Content revised 20 October 2026.
SEO keywords are words and phrases people use to search for a topic. Use them to understand the audience and write a clear answer, not to fill a repetition target.
Begin with what your business actually offers
Write down the services, products and questions you can answer accurately. Then compare those subjects with the language customers use. A technical product name and a customer’s everyday description may point to the same need. Your page should make that connection understandable.
Choose a page for the main intent
A buying question, a troubleshooting question and a broad definition may need different pages. Map each useful cluster to an existing or planned URL. Before creating another page, check whether improving a relevant page would provide a better experience. This helps avoid several thin pages competing to answer essentially the same question.
Use the topic in sensible places
- Write a descriptive title and main heading.
- Explain the offer or answer near the start.
- Use subheadings for genuine parts of the subject.
- Write internal-link text that describes the destination.
- Describe meaningful images accurately rather than putting keywords into every alt attribute.
Read beyond the checklist
A page can contain its chosen keyword and still fail to answer the question. Check the details, examples, limitations and next step. Revisit your keyword research when the business or audience changes, then use actual search and enquiry information to assess the result. A meta description or plugin score alone can't establish success.
Official guidance: Google SEO fundamentals.