Understanding SEO keywords
SEO keywords are the words and phrases people type into search engines when looking for something. If your site uses the right ones, you're more likely to show up in search results.
For small business owners, choosing the right keywords is one of the most important parts of SEO.
What are SEO keywords?
SEO keywords help your site appear when someone searches for a product, service, or topic you cover.
They tell search engines what your content is about - and help match your pages with the right audience.
There are general keywords and specific ones. The right mix can improve your visibility and help your content reach the people who are already looking for what you offer.
Types of SEO keywords
There are a few different kinds of keywords. Each one has a different job to do.
Short-tail keywords
These are 1 to 3 words long. They get a lot of searches but are highly competitive.
Example: shoes
Long-tail keywords
These are longer and more specific. They have less competition and target a clear intent.
Example: men’s running shoes in Ireland
Geo-targeted keywords
These include a location and are great for local SEO.
Example: best coffee shop Dublin
LSI keywords
These are related terms that support your main keyword. They add context and depth.
Example: running trainers when your main keyword is shoes
Branded keywords
These use your business or product name.
Example: Nike shoes
Non-branded keywords
These describe what you sell without using a brand name.
Example: sports footwear
Transactional keywords
These show buying intent and are great for conversion.
Example: buy shoes online
Informational keywords
These attract people looking for advice or answers.
Example: how to choose running shoes
Using a mix of these can improve your keyword strategy and help your content get found more often.
Importance of using keywords in SEO
Keywords help search engines understand your content.
If your blog post or product page uses the right keywords, it’s more likely to show up in search results. That means more people find your business online - without ads.
The right keywords also help you write better content. They keep your message clear, focused, and aligned with what your audience is looking for.
How many keywords should you use for SEO?
Getting the right balance of keywords is one of the trickiest parts of SEO. Use too few and your content might not rank. Use too many and it could backfire.
So how many is too many - and what’s just right?
The debate around keyword density
Keyword density is about how often a word or phrase appears in your content.
A common rule is to aim for 1 to 2%. That means if your post is 1,000 words, your main keyword should appear 10 to 20 times.
But this isn’t a strict rule. Some say keyword density doesn’t matter as much these days. What matters more is that your content makes sense and gives people what they’re looking for.
Search engines are smart. They don’t just look for keywords - they look for helpful content that uses those keywords naturally.
Optimum number of keywords per page
You don’t need to fill your page with keywords. A few well-placed ones will do the job.
Use your main keyword a handful of times. Then include a few related keywords that support your topic. These could be secondary keywords or variations that people might also search for.
For example, if your main keyword is running shoes, you could also use:
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best running shoes for beginners
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men’s running trainers
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comfortable shoes for long runs
The goal is to create content that flows naturally and matches what people are searching for.
Impact of keyword stuffing
Keyword stuffing is when you use a keyword too much. It makes your content feel clunky and hard to read.
Search engines can spot this. If they think you’re overusing keywords just to rank, they’ll push your page down in the results - or ignore it altogether.
Instead, focus on writing clearly and naturally. Choose strong keywords and use them where they make sense. That way, your content stays useful and your rankings stay strong.
Choosing the right keywords
Picking the right keywords helps people find your business online. But it’s not just about stuffing in popular search terms. It’s about understanding what your customers are actually looking for - and using words that match their intent.
Primary vs secondary keywords
Primary keywords are your main focus. These are the words you really want your blog or page to rank for. So if you own a bakery in Cork, your primary keyword might be Cork bakery.
Secondary keywords are the extras. They’re related to your main topic and help cover more ground. You might use phrases like artisan bread in Cork or best cakes near me.
Using both types gives your content more reach without going off-topic. It helps search engines understand what your content is really about.
Importance of search intent in keyword selection
Search intent is about understanding why someone types a keyword into Google.
Do they want to buy something? Are they looking for answers? Or do they just want to compare options?
Knowing this helps you choose better keywords. If your keyword is buy running shoes online, that’s someone ready to make a purchase. If it’s how to choose running shoes, they’re still deciding.
Pick keywords that match what your audience wants to do. That’s how you turn clicks into results.
