Keywords: meaning, uses, and strategies for SEO keywords

Back to basics! Today we’re focusing on a topic that is still central to online activities and SEO work, namely what a keyword is. We will try not only to understand the meaning of the term, but also the importance of keywords within an SEO strategy and the types and varieties of keywords that can be identified and used to try to achieve Google rankings, conversions, and concrete results. Let’s start with a basic concept: a keyword is what connects an intention to a response. When a person types a phrase into Google, they are not simply looking for something: they are trying to do something. The words used in that search are the starting point for the decisions they will make, the content they will consult, and the sites they will stay on. For those involved in SEO, marketing, or online content production, understanding and using keywords means intercepting this dynamic and transforming it into visibility, traffic, and opportunities. That’s why you need accurate, analytical data to know which keywords truly represent an informational or commercial need, rather than simply chasing highly competitive terms or relying on intuition.

What is a keyword?

A keyword is a term or combination of words that summarizes a need, question, or interest expressed through a search engine. It is the linguistic form that triggers the process of matching a user’s intentions with content published online, thus constituting one of the main interfaces between those seeking and those offering information, services, or products.

Always find the right words!

Plan, analyze, and monitor every keyword with tools designed to create value

Find out more

To put it another way, a keyword is simply a key word, consisting of one or more terms that are associated with a particular concept or need and that respond (not necessarily identically) to a question asked by users through a search engine.

Meaning of keyword

In SEO language, a keyword does not only have a textual value, but represents a strategic element that affects the visibility of a page in search engine results. When optimized correctly, it allows content to be recognized as relevant by Google and to appear among the answers offered to the user. The effectiveness of a keyword depends on numerous factors, including its relevance to the user’s intent, the level of competition, semantic consistency with the content, and the ability to answer a perceived question.

In this context, a keyword or key is any term that the user enters into the Google or other search engine box, which becomes the interpretative key for performing a search that generates a results page listing websites (from among those indexed, i.e., already present in the system’s memory) in an order that reflects their relevance to the query itself, as perceived on the basis of the criteria of the specific search algorithm.

All content that achieves a position in SERP, from a blog article to a product page, is associated with one or more explicitly stated or semantically related search terms. These terms not only reflect “what” the user is looking for, but also help to understand “why” they are doing so – i.e., the intent behind the search. Analyzing and selecting effective keywords allows you to design content that has a specific function, whether it is to inform, convince, convert, or guide to an action.

Differences between keywords and queries

A semantic clarification is necessary—and not only that.

The term “keyword” is often used interchangeably with “query,” but the two concepts play distinct roles in the search and optimization processes. A query is what a user types into the search bar: it is spontaneous, often imperfect in form, articulated in natural language, sometimes ambiguous or incomplete. A keyword, on the other hand, is the standardized and strategic form that SEO professionals use to map and intercept those questions.

From a technical point of view, the query is the raw input that triggers a search engine’s algorithm. The keyword is the result of a reworking process that seeks to assign a thematic identity to that string that can be used in a strategy: a simplification, but also a generalization useful for optimization purposes.

With the evolution of search engines and the introduction of technologies such as natural language processing (NLP), the boundary between these two terms has become blurred. However, in order to structure effective content, it is still useful to separate what the user is asking for from how the topic is represented on the page. Understanding the difference allows you to go beyond simply “chasing” queries as they are, and instead build a system capable of absorbing every semantic nuance related to a specific topic.

Practical examples of keywords in the web context

The actual application of keywords varies radically depending on the type of content and the role of the page. In a specialized blog, a keyword such as how to choose a camera can become the focus of a guide article, with informative content and technical insights. In this case, the goal is to intercept an exploratory search phase, supporting the user in evaluating complex choices.

On an e-commerce site, keywords change form and function. Terms such as “affordable SLR camera” or “4K mirrorless camera on sale” indicate a more concrete purchase intention and require an optimized product page, perhaps integrated with reviews, clear technical specifications, and clearly visible calls to action.

Even a company portal or institutional website thinks in keywords: it does so through words related to the sector in question, the services offered and, often, the geographical location (tax advice in Turin). In this case, keywords are identification tools, offering a relevant point of access for users with specific needs in the B2B or professional sphere.

Keywords, therefore, adapt to the context, and their effectiveness depends on their ability to adhere to different communication objectives while remaining connected to a common intent: to bring the right user to the right content.

What are keywords used for in SEO?

Keywords have a structural function in SEO because they allow search engines to understand, categorize, and rank content in relation to a query.

They are not abstract labels or simple linguistic clues: they represent the operating mode by which an effective connection is established between a user’s search intent and an online resource.

