SEO Keyword Guide: What Keywords Should I Use for SEO?

Choose the Right Keywords for SEO: A Straight-Talking Guide

Choosing the right keyword for SEO isn’t about trends or gut instinct.

It’s about understanding what real people are typing into search engines - and making sure your site gives them exactly what they need.

In this guide, you'll get a practical approach to keyword research. We’ll cover how to spot the best SEO keywords, how to build a keyword list that works, and how to use those keywords in content that ranks.

If you’ve been guessing up to now, this is where that stops.

Article Outline

1. What Is a Keyword in SEO?

2. Why Are Keywords So Important for Search?

3. What Types of Keywords Should You Use?

4. How to Start Your Keyword Research from Scratch

5. What Is a Seed Keyword?

6. How to Build a Keyword List That Works

7. How to Choose the Best Keywords for SEO

8. What Are Long-Tail Keywords and Why Use Them?

9. Keyword Difficulty: What You Need to Know

10. Tools That Help You Find Keywords

11. Using Google Search to Find Keyword Ideas

12. Should You Use Google Ads Keyword Planner?

13. How to Use Keywords in Your SEO Content

14. What Keywords Should I Use for My Website?

15. How to Monitor and Adjust Your Keyword Strategy

1. What Is a Keyword in SEO?

A keyword is a word or phrase that someone types into Google, Bing or any other search engine when they’re looking for something.

In SEO, it’s the bridge between your content and that searcher’s question.

Let’s say someone searches for “how to fix a dripping tap.” They’re not just typing that for fun.

They want a solution. If your page answers it clearly, and uses that phrase naturally, you’ve got a shot at showing up in the results.

So keywords aren’t just technical tags - they’re signals. And when you get them right, you stop shouting into the void and start having relevant traffic land on your site.

2. Why Are Keywords So Important for Search?

Without keywords, search engines have nothing to go on. It’s how they figure out what a page is about, and who it might help.

Here’s what keywords actually do for you:

• They help bring the right visitors to your website - not just any traffic.

• They give Google a reason to show your page for a given query.

• They help shape your site structure, content plan, and page layout.

Think of keywords as instructions. They tell Google, “This page is for people searching about [X].” If Google agrees, you’re in business. If not, you’re buried.

3. What Types of Keywords Should You Use?

There are several kinds of keywords that all play different roles in your SEO strategy. Here’s the main breakdown:

• Primary keywords: The main phrase a page is focused on. Everything revolves around this.

• Secondary keywords: Related phrases or variations that support the main topic.

• Long-tail keywords: More specific phrases, usually with lower volume but higher conversion potential.

• Transactional keywords: Search terms from people looking to buy, enquire, or act (“buy white kitchen units UK”).

• Informational keywords: Used by people researching or asking questions (“how to measure kitchen units”).

You don’t need every type on every page. But understanding them helps you plan smarter.

4. How to Start Your Keyword Research from Scratch

Forget tools for a moment. Start with what you already know about your business and your customers.

Ask yourself:

• What do people usually ask when they first speak to us?

• What problems do we solve better than anyone else?

• What exact phrases do customers use when describing what they need?

Now, use these to draft an early keyword list. It might include generic terms like “garden decking,” or it might include specifics like “non-slip composite decking for wet areas.”

Don’t worry about volume yet - just get ideas down.

Next, go hunting:

• Check Reddit, Quora, and Facebook groups

• Look at competitor blogs and product pages

• Skim review sections on Amazon or Trustpilot

You’ll start to see patterns in the language people use. These are your raw materials. Next step is to shape them.

5. What Is a Seed Keyword?

A seed keyword is the simplest form of your target phrase - the broad root you build everything else from.

Say you run a local pet grooming business. Your seed keyword might be “dog grooming.” That term on its own is too vague and competitive. But it’s your starting point.

From “dog grooming,” keyword tools will suggest:

• dog grooming near me

• mobile dog grooming service

• affordable dog grooming Bristol

You’re now taking a single idea and turning it into dozens of realistic, specific targets. That’s the role of a seed keyword: get you going in the right direction.

6. How to Build a Keyword List That Works

A good keyword list isn’t long - it’s organised.

Start by grouping your ideas by page type or topic:

• Homepage keywords

• Product or service page keywords

• Blog or info page keywords

• FAQs and supporting content keywords

Use a spreadsheet with columns like:

• Keyword

• Monthly search volume

• Keyword difficulty

• Intent (informational, transactional)

• Assigned page or content idea

Now trim the fat. Ditch anything that’s too vague, too competitive, or doesn’t match what you actually do. One great keyword per page is better than a bucket of weak ones.

7. How to Choose the Best Keywords for SEO

The best SEO keywords are a mix of three things:

1. They match your offer

2. People actually search for them

3. You’ve got a fair shot at ranking

Avoid the trap of going straight for the highest-volume terms. Instead, ask:

• Can I realistically compete for this keyword?

• Do the current top results match the type of content I can make?

• Is the intent behind this search one I can serve?

For example, “SEO” gets huge volume, but it’s vague. “Affordable SEO for builders” is clearer, has better intent, and you’re more likely to rank if you’re in that niche.

