Keywords: What They Are, Why They Matter, and How to Use Them to Get Found Online

If you’ve ever wondered how your competitors always seem to show up on Google and you don’t, there’s a good chance keywords are playing a part.

Keywords aren’t complicated. But understanding how they work can make the difference between being buried on page four or sitting pretty in the top results when your next customer is searching.

So here’s everything you need to know—no waffle, no tech jargon—just a solid understanding of what keywords are, why they matter, and how to actually use them on your website to drive results.

🔍 What Are Keywords, Exactly?

Keywords are the words and phrases people type into search engines when they’re looking for something.

Simple as that.

• Someone searching for "web designer Harrogate" is using a keyword.

• So is someone looking for "how to design a logo for my café".

• And yes, even "best plumber near me" counts.

If your website uses the same language your ideal customers are typing into Google, you’ve got a far better chance of being found.

💡 Why Keywords Matter for Your Business

Search engines work by matching what people search for (keywords) with the content they find on websites. If your site talks about the right things in the right way, you’re more likely to show up.

Think of it like this: keywords are how you join the dots between what people want and what you offer.

A good keyword strategy helps:

• Attract the right kind of traffic

• Bring in people who are actually ready to buy

• Position you as relevant, trusted, and useful

  
  

Without them, even the best-looking website is a bit like opening a brilliant shop in the middle of the woods with no road signs.

🧠 The Different Types of Keywords

Not all keywords are created equal. Here’s a quick breakdown:

1. Short-tail Keywords (Broad and competitive)

• Examples: "branding", "plumber", "logo"

• High search volume, but hard to rank for

  
  

2. Long-tail Keywords (More specific and targeted)

• Examples: "branding agency in Yorkshire for startups", "eco-friendly plumber in Leeds"

• Lower competition, easier to rank, and more likely to convert

  
  

3. Local Keywords

• Tie your service to a place: "web design Ripon", "Skipton café menu design"

• Perfect for small and regional businesses

  
  

4. Transactional Keywords

• Show buying intent: "hire a web designer", "buy brochure design package"

• Great for landing pages and services

  
  

5. Informational Keywords

• Questions and research terms: "what makes a good logo", "how to write a brochure"

• Useful for blog content and lead magnets

  
  

The best strategy includes a mix. Some drive traffic. Others drive action.

🧭 Where Do You Find Keywords?

You don’t need expensive software to get started. Try these:

• Google Search Suggestions – Start typing, see what comes up.

• People Also Ask – Great for blog topic ideas and FAQs.

• Google Keyword Planner – Free via Google Ads. Gives you volume and competition.

• AnswerThePublic – Visualises questions people ask.

• Your Own Brain – Think like your customer. What would you search for?

  
  

Even checking competitors’ websites can give you clues.

🚀 What To Do With Keywords Once You’ve Got Them

Here’s where the magic happens. Keywords aren’t just for stuffing into paragraphs (please don’t do that). They should be thoughtfully placed throughout your site. Here’s how:

1. Page Titles

• This is the big clickable link in search results.

• E.g. "Brochure Design Services for Businesses in Yorkshire"

  
  

2. Meta Descriptions

• A short snippet that shows below your page title in search.

• Make it natural, persuasive, and include your keyword.

  
  

3. URLs

• Simple and keyword-based: yourdomain.com/harrogate-kitchen-design, not yourdomain.com/page-5

• 
  

4. Headings (H1, H2, etc.)

• Use headings that reflect what the page is about.

• Help both humans and search engines navigate your content.

  
  

5. Body Text

• Use keywords naturally. Write for humans, not bots.

• Don’t force it. Google’s smarter than that now.

  
  

6. Image Alt Text

• A great place to add relevance and accessibility.

• E.g. "Harrogate café logo design example"

  
  

7. Blog Posts and FAQs

• Target informational keywords by writing useful content.

• Keep it focused, helpful, and keyword-aligned.

  
  

📈 What Is Keyword Ranking?

This is where your site appears in Google when someone searches a keyword. Position #1 means you’re at the top of the results. Page two? Forget it—most people never get there.

Your goal isn’t just to have keywords, but to rank well for the right ones.

Over time, tracking your keyword rankings helps you understand:

• What content is working

• What needs improving

• Where you’re gaining (or losing) visibility

  
  

Tools like Google Search Console or Ubersuggest can help you track this without paying a penny.

🛠 Final Tips for Leveraging Keywords on Your Website

• Build location-specific pages targeting each key service and area.

• Write blog content based on long-tail and question-based keywords.

• Make your meta titles and descriptions clear, clickable, and relevant.

• Keep improving and updating older pages with fresh, keyword-rich content.

• Focus on user experience too. Google rewards helpful, well-structured, easy-to-read sites.

  
  

In Summary...

If you want your website to pull its weight, a solid keyword strategy isn’t optional—it’s essential. It’s how you show up when people are ready to act. And it’s how you stop missing out on work that should have been yours.

At Robot Dog Creative, we don’t just make beautiful websites. We make websites that get found, get clicked, and get results.

Need help finding and using the right keywords for your business? Let's chat. We’ll help you connect the dots between your expertise and your next customer.