You won’t get very far in the world of digital marketing without hearing about SEO keywords. 

In a nutshell, SEO keywords are specific phrases that customers are likely to type into a search engine when looking for certain answers, products, or services.

The idea is to strategically place these keywords throughout your content so that your page is more likely to be presented at the top of search engine result pages (SERPs). 

These days, using such tactics to improve SERPs ranking has become an art form in itself.

Most folks think of keywords and picture single words, but that’s not really how it works anymore. You’re just as likely to rank for “best hiking boots for winter 2025” as for something short and simple like “hiking boots,” especially with how specific people get. I mean, have you looked at your own search history lately? There’s usually a full question sitting in there, or a string of thoughts mashed together—human and a bit chaotic, which is exactly how SEO folks want it. It’s not just about nailing a word or two; it’s about understanding how people genuinely ask things online.

The trick, though, is balance. Stuffing keywords everywhere like confetti isn’t going to do you any favors—search engines are smarter than that (sometimes annoyingly so). Instead, you want things to feel natural, like you’re actually writing for a person who just happens to be asking those questions. When it feels conversational and not crammed, you’re more likely to snag those higher placements, and visitors might stick around instead of bouncing. There’s a certain satisfaction in hitting that sweet spot where your content both reads well and turns up on Google.

But how are you supposed to know which keywords to use? That’s where the magic of a keyword ranking report comes in.