SEO Keywords: How to Find and Use Them to Rank Higher

Keywords are the foundation of search engine optimization.

In this piece, I’ll dive into SEO keywords, explain what they are, why they’re important, show you how to find them and how to use them to increase your site’s visibility.

What you will learn

• What are SEO keywords
• The role SEO keywords play in content visibility
• Types of SEO keywords and how they impact rankings
• How to find and prioritize keywords effectively
• The key steps to implement SEO keywords for better rankings

What are SEO keywords?

SEO keywords are the words and phrases people type into search engines to find information. They connect your content to user queries, helping search engines understand what your page is about and making it easier for the right audience to discover you.

When your content includes the same language your audience uses, search engines like Google are more likely to consider it relevant, which can improve your visibility in search results.

To use keywords effectively, it's essential to understand search intent—the reason behind a user’s query. Every keyword typically aligns with one of four main types of intent:

• Informational – The user is looking to learn something.
  Examples: “what is a piano,” “how to start a blog”
• Transactional – The user is ready to make a purchase.
  Examples: “buy running shoes,” “discount laptop deals”
• Navigational – The user is looking for a specific site or brand.
  Examples: “Facebook login,” “Toyota.com”
• Commercial – The user is comparing options before buying.
  Examples: “best budget smartphones,” “Nike vs Adidas shoes”

By matching your content to the intent behind a keyword, you not only improve your rankings but also increase the chances of engaging and converting your audience.

Why are SEO keywords important?

SEO keywords are the foundation of discoverability. They connect what people are searching for with the content you’ve created—making sure your pages show up when it matters most.

While Google’s ranking algorithm is complex and ever-evolving, keywords remain a key signal. They help search engines understand what your content is about and match it to relevant search queries.

Using the right keywords allows you to:

• Target the right audience
• Attract qualified, organic traffic
• Increase engagement and conversions

For example, Healthline ranks highly for medical search terms because it matches content to user intent by using the best keyword for its pages.

Below, you can see that it ranks as the first organic result for “6-6-6 walking workout.”

The content strategists at Healthline understood that people may have heard of this exercise routine and developed content that provides an overview and a review of the workout to claim the top spot.

Types of SEO keywords

SEO keywords fall into one of these three categories:

1. Primary vs secondary keywords

Primary keywords are the main search terms for which you’re trying to rank. Secondary keywords are supporting variants that add context and help make clear what your page is about.

To maximize their search engine optimization value, your primary keyword should appear in strategic places throughout the content, including:

• Page title
• Meta description
• H1 header tag
• Anywhere it fits organically in the body text

Your secondary keywords should appear in subheadings (H2 and below) and anywhere else they fit naturally.

Here’s an example from Nerdwallet. This site has claimed the first organic spot for the target keyword “budgeting apps.” The page title and meta description contain a variation of this phrase, which also appears in the H1 and the intro paragraph.

To further strengthen its case, this pages liberally uses secondary keywords like “tracking wealth and spending” and “budgeting with a partner” in subheads and body copy.

2. Short-tail vs. long-tail keywords

The difference between short-tail and long-tail keywords is not related to their length, as their names might imply, but rather their search popularity.

Although short-tail keywords are generally shorter in length, their defining characteristic is actually their high search volume. They tend to be broad words or phrases that answer popular searches and are aimed at a wider audience.

Long-tail keywords target a specific audience and face less competition. Long-tail keywords are designed to attract visitors with specific needs or intent, making them highly relevant for targeted traffic.

For example, “computers” is a short-tail word, while “best gaming laptop under $500” is long-tailed.

Both types are needed for an effective SEO strategy to build topical authority.

Each type of keyword has its specific use, depending on your goals for the page.

Short-tail keywords:

• Have higher search volume
• Can improve brand recognition
• Are good for building site and domain authority
• Have a lot of competition and are difficult to rank for
• Usually have lower conversion rates
• Can lead to higher bidding and a larger cost-per-click in PPC advertising like Google ads

Long-tail keywords:

• Have less competition and are easier to rank
• Tend to have fewer average monthly searches
• Offer higher conversion rates
• Are better suited to voice search
• Can provide insights into trends in the industry
• May require more unique content to attract the right audience
• Can require more in-depth research for content creation

3. Branded vs. non-branded keywords

Branded keywords are used when someone is looking for a particular brand and product. They include a company and/or product name in the search query to help find something.

For example, someone who wants to buy the latest Jordans will use branded keywords like "Air Jordan 3 Retro Rare Air."

These types of terms are used by people who are already familiar with a brand and have commercial, navigational or transactional intent.

Conversely, non-branded keywords are generally used by users looking for broader information, often at the beginning of the search process. They are often used by people with informational intent.

