Do Keywords Still Matter?

With Googles advancements in AI & NLP do you still need to add keywords to your website? Should they be used differently? Find out in this article...

What is a keyword?

A keyword is a word or phrase that people type into search engines like Google when looking for something online. Think of it like a matchmaker between what users are searching for and what your web page offers. For example, if someone searches “how to clean running shoes,” those exact search terms are the keywords. Using the right words helps search engines understand your content and show your page to the right audience. But that doesn’t mean having them literally everywhere, it’s about putting them in the right places naturally.

Should keywords be used differently in 2025?

Yes. SEO is changing fast. In 2025, Google focuses more on user intent, high-quality content, and page experience. Keyword stuffing is out — and relevance is in.
That means instead of forcing in as many keywords as possible, you should:

• Focus on longer, more specific words
  
• Use related phrases and variations
  
• Write naturally while answering real questions
  
• Place keywords in strategic places like title tags, meta descriptions, and alt attributes
  

​How to Find Keywords and Search Terms for Your Website

Before you can add your keywords, you need to know which ones your audience is actually searching for.
Here are three simple ways to find great keywords:

• Try Google tools: Start typing into Google and look at autocomplete suggestions. Scroll to the “People also ask” section for popular questions. Use Google Trends to track keyword popularity over time.
  
• Try keyword research tools: Tools like Ubersuggest, AnswerThePublic, and Google Keyword Planner give insights into how often people search for certain words and how competitive they are.
  
• Check your competitors: Look at what queries are driving traffic to their site. You’ll often discover useful gaps you can target.
  

​Where to Add Keywords to Websites For Search Engines

Once you’ve done your research, here’s how to where to put keywords for the best SEO results:

• Page Titles: Make sure your main keyword is in your page title. This is the first thing both Google and users see.
  
• Meta Descriptions: Write a short, compelling sentence that includes your keyword. This helps your page stand out in the search results.
  
• Headings (H1, H2, etc.): Add your main keyword in your H1 (main heading), and use related search terms in subheadings.
  
• First 100 words of text: Its important to include your keyword early on in your content. It signals relevance of your site to both users and search engines.
  
• URLs: Keep them short and keyword-rich, like /how-to-use-keywords.
  
• Image Alt Text: Add relevant descriptions to your images. This improves accessibility and helps Google index your images.
  
• Internal Links: Link to other relevant pages on your site with keyword-based anchor text. For example, use “learn SEO basics” instead of “click here.”
  

​Advanced SEO Tips for Better Google Search Rankings

Want to take your SEO strategy further? Here are some expert-level tips:

• Answer FAQs on your page: This helps your site show up for voice search and question-based queries.
  
• Create content around buying intent: Use keywords like “best,” “top,” or location-based phrases like “SEO agency in Cornwall.”
  
• Add structured data (schema markup): This helps Google understand your website better and show rich search results.
  
• Update old content: Don’t forget your old blog posts. Refresh them with new keywords to keep them relevant. Tip: update old content with yoru own images too!
  
• Leverage Natural Language Processing (NLP): Modern search engines use NLP to better understand the context and intent behind search queries. By writing clear, natural, and conversational content, you can align with how NLP interprets language, improving your chances of ranking for relevant words or phrases. Incorporate related terms and answer questions in a way that reflects how people naturally speak to make your website content more discoverable.
  

​Common Mistakes to Avoid

Including keywords to your site can go wrong if you're not careful. Here’s what to avoid:

• Keyword stuffing: Don’t repeat the same phrase within your page text too often. It feels unnatural and may hurt your rankings.
  
• Duplicate content: Make sure each page has unique text, titles, and meta descriptions.
  
• Targeting the same keyword on multiple pages: This can confuse Google and dilute your rankings.
  
• Forgetting your users: If your content doesn’t help or engage real people, search engines won’t reward it.
  

​Track Search Results and Keep Optimising

​The best websites keep improving. Use tools like Google Search Console to see how your website is performing. Test new text, watch what’s working, and adjust based on results, if the search engines aren't rewarding you with more traffic, you need to improve. Keep in mind, great SEO isn’t just about including the word you want to rank for. It’s about helping people find exactly what they’re looking for and making sure your site delivers, think about the next 5 questions a user may have and answer them within this blog text or in a new blog article.

Conclusion

​If you want to improve your SEO in 2025, start by focusing on the right keywords, learn to place them smartly, and writing for people, not just algorithms. Get started today by identifying one or two key topics your businesses audience cares about. Then build content around those topics and optimise the way search engines (and customers) see your pages. When you take it step by step, the results will follow, more traffic, better visibility, and higher rankings.