They are still among the first signals read by search engines when scanning a website and its pages, as well as the tool with which Google indexes and ranks content based on its ranking factors. Keywords therefore play a fundamental role in the SEO optimization of a website, as they are useful for intercepting traffic from organic searches on search engines and clicks from users interested in consulting information related to their query.

The inclusion of strategic keywords within a page makes its content traceable and interpretable: it is precisely through these words that Google evaluates the thematic consistency of a text, assigning it relevance with respect to certain queries. Every single on-page element—title, meta tags, URL, headings, text content, alt tags—becomes a vehicle for semantic signaling, and the technical use of keywords is what guides this signaling.

Keywords also play an essential role in the targeting phase: they allow you to design content optimized for users who are at specific moments in their information or decision-making journey. Understanding which words people use in a given search segment means entering their mental processes and responding in a targeted, measurable, and replicable way.

The entire SEO monitoring process is also based on keywords: tracking positions allows you to evaluate the progress made by pages, understand which content is performing well, and identify areas for improvement. The absence of a conscious strategy leads to disordered editorial production, with no linguistic alignment between content and search intent. This translates into partial visibility, semantic dispersion, and random positioning. Working correctly on keywords is not a technical intervention downstream: it is a decision-making process that involves the entire content architecture.

How search engines interpret keywords

Google’s interpretation of keywords has evolved far beyond simple “match/no match.”

In the past, much of the work was based onexact match, i.e., the perfect match between the user’s query and the keyword contained in the text, which often led to forcing the hand on content creation, inserting exact strings of terms into the article in an ungrammatical way in order to catch the keyword.

Today, search engines apply advanced language understanding models, and Google, for example, uses artificial intelligence architectures such as BERT and MUM: this means that text is no longer read literally, but through dynamic semantic analysis that looks for matches in meaning, not just form.

In SEO language, this evolution translates into a reconsideration of the concept of keyword match. In addition to the classic distinction between exact match and broad match, it is now essential to manage nuances such as synonyms, grammatical variants, contiguous semantic expressions, and significant co-occurrences.

Google uses this information to establish a semantic ranking, in which a page is evaluated not only for the presence of the keyword, but for its ability to address the central theme in a relevant, comprehensive, and meaningful way. Linguistic signals must be consistent with each other and integrated into the text through organic and natural use that maintains rhythm and readability.

When a keyword really helps ranking

A keyword can only support a page’s ranking if it meets a series of qualitative and contextual conditions. The first factor is semantic relevance: the keyword must be closely related to the actual topic of the page and not forced in to attract generic traffic.

Its inclusion must be consistent with the tone, structure, headings, and purpose of the content.

The strategic position of the keyword within the on-page elements is also important: its presence in the metadata, titles, and first paragraphs reinforces its thematic centrality in Google’s eyes. However, obsessive or decontextualized repetition reduces its effectiveness, penalizing the perceived quality. It is the context that makes the keyword functional, not the quantity.

The performance of a keyword is also strengthened by the presence of related entities and a rich semantic field, which demonstrates the completeness of the page’s information. It is this type of structure that allows a main keyword — identified as the main keyword — to act as a central node around which variants, insights, and relevant connections are organized.

Under these conditions, the search engine recognizes the page as reliable with respect to that search intent and assigns it increasing visibility. The keyword is never an end in itself, but a means of bringing out authentically useful and well-constructed content.

From exact match to conversational search: how the use of keywords has changed

The value and use of keywords has gone through different phases, linked to the evolution of algorithms and the growing analytical capacity of search models.

Originally, as mentioned, positioning was linked to mechanical criteria and literal matching: if a word appeared within a piece of content, the chances of that page being read as “relevant” to the user’s query increased. Search engine algorithms focused on exact matches, and those who wanted to stand out in SERPs tried to replicate the textual form of the query identically, often at the expense of grammatical correctness. Forms such as “red men’s running shoes sale” or “cheap hotel Rome center” were used in texts without any syntactic mediation, because slightly varied versions—even with the insertion of a stop word or a plural—generated different results. Singular and plural forms, synonyms, prepositions, and even small syntactic adjustments were avoided in order not to stray from the exact match.

It was in this context that the practice of keyword stuffing became established, i.e., the forced, repeated, and often unnatural insertion of keywords into the text. This technique was intended to increase keyword density to signal the importance of the term to search engines, often at the expense of readability and information quality. Stereotypical phrases, weighed down by artificial repetitions, were the order of the day.

The significant turning point came with the introduction of the Google Hummingbird algorithm in 2013, which placed the emphasis on contextual evaluation rather than mere textual sequence. From that moment on, the topic began to prevail over the formula, and search engines began to consider the set of words and the relationships between them, striving to interpret the overall meaning of the sentence and accepting greater linguistic variety.

