từ khóa.

You can also look at working your primary keywords into lớn your URL, an H1 tag on the page, the meta description, & alternative text attributes of images on the page; all of these places will help clue search engines in on what your content is really about.

Using your từ khóa in these areas is the most basic way lớn target your nội dung lớn searches. It"s not going to immediately shoot you lớn the top of the results, but it is essential SEO; failing to lớn take these basic steps can keep you from ranking by other means.

Using keywords to formulate a content strategy

While you can often start with a keyword và create a piece of content around that term, sometimes your nội dung already exists, and you need to lớn figure out how to match it to từ khoá. To vị this, create what"s known as a "nội dung khổng lồ từ khoá maps." Creating this maps can help you understvà the impact of your existing content & identify weak link or gaps that need filling.

As từ khóa define each page of your site, you can use them lớn organize your nội dung & formulate a strategy. The most basic way khổng lồ vì this is lớn start a spreadsheet (your "nội dung to từ khóa map") and identify your primary keywords for each article. You can then build your sheet lớn your own requirements, add keywords tìm kiếm volume, organic traffic, page authority và any other metrics that are important khổng lồ your business.

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Ideally, you want each page on your site khổng lồ target a unique primary keyword. Generally speaking, your homepage will target a very broad industry term & as you create category pages, hàng hóa pages, and articles, they will drill down into lớn your nibít và target more specific needs.