Key Takeaways
- Keywords are the foundation of SEO, helping Google and AI understand your content and match it to real search queries.
- Different keyword types serve different goals, from broad discovery (short-tail) to ready-to-buy intent (transactional).
- Semantic keywords add context, allowing AI tools like ChatGPT and Google SGE to rank your content even without exact matches.
- Long-tail keywords are ideal for beginners, they’re more specific, less competitive, and easier to rank for.
- Good SEO is about structure, not stuffing. Place keywords naturally in titles, headers, and content to guide both users and search engines.
A keyword in SEO is a specific word or phrase that users type into search engines to find information.
Think of it as the “question” your webpage is trying to answer. For example, someone typing “best coffee in KL” is likely looking for recommendations, and that phrase is a keyword.
Search engines like Google match these queries with web content, so the right keywords help your page appear in search results.
Why Are Keywords Important for SEO?
Keywords connect your content to your audience through search engines like Google and even AI platforms like Gemini.
Search isn’t just about keywords, it’s about intent. But keywords are still the entry point. They help machines identify what your content is about and who it’s meant for.
Here’s why they still matter:
- They signal relevance: Keywords tell search engines what your page covers.
- They attract the right audience: The right terms match your content to what users are actually searching.
- They guide content strategy: Knowing which keywords matter helps you plan your blogs, service pages, and even product descriptions.
- They influence AI visibility: Clear keywords improve how your content is interpreted by AI tools generating snippets and summaries like Google’s AI overview and even ChatGPT.
Understanding Intent Makes Keywords Even Stronger
Here’s how different keyword intents affect what kind of content you should create, using the coffee example:
| Intent Type | Example Search | What It Means |
| Informational | “how to brew coffee at home” | User wants to learn something |
| Transactional | “Where to buy Vietnamese coffee beans” | User is ready to make a purchase |
| Commercial Investigation | “best coffee shops in KL” | User is comparing before visiting or buying |
| Navigational | “Starbucks KL Sentral menu” | User wants to find a specific site or page |
The better your keywords align with why someone’s searching, the more likely your content will show up, and actually get clicked.
“Ranking for the wrong keyword is like showing up to the wrong party. You’re kinda there, but no one’s interested or knows you enough to strike a conversation.”
What Are the Types of Keywords in SEO?
Not all keywords are the same and for good reason. Some are broad, some are specific, and some are just trying to find their way to Starbucks.
Each type of keyword reflects a different goal behind the search. And don’t worry, even though SEO agency love throwing these terms around, they’re easier to understand than they sound.
| Keyword Type | Example | Purpose/Use Case |
| Short-tail keywords | “shoes” | High volume, broad, but competitive |
| Long-tail keywords | “best waterproof shoes 2025” | Lower volume, highly targeted |
| Branded keywords | “Nike running shoes” | Company-specific searches |
| Local keywords | “hair salon Johor Bahru” | Location-based business discovery |
| Transactional | “buy laptop under RM 2000” | Indicates purchase intent |
| Informational | “how to use tie a tie” | Education-focused search queries |
| Navigational | “Canva login” | Looking for a specific page or platform |
Why This Matters:
If you’re writing content, you don’t want to guess what kind of search your audience is doing, you want to meet expectations and WOW them with what you offer. Here is a cheat sheet:
Informational = blog post
Transactional = product or sales page
Local = location-optimised landing page
Navigational = make sure your page is easy to find (and fast!)
What Are Semantic Keywords and LSI (And Do They Still Matter)?
Semantic keywords are related terms that help search engines understand your topic more deeply. They give context. They add depth. And most importantly, they help Google and AI tools understand what your content is really about
Semantic keywords are not just synonyms. They’re words that commonly appear around your main keyword. Let’s give an example for clarity sake:
- Main keyword: “coffee”
- Semantic keywords: “brew,” “beans,” “espresso,” “filter,” “caffeine”
These help Google connect the dots, even if you don’t use the exact phrase every time. Even if you don’t say “coffee” 20 times, using these other words helps Google confirm:
“Ah, you’re talking about coffee, the drinkable caffeine one. Not ‘Java’ the programming language.”
This distinction help further confirm what your topic is about and how relevant it is to users searching that exact term.
| Main Keyword | Semantic Keywords (LSI) |
| SEO tools | keyword research, backlink checker, on-page audit |
| Running shoes | cushioned sole, trail, breathable, Nike, Adidas |
| Digital marketing | content strategy, paid ads, conversion, Google Ads |
We recommend you use these naturally throughout your content. Tools like Surfer SEO, Clearscope, or even ChatGPT can help you brainstorm semantically related terms.
How Do You Find the Right Keywords for SEO?
Target audience matters, if you don’t know what your audience is searching for, you risk writing content no one sees. That’s where keyword tools come in, they show you what people actually type into Google.
1. Start with beginner-friendly keyword tools:
- Google Keyword Planner (free with a Google Ads account)
- Ubersuggest (easy UI and great for small websites)
- AnswerThePublic (great for content ideas)
- Ahrefs (paid, but powerful)
- SEMrush (advanced competitor insights)
2. Look for Good Keyword Volume
- Search Volume: How many people search for it monthly
- Keyword Difficulty: How hard it is to rank for that keyword (1-100)
- Relevance: Does it match your business or blog topic?