The next evolution was even more pronounced: with RankBrain and then BERT and MUM, interpretation models were based on understanding natural language. Searches are no longer understood as isolated fragments, but as conversational expressions, where each word is analyzed in relation to its structure, position, and the user’s intention. Today, a search such as “What is the best way to learn SEO without paying?” can trigger content that contains very different expressions, but which are consistent in their general meaning. Queries become fragments of dialogue, in which context and syntactic structure play a decisive role, and this has led to the enhancement of more authentic content that is less repetitive and more capable of developing a topic in an articulate manner.

This transition has also changed the way content is written: keywords are no longer a block to be repeated, but one signal among others in a larger semantic system. Today, what matters is the relationship between topics, linguistic consistency, and depth of information. The focus has shifted from the isolated word to the connected sentence—and from there, to the overall user experience. Content that works is content that solves problems, not content that accumulates keywords. Today, SEO copywriting and writing with SEO in mind means thinking about thematic sets, not individual words—keywords are not eliminated, but reinterpreted within a system of meanings, where synonyms, variants, and context ensure comprehension, readability, and relevance.

SEO keyword classification: what are the types of keywords

The keywords used for an SEO project can be divided according to different criteria, each linked to a specific operational function. Classification serves to define the behavior of words in content design, in the semantic hierarchy of pages, and in the construction of organic strategies. Recognizing the type of keyword you are working with helps you select the best content to produce, organize the information structure, and set up the site tree correctly.

The first distinguishing parameter concerns the linguistic structure of the keyword, i.e., the number of words involved: keywords are classified as “short,” medium, or long depending on their length. This affects volume, competition, and user intent. A second dimension of classification revolves around the concept of search intent, i.e., the motivation that drives the user at the moment of the search. Based on this, keywords are distinguished by informational, commercial, transactional, or exploratory purpose. A third perspective takes into account the tactical function: some keywords identify a brand, others a geolocalized need, and still others segment actions in PPC flows.

Alongside these large families, there are other intermediate categories: vanity keywords, secondary keywords, and related keywords, which help define the thematic depth of a page and its adherence to the user’s intent.

Short tail, mid tail, and long tail: differences and examples

Keywords can be distinguished primarily by their length, ranging from a single word to complex phrases. This difference influences how they are used in an SEO strategy and the results they can generate in terms of traffic and conversion.

Short tail keywords consist of a single term, such as marketing, training, shoes, and capture generic searches, often linked to high volumes but with a low level of definition. They are easy to imagine but difficult to rank because they are subject to intense competition and high information noise.

Mid-tail keywords, usually consisting of two or three words, represent a balance between specificity and volume. Terms such as online marketing training or women’s sports shoes demonstrate a clearer intent and offer more realistic ranking opportunities while maintaining a relevant audience.

Long tail keywords are more detailed phrases, typically four words or more. Phrases such as “how to create an SEO strategy for a blog” or “best women’s running shoes summer 2025” target very specific users who are ready to take targeted actions. They have lower individual volumes but high overall potential because they target concrete needs that are easily mappable on the funnel.

In an SEO strategy planned for keyword keyword optimization, it is therefore probably advisable to focus on longer keyword strings, i.e., the “tail.” From this perspective, medium tail keywords are a compromise between specific and diluted keywords. They maintain a fairly high search volume, are less competitive than focus keywords, and attract users who are looking for more information and are not necessarily (or not yet) ready to convert.

Informational, navigational, and transactional keywords

Distinguishing keywords based on intent is central to building effective content. Each keyword implies a different user need and requires an appropriate response. Understanding intent segmentation helps distribute keywords based on the type of content to be produced and the type of audience to be targeted.

Informational keywords identify searches with an informative purpose. Expressions such as ‘what is a keyword’ or ‘how to optimize a web page’ show a desire to obtain information, explore a topic, or understand a process. In this case, the ideal pages are editorial pages, such as guide articles, comprehensive answers, and in-depth analyses.

Navigational keywords, on the other hand, indicate a direct intention to reach a site, a specific service, or a known resource. Searches such as “seozoom login” or “women’s shoes Zalando” are geared toward exploration with the aim of accessing a site. In this context, the brand or direct reference becomes the dominant element. These keywords are usually composed of a main term and an additional word related to a name or brand: the navigational intent responds to the user’s need to obtain specific information about a product line produced exclusively by that company or to reach that particular official website.

Even more specific is the intent that drives the interest of a user who performs a commercial search and a subsequent transactional search, which represent an advanced stage of the purchasing process and generally lead to the conclusion of the information search journey.

In the first case, commercial investigation keywords are used by people who are gathering specific data on products and services, analyzing reviews and comparisons in particular to assess which of the available options best suits their desires and meets their needs.