Using semantic richness for better ranking
You don’t have to repeat the same keyword over and over. In fact, it’s better not to.
Use different phrases that mean the same thing. This makes your content easier to read and easier for search engines to understand.
So if your keyword is digital marketing tips, mix in words like online marketing advice or grow your business online.
This variety adds depth to your content. It helps your page rank for more searches, without sounding robotic.
How to optimise your content for keywords
Keyword optimisation is more than just choosing the right words. It’s about placing them in the right spots and keeping your content clear, useful, and easy to read. Here's how to get it right.
Structuring your articles with SEO keywords
Start with a clear idea of your main topic. Use your primary keyword in the title and the first paragraph. This tells search engines what your content is about from the start.
Spread secondary keywords throughout the article. Keep it natural - don’t force them into every sentence.
Break your content into sections. Use headings to guide the reader and give each part a clear focus. You can even assign one keyword theme per section.
This structure helps readers skim and keeps your article organised. It also helps search engines understand the flow of your content.
Using synonyms and LSI keywords
Synonyms and related phrases help you sound natural while staying on topic. Instead of repeating the same word, mix it up.
If your keyword is small business tips, you might also use phrases like advice for local shops or help for new business owners.
LSI keywords add depth. They’re terms that are connected to your topic. Using them helps show that your content covers the subject well. This gives search engines more reasons to rank your page higher.
Troubleshooting keyword-related issues
Sometimes, your keyword strategy needs a check-up. Here's what to look out for:
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Are you using your main keywords enough - but not too much?
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Is each page focused on its own set of keywords, or are you accidentally competing with yourself?
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Are your keywords still relevant? Search trends change, so stay up to date.
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Do your titles and meta descriptions include the right keywords?
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Are your keywords matching what people are actually looking for?
Fixing these issues can improve your visibility and help more people find your site.
Is there such thing as too many keywords?
Yes, there is. Using too many keywords can harm your rankings and confuse search engines. More isn’t always better when it comes to SEO.
Understanding keyword cannibalisation
Keyword cannibalisation happens when several pages on your site target the same keyword. This makes it hard for search engines to pick the right page to rank. Instead of one strong result, you get several weak ones.
To avoid this, give each page its own focus. Choose one main keyword per page and use related terms elsewhere. That way, every page has a clear job and a better shot at ranking.
Dealing with low rankings
If your content isn’t ranking well, take a step back. Look at how your keywords are used. Using too many in one piece of content can make it feel forced.
Focus on writing that matches what people are searching for. Fix any overlapping keywords between pages. Check if your content answers real questions. Clean, useful writing will always perform better than content packed with too many terms.
The benefits of using fewer, high-quality keywords
Fewer keywords means more focus. Your message becomes clearer, and your site becomes easier to find. High-quality keywords match what your audience wants. They guide people to the right place.
Less clutter also improves your writing. It keeps content natural and easier to read. That means visitors stay longer, and your rankings improve.
Final thoughts
Less is more when it comes to SEO keywords. Choose them well, place them carefully, and let your content do the rest. Keep it simple and clear to get the best results.
FAQs about SEO keywords
1. How many keywords should I use on a single page?
Aim for a keyword density of around 1 to 2%. That usually means 10 to 20 uses for every 1,000 words, spaced out naturally.
2. Can I use more than one keyword per page?
Yes. Use one main keyword and a few related secondary ones. Just make sure they all fit the topic clearly and naturally.
3. What happens if I use too many keywords?
Using too many can hurt your rankings. This is known as keyword stuffing. It makes content harder to read and search engines may see it as spam.
4. What is keyword cannibalisation?
It’s when two or more pages on your site compete for the same keyword. This can confuse search engines and lower your rankings.
5. How do I choose the best keywords for my content?
Think about what your audience is searching for. Use tools like Google Keyword Planner or Ubersuggest to find keywords with good search volume and low competition.
Need help choosing the right keywords?
Whether you're building a new site or want to improve your current rankings, we’re here to support you.
Book a free 30-minute consultation and let’s find the keywords that will bring the right people to your business.
