What is a keyword? 
A keyword is a specific word or phrase that describes the content of a webpage and is used by search engines to match a user’s search query with relevant information. Keywords are crucial in the field of Search Engine Optimization (SEO) as they help search engines understand the topic and context of a webpage, ultimately influencing its ranking in search engine results pages (SERPs).
Qualities of a Good Keyword
1.Relevance
The keyword must be relevant to the webpage’s content and the user’s search intent. It should accurately reflect what the content is about and match what users are likely searching for. For a page about “best running shoes,” relevant keywords might include “top running shoes,” “best shoes for running,” and “running shoe reviews.”
2.Search Volume
A good keyword has a substantial search volume, indicating that many people are searching for it. High search volume can lead to increased traffic if your page ranks well for that keyword. Keywords like “buy running shoes” or “best-running shoes 2024” may have high search volumes.
3.Low Competition
While high search volume is important, the keyword should ideally have low to moderate competition. This means fewer websites compete to rank for that keyword, increasing the chances of your page ranking higher. A long-tail keyword like “affordable running shoes for beginners” might have less competition compared to a broad term like “running shoes.”
4. User Intent
The keyword should align with the user’s intent behind the search query. Understanding whether the user is looking for information, making a purchase, or seeking a specific service helps in choosing the right keyword. For an e-commerce site, transactional keywords like “buy running shoes online” are more valuable than informational ones like “benefits of running.”
5. Specificity
Specific or long-tail keywords often have lower search volume but higher relevance and conversion rates. These keywords are less competitive and more targeted, making it easier to attract the right audience. “Best women’s trail running shoes” is more specific and targeted than just “running shoes.”
6. Trends and Seasonality
Some keywords have seasonal trends or are influenced by current events. Understanding these patterns can help in optimizing content at the right time to capture search interest. Keywords like “Christmas gift ideas” or “summer running shoes” have seasonal relevance.
Choosing the right keywords is a fundamental aspect of effective SEO. By focusing on relevance, search volume, competition, user intent, specificity, and trends, you can select keywords that not only drive traffic but also attract the right audience to your website. Mastering the art of keyword selection can significantly enhance your online visibility and search engine ranking.
Learn more about On-Page SEO Ranking Factors: Ordered by Importance