Keywords: What is a Keyword?

Keywords are the words and phrases people type into search engines when they’re looking for something online.

They’re one of the most fundamental ideas in SEO — and understanding them is the first step to getting your website found.

What is a keyword?

Think about the last time you searched for something on Google. Maybe you typed “cheap web hosting UK” or “how to start a blog”. Those phrases are keywords.

When you add keywords to your website (for example in your headings and your page descriptions) you’re essentially telling search engines: this is what my page is about. And when someone searches for that phrase, Google can match them with your content.

In short, keywords are the bridge between what people are searching for and what your website has to offer.

Why do keywords matter for your website?

Without keywords, search engines have a hard time understanding your content. That means your website is less likely to show up when potential visitors are looking for exactly what you offer.

Getting keywords right can:

✓ Bring more visitors to your website
✓ Attract the right kind of visitors — people genuinely interested in your content
✓ Help your pages rank higher in search results
✓ Make your site more useful and relevant to readers

Even a small improvement in how well your pages are optimised for keywords can make a real difference to your traffic.

For more on getting your local business seen online, check out: How Do I Get My Business Found on Google?

Short-tail vs. long-tail keywords

Not all keywords are the same. They generally fall into two types:

Short-tail keywords
These are broad, one-or-two-word phrases like “Devon BnB” or “Tea shop”. They have high search volumes — lots of people search for them — but they’re also highly competitive. Ranking for them can be tough, especially for a new website.

Long-tail keywords
These are longer, more specific phrases, like “affordable BnB with seaviews in Devon” or “Tea shop with outdoor seating in Barnstaple”. They tend to attract fewer searches, but the people searching are often much closer to taking action. They’re also easier to rank for.

For most website owners just starting out, long-tail keywords are your friend. They let you target a niche audience and build visibility before competing for the bigger terms.

How to find the right keywords

You don’t need to guess which keywords to use — there are tools to help. Some popular options include:

Google Keyword Planner — free, and a great starting point
Ubersuggest — simple and beginner-friendly
SEMrush or Moz — more advanced, with paid plans available

When choosing keywords, look for a balance between search volume (how many people search for it) and competition (how many other websites are targeting it). A keyword that thousands of people search for but that’s dominated by huge brands will be difficult to crack.

Also think about what your visitors actually want when they search. A page about “what is web hosting” is answering a different need than “buy web hosting UK” — and your content should match that intent.

Where to use keywords on your website

Once you’ve chosen your keywords, you’ll want to use them naturally throughout your site. The key places to include them are:

✓ Page titles — this tells both readers and search engines what the page is about
✓ Headings — helps structure your content and signal relevance
✓ Body text — weave keywords in naturally as you write
✓ Meta descriptions — the short summary that appears in search results
✓ Image alt text — a brief description of each image on your page

One important rule: don’t overdo it. Stuffing keywords in where they don’t belong — known as keyword stuffing — can actually hurt your rankings. Search engines are savvy enough to spot it, and it makes for a poor reading experience. Write for humans first, and let the keywords fall into place naturally.

Keywords and your domain name

Here’s something worth knowing: keywords aren’t just for page content. Your domain name can also play a role in how search engines understand your website.

A domain like freshflowersbristol.co.uk immediately signals what the business does and where it operates. It’s not the most important SEO factor, but it can give you a small edge — and it makes your web address instantly memorable to visitors too.

At 123 Reg, you can search and register a domain name that works for your business in just a few clicks.