Transactional keywords, on the other hand, clearly express an action-oriented intent: sign up, buy, download, request. Phrases such as SEOZoom subscription, download SEO strategy template, or Nike women’s shoes allude to a decision that has already been made or is imminent. The most suitable page to respond is an optimized landing page with direct content, clear trust elements, and an explicit call to action. We are at the last step of the customer journey: people have obtained the information they were interested in and are ready to take action, make a purchase, sign up for a service, or download software. These keywords are usually used to optimize the content and pages of websites designed for the online sale of goods or services, and SEO is essential for achieving a good ranking that can increase the conversion rate.

Branded, local, and negative keywords

Among the most specific application categories are keywords related to brand, geolocation, and negative segmentation.

Branded keywords explicitly include the name of a company, a registered product, or a personal brand. Searches such as SEOZoom blog, Apple iPhone 16, Frappuccino Starbucks reveal an interest that is already oriented towards a specific source or identity. These keywords often have low volumes but very high click-through rates and represent a valuable resource for protecting the organic brand, especially when accompanied by competing ads. Branded keywords can be considered a subtype of navigational keywords: they are short keywords that refer directly to the brand (commercial or personal trademark) and often appear in the official domain name, which in fact (almost) always ranks at the top of SERPs for these specific searches.

Local keywords are associated with a geographical reference: accountant in Milan, pizzeria in Foggia center, or shoe store in Naples. Their value increases in contexts where physical proximity to the offer influences the choice: local businesses, professional services, geolocated activities. Optimization requires attention to local signals (NAP, Google listings, localized content). These are the keywords of local SEO that serve to define and delimit the geographical interest of a piece of content, circumscribing a local need or directing the search for a business present in a specific area.

Negative keywords, central to PPC and SEM, are used to prevent an ad from being shown for irrelevant searches. They do not fall within the scope of pure organic SEO, but it is useful to know them in order to understand the extent of the concept of targeting. A typical example: exclude free from your online SEO training campaign if you only offer paid courses.

Vanity keywords, related and secondary

The SEO glossary also includes lesser-known types that are useful in terms of strategic use.

Vanity keywords are high-volume terms that offer visibility but poor performance. These are SEO keywords generally consisting of one or two terms at most, which have a very high average monthly search volume and appear attractive only on the surface: for example, ranking for agency or digital can generate high impressions without generating measurable conversions. They are often chosen for reasons of prestige or pressure from the client—hence their name—but should be analyzed in terms of real efficiency. These keywords describe the topic of the website and the products sold in e-commerce in a generic way, attracting low-quality traffic and therefore generating a low conversion rate: ranking with a vanity keyword offers no concrete benefits in terms of conversion into sales or increasing the number of readers of the website, but only serves to satisfy the vanity of the site (and the clients who commission SEO work) with large numbers that do not translate into significant economic results. On the contrary, there is a risk that ranking for a vanity keyword may increase the bounce rate, because the user may immediately leave the site page without interacting if they find it uninteresting and not focused on their search intent.

Looking at content management, the main keyword is the heart of the entire strategy, the primary intent of the article, which must be relevant and pertinent to the content of the website and the page itself.

Secondary keywords are minor variations of the main keyword that allow you to modulate its declension. If keyword research is at the center of the content, how to find SEO keywords or tools for analyzing keywords are logical sub-topics to be addressed in dedicated sections or paragraphs. Their use promotes vertical coverage of the topic and overall semantic optimization. In practice, they derive directly from the main keyword, often accompanied by the addition of a single term (before or after), and represent a semantic delimitation of the priority keyword, defining a specific aspect or sub-topic of the main keyword: secondary keywords are also relevant and pertinent, but only for a specific detail of the content.

Related keywords are expressions that are semantically close to the main keyword. They do not duplicate it, but broaden its range of thematic relevance. Using website optimization, search engine positioning, and technical SEO in an article targeting SEO strategies helps build a broad lexical field that is appreciated by Google’s algorithms. They are extensions of the page content and do not always contain the main keyword: they can be synonyms, grammatical variations, or other expressions that broaden the semantic field of a piece of content or article and are useful for intercepting users with similar needs. In particular, relevant related keywords help to go deeper into the content of the page (vertical expansion), responding to a user’s information need, while irrelevant related keywords are mainly used to broaden the topic to other semantic fields, for horizontal expansion that is useful for organic positioning in SERPs.

How to do keyword research

Now we know a lot about keywords… but we also need to mention the most effective methods for really “exploiting” them strategically!

Keyword research is the activity that allows you to identify the most effective words and phrases for designing content capable of generating qualified organic traffic. The process goes beyond mere technical selection and is a strategic exercise that affects the entire information structure of a website: from the pages that will be created, to the language used, to the possibility of covering topics relevant to your audience.

