Introduction to Keywords – how to use them and where to find them 2019

Keywords Blue Marker


In this blog post, we’re going to cover everything you need to know about keywords. You can find the video version of this post right here:


Before we get started, if you know what keywords mean comment “yes” below this blog post, if you don’t then comment “no”.

In this article we’re going to cover five main aspects of keywords:

  1. What keywords are
  2. How they should be used
  3. Where you can find them
  4. What long and short-tail keywords are
  5. Where you should implement them

Lets get into it!

What are keywords?KEYWORDS -Realistic Neon Sign on Brick Wall background

Keywords are the words people search into Google to find a specific product, service or answer. For example, if you’re looking for someone to design a website for you, you might search “website design” on Google.

In this scenario, your keywords would be “website design.” In order to make your business appear at the top of Google for these keywords, you have to implement them into your website’s content.

This leads us nicely onto our next section!

How should keywords be used?

Let’s carry on with the same example.

To rank high in Google searches, you need to include your “website design” keywords in the content of your pages. This tells Google that you provide the service people are searching for.

Using a mixture of different types of keywords is also important so you can appear on more searches in Google.

This implementation isn’t restricted to content for your pages, you can also write blog posts on topics related to popular keywords.

Each of these blog posts counts as a new page so every time you post a new one, with fresh keywords, you increase the chance of people finding you through Google searches.

If you’re looking to rank high, fast, you probably want to produce at least one post a week so that Google knows you’re active and ready to offer your services.

Quick side note: one thing to remember is to not put too many of the same keywords on a page because Google’s bots will pick up on it and penalise your site by lowering its ranking.

Putting too many keywords on your site is known as “keyword stuffing.” To avoid this, you should make sure only 3-6% of a page’s content is keywords, the rest needs to be organically written.

On that note, you should also make sure your content is clear and easy to read. You also want the keywords to be integrated naturally into the body of the text, not randomly inserted.

This is an important point as Google has started promoting user-friendly content above all else in 2019.

Where can you find keywords?

At this stage you’re probably thinking, “okay, so now we know how to use keywords, but where do we find them in the first place?”

There are tons of websites out there where you can search a specific set of words and they show you the most popular keywords related to them.

My favourite one is Ubersuggest, Neil Patel’s keyword generator, because it tells you the volume of searches for each keyword, and the estimated competition in organic and paid searches.

You ideally want to be ranking for high-volume, low-competition keywords as it means lots of people are searching them, but not many sites are taking advantage of those searches.

What are long and short-tail keywords?Word Cloud

Our earlier example of “website design” would be classified as a short-tail keyword because it’s only two words long. Short-tail keywords have a high search volume and are based on very broad topics.

Long-tail keywords, however, are around 3-5 words long and are much more specific. For example; “website design free template” would be a long-tail keyword.

Long-tail keywords have a lower search volume but also less competition so if someone is searching a specific term or keyword, and your blog uses that keyword, then you’re more likely to be on the first page of Google for those searches.

To ensure you’re getting all the traffic you possibly can for a page or post, you should use a mixture of long and short-tail keywords.

Remember: you should have no more than 3-6% keywords on any single page of content.

Where should I implement the keywords?

We’ve already discussed that keywords should be integrated into the content of your sites pages and blog posts, but we haven’t explained the best positions for them on the page.

To get the most out of your keywords, you want to implement at least one long or short-tail keyword into your heading, known in HTML terms as a H1.

Ideally you want to have at least one in any subheading throughout your piece. Your first subheading should be a H2, and subsequent headings should be H3s.

The reason this is important is because when Google looks over your website, they start with the H1s and work their way down the headings. This means that the H1 is most important, then H2, then H3, and so on.

You should also make sure to use keywords in your meta title and meta description. These elements are explained in another video by one of our SEO specialists, Ray.


So to recap:

  1. Keywords are the words and phrases people search on Google.
  2. Add keywords to pages and blog posts to increase the chance of people finding them on Google.
  3. You can find your keywords on sites like Ubersuggest which tell you the search volume and competition for every keyword.
  4. Short-tail keywords are broad topics, long-tail keywords are more specific, and a mixture of both should be used on all your content.
  5. Implement keywords into your H1s, 2s and 3s so that Google is aware of what you’re trying to rank your page or post for.

Thank you for reading our introduction to keywords, don’t forget to watch the video at the top of this page and leave a comment below on whether you do or don’t know what keywords are. After reading this piece I expect you’re all experts!