Understanding Keywords for WordPress SEO

Learning Objectives

By the end of this chapter, you'll be able to:

• Understand how keywords connect your content with search engine users
• Identify different types of keywords and when to use them
• Use keyword research tools to find the best opportunities for your site
• Apply keywords effectively across your WordPress content

Introduction

Keywords are the foundation of good SEO. They're the words and phrases people type into Google when they're looking for something online. Get your keywords right, and you'll connect with the exact audience you want to reach.

This chapter covers everything you need to know about keywords for your WordPress site. You'll learn how to find keywords that actually work, understand what makes some keywords better than others, and discover how to use them without overdoing it.

Lessons

What Are Keywords and Why Do They Matter?

Keywords are the bridge between what people search for and the content you create. When someone searches for "how to bake sourdough bread" and your blog post uses those exact words naturally throughout the content, Google can match them up.

Here's why keywords matter for your WordPress site:

• Search engines use them to understand what your content is about
• They help your pages appear in relevant search results
• The right keywords bring visitors who actually want what you're offering
• They guide your content creation by showing you what people are looking for

This is the bit most people miss: keywords aren't just about getting traffic. They're about getting the right traffic from people who are genuinely interested in your content.

Types of Keywords You Need to Know

Short-tail keywords are broad, general terms like "coffee" or "fitness tips". They get lots of searches but face massive competition. Unless you're a huge brand, ranking for these is tough.

Long-tail keywords are longer, more specific phrases like "best coffee beans for espresso machine" or "beginner fitness tips for busy parents". They get fewer searches but are much easier to rank for, and the people searching are often closer to taking action.

Local keywords include location-based terms like "plumber in Manchester" or "yoga classes near me". If you serve a specific area, these are goldmines.

Here's the quick version: start with long-tail keywords. They're less competitive, more specific to what your audience wants, and easier to work into natural-sounding content.

How to Find Keywords That Actually Work

Roll your sleeves up – it's time to do some keyword research. Here's how to find keywords that will bring real results:

Step 1: Start with seed keywords
Think about the main topics your site covers. If you run a gardening blog, your seed keywords might be "vegetable gardening", "indoor plants", or "garden maintenance".

Step 2: Use keyword research tools
Free options include Google Keyword Planner and Google Trends. Paid tools like SEMrush, Ahrefs, or Ubersuggest give you more detailed data. Enter your seed keywords and see what related terms people are searching for.

Step 3: Look at the numbers
Check the search volume (how many people search for it monthly) and keyword difficulty (how hard it is to rank). Aim for keywords with decent search volume but lower competition.

Step 4: Check search intent
Ask yourself: what does someone searching for this keyword actually want? Are they looking for information, trying to buy something, or comparing options? Make sure your content matches what they're after.

Step 5: Spy on competitors
See what keywords similar sites are ranking for. Tools like SEMrush can show you exactly which keywords are bringing traffic to your competitors.

Using Keywords in Your WordPress Content

Now you've got your keywords – here's how to use them effectively:

In your page titles and headings: Include your main keyword in your page title and at least one heading. Keep it natural and readable.

Throughout your content: Sprinkle your main keyword and related terms throughout your text. Aim for around 1-2% keyword density – that means if you write 1000 words, use your main keyword 10-20 times.

In your meta descriptions: These don't directly affect rankings, but they help people decide whether to click on your result.

In your URLs: WordPress lets you customise your URLs. Include your main keyword if it fits naturally.

Remember: write for people first, search engines second. If your content sounds robotic because you've stuffed it with keywords, you've gone too far.

Practice

Time to put this into action. Pick a topic you want to write about on your WordPress site, then:

1. Come up with 3-5 seed keywords related to your topic
2. Use a keyword research tool to find 10 long-tail variations
3. Note down the search volume and difficulty for each one
4. Choose 2-3 keywords that have decent search volume but aren't too competitive
5. Write a rough content outline showing where you'd naturally include these keywords

This exercise will give you a feel for how keyword research works in practice.

FAQs

How many keywords should I target per page?
Focus on one main keyword per page, plus 2-3 related terms. Trying to target too many keywords usually means you don't rank well for any of them.

Should I use exact keyword matches or variations?
Both. Use your exact keyword where it fits naturally, but also include variations and related terms. Google understands context, so "running shoes" and "trainers for jogging" will both help you rank for similar searches.

How often should I update my keyword strategy?
Review your keywords every 3-6 months. Search trends change, new competitors appear, and your content focus might shift. Regular reviews keep your strategy current.

Can I target the same keyword on multiple pages?
Avoid this – you'll end up competing with yourself. Each page should target different keywords, even if they're closely related.

Jargon Buster

Search Volume: How many times people search for a specific keyword each month

Keyword Difficulty: A score showing how hard it would be to rank on the first page for that keyword

Search Intent: The reason behind someone's search – whether they want information, to make a purchase, or to find a specific website

Long-tail Keywords: Longer, more specific keyword phrases that are easier to rank for

SERP: Search Engine Results Page – what you see after typing something into Google

Wrap-up

Keywords are your roadmap to connecting with the right audience. Start with long-tail keywords that match what your audience is actually searching for. Use keyword research tools to find opportunities your competitors might have missed. Most importantly, always write content that genuinely helps people – the keywords should support great content, not replace it.

Next up, we'll look at how to research keywords more deeply and find the hidden opportunities that can really boost your traffic.

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