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The Role of Keywords in SEO: A Deep Dive

Updated: Jan 5

As an SEO agency in London, we understand the importance of keywords in driving organic traffic to your website. Keywords play a crucial role in search engine optimization (SEO) by helping search engines understand the relevance of your content to a user's query. In this article, we will delve deep into the role of keywords in SEO and provide valuable insights on how to optimise your website for better search visibility.

The Role of Keywords in SEO: A Deep Dive
The Role of Keywords in SEO: A Deep Dive

What are Keywords?

Keywords are words or phrases that people use in search engines to find information, products, or services. By targeting specific keywords in your website content, you increase the likelihood of appearing in search results when someone searches for those keywords. Effective keyword targeting can help drive organic traffic, enhance brand visibility, and potentially lead to conversions.

Keyword Research: The Foundation of SEO

Keyword research is the cornerstone of any successful SEO strategy. It involves identifying the keywords and phrases that your target audience is using to find products or services similar to yours. By conducting thorough keyword research, you can gain valuable insights into user search behaviour, identify high-value keywords with relatively low competition, and optimise your website accordingly.

Tools like Google Keyword Planner, Moz Keyword Explorer, UBER Suggest and SEMrush are commonly used for keyword research. These tools provide data on search volumes, competition levels, and even suggest related keywords that you might not have considered. It's important to select keywords that are both relevant to your business and have a reasonable search volume.

Heres a full list of keyword research tools you can use online, and even better, some are free!:

  1. Google Keyword Planner - Part of Google Ads, it's primarily used for PPC campaigns but also offers keyword research capabilities. Access to historical statistics and keyword suggestions requires setting up a Google Ads account.

  2. Ubersuggest - Developed by Neil Patel, Ubersuggest offers keyword suggestions, search volume, competition data, and more for free, with limitations on the number of searches.

  3. AnswerThePublic - This tool visualises search questions and suggested autocomplete searches in an image called a search cloud. It provides insights into what questions users are asking around a particular keyword.

  4. - This tool provides keyword suggestions from various platforms like Google, Bing, Amazon, YouTube, and more.

  5. Keyword Sheeter - It generates thousands of keyword ideas from Google Autocomplete.

  6. Soovle - It provides keyword suggestions from multiple search engines like Google, Bing, YouTube, Amazon, and more on a single page.

  7. Wordtracker Scout - This Chrome extension offers keyword research insights directly from search engine results pages (SERPs).

  8. LSI Graph - It helps in generating LSI (Latent Semantic Indexing) keywords, which are semantically related to your primary keyword.

  9. Keywords Everywhere - A browser extension that shows keyword data directly in Google's search results and various other platforms. As of October 2019, it moved from a free model to a paid model, but they do offer a limited number of free credits.

  10. Google Trends - While not strictly a keyword research tool, Google Trends can provide insights into the popularity and seasonality of specific search terms.

On-Page Optimization: Where Keywords Count

Once you've identified your target keywords, it's time to optimise your on-page content. Firstly, ensure that your target keywords are naturally incorporated into your page titles, headings, and meta descriptions. This helps search engines understand the context of your content and improves your chances of ranking well for relevant searches.

Further, it's essential to optimise the body content of your web pages with keywords. However, keyword usage must be natural and not forced. Keywords should be strategically placed throughout the content, with a focus on headings, introductory paragraphs, and within naturally flowing sentences. This ensures a good user experience as well as search engine visibility.

Keyword difficulty indicates around 30-40% of high-volume keywords are highly competitive. Regular monitoring and updating keyword research ensure alignment with evolving search demand.

Long-Tail Keywords: The Secret to Success

Long-tail keywords are specific keyword phrases that are longer and more specific than generic keywords. These phrases typically exhibit lower search volume but present a higher chance of conversion. By targeting long-tail keywords, you narrow down the audience to more qualified prospects who are already looking for the specific product or service you offer. They are usually less competitive, making it easier to rank for them.

For example, instead of targeting the generic keyword "SEO agency," you can choose to focus on the long-tail keyword "SEO agency in London." This way, you cater to the local audience seeking SEO services specifically in London, increasing your chances of converting them into customers.

Long-tail keywords account for 70-80% of searches, emphasizing niche targeting. Top organic search results often capture over 30% of clicks, highlighting the importance of ranking well.

Keyword Placement and User Intent

Keyword placement is vital for SEO success, but it's equally important to consider user intent. User intent refers to the reason behind a user's search query. By aligning your content with the user's intent, you can provide more relevant results and improve your chances of ranking higher.

For example, if a user searches for "best SEO agency in London," their intent is to find the top SEO agencies in London. By creating a webpage specifically targeting this keyword, you can provide the best match for their search intent, increasing your chances of ranking well.

Keyword Monitoring and Optimization

SEO is an ongoing process, and keyword monitoring is a crucial aspect of maintaining an optimised website. Regularly monitor your website's performance and track the performance of your target keywords. Keep an eye on rankings, organic traffic, and keyword trends. This will help you identify any changes or trends in user search behaviour and optimise your website accordingly.

Additionally, updating your content regularly with fresh and relevant keywords can help improve your search visibility. By consistently creating quality content and optimising it with relevant keywords, you can signal to search engines that your website is relevant and valuable to users.


Keywords play a vital role in SEO by connecting your content with user search queries. With effective keyword research and optimization, you can drive targeted traffic to your website and increase your chances of conversions. Remember to prioritise long-tail keywords, optimise for user intent, and regularly monitor and optimise your website for continued success. As an SEO agency in London, we specialise in providing comprehensive SEO services that include keyword research and optimization. Reach out to us for expert guidance on improving your website's search visibility.

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Oliver Narramore

I'm the founder of Oli Creative Studio. We're on a mission to help your business look beautiful with well-crafted design and rank higher on Google with effective SEO techniques. Feel free to message me for more information.

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