When someone tells you “you need to work on SEO,” the first thing that comes up is a vague concept: keywords. It sounds technical, complicated, and a bit mysterious—so we tend to put it off for later.
But there is no “later.” If your competitors are doing it, you’re already behind. And the truth is, there’s nothing to be afraid of. A keyword is actually very simple:
A keyword is what someone types into Google when they’re looking for something.
That’s it.
The problem is that most businesses choose keywords based on what they want to say… instead of what their customers are actually searching for.
What is a keyword in practice?
A keyword can be a single word, but it’s usually a phrase. For example:
| “dentist near me” |
| “buy ergonomic chair” |
| “web design for ecommerce” |
| “heavy equipment rental on Atlanta” |
| “online Italian classes for adults” |
All of these are keywords. And every search is an opportunity.
If your website is well structured and contains relevant content, Google can show your business as the answer.
What is a keyword in SEO?
In SEO, a keyword is the word or phrase people type into search engines to find products, services, or information. Choosing the right keywords helps your website appear in front of potential customers who are actively searching for what you offer.
The most common mistake: thinking your keyword is your brand name
Many businesses believe their main keyword should be their company name. And yes, ranking your brand is important—but it won’t bring new customers. Because if someone searches your name, they already know you.
The most valuable SEO is when you appear for what people need—even if they’ve never heard of you.
For example:
| Brand search | “Your Company Name” |
| Real customer search | “industrial automation services” |
| High-intent search | “industrial maintenance service near me” |
That’s where the real value is.
How to choose good keywords without being an SEO expert
The good news: you don’t need to be an SEO expert. You just need to think like a real customer.
Start by asking yourself:
| What problem do I solve? |
| What specific service do I offer? |
| What would I type into Google if I needed this? |
| Does my customer search by city or location? |
| Are they looking for price, urgency, proximity, or trust? |
Your customer doesn’t search “integrated excellence solutions.” They search things like:
“emergency AC repair”
“sports nutritionist near me”
“buy agricultural equipment parts”
Google understands that language. Your website should too.
Don’t be shy: check your competitors’ keywords
In SEO, being a little curious (or nosy) isn’t just okay—it’s smart.
If your competitors show up on Google and you don’t, chances are they’re using clearer keywords or better structured content.
A fast way to learn is by analyzing what others are ranking for using tools like Ubersuggest.
With these tools you can:
| see which keywords bring traffic to competitors |
| discover new search ideas |
| identify high-performing pages |
| find easy opportunities to compete |
Short keywords vs long-tail keywords
1. Short keywords (harder)
Broad, highly competitive searches like:
| “dentist” |
| “psychologist” |
| “ecommerce” |
| “web design” |
2. Long-tail keywords (easier and more effective)
More specific, lower competition, higher intent:
| “pediatric dentist in Brooklyn” |
| “anxiety therapist in Chicago” |
| “ecommerce web design for small business” |
| “industrial maintenance company near me” |
If you run a small or mid-sized business, long-tail keywords are your best ally.
Search intent: what Google actually evaluates
Google doesn’t just analyze words—it analyzes intent.
| “what is a CRM” | research phase |
| “best CRM for real estate” | comparison phase |
| “buy CRM software” | purchase intent |
How to find keywords for free
1. Google autocomplete
Start typing in Google and look at suggestions—that’s real search data.
2. Related searches
Scroll to the bottom of Google results—you’ll find gold.
3. Your customers’ questions
If customers ask:
“how long does it take?”
“do you offer warranty?”
“what’s the price?”
“do you serve my area?”
That’s SEO content.
How to use keywords without ruining your content
Don’t repeat keywords like a robot. That doesn’t work anymore.
Use them strategically:
| in the main title |
| in subheadings (H2) |
| in the first paragraph |
| in the URL |
| in the meta description |
| naturally throughout the content |
Conclusion: keywords define how people find you
A keyword isn’t a trick. It’s a way to understand how your customers think.
Choose keywords based on real searches, and your website will attract more qualified visitors—people closer to making a decision.
You don’t need to be an expert. You just need to think like your customer—and structure your content so Google understands it.