For example, a search for "basketball shoes" will return results for a wide variety of brands and styles, showing the user the breadth of the offering.

Your use of branded or non-branded keywords depends on your content type and the search intent you’re targeting.

Use branded keywords for things like product pages, where visitors are likely ready to buy. Non-branded keywords work best on things like blog posts, where you’re trying to reach a wider audience and educate them about your brand.

How to do keyword research find the right SEO keywords

Here’s a step-by-step approach to find the right keywords to target for an effective SEO strategy.

1. Start with seed keywords

Begin by identifying seed keywords—these are broad, general terms that describe your business, industry, or niche. Think of them as the core topics your content will revolve around. They serve as the starting point for deeper keyword research and help you discover more specific phrases your audience is using.

Seed keywords are usually short-tail (one or two words) and carry high search volume but are often very competitive.

If you run a health and wellness website, seed keywords might include:

• diet
• workout routine
• nutrition
• mental health

These terms reflect what your website is about at a high level.

2. Expand with related and long-tail keywords

Once you’ve defined your seed keywords, turn to Google to uncover related terms and long-tail variations. These extended phrases often reveal more specific user intent and come with lower competition.

Let’s take the seed keyword “headphones” as an example. When you type it into Google’s search bar, you’ll notice several autocomplete suggestions appear. These give you instant insight into what users commonly search for alongside your keyword.

Next, scroll down the search engine result page and explore the “People also ask” section. This is a goldmine of real questions your audience is asking. It can help you uncover angles for content and highlight pain points or curiosities your SEO strategy can target.

Keep going until you reach the bottom of the search engine result page. Here, you’ll find the “Related searches” section, which offers even more variations of your seed keyword.

In our example, Google suggests terms like:

• Bluetooth headphones
• ADHD headphones
• wireless headphones

Each of these has a smaller, more targeted audience, and that’s a good thing. These specific keywords tend to convert better and help you reach people with clearer intent.

Repeat this SERP-mining process with each of your seed keywords to quickly build a list of high-potential terms your audience is already searching for.

To take this process further and save time, you can use Surfer’s Topical Map. It automates much of this research by analyzing your site and generating a structured list of related topics and long-tail keywords, organized by topical relevance.

3. Explore competitor content

Another smart way to find high-potential keywords is by looking at what your competitors are ranking for.

Competitor research helps you spot keywords you may be missing or underutilizing, especially if they’re already bringing traffic to sites similar to yours.

A quick way to start is by searching your seed keyword on Google and taking note of the top-ranking pages. Then, use a free tool like Google Keyword Planner to dig deeper.

You can access keyword data in Google Keyword Planner even if you are not running ads, making it easy to get valuable insights without restrictions. Put in your competitor’s address and you’ll be given a list of the keywords Google associates with the site along with relevant data.

You can repeat this process with multiple competitors to build a richer keyword list. It’s a fast, effective way to uncover terms your target audience is searching for without starting from scratch.

4. Prioritize keywords

Not all keywords are worth targeting. As you build your keyword list, consider three main factors:

• Relevance: Does this keyword align with your business goals and content?
• Monthly Search Volume: How often is it searched each month?
• Keyword Difficulty (KD): How hard is it to rank for this keyword?

A well-balanced SEO strategy often includes a mix of low-difficulty long-tail keywords (quick wins) and high-volume seed or mid-tail keywords (long-term investments).

To make prioritization even easier, head to the Recommendations tab inside Topical Map.

It ranks keyword and content ideas based on their potential impact, factoring in keyword difficulty, search volume, topic cluster contribution, and how often competitors cover them.

This helps you quickly identify high-opportunity keywords that are easier to rank for and more likely to drive meaningful traffic. No spreadsheet juggling required.

How to use SEO keywords in content

Now that you’ve done the hard work of researching keywords, it’s time to apply them strategically.

Adding keywords to your content isn’t just about inserting them here and there; it’s about aligning them with intent, context, and best practices. Here’s how:

1. Match the keyword search intent

Every blog post or web page should serve a clear purpose, and that purpose should align with the search intent behind your target keywords.

During your SERP research, you’ve already picked up signals about what people are looking for when they search for certain terms. Now’s the time to apply those insights.

Start by examining the top-ranking results for your chosen keyword. Look for patterns:

• Do most results answer a question or guide the user? (Informational)
• Are they comparisons or lists? (Commercial)
• Are they product pages or store locators? (Transactional)
• Are they brand or model-specific? (Navigational)

Next, take a look at your list of words, looking for modifiers like "buy," "best" or "near me." These can offer valuable clues toward intent.

For example, someone searching for "what is a piano?" is likely an informational search looking for options to learn about the musical instrument.