Until a few years ago, the process of researching the best keywords to use in content and websites to gain visibility on Google was based simply on analysis of quantitative parameters such as search volume, CPC, difficulty, etc., today a qualitative approach is preferred, based on identifying the best context and understanding what people really want and what they expect to find on a web page – and we at SEOZoom have launched the provocative slogan “there is no keyword” precisely to encourage this rethinking!

Collecting keywords today does not mean creating a static list: each keyword must represent an open window on a search intent. Data reading must be integrated with an analysis of user behavior and a clear definition of objectives. This type of research helps to understand which semantic areas are needed to expand the authority of the site, which queries to intercept to increase coverage, and which thematic niches deserve dedicated content.

A well-conducted keyword analysis includes several phases: identifying possible topics through internal input and external observation; evaluation through specific metrics; selection based on editorial or commercial objectives; and finally, organizing keywords into thematic clusters, ready for content production.

Research is never neutral: every choice reflects a priority. Giving priority to highly competitive keywords means designing deeper and more robust content. Focusing on long-tail keywords can guarantee faster but more distributed results. Tools support the process, but the deciding factor is always the ability to recognize which terms open up real channels of access to the audience and which merely replicate pre-established patterns.

How to set up keyword research

From an operational point of view, the first step is to identify the core topics that make up the identity of the site or project. This conceptual map can emerge from internal discussions, an analysis of frequently asked questions, or direct observations of the market, competitors, or target communities.

Not all the keywords we use to describe what we do coincide with those used by people searching for content related to what we offer. For this reason, it is useful to distinguish between self-referential keywords, which define the company, brand, or service using internal terminology, and need-oriented keywords, which describe the problem, need, or context interpreted by the user.

Even in B2B or vertical sectors, it is important to build a hybrid map that links what we want to communicate with what is actually being searched for. Input can be gathered from a variety of sources: internal reports, search consoles, SEO tools, Google Suggest, user questions, forums, product reviews, competitor websites, and seasonal trends.

The result of this initial phase is a wide range of candidate topics, which can be refined and structured with the support of analytical tools.

Metrics for evaluating keywords

Effectiveness must be evaluated based on measurable data that describes the potential of the term we are examining. The main metrics for guiding keyword analysis include, among others:

• Search volume, which indicates how many times a given keyword is searched for each month. It provides an idea of general interest, but cannot be the only parameter for selection.
• CPC (Cost per click), which comes from the world of paid advertising but can suggest levels of competition and commercial value.
• Expected conversion rate, calculated on a historical or hypothetical basis, especially useful in e-commerce and lead generation.

SEOZoom has two interconnected proprietary indicators that allow for more in-depth analysis. Keyword Difficulty (KD) is an index that measures the overall difficulty of ranking for a given keyword. The calculation is based on an analysis of competitors currently in the TOP 10 of the SERP, evaluating their Zoom Authority and the strength of the domains occupying the top positions. The metric is expressed on a logarithmic scale from 0 to 100: a higher value indicates that the keyword is dominated by authoritative and well-structured sites, making it more difficult to gain organic visibility for the same query.

Keyword Opportunity (KO), on the other hand, estimates the level of opportunity to achieve a good ranking for the analyzed keyword. It takes into account the level of optimization of the snippets currently in the TOP 10, the trust of the domains present, and the overall competitiveness of the SERP. Again, the metric is on a scale from 0 to 100: the higher the value, the greater the chance of ranking, because the current results are less optimized or less authoritative, leaving room for maneuver even for more recent content.

These two pillars are then complemented by other useful parameters, such as monthly search volume, which is useful for understanding the relevance and seasonality of a term, estimated CPC for indicative assessments of the commercial value of a keyword in advertising, and historical trend, to understand how interest varies over time.

How to use keywords in content

Now that we have found the keywords, all that remains is to use them well: the effectiveness of the strategy is also measured by how it is integrated into the content. Its role is not limited to indicating the topic, but contributes to the overall organization of the page. Each selected term interacts with the other textual elements, enriching semantic coherence and reinforcing the communicative intent.

Since the introduction of increasingly advanced linguistic models such as BERT and MUM, on-page SEO requires keyword management that prioritizes semantic connection over formal repetition. Inserting keywords effectively means working on the quality of the content, the information density, the logical structure of the text, and the alignment between the thematic focus and the value for the user.

Each keyword helps define the scope of the page. When distributed consistently, it supports ranking; when redundant or out of context, it weighs down the reading and undermines credibility. The centrality of the keyword remains, but its strength lies in its ability to integrate without stiffening the text.

Today, an optimized page is built around an interconnected set of linguistic signs, not a repetition of isolated terms. The goal is to make the topic being discussed clear to the algorithm—and useful to the reader. This balance strengthens the authority of the content, increases time spent on the page, and enhances organic visibility.

