Keywords

Types of keywords

• Short-tail keywords: Broad, general terms like “shoes” or “recipes.”
• Long-tail keywords: More specific phrases like “affordable running shoes in London” or “vegan dessert recipes for beginners.”
• Latent Semantic Indexing (LSI) keywords: Contextual terms that support the main keyword, such as “sneakers,” “trainers,” or “footwear” when optimising for “running shoes.”

Why are keywords a Google ranking metric?

Google’s goal is to provide the most relevant results to users. Keywords play an essential role in helping Google’s algorithms understand what your content is about and whether it matches the intent behind a search query.

Relevance to search queries

Relevance is probably the number one ranking metric, and keywords are a direct signal of relevance. When your content uses terms that align with what people are searching for, Google recognises your page as a potential match.

Improving user experience

Well-researched keywords help create content that meets user needs. By addressing the exact terms and phrases users search for, your content becomes more engaging and valuable.

Organic visibility

Ranking well for strategic keywords ensures your site is found by the right audience, increasing traffic and potential conversions without the need for paid ads.

Broad Match, Phrase Match, and Exact Match Keywords

When using Google Ads or targeting specific search intent, understanding match types is crucial. These match types determine how closely a user’s query must align with your keywords to trigger your content in search results.

Broad Match

Broad match is the most flexible option, allowing your content to appear for queries that include variations, synonyms, and related terms.

• Example: If your broad match keyword is “running shoes,” your content might show up for searches like “best trainers for jogging,” “athletic footwear,” or “sneakers for exercise.”
• Pros: It casts a wide net and can attract diverse traffic.
• Cons: It risks less relevant traffic if the variations stray too far from the intended topic.

Phrase Match

Phrase match triggers your content when the search query includes your keyword as a phrase, in the correct order, though additional words can appear before or after it.

• Example: A phrase match for “running shoes” might show up for searches like “affordable running shoes for men” or “best running shoes under £50.”
• Pros: It strikes a balance between relevance and reach.
• Cons: It may miss opportunities if users slightly rephrase their search.

Exact Match

Exact match is the most restrictive type, showing your content only when the search query matches your keyword exactly, or with very close variations.

• Example: For the exact match keyword “running shoes,” your content might appear for searches like “running shoes” or “running shoes UK,” but not for broader terms like “best jogging trainers.”
• Pros: Highly targeted traffic and precise relevance.
• Cons: Limited reach and potential to miss long-tail opportunities.

These match types are essential in Google Ads campaigns, but they also reflect broader keyword strategies for SEO. Understanding how users search helps you tailor content that meets their needs.

The history of keywords in Google rankings

Google’s relationship with keywords has evolved dramatically since its inception, shaping the way websites optimise for visibility.

• Early 2000s: Keywords were simple yet powerful ranking signals. Webmasters would often “stuff” keywords into content, believing that repetition could boost rankings.
• 2003 (Florida Update): Google cracked down on keyword stuffing, emphasising quality and relevance.
• 2010s: With the Hummingbird update (2013) and RankBrain (2015), Google shifted to understanding user intent rather than relying solely on keyword matches. Synonyms, semantic search, and natural language processing became central.
• Today: Keywords remain vital, but Google’s algorithms focus on context, meaning, and overall content quality. Keyword stuffing is now penalised, and relevance reigns supreme.

Best practices for using keywords in SEO

Google rewards content that uses keywords strategically rather than excessively. You need to target keywords to make your pages relevant to user searches, but you also need to be carefully how you use them.

Conduct keyword research

Use tools like Google Keyword Planner, Ahrefs, or SEMrush to identify relevant keywords. Focus on terms with manageable competition and clear user intent.

Optimise key elements

Incorporate keywords naturally into:

• Title tags: Your page title should include the main keyword.
• Headings (H1, H2, etc.): Use keywords in headings for clear topic structure.
• Meta descriptions: Though not a direct ranking factor, compelling meta descriptions influence click-through rates.
• Body content: Ensure natural placement throughout your text.
• Alt text for images: Include keywords to enhance image SEO.
• URL structure: A clean, keyword-rich URL aids both users and search engines.

Avoid keyword stuffing

Focus on quality over quantity. Google’s algorithms favour content that serves user intent over repetitive keyword use. Over optimisation can trigger a Google penalty and result in a loss in ranking positions.

Use semantic keywords

Integrate related terms and phrases to strengthen topical relevance without overusing your main keyword.

The future of keywords

As long as search exists then keywords will exist. However, as technology and algorithms evolve and become more sophisticated, the role of keywords will continue to evolve.

Voice search and natural language

With the rise of voice assistants, queries are becoming more conversational. Optimising for long-tail and question-based keywords will be essential.

AI-powered algorithms

AI technologies like BERT allow Google to understand the nuance of user intent, making exact-match keywords less critical than overall topic coverage.

Entity-based search

Google focuses on entities (concepts and relationships) rather than relying solely on individual keywords. This shift prioritises content that comprehensively covers a topic.

Evolving user expectations

Google’s focus is increasingly on satisfying user intent. While keywords remain a signal, they must align with high-quality, engaging content.

Looking ahead, keywords will continue to be important, but their future lies in adaptability. As search behaviour evolves and Google’s algorithms grow more intelligent, businesses must focus on delivering content that meets intent, answers questions, and genuinely serves users. Keywords, when used strategically, are not just tools for ranking but for connecting meaningfully with your audience.