Do Keywords Matter in SEO?

For businesses of any size or industry, online visibility is a must nowadays.

Before people decide to contact a business or make a purchase, they will often turn to search engines to find reviews for relevant businesses near them.

They even look for online platforms where they can contact sellers and service providers directly. Because of this, it is safe to say that you are missing out on more than half of your potential market if you are not making sure your business is doing everything right online.

SEO Keywords: What are they and how to use.

Having a website is the most important first step, but there’s still a lot of work to be done after that.

In fact, it is only the beginning of a whole set of promotional activities that you must do to get the amount of business online that you need to stay competitive.

One of the strategies that is very common today is search engine optimization (SEO).

This is a process that makes a website more visible when people search for a product or service on Google and other search engines, by making them rank higher in search results.

graphic showing SEO Keywords

At the foundation of every SEO effort is the identification of the right keywords to use on their website and target in your online marketing campaign. Just how important are keywords to your online success?

Keywords are the articulation of concepts that your target market might be interested in

Many people go to the Internet to find answers to their questions and clarify information.

Needless to say, these answers and information have to exist on your website in order for search engines to show your website on a results page. The representations of that, of course, are keywords. 

Many keywords might be used to refer to a single concept or question.

How do I find SEO keywords?

Now, the right keyword is not necessarily a single word, or the exact same word or phrase and nothing else, but the keyword that has the most people searching for it that’s relevant to your business.

You get to know this by researching the keywords’ search volumes, which represent are the number of people in a given period that have used those keywords in a search.

You can get the search volumes of some keywords by using free tools that are available online such as Google Ads

These keywords represent a concept, so it’s important for you not to obsess so much about the keyword itself.

Search engines have become very smart about understanding how similarly phrased concepts and synonyms can overlap in a single search.

People who search for suitcases will get very similar results to people searching for luggage.

So when you write articles and product or service pages, make sure you speak to the concepts and mix up your keywords like you would in natural language.

This way, even those who search for the concept using slightly different keywords are targeted.

Does Google look at keywords?

Familiarity with keywords allows you to collect data more effectively

In the first point, we mentioned that keywords are representations of concepts that your target audience might be interested in.

As a business entity, you also need to be familiar with keywords so you can understand what can be clustered and targeted together and what needs to be separated.

For example, a person who is looking to buy ‘red Nike LeBron 15’ might also be interested in looking at a page with information about the ‘Nike LeBron 15’ in general, or in other colours. 

Some keywords are just so closely related that it makes sense to target them all together. Targeting multiple keywords at once helps enhances your visibility across all searches related to your business.

Search volume data of such keywords can be added together, and the total becomes the basis for decision-making when it comes to the length of the article and other matters that pertain to content. 

Now all this can be such a cumbersome task for someone who has recently become acquainted with SEO.

There is indeed value in outsourcing your agency’s SEO work to firms that actually specialize in it. This way, the nitty-gritty details about keywords and SEO will be taken care of appropriately. 


Most businesses that are not well-versed in SEO still understand the basics of keywords. Most companies use broad keywords or short-tail keywords in their Internet marketing strategies. But many companies don’t understand that there are narrow keywords or long-tail keywords that can also be beneficial for SEO purposes. Understanding the benefits and disadvantages for both long-tail and short-tail keywords can help your company create better marketing strategies.

Short-Tail Keywords

What are short-tail keywords? These are the broad search terms that people use when they are researching information on the Internet. For example, they can start with a simple one word term such as beds. This one word, when entered into the search box, will bring up many different websites for the person to review.

Pros of Short-Tail Keywords

So what are the benefits of these type of keywords? The main benefit is that they appeal to a wide audience. Using these keywords can help drive large amounts of traffic to a company website. Another benefit of these types of keywords is that it is easy to determine which ones are relevant to your specific market or company offering. They’re also easy to write about.

When creating web content, it is important to make sure that the keywords used flow with the rest of the text. Fitting the word “bed” into a sentence is pretty easy. Making sure your keywords fit your content isn’t difficult, but it will pay off multi-fold due to Google’s recent focus on quality and relevant content.

Cons of Short-Tail Keywords

If short-tail keywords appeal to a large audience, are easy to write about and help marketers determine which keywords are relevant for specific campaign-what could possibly be bad about them? One of the detriments of using these keywords is that you may attract the wrong type of traffic to your website.

If your company sells dog beds you don’t want people who are looking for bunk beds to come to your website. You want people who are looking for dog beds, and maybe even people who are looking for beds for older dogs. The more words you used in a search term, the more specific the results will be.

Another con of these keywords is competition. These words are popular with web surfers, so businesses want to buy them. This can hurt your PPC campaigns and can also make it difficult for you to obtain a high search engine ranking. These type of keywords are also not beneficial for people who want to create niche campaigns.

Long-Tail Keywords

Long-tail keywords are also known as narrow search terms. These are phrases that a web surfer will enter into a search box if they are looking for something specific. Going back to the “bed” example, a web surfer may enter the term “bunk beds for teenagers in Nairobi”.

By entering this specific phrase, the web surfer will receive a list of websites that are relevant to people who are looking in Nairobi City to buy bunk beds for teenagers-it doesn’t get much more targeted than that.

Pros of Long-Tail Keywords

If short-tail keywords are something that a person will enter when they’re just starting a search, long-tail keywords are phrases that people enter when they are closer to making a final decision. The increase in conversion rates helps to compensate for a decrease in web traffic.

Most companies do not use these keywords when they are creating their websites or when they are formulating AdWords campaigns. So an additional benefit to long-tail keywords is that your company won’t have a lot of competition. This helps you achieve a higher search engine ranking with less effort, decrease CPC for ad campaigns and increase the relevancy of your campaigns-which can positively impact your Quality Score.

Cons of Long-Tail Keywords

While these types of keywords can help create targeted traffic for your website and offer the advantage of less competition, there are a few disadvantages. One disadvantage is that it is often difficult to write effective copy. Think about trying to add the phrase “bunk beds for teenagers in Nairobi City”.

How many times do you think you would be able to add that phrase to a webpage and still make the overall content flow? These type of keywords can often be awkward and difficult to use in sales copy, and you don’t want to appear as though you’re keyword-stuffing and using awkward phrasing just to cram a keyword in an article.

Another disadvantage to using these type of keywords is that companies need to really understand their market and the terms that are used to reach the organization’s website. If the company focuses on the wrong keywords then they will not receive the right type of traffic.

Both types of keywords can be beneficial for a company’s Internet marketing strategy. Using short-tail keywords in the beginning of a sales funnel will help draw in traffic. Long-tail keywords can be used for ad copy towards the end of the sales funnel to help bring in leads that will convert to sales. Try using both types of keywords in your marketing strategy to help increase conversion rates and web traffic.

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