Where to place keywords on the site

Keywords can be placed in several strategic locations on the page, each of which contributes in a specific way to how the content is interpreted and classified by search engines.

The URL is one of the first signals read by Google. It often contains a concise version of the target keyword, which anticipates the structural theme of the page even before it has fully loaded: optimized insertion is not “mandatory” or sufficient for ranking, but it can still help simplify understanding by search engines.

The title tag tells crawlers the summary content of the page and, at the same time, is the first piece of information visible to the user in search results. Good optimization includes the keyword in a natural and readable form, without exceeding the length or making the wording sound artificial. According to classic SEO best practices, the keyword should be placed prominently, preferably at the beginning of the sentence.

The meta description, while not directly affecting ranking, helps the user decide whether to click. Including the keyword increases the perceived consistency between the query, snippet, and destination content.

Headings and subheadings represent the logical structure of the content and guide both users and bots as they scan the page. Integrating keywords into these sections helps to reinforce their relevance and better articulate the semantic hierarchy.

Within the text, keywords should be inserted naturally, paying attention to variability and cohesion with the context. The first lines of the content and the areas adjacent to internal links are areas to consider carefully.

Finally, the ALT attributes of images and file names can be enriched with relevant keywords, improving accessibility and opening up opportunities to appear in image searches and visual content.

The importance of variants, synonyms, and related keywords

As we have said, variants, synonyms, and thematically related keywords help to strengthen the semantic completeness of the text and make it more relevant to the language of users.

Lexical variants offer broader coverage of the topic at hand. Terms such as “SEO tools,” “SEO equipment,” and “website optimization software” may refer to the same field, but each captures slightly different nuances and enriches the page through a variety of relevant expressions.

The introduction of BERT and MUM models has pushed algorithms toward a synthetic and relational understanding of content: Google “understands” when one word is close to another in meaning, context, and function. This principle is the basis of the concept of field relevance, i.e., the consistency between all the linguistic signals used, and of the theory of Latent Semantic Indexing (LSI), which analyzes the distance between words and meanings to establish relevant semantic relationships.

The presence of related keywords indicates that the content has a broad and credible view of the topic covered, increasing the chances of ranking for secondary or long-tail queries as well.

On a stylistic level, working with synonyms and related words also means ensuring fluidity in writing, linguistic variety, and greater adherence to human language, which directly contributes to readability and user experience.

Common keyword mistakes that compromise SEO

We should now understand how and why keywords are still one of the basic elements of an organic visibility strategy. However, especially for beginner SEOs or those approaching digital activities in an amateurish way, mistakes are frequent and risky, and there are at least 10 keyword mistakes you can make that can compromise your site’s strategies and performance.

From data to concrete action, in just one click!

Analyze keywords and SERPs, identify opportunities, and build your online visibility

Find out more

Keywords are only useful tools if they are managed with a view to relevance and enhancement of content, and certain bad practices can undermine the quality of the page and reduce its effectiveness, both in terms of SEO and user experience.

Avoiding these distortions requires a conscious approach, in which keywords are not elements to be applied, but indicators of direction. Every semantic choice must be consistent within the text, helping to build dense, useful, and easily readable content for both users and search engines. Then, space must be left for writing, improving the overall quality and promoting the efficiency of the page over time.

Ultimately, an effective keyword strategy is based on the ability to harmonize semantic requirements, clarity of expression, and editorial structure. When this balance is compromised, the content loses precision, making it difficult to read and reducing its performance in terms of positioning.

One of the most common mistakes is the repetitive and mechanical use of the selected keyword, the old keyword stuffing. Forcing the same terms into the text, following an obsessive quantitative logic, penalizes the fluidity of the text and interferes with natural reading. Content constructed in this way comes across as stilted and reduces the time spent on the page, even in cases where it gains initial visibility, because the end result is an ungrammatical and seemingly sloppy article, in which readability is sacrificed in the name of supposed SEO optimization. At the same time, we can say goodbye to strict adherence to keyword density parameters: it is no longer necessary to force the text with the specific keyword you want to rank for, but it is better to aim for fluid and understandable writing—not least because Google and other search engines have become smart enough to understand variations.

Another unprofitable choice is the tendency to select generic keywords based solely on search volume. Words such as “digital marketing” or “e-commerce” may attract high impressions but are unlikely to generate truly useful content. When not associated with a concrete thematic branch, these terms become vague labels, far removed from the informative intent or real demand of users.

A more subtle mistake concerns the one-way approach to optimization: working on a single “focal point” keyword without developing a network of related words creates fragile, limited content. Focusing exclusively on a single term reduces the depth of the text and limits its ability to respond to related searches, generating potential dispersion.

