What Are Keywords in SEO?
Keywords are the words people type into Google. Choosing the right ones is the foundation of any SEO strategy.
2 min read · Updated 2026-04-15
Short answer
Keywords are the words and phrases people type into Google when searching. SEO is about creating content that matches those searches so Google shows your site.
Types of keywords
Short-tail keywords — 1–2 words, high volume, very competitive
- Example: "website builder", "plumber", "email marketing"
- Millions of searches but almost impossible to rank for as a new site
Long-tail keywords — 3+ words, lower volume, much less competitive
- Example: "best website builder for plumber", "emergency plumber in Austin TX"
- Easier to rank for and often higher conversion rate (more specific intent)
Local keywords — include location
- Example: "accountant in Manchester", "coffee shop near me"
- Essential for local businesses
Short-tail vs long-tail: which should you target?
Start with long-tail keywords. A new small business website cannot compete with established sites for "website builder" or "accounting software". But you can rank for "best accounting software for freelance photographers" much faster.
How to find good keywords
Free methods:
- Type a question into Google and look at the autocomplete suggestions
- Scroll to the bottom of Google results for "Searches related to..."
- Use Google Search Console to see what terms you already rank for
Free tools:
- Google Keyword Planner (inside Google Ads, free to use)
- Ubersuggest (free tier)
- AnswerThePublic (limited free searches)
What makes a good keyword
- Relevant — matches what your business offers
- Searchable — people actually look for it (check volume)
- Winnable — competition is not too high for your site's authority