3. Start with Long-Tail Keywords
Instead of “coffee,” try:
- “best coffee in Petaling Jaya”
- “how to make kopi peng at home”
- “buy Arabica beans online Malaysia”
These longer, more specific phrases are:
- Less competitive
- More likely to convert
- Easier to rank for
4. Don’t Forget to Check Your Competitors
- See what keywords they rank for using tools like Ubersuggest or Ahrefs
- Look for gaps, topics they haven’t covered or questions they didn’t answer well
The sweet spot? Keywords with decent search volume, low competition, and clear intent (like “buy,” “best,” “how to”).
How Do You Use Keywords Effectively in Your Content?
It’s not about cramming keywords, it’s about using them where they matter most.
Search engines (and AI tools) are getting smarter. They don’t just look for how many times a keyword appears, they look at where and how it’s used. Your goal? Make your content easy to understand for both people and search engines.
Here’s where to put your keywords for the best results:
| Placement Area | What It Does | Example |
| Page Title & Meta Description | Tells Google and users what the page is about | “How to Brew Vietnamese Coffee at Home (2025 Guide)” |
| First 100 Words | Helps search engines quickly identify relevance | Mention your keyword early in your intro |
| Headings (H1, H2, H3) | Improves structure and Google to identity the content | Use question-style headings with your keyword |
| Image ALT Texts | Describes images for accessibility and search | alt=”cold brew coffee with milk in glass” |
| URL Slugs | Keeps your link clean and keyword-optimised | website/blog/how-to-brew-vietnamese-coffee |
| Anchor Text (Internal Links) | Helps distribute SEO value across your site | Link “coffee bean types” to another blog or page |
Avoid Keyword Stuffing, Here’s Why
Don’t repeat your keyword just for the sake of it.
Example of bad practice:
“Our Vietnamese coffee is the best Vietnamese coffee for anyone who needs Vietnamese coffee in Malaysia.”
- This looks unnatural
- Hurts user experience
- Can trigger Google penalties
- Make you look unprofessional
Instead of repeating the same phrase, mix it up:
- “Vietnamese coffee” → “kopi,” “iced coffee,” “drip brew”
- “buy SEO tools” → “best SEO software,” “SEO platform for beginners”
Use plenty of synonyms or semantics and this helps your content feel natural while covering more related searches.
“Always write for humans first. If your sentence doesn’t sound natural when you say it out loud, it’s not great for SEO either.” – Rankpage SEO Expert.
What Is Keyword Cannibalisation (And How to Avoid It)?
Keyword cannibalisation happens when multiple pages on your site target the same keyword.
This is very bad because instead of helping, it actually confuses Google of which page should they prioritise, and can cause your own pages to compete against each other in search.
Signs of keyword cannibalisation:
- Two blog posts with similar titles
- A product page and a blog both targeting “best coffee beans KL”
- Rankings that go up and down with no clear reason
How to avoid it:
- Do a keyword map, list each keyword and assign it to one page only.
- Combine similar pages into one strong, helpful guide.
- Use internal links to guide users between related topics instead of repeating them.
How Do You Track Keyword Performance?
You did your research, wrote a masterful content with relevant keywords and added internal linking to guide your users. All seems to be good, but then a question arises in your head.
How do you track your keyword performance?
Here are 3 simple ways to monitor your keyword results:
Use Google Search Console (Free)
- Shows which keywords your site ranks for
- Lets you track clicks, impressions, and average positions
- Great for spotting new keyword opportunities
Use a Rank Tracking Tool
- Free tools: Ubersuggest, WhatsMySerp
- Paid tools: Ahrefs, SEMrush, SERanking
- These show how your rankings improve (or drop) over time
Check Your Page Traffic
- Log into Google Analytics (GA4)
- See which blog posts or pages are bringing in organic search traffic
- Look for growth patterns after optimisation
Tracking your keywords regularly helps you know what to improve next, or when to leave a page alone because it’s working well.
Still Confused About Keywords? Let’s Simplify Your SEO Strategy
Whether you’re starting your first blog or optimising a business website, keyword mastery is step one. Keywords don’t just bring traffic, they bring the right traffic.
And in an era of AI-dominated search and Smart Google Algorithms, understanding how keywords work and executing them correctly sets you apart from your competitors.
But if all of this sounds complicated and it will take a chunk of your time (it does), why don’t you leave it to the experts?
With over 8 years of SEO experience, Rankpage delivers AI-Powered SEO services combined with human expertise. No, we don’t ask ChatGPT to do everything, instead we use them to work smarter and deliver results that no other company or agency could.
Don’t believe us? Give us a call and test our mettle.
Frequently Asked Questions About Keywords
What is a keyword in SEO?
A keyword is a word or phrase that represents a search query people type into search engines.
Why Are Keywords Important?
They help search engines understand your content and match it to users’ queries.
How Many Keywords Should I Use Per Page?
Focus on 1 primary keyword and 2–3 secondary or semantic keywords per page.
What’s The Difference Between Short-Tail And Long-Tail Keywords?
Short-tail = broad and high volume, long-tail = specific and lower competition. For beginners, go for long-tail keywords since it’s less competitive.
Can I Rank Without Using Keywords?
Very unlikely. AI understands meaning, but keywords still guide relevance and visibility.
Do Keywords Help With Ai Overviews Or ChatGPT Search?
Yes, if used naturally, in structured and informative content aligned with search intent.