"Best beginner piano" or "piano brands" is more likely someone with commercial intent who is exploring options.

Branded searches like "Kawai ES120 piano" are probably navigational and indicate a particular person who is seeking a particular model.

A search like "buy piano near me" is very likely someone who has identified what they want and are prepared to purchase, which is transactional intent.

Of course some keywords could target more than one type of intent. In the examples above, "Kawai ES120 piano" likely has navigational intent, but it could also be used by someone with transactional intention who has identified the exact instrument they desire.

You must choose the intent for each keyword and align your content accordingly. You should use different types of content, depending on the type of traffic you're targeting.

2. Optimize key on-page elements

Once your content is aligned with intent, optimize your on-page SEO elements to signal relevance to both users and search engines.

Start with your primary keyword. Make sure it appears in:

• The page title tag
• The H1 heading
• The URL
• The meta description
• The first 100 words of your content

Use secondary keywords to support your topic. Naturally work them into:

• Subheadings (H2, H3)
• Image alt tags
• Anchor text and internal links
• Body copy (without forcing them)

To streamline this process, use Surfer’s Content Editor to get real-time guidance as you optimize your content.

It shows you exactly which keywords to use—and how often—and helps you structure your content for both search engines and readers.

You'll also find a suggested title and meta description at the top, already optimized with your main keyword.

3. Optimize for semantic SEO

Search engines today prioritize content that fully answers a user’s query, not just pages that mention a specific keyword. That’s why comprehensive content has become essential for SEO success.

At Surfer, we analyzed our top-ranking pages and found a strong correlation between topical coverage and top positions in search results.

In other words, the more thoroughly a page covers a topic, including relevant subtopics, facts, and terms, the more likely it is to rank.

To help you build content that checks all those boxes, use the Coverage Booster. It’s a feature inside Surfer’s Content Editor that suggests important facts, terms, and talking points to include based on what’s working for top competitors.

This ensures you don’t just mention your main keyword—you cover the topic holistically.

4. Avoid keyword stuffing

Using keywords strategically doesn’t mean cramming them into every sentence. Keyword stuffing not only disrupts readability, it can hurt your rankings.

Instead:

• Focus on clarity and flow
• Use keywords naturally within context
• Avoid repetition when it feels forced

A good rule of thumb is to avoid publishing a sentence that wouldn’t make sense out loud. Write for humans first—optimize for search engines second.

5. Regularly review and update content

Search intent and algorithm priorities shift over time, and your content should evolve with them. Regularly audit your content to ensure your keywords still align with what users are searching for.

Keep tabs on:

• Your keyword performance
• Your rankings for key terms
• What competitors are doing in your space

If rankings drop or traffic slows, revisit your keyword targeting, check for outdated content, and identify opportunities to refresh or expand your pages.

With Surfer’s Content Audit, you get a clear snapshot of your content’s performance. Instantly see whether your rankings are rising or falling, track changes in click-through rate (CTR), and monitor your Content Score

Use insights from the Content Audit to identify which pages would benefit most from a refresh.

Then, streamline the update process with Auto-Optimize, a feature that scans your content and automatically makes smart adjustments to improve your Content Score and boost your chances of ranking.

SEO isn’t a one-time task. It’s an ongoing process of refinement.

Key takeaways

• SEO keywords are essential for connecting your web content with the search queries users enter into search engines.
• Understanding different types of keywords—short-tail, long-tail, branded, and non-branded—helps tailor your SEO strategy to target the right audience and intent.
• Start keyword research with seed keywords and expand your list using tools like Google autocomplete, People Also Ask, and related searches to uncover popular and specific keyword ideas.
• Use keyword research tools such as Google Keyword Planner and Surfer’s Topical Map to analyze search volume data, keyword difficulty, and find related keywords that enhance your content strategy.
• Prioritize keywords based on relevance, search volume, and difficulty to balance quick wins with long-term SEO growth.
• Optimize on-page SEO elements by incorporating primary keywords in titles, meta descriptions, URLs, headings, and body content, while using secondary keywords to support context.
• Align your content with the search intent behind your keywords—informational, transactional, navigational, or commercial—to improve user satisfaction and rankings.
• Avoid keyword stuffing by using keywords naturally and focusing on clear, readable content optimized for both users and search engines.
• Regularly review and update your keyword list and content to adapt to changing search trends and maintain high search engine rankings.
• Use the Google Search Console and other SEO analysis tools like Surfer Content Audit to monitor keyword performance and refine your focus keyword strategy for better results.
• SEO is an ongoing process that requires continuous keyword research, content optimization, and performance monitoring to drive more traffic and achieve better search engine visibility.

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