For anyone looking to drive organic traffic from search engines, understanding the role of keywords is essential. There are thousands of ways users might search for products or services like yours — so how do you identify and use the right ones?
🔎 What Are Keywords in SEO?
🔎 What Are Keywords in SEO?
Keywords are the words and phrases that people enter into search engines.
Searchers use them to find information, and search engines use them to understand user intent and deliver relevant results.
Keywords communicate search intent, indicating whether users want to buy, compare, research, or navigate.
🧭 The Different Types of Keywords
🧭 The Different Types of Keywords
There are four primary types of search intent every business should address:
1️⃣ Informational – Users looking for answers or more information.
2️⃣ Commercial – Users searching for a specific brand, product, or company.
3️⃣ Navigational – Users trying to find a specific site or page.
4️⃣ Transactional – Users ready to complete a purchase.
Within these, there are two main keyword formats:
Head Terms: Short, 1–2 words (e.g., “SEO”).
Long-Tail Keywords: Phrases or sentences (e.g., “best SEO services for small business”).
👉 Over 70% of keyword searches are long-tail — publishing content targeting them is an affordable way to capture more market share.
💡 Using Keywords
💡 Using Keywords
When users search for topics related to your business, your goal is to appear in those results. There are two primary ways to do this:
Method #1: Buying Search Ads
Method #1: Buying Search Ads
You can show ads for selected keywords using platforms like Google Ads or Bing Ads.
Pro tip: Start with a handful of high-value keywords instead of many broad terms.
Method #2: Optimizing for Organic Search
Method #2: Optimizing for Organic Search
To rank organically, your site needs:
Relevant, high-quality content targeting the keyword.
External backlinks referencing that content.
Paid Ads = quick but costly.
SEO = slower but builds long-term equity and credibility.
📊 Keyword Metrics
📊 Keyword Metrics
To choose the right keywords, analyze these core metrics in the Keyword Researcher Tool:
1️⃣ Keyword Difficulty (KD)
1️⃣ Keyword Difficulty (KD)
Measures how hard it is to rank organically (1–100).
≤ 35: Easier to rank with standard SEO efforts.
≥ 60: Requires heavy investment.
📈 Tip: If KD is high but CPC is low, ads might be more cost-effective.
Example:
“Enterprise SEO” – KD 81 (very competitive)
“Enterprise SEO services” – KD 54 (more achievable target)
2️⃣ Cost Per Click (CPC)
2️⃣ Cost Per Click (CPC)
Shows how much advertisers pay per click in Google Ads.
Low CPC: Informational or navigational keywords → lower conversion potential.
High CPC: Transactional or commercial keywords → higher conversion potential.
Combine CPC + KD to find keywords that are both realistic to rank for and valuable to your business.
Example:
“Enterprise SEO services” has lower KD but the highest CPC — a strong candidate for organic targeting.
3️⃣ Search Volume
3️⃣ Search Volume
Shows how many times a keyword is searched per month.
If two keywords have similar KD and CPC, choose the one with higher search volume for greater potential reach.
📈 Note: The real value of a keyword depends on how many converting users it attracts — not just raw traffic.
⚙️ 4 Rules for Choosing Keywords
⚙️ 4 Rules for Choosing Keywords
Rule #1: Target Keywords That Convert
Rule #1: Target Keywords That Convert
Look for indicators like:
High CPC
Long-tail phrasing
Alignment with your offerings
Clear intent
Proven conversions (via Analytics or Ads data)
Rule #2: Choose Keywords with Meaningful Volume
Rule #2: Choose Keywords with Meaningful Volume
Higher conversion potential + sufficient search volume = strong target keyword.
Rule #3: Always Do Extensive Research
Rule #3: Always Do Extensive Research
Use tools like Google Keyword Planner or your Search Atlas Dashboard.
Each landing page should target a unique keyword.
Try the Content Researcher Tool to evaluate keyword feasibility.
Rule #4: Spend Wisely — Know When to Use SEO vs Paid Ads
Rule #4: Spend Wisely — Know When to Use SEO vs Paid Ads
Invest in SEO for:
Low CPC + Low KD + Clear Intent
“Low-hanging fruit” and “high-return” terms
Use Paid Ads for:
High KD + Low CPC
Medium/High KD + High CPC (while waiting for organic results)
Ads can provide immediate visibility while you build long-term SEO value.
🧰 The Keyword Researcher Tool
🧰 The Keyword Researcher Tool
Use the Keyword Researcher in your Search Atlas dashboard to explore:
Keyword Difficulty, Search Volume, and CPC
Trends over time
Search volume by country
Top-ranking pages
Related keywords, autocompletes, and user questions
Closing Note
Keyword research is the cornerstone of every strong SEO strategy. Understanding how users search — and which terms are most likely to convert — allows you to focus your time and budget where it matters most.
By balancing high-value organic targets with smart paid ad investments, your website can build sustainable visibility, authority, and conversions.
Don’t forget: keywords are more than data points — they’re insights into your audience’s needs. Keep researching, keep testing, and keep refining to ensure your SEO strategy grows along with your business.