Keyword

A keyword is the word or phrase someone uses to find something in a search engine. It can be a single word, such as "plumber", but usually it is a combination such as "emergency plumber Leeds" or "how to unblock a drain". Keywords are the bridge between what people are looking for and what you offer.

In SEO, people often talk about a page's keyword: the main term you want that page to be found for. In the past, that mostly meant repeating the word as often as possible. Today, search engines understand synonyms, context and related concepts, so it is more about covering a topic fully and naturally.

A well-chosen keyword also tells you a lot about your customer. The words people use reveal which stage they are at: someone searching "how much does a new bathroom cost" is still exploring, while someone typing "bathroom renovation quote Bristol" is ready to get in touch. That is why it makes sense not only to collect keywords, but also to group them by the question behind them.

Types of keywords

• Short and general: "solar panels". Lots of searches, lots of competition, vague intent.
• Long-tail: "solar panels flat roof installer Manchester". More specific, fewer searches, clearer goal.
• Local: with a place name or "near me", important for local SEO.
• Branded: including your company name.
• Question-based: starting with "how", "what", "why" or "how much does".

Where do you use your keyword?

Work your main keyword into the places search engines and visitors look first, without forcing it:

1. In the meta title and the meta description.
2. In the main heading and at least one subheading.
3. In the first paragraph of your text.
4. In the page's slug.
5. Where it fits, in the alt text of images.

Choose one main topic per page. If several pages target the same keyword, they end up competing with each other, which is known as keyword cannibalisation.

An example: a bike repair shop in Bristol

A bike repair shop has a single "Our services" page. After some research, it turns out that people in the area search for "electric bike repair Bristol", "bike service price" and "bike shop Clifton". The owner creates separate pages for e-bike repairs and for servicing, with prices and practical information. That way, each page matches a recognisable keyword and a clear question.

He also uses his customers' words. Where he talks about "e-bike servicing", most customers turn out to simply type "electric bike". A small change to the copy, but one that better matches how people search.

From keywords to questions in AI search

In AI assistants such as ChatGPT, Gemini and Perplexity, people rarely type loose keywords. They ask full questions: "Which bike shop in Bristol also repairs electric bikes with a Bosch motor?" Keywords are still useful for finding topics, but above all your content needs to answer the questions behind those words. So work from themes and a clear search intent rather than from isolated terms.

Want to know which keywords your competitors are found for and you are not? With insight into your competitors' keywords and rankings, you can see where the opportunities lie.