If you’ve spent more than five minutes learning search engine optimization, you’ve probably seen some mention of keywords.

On the surface, the concept is simple. 

Keywords are the words you add to your website that match up to the words a user types into the search bar.

Sounds easy enough, right?

The truth is that you might not know all the little nuances and tricks that make using keywords a good idea for an overall digital marketing strategy.

Or the reason choosing specific ones can make such a big difference in organic traffic.

To help you get to the bottom of the concept (and top of the SERPs), we’ve created this guide on keywords and why you need them as part of your SEO strategy.

Ready to get started? Let’s dive in.

What Are Keywords?

Simply put, keywords are the individual words and phrases typed into the search bar when someone uses a tool like Google or Bing.

Likewise, they’re also the words you add to your website to ensure search engines know what a specific page is about.

Some digital marketers actually describe it as the summary of your overall page or the words and phrases you might use if you had to boil down the entire topic into just a few basic terms.

Why is this done?

Choosing the right keywords to describe your page makes it easier for someone to find your website and gain the information they’re looking for.

However, it is important to remember that a keyword isn’t necessarily just one word. In fact, it can be a string of words or an entire phrase.

In some instances, a keyword is even a full question. This can be a handy focus strategy, as it usually matches what people are typing into the search bar directly.

While keywords are certainly a crucial aspect of SEO, it is also important to remember that they directly relate to your audience and the information they’re searching for.

Why Do Keywords Matter?

Keywords matter for numerous reasons, but the biggest is that they help match specific websites up with people looking for information.

From an SEO perspective, keywords are what tell Google and Bing to add your page to a list of sites about a certain topic.

But, looking at the process from an audience standpoint, using appropriate keywords is a surefire way to drill down and help individuals find exactly what they are looking for.

After all, choosing narrow keywords for your page instead of broad topics can often provide answers that they might not be able to find anywhere else.

It’s not just about cramming as many related terms as you can into a paragraph, either. Things have shifted a lot in 2025: Google’s gotten smarter at sniffing out what a page is about even when you’re not repeating the same phrase a hundred times. Semantic search, intent, search context—these all matter now. So sometimes, the best keyword isn’t even an “exact match” at all, but something that just fits how your audience phrases questions or describes their problem. It’s slightly uncanny how search engines can pick up on this, but there you go.

Also, let’s be honest, digging for the right keywords can turn into a bit of a rabbit hole. You start with a simple topic, then suddenly you’re weighing search volume against competition and relevance, trying to puzzle out whether it’s worth chasing a popular phrase or going after something long-tail and obscure. There’s a balancing act here: it feels less like science and more like intuition mixed with trial and error, and after a while, you start to see patterns. Sometimes those hidden gems with lower volume actually bring you the most engaged visitors—the kind that stick around, read your content, and maybe even subscribe. That’s not just theory; plenty of webmasters have watched this happen over and over.

Using Keywords to Differentiate Between Two Topics

In addition to helping someone understand what a web page is about, keywords also act as a method for differentiating content when two topics sound the same.

For example, let’s say the primary keyword you’re targeting is the term clubs. 

Using additional keywords about golf and putting would give users a different result than if you were talking about dancing and nightlife.

This is a prime example of why the keywords you choose to add to your content really do matter.

How Do Keywords Help You Get to the Best Positions on SERPs?

When it comes to getting the best positions on SERPs, keywords play an incredibly important part.

Remember, a keyword is the words or phrases someone types into the search bar when they’re looking for information about a particular topic.

To get a search engine to add you to the results, you have to use keywords to show you’re offering information on a particular subject. 

Otherwise, you won’t get listed for that topic.

Without keywords, it’s kind of like throwing a party at your home and not sending out any invitations or telling anyone what’s going on. 

They can’t find you if they don’t know about it, right?

By doing effective keyword research ahead of time, you’re telling the world to check out your content about a specific topic.

Then, you simply start adding the keywords to content pages where they make the most sense.

Try not to overdo it, though. Most search engines frown upon those that stuff content full of unnecessary keywords.

Instead, keep your sentence structure conversational while still working in those pertinent phrases in a natural way.

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