Yes, Key word SEO absolutely matters, especially at a time when SEO techniques have continued to evolve and myths that Key word SEO has been done away with keep coming up. 

The history of keyword SEO dates back to the consistent wording patterns that people use when they are looking up things on search engines, which caused SEO experts to recognize a niche in optimizing websites by using that wording pattern otherwise known as keywords

Before people decide to contact a business or make a purchase, they will often turn to search engines to find reviews for relevant businesses near them.

They even look for online platforms where they can contact sellers and service providers directly. Because of this, it is safe to say that you are missing out on more than half of your potential market if you are not making sure your business is not leveraging on setting up a Search Engine Optimized website.

SEO Keywords: What are they and how to use.

Having a website is the most important first step, but there’s still a lot of work to be done after that.

In fact, it is only the beginning of a whole set of promotional activities that you must do to get the amount of business online that you need to stay competitive.

One of the strategies that is very common today is:

 Search Engine Optimization (SEO).

A process that makes a website more visible when people search for a product or service on Google and other search engines, by making them rank higher in search results.

graphic showing SEO Keywords

At the foundation of every SEO effort is the identification of the right keywords to use on their website and target in your online marketing campaign. Just how important are keywords to your online success?

Keywords are the articulation of concepts that your target market might be interested in

Many people go to the Internet to find answers to their questions and clarify information.

Needless to say, these answers and information have to exist on your website in order for search engines to show your website on a results page. The representations of that, of course, are keywords. 

Many keywords might be used to refer to a single concept or question.

How do I find SEO keywords?

Now, the right keyword is not necessarily a single word, or the exact same word or phrase and nothing else, but the keyword that has the most people searching for it that’s relevant to your business.

You get to know this by researching the keywords’ search volumes, which represent are the number of people in a given period that have used those keywords in a search.

You can get the search volumes of some keywords by using free tools that are available online such as Google Ads

These keywords represent a concept, so it’s important for you not to obsess so much about the keyword itself.

Search engines have become very smart about understanding how similarly phrased concepts and synonyms can overlap in a single search.

When you write articles and product or service pages, make sure you speak to the concepts and mix up your keywords like you would in natural language.

This way, even those who search for the concept using slightly different keywords are targeted.


Short-Tail Keywords

Short tail Keywords are the broad search terms that people use when they are researching for information on the Internet. For example, they can start with a simple one word term such as beds. This one word, when entered into the search box, will bring up many different websites for the person to review.

Pros of Short-Tail Keywords

  • The main benefit is that they appeal to a wide audience. This means that using these keywords can help drive large amounts of traffic to a company website.
  • Another benefit of these types of keywords is that it is easy to determine which ones are relevant to your specific market or company offering.
  • Short Tail Key words are also easy to write about.

When creating web content, it is important to make sure that the keywords used flow with the rest of the text. Fitting the word “bed” into a sentence is pretty easy. Making sure your keywords fit your content isn’t difficult, but it will pay off multi-fold due to Google’s recent focus on quality and relevant content.

Cons of Short-Tail Keywords

  • One of the detriments of using these keywords is that you may attract the wrong type of traffic to your website – If your company sells dog beds you don’t want people who are looking for bunk beds to come to your website. You want people who are looking for dog beds, and maybe even people who are looking for beds for older dogs. The more words you used in a search term, the more specific the results will be.
  • Another con of these keywords is competitionb- These words are popular with web surfers, so businesses want to buy them. This can hurt your PPC campaigns and can also make it difficult for you to obtain a high search engine ranking. These type of keywords are also not beneficial for people who want to create niche campaigns.

Long-Tail Keywords

Long-tail keywords are also known as narrow search terms. These are phrases that a web surfer will enter into a search box if they are looking for something specific. Going back to the “bed” example, a web surfer may enter the term “bunk beds for teenagers in Nairobi”.

By entering this specific phrase, the web surfer will receive a list of websites that are relevant to people who are looking in Nairobi City to buy bunk beds for teenagers-it doesn’t get much more targeted than that.

Basically, If short-tail keywords are something that a person will enter when they’re just starting a search, long-tail keywords are phrases that people enter when they are closer to making a final decision.

Pros of Long-Tail Keywords

  • Most companies do not use these keywords when they are creating their websites or when they are formulating AdWords campaigns. So a benefit of long-tail keywords is that your company won’t have a lot of competition.
  • This helps you achieve a higher search engine ranking with less effort, decrease CPC for ad campaigns and increase the relevancy of your campaigns-which can positively impact your Quality Score.

Cons of Long-Tail Keywords

  • One disadvantage is that it is often difficult to write effective copy. Think about trying to add the phrase “bunk beds for teenagers in Nairobi City”. How many times do you think you would be able to add that phrase to a webpage and still make the overall content flow? These type of keywords can often be awkward and difficult to use in sales copy, and you don’t want to appear as though you’re keyword-stuffing and using awkward phrasing just to cram a keyword in an article.
  • Another disadvantage to using these type of keywords is that companies need to really understand their market and the terms that are used to reach the organization’s website. If the company focuses on the wrong keywords then they will not receive the right type of traffic.

Both types of keywords can be beneficial for a company’s Internet marketing strategy. Using short-tail keywords in the beginning of a sales funnel will help draw in traffic. Long-tail keywords can be used for ad copy towards the end of the sales funnel to help bring in leads that will convert to sales. Try using both types of keywords in your marketing strategy to help increase conversion rates and web traffic.


TARGET KEY WORDS FOR PAGES NOT THE ENTIRE SITE and focus on one primary key word per page:

You want to make sure that every page on your website focuses on a particular topic. This means you will assign a certain keyword for every page as opposed to cramming a bunch of keywords for the entire site. When you also focus on different keywords for different pages you will likely rank for more keywords than when you decide to use one key word for the entire site.


Make sure to find a balance between Keywords that people consistently search for that are however not competitive. This is where long tail key-words come to play. Usually keywords that have a high competition can reduce your chances of ranking compared to when you can get the exact keywords that the person using the internet would use.


  1. Title Tags should whenever possible include the Keyword that you are using for the page. They should however not awkwardly sit on the title tag if they do not organically flow.
  2. Key words should appear in the Image file of your blog post, especially when writing its description.
  3. You can naturally fit some of your page Key words in one of the sub heads that you want to use for the page.

Ultimately you want to remember that although KeyWord SEO is important, It is not the end all be all for SEO success. When done well though, It can contribute well to the overall optimization of your page.

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