Keyword
Definition
A word or phrase that people type into Google when searching. Your website needs to target the right keywords to attract the right visitors.
What is a Keyword?
A keyword is any word or phrase someone types into a search engine. "Plumber", "emergency plumber Exeter", and "how to fix a leaking tap" are all keywords.
Why Keywords Matter
Your website can only appear in search results if it contains the words people are searching for. Keyword research tells you exactly what your potential customers are typing into Google.
Types of Keywords
Short-tail Keywords
One or two words like "web design" or "plumber". High search volume but extremely competitive and often vague intent.
Long-tail Keywords
Longer, more specific phrases like "affordable web design for small businesses in Devon". Lower search volume but much easier to rank for and higher conversion rates.
Local Keywords
Keywords with location: "electrician Exeter", "restaurant near me". Essential for businesses serving a specific area.
Finding the Right Keywords
The best keywords have:
- Decent search volume (people actually search for them)
- Reasonable competition (you can realistically rank)
- Clear intent (searchers want what you offer)
Free tools like Google's Keyword Planner can help you research keywords for your business.