8. What Are Long-Tail Keywords and Why Use Them?

Long-tail keywords are the quiet gold of SEO. They get less attention, but they’re often more valuable.

Example:

• Short keyword: “kitchen units”

• Long-tail keyword: “cheap grey matt kitchen units with soft-close drawers”

Which one do you think will bring in the buyer ready to order?

Long-tail terms are:

• Easier to rank for

• Better at converting visitors

• More aligned with niche services or specific products

They're especially useful for blog posts, category pages, FAQs, and any supporting content. Even if each only gets 20 clicks a month, 10 of them might turn into customer

9. Keyword Difficulty: What You Need to Know

Not all keywords are created equal. Some are easy wins. Others will take years, backlinks, and a miracle to crack.

That’s where keyword difficulty comes in. Most SEO tools give it a score out of 100. Lower scores mean easier ranking. Higher scores? Expect more competition, usually from big-budget sites.

Rough guide:

• 0–20: Easy. Low competition. Great for new sites.

• 21–50: Mid-tier. Rankable with solid content and structure.

• 51+: Hard work. Need authority, backlinks, and patience.

Don’t be afraid of low-volume, low-difficulty terms. They’re often where the good traffic lives. Especially if you’re a smaller business.

10. Tools That Help You Find Keywords

You don’t need to spend hundreds on tools - though it helps if you can. There are solid free options to get you started.

Use these for ideas:

• Google Autocomplete – Start typing a keyword and see what it suggests.

• AnswerThePublic – Visual map of questions people ask around your term.

• Google “Related searches” – Found at the bottom of the search page.

Use these for data:

• Google Keyword Planner – Search volume, rough competition levels.

• Ubersuggest – Free tool with basic volume, difficulty, and content ideas.

• Google Trends – Good for seeing whether interest is rising or fading.

Use these to track performance:

• Google Search Console – Shows which search terms bring traffic to your site.

• Google Analytics – Tracks what pages perform best.

Mix and match. Each tool tells you something different. Together, they give you a clearer picture.

11. Using Google Search to Find Keyword Ideas

One of the best keyword research tools is… Google itself.

Search for a seed term. Watch what happens:

• Autocomplete gives you variations instantly

• The “People also ask” box shows what questions people are typing

• Scroll down to “Related searches” and you’ll see other ways users phrase it

These aren’t random. They’re based on real search data. If Google shows it, it’s because people type it.

Use these suggestions to build content ideas, spot variations, and understand searcher intent. All without leaving the results page.

12. Should You Use Google Ads Keyword Planner?

It’s built for ads, not SEO - but it’s still useful.

Google Keyword Planner shows estimated search volumes and keyword ideas. That’s helpful, even if it won’t give you SEO competition or SERP analysis.

Great for:\n- Spotting demand in your niche\n- Finding alternative phrasing\n- Grouping keywords by theme

It’s best used at the start of your research, not the end. Combine it with SEO-focused tools or SERP analysis to round out your keyword decisions.

13. How to Use Keywords in Your SEO Content

You’ve done the research. You’ve got your list. Now what?

Put keywords where they count:

• Title tag

• H1 heading

• First paragraph

• URL (if possible)

• Meta description

Then support it with secondary keywords throughout the content. Don’t force it. If it reads like spam, it probably is.

Instead of stuffing, write naturally. Google’s good at spotting relevance through surrounding context, synonyms, and structure.

Tip: answer real questions. Search engines love content that gives users exactly what they want.

14. What Keywords Should I Use for My Website?

It depends on the page. Match keyword to purpose.

Homepage

Target your main offering. Often your brand name plus a core service (e.g. “Better Kitchens – Made-to-Order Kitchens Online”).

Product or Service Pages

Use specific transactional terms. “Buy matt white kitchen doors” or “local SEO packages UK.”

Blog and Info Pages

Aim for long-tail, informational searches. “How to fit kitchen plinths” or “What’s the difference between shaker and in-frame kitchens?”

Each page should focus on one primary keyword and a few related ones. Keep things simple, focused, and relevant.

15. How to Monitor and Adjust Your Keyword Strategy

Once your pages are live, don’t forget about them. SEO isn’t a one-shot game.

Log into Google Search Console regularly. Check:

• Which queries are bringing impressions

• Where you rank for your primary keywords

• What’s improving and what’s flatlining

Pages not performing? Update them. Improve the content. Refocus the keywords. Sometimes just adjusting an H1 or adding better internal links can make a difference.

SEO is ongoing. Treat your keyword strategy like a living document - something you revisit, test, and improve.

Summary: What to Remember

• Keywords are your SEO foundation - get them right and everything else is easier

• Start with seed keywords and build out

• Long-tail terms bring better intent and easier wins

• Match keywords to the right page types and user needs

• Don’t over-optimise - write clearly and naturally

• Use free tools and the Google SERP itself

• Monitor performance and adjust over time

Get the keyword side of SEO sorted, and you’ll start to see traffic that actually wants what you’re offering.

Struggling to choose the right keywords? Let SEOJet help you target what really matters.