Why Keywords Still Matter — and How to Choose the Right Ones

What is a keyword, really?

A keyword is the word or phrase someone uses when they go looking for something: “emergency plumber near me”, “how much does a logo cost”, “vegan birthday cake delivery”. Keywords are not a technical trick. They are your customers' own vocabulary, and the single most reliable clue to what they want.

Why do keywords still matter?

Every discovery system — a search engine, an AI assistant, a social app — has to match a request to content. They have become much better at understanding meaning, so you no longer need the exact phrase repeated ten times. But they still need to see, in words, that your page is about the thing being asked for. If you call your service “bespoke hydration solutions” and your customers search for “water cooler rental”, you will not be found, however good the page is.

• On Google, keywords in your title, headings and opening paragraph tell the engine what a page is about.
• For AI assistants, clear wording lets them match your page to a question and quote it accurately.
• On TikTok and Instagram, keywords in captions, on-screen text and speech decide which searches a post appears in.

How do you find the right keywords?

1. Listen to customers. Write down the exact words people use in emails, calls and reviews. They rarely match your internal jargon.
2. Use autocomplete. Start typing your service into Google, YouTube, TikTok and Instagram and note the suggestions. They are real, popular searches.
3. Read “People also ask” and related searches on the results page for the questions surrounding your topic.
4. Check Google Search Console once your site is verified. It shows the actual queries your pages already appear for.
5. Look at competitors' titles and headings to see which phrases they are targeting — and which they have missed.

Short keywords or long ones?

Short keywords such as “shoes” are searched a great deal, are fiercely competitive, and tell you almost nothing about what the person wants. Longer, specific phrases — often called long-tail keywords — such as “waterproof trail running shoes for wide feet” are searched less but reveal clear intent, and are far easier to rank for. For most small businesses, a page that wins a dozen specific phrases is worth more than one that sits on page five for a broad term.

Where should keywords go?

• The page title and the main H1 heading.
• The first sentence or two of the page.
• Subheadings, where they fit naturally — especially phrased as questions.
• The meta description, to earn the click.
• Image alt text, when the keyword genuinely describes the image.
• The page's URL, kept short and readable.
• Social captions, on-screen text and your profile name and bio.

Give each page one main keyword and a few close variations. If two of your pages target the same phrase, they compete with each other — merge them or point them at different searches.

What should you avoid?

Don't force a phrase into every sentence, and don't write for a keyword your page can't honestly satisfy. Search engines measure whether people found what they wanted. The goal is not to mention a keyword; it is to be the best result for it.