It is also useful to consider the risk of inconsistency between optimized metadata (title, description, heading tags) and the body of the content. The keyword cannot exist only in places “visible to Google”: it must be inserted contextually, contributing to the informational and semantic whole of the page. When the relationship between title and content is not well calibrated, perceived authority also suffers.

Finally, the adoption of vanity keywords — selected for their apparent attractiveness rather than for their concrete correspondence with the objective — can alter overall effectiveness. A site that invests in high-sounding words that are disconnected from actual search behavior risks compromising visibility, relevance, and conversion.

Misconceptions about keywords and other issues

Continuing our overview of the main mistakes related to keyword management, we must mention the underestimation of geolocalized search, which is increasingly important, not least because Google offers SERPs related (also) to the user’s location.

The bottom line is that aiming for the top and neglecting the advantages of narrowing down a website’s field of action risks wasting time and money. Our advice in this regard is to try to refine the keyword for a specific location, taking care to optimize the page content precisely and including real contact details in order to be positioned and appear in localized SERPs.

It is even more wrong to think simplistically on the basis of the equation 1 keyword = 1 article, even though the keyword research process is now based on identifying the search intent and related keyword clusters needed to explore the topic in depth without straying off track from what Google likes and what users need.

This means that the analysis of keywords related to content that aims to climb the SERPs must be even more precise, so as not to waste work on lots of articles that rank poorly and give rise to the cannibalization effect and possible internal conflicts. From this point of view, SEOZoom tools can simplify the task and reduce errors, helping us to understand at all times what the main keyword of the intent is and what related keywords can be used to complete the content.

On a more practical level, and as paradoxical as it may seem, it is common to come across pages and articles that have managed to rank for a keyword that is not present in the text. Such cases are the result of the many variables taken into account by Google’s algorithm and also explain how an unprofessional approach to SEO strategies can yield partial results, with projects that, through more targeted and effective intervention, could become truly profitable. For example, if Google has already found, indexed, and ranked a keyword on our page that we did not anticipate, or if we realize that the keyword we initially thought was the main one does not work, we can correct the content and improve it according to these guidelines to achieve even better results.

We have repeated this on several occasions: we must stop writing articles with the sole intention of inserting keywords. First and foremost, writing SEO-optimized content means primarily capturing the attention of readers who land on the page, who need to find the text useful, interesting, and readable. Therefore, content that only serves as a support for the keyword or revolves around it without providing insights or useful ideas risks not achieving the desired effects and nullifying the work. This is even more true today, especially after the launch of Google’s Helpful Content System, which encourages users to abandon old keyword research methods and SEO-oriented article writing in favor of an approach focused on satisfying user needs, and therefore pages that are useful.

The last, and also frequent, mistake with keywords is not checking the effects of your work. Anyone who wants to be online with a website of any kind needs to know whether their project has keywords positioned, and cannot ignore what they are and how important they are for their business. Needless to say, this scenario occurs frequently and many people approach web activities superficially, without understanding the earning potential they could achieve simply through more effective SEO management.

Frequently asked questions about keywords

Every term we choose represents a channel of access between us and the public, and it is a choice that guides the performance of our content. To make our SEO strategy truly effective, we need to learn to read the intentions behind a query—and build pages that respond to those intentions with precision.

Fully understanding how keywords work, what types exist, and how to identify them can make the difference between a page that is online and one that actually gets visibility. Using keywords well means knowing the mechanics that govern search, decoding user intent, and building content that responds accurately.

But the topic remains tricky and complex for many, and this list of common questions can help clear up the main doubts that arise during daily work on keywords and SEO content.

1. What is a keyword?

A keyword is a word or phrase that describes a topic searched for online. Search engines use this “linguistic label” to find and suggest content relevant to the user’s query.

2. What is the difference between a query and a keyword?

A query is the phrase typed by the user into the search engine, often expressed in natural language. A keyword is the standardized formulation that SEOs use to represent that query and optimize the content in response.

3. What is an SEO keyword?

It is a term associated with a page to help search engines identify its theme, relevance, and potential organic ranking.

4. What types of keywords are there?

Keywords are classified by length (short, mid, long tail), intent (informational, navigational, commercial, transactional), and function (branded, local, vanity, negative). Each type responds to a different need and requires targeted content.

5. What is the difference between short-tail and long-tail keywords?

Short-tail keywords cover generic concepts with high volumes. Long-tail keywords are more specific and aligned with concrete search intentions. The second category often has greater value for conversions and targeted targeting.

6. Is it better to choose short or long-tail keywords?

It depends on the goal. Short keywords generate high volumes but absorb generic queries, which are often very competitive. Long-tail keywords intercept more specific requests, are easier to rank, and bring users with more defined intentions.

