In short
- A keyword is what your client types, not what you call your service.
- Three things matter: search volume, competition and intent.
- Long, specific keywords get fewer searches but convert better.
- Basic rule: one main keyword per page.
What is a keyword?
A keyword is rarely a single word. It is usually a phrase: "kitchen renovation", "small kitchen renovation cost" or "kitchen fitters in Alicante". Each one reflects a different need, and Google tries to show the page that best meets it.
The most common mistake is using your own jargon instead of your clients' words. A firm may call its service "succession law advice", but people search for "inheritance lawyer in Spain".
Types of keywords by intent
| Intent | What the person wants | Example | Page that answers it |
|---|---|---|---|
| Informational | To learn or solve a doubt | what is a landing page | Blog post or guide |
| Commercial | To compare options before deciding | best booking system for restaurants | Comparison, service page |
| Transactional | To hire or buy now | web design spain | Service or product page |
| Navigational | To reach a specific site | google business profile login | That brand's website |
That is why a blog and service pages don't compete when they are planned properly: the blog attracts people who are researching and sends them to the service page when they are ready.
Short keywords and long-tail keywords
Short keywords ("trainers") get huge volumes, fierce competition and vague intent. Long-tail keywords ("waterproof women's trail running shoes") get fewer searches, but the person typing them knows exactly what they want and is closer to buying. For a small business, most of the opportunity is in the long tail.
How to do keyword research
- Start a list with your services, products and the questions clients ask you.
- Use Google autocomplete: type the start of a search and note the suggestions. Also look at "People also ask" and "Related searches".
- Check volumes with Google Keyword Planner, inside Google Ads. It is free (you need an account, but no live campaigns) and shows approximate monthly searches by country, language or city.
- See what already works in Google Search Console: the Performance report lists the searches you already appear for.
- Look at competitors with tools such as Semrush or Ahrefs (paid, with free trials) to see what they rank for.
How to use keywords on your website
- Give each page one main keyword and never target the same one on two pages; they would compete with each other (known as keyword cannibalisation).
- Use it in the page title, the main heading (H1) and the first sentence.
- Use variations and synonyms throughout; Google understands natural language.
- Write for people: repeating a keyword over and over doesn't help and can hurt.
- Answer related questions in an FAQ section.
Want to know which keywords you already rank for and which you are missing? An SEO audit shows you. If you'd rather we wrote the content, our SEO copywriting includes keyword research for every piece. For the bigger picture, start with what is SEO.
FAQ
What is keyword research?
It is the process of finding the searches your potential clients make, measuring how many people make them and how hard they are to rank for, and deciding which page should target each one.
Is Google Keyword Planner free?
Yes. It is part of Google Ads and you can use it without spending money on ads, although without active campaigns volumes are shown as ranges.
How many keywords should a page target?
One main keyword plus a few closely related secondary ones. Trying to rank one page for lots of different keywords usually works worse.
How long does it take to rank for a keyword?
It depends on the competition. Low-competition local searches can take weeks; competitive searches, several months.
Content that ranks
We research the keywords and write pages and posts for Google and for your clients, in English or Spanish. From €40 per article.
See SEO copywriting