What Are Keywords? A Simple Guide to Finding and Using Them for SEO Success

Keywords are the foundation of modern search engine optimization (SEO), helping your content get discovered by the right people at the right time. Whether you’re a small business owner, a marketing professional, or just learning the ropes of digital strategy, understanding keywords is essential to building visibility online.

In this guide, we’ll break down exactly what keywords are, why they matter in 2025 and beyond, how to find them, and how to use them effectively - without needing fancy tools or graphic-heavy dashboards.

What Is a Keyword?

A keyword is any word or phrase someone types into a search engine like Google to find information, a product, a service, or an answer.

Think of it like this: if a user types “how to start a podcast” or “best dog groomer near me,” each of those phrases is a keyword.

Why Keywords Matter:

• They drive your content strategy. By understanding what your audience is searching for, you can create content that meets their needs.
• They help search engines understand your content. Google uses keywords to decide what your page is about and when to show it.
• They influence conversions. Choosing the right keywords helps attract visitors who are more likely to become leads or customers.

Let’s say you run a local gym. Targeting “affordable personal trainer Sarasota” instead of “fitness tips” will likely bring in people ready to hire - because the keyword reflects higher purchase intent.

Keyword vs. Keyphrase vs. Search Query

• Keyword: A single term or short phrase (e.g., “running shoes”)
• Keyphrase: A longer or more specific version (e.g., “best trail running shoes for flat feet”)
• Search query: The actual words typed into the search bar (often interchangeable with “keyword”)

In SEO conversations, these are often used interchangeably, but the nuance matters when doing in-depth research.

Short-Tail vs. Long-Tail Keywords

• Short-tail keywords are broad, like “marketing” or “photography tips.” They get high search volume but are extremely competitive.
• Long-tail keywords are longer, more specific terms like “how to price photography packages for weddings.” They have lower search volume but often signal stronger intent.

At Theia Media, we’ve helped local businesses drive high-converting traffic by focusing on long-tail keywords their competitors overlooked.

Why Keywords Still Matter in 2025

Even with the rise of AI-powered search, keywords continue to play a vital role in visibility. Google’s algorithms still rely on signals like relevance, authority, and content depth to determine rankings - and keywords are a big part of that.

Plus, keywords help your brand appear in AI tools like ChatGPT and Claude. These platforms surface content that matches specific queries, which are based on - you guessed it - keywords.

How to Research Keywords (Step-by-Step)

1. Use Free or Paid Keyword Tools

Start with basic tools like:

• Google Keyword Planner (free with a Google Ads account)
• Ubersuggest (free for limited use)
• Ahrefs, Semrush, or Moz (paid, advanced features)

Example: A Sarasota-based landscaping company might start by typing “lawn care Sarasota” into Keyword Planner. From there, they’ll uncover related terms like “yard maintenance Sarasota,” “weekly mowing service,” and “landscape design Bradenton.”

2. Evaluate the Right Metrics

When reviewing keyword options, pay attention to:

• Search Volume: How many people search this term monthly?
• Difficulty/Competition: How hard will it be to rank?
• Intent: Are people looking to buy, learn, or compare?
• Cost Per Click (CPC): Indicates how valuable a keyword is to advertisers (often a sign of buying intent)

For example, “custom website design Sarasota” might have a lower search volume than “web design,” but it’s much more targeted and likely to convert.

3. Organize Keywords into Clusters

Keyword clustering helps you group related search terms so a single page can target several variations.

Example Cluster for a Dentist in Venice, FL:

• Primary: “cosmetic dentistry Venice FL”
• Secondary: “veneers Venice FL,” “teeth whitening Sarasota County”
• Related: “affordable smile makeover,” “dental bonding services”

This allows the dentist’s services page to rank for a wider range of queries without sounding repetitive or forced.

Where to Use Keywords in Your Content

Strategic keyword placement helps search engines understand your content and helps you rank.

Here’s where to focus:

• Title Tag: This is the clickable blue link in search results.
• Meta Description: Appears under the title in search results.
• URL Slug: Keep it clean and include your primary keyword.
• Headings (H1-H6): Use variations naturally within section titles.
• Body Text: Use keywords conversationally and avoid keyword stuffing.
• Image Alt Text & File Names: Bonus visibility for image search.

Example: Local Business Using Keyword Strategy

We recently worked with a home staging company looking to grow traffic. By shifting from broad terms like “interior decorating” to intent-focused long-tails like “home staging for fast home sales Sarasota,” we helped increase qualified traffic by over 70% in three months - without changing the budget.

They used keywords in their:

• Homepage headline
• Services URL (e.g., /home-staging-sarasota)
• Blog articles answering search-specific questions
• Image alt text on before-and-after galleries

Adapting to AI Search Engines

AI tools like ChatGPT don’t just scan pages - they pull relevant passages. So, optimize each section of your content to stand alone.

Here’s how:

• Write clear, self-contained paragraphs
• Use subheadings that ask common questions
• Provide direct answers with supporting context
• Keep each block focused on one topic

This improves your chances of being surfaced in AI-driven answers.

Build a Sustainable Keyword Strategy

Don’t chase every keyword. Instead, build a system for ongoing discovery and content creation.

At Theia Media, we help businesses:

• Develop keyword lists aligned with their customer journey
• Prioritize quick wins and high-converting terms
• Monitor performance in both Google and AI environments
• Update and expand content over time to maintain rankings

As search evolves, a strong keyword foundation ensures your content keeps working for you.

Don't Overcomplicate it

Keywords are more than just technical jargon - they’re how your ideal customer finds you. Understanding what they’re searching for gives you a roadmap for content, advertising, and overall visibility.

Start simple. Pick terms that matter. Focus on intent. And let your content speak directly to the people who are looking for what you offer.