7. What is a secondary keyword?

It is a variation closely related to the main keyword, used to explore complementary aspects or intercept sub-queries.

8. What are related keywords?

These are words or phrases semantically related to the main keyword. They reinforce the depth of the content and help cover all the nuances related to the search intent.

9. What is a vanity keyword?

A high-volume keyword that attracts attention in terms of visibility but often generates low-quality traffic or inconclusive results.

10. How do you find an effective keyword?

Start with an initial hypothesis based on what people are searching for, then refine your choices with tools that evaluate volume, competition, semantic consistency, and ranking opportunities. Truly useful content always reinforces a well-chosen keyword.

11. What tools do you need to find keywords?

To analyze and select effective keywords, you can use both free tools integrated into search engines and specialized SEO platforms. Google provides options such as Keyword Planner, still active within Google Ads, which is useful for obtaining indicative volumes, collateral ideas, and historical data for guidance.

The native features of SERP also offer useful insights: these include suggestions as you type (autocomplete), the People Also Ask box with related questions, and the related searches section at the bottom of the page. These are valuable signals for understanding search intent and developing content that is in tune with users’ needs. For a comprehensive and strategic analysis, you can use SEOZoom, which allows you to explore volumes, seasonality, related and competitive keywords, as well as providing proprietary metrics such as Keyword Opportunity and Keyword Difficulty. With this data, you can evaluate the ranking potential of each keyword and build a structured semantic map for your content.

12. How can you find keywords for free?

Many tools offer free versions with basic features: Google Suggest, AnswerThePublic, Google Trends, Chrome plugins such as Keyword Surfer. SEOZoom also offers some free features, albeit with a daily usage limit.

13. How do you find the most searched keywords?

There are tools that show monthly search volumes for each keyword. Some, such as SEOZoom or Semrush, also allow you to analyze trends, seasonality, and opportunities in relation to a specific industry. The most searched keywords can be identified using both data from Google itself and SEO analysis tools. Google Keyword Planner, available through a Google Ads account, continues to provide an overview of estimated monthly search volumes, which is useful as a first reference. Looking at what Google shows within the SERP is also very indicative: search suggestions (autocomplete), questions shown in the People Also Ask box, and related searches at the bottom of the page reflect recurring interests and real questions from users. For a more in-depth analysis, you can use SEOZoom, which allows you to sort keywords by search volume and explore seasonal trends. In addition to identifying the most searched keywords, the platform allows you to distinguish high-traffic queries from high-opportunity queries, thanks to metrics such as Keyword Opportunity and advanced features such as Keyword Infinity, the ever-expanding database that automatically maps thematically related keywords.

14. How to search for keywords with SEOZoom?

Simply enter a term in the SEOZoom search bar to get volumes, difficulty, correlations, seasonality, and strategic indicators such as Keyword Opportunity and Keyword Difficulty, or deepen your analysis with all the other tools.

15. What is keyword difficulty?

It is SEOZoom’s index that measures the estimated difficulty of ranking a page for a given keyword. It takes into account the competition, the quality of the content already present in SERPs, and the authority signals of competing pages.

16. How do I find keywords for a competitor’s website?

With SEO tools, you can analyze a domain’s organic keyword profile and identify its main thematic assets.

17. What is Google’s keyword planner?

It is a tool designed for those who create advertising campaigns using Google Ads. However, it can also be useful for obtaining search volume estimates, related suggestions, and CPC ranges, which can be used as a starting point for SEO analysis and advertising campaigns.

18. Where should keywords be placed?

Keywords should be placed in strategic locations such as URLs, title tags, meta descriptions, headings (H1, H2, etc.), introductory text, images (alt text), and internal links.

19. How are keywords used in a text?

Each keyword is integrated naturally into the text, taking into account the syntax and language of the user. It must be consistent and well distributed, accompanied by synonyms and related terms. In theory, a well-used keyword appears as an integral part of the sentence, without interrupting the flow, and can be accompanied by lexical variants, synonyms, and related keywords to reinforce the semantic relevance of the page.

20. How many keywords should be included on a page?

There is no set number. Each piece of content should revolve around a well-defined central keyword, supported by secondary and related keywords. Usually, one main keyword accompanied by 3-5 related keywords allows for good optimization, always in a natural and contextualized way. The important thing is that each term used reinforces the theme and is useful for understanding the topic.

21. What is a keyword map?

A keyword map is a strategic map that associates selected keywords with pages on the site to avoid overlap and ensure thematic consistency.

22. What does keyword squatting mean?

It is the opportunistic use of keywords related to other people’s brands or names to attract traffic and visibility, often in an incorrect or borderline manner.

23. How is keyword transformation done?

Transformation consists of reformulating a starting keyword into different syntactic, morphological, or semantic variants to broaden its field of visibility.