Google keywords (often written as “google key words”) are the words and phrases people type into Google when they’re searching for something—answers, products, services, or ideas. If you publish content or run a business online, understanding keywords helps you align what you create with what people actually want, so your pages have a better chance of showing up in search results.
What Are Google Keywords?
A Google keyword is any query a user enters into Google, such as:
- “best running shoes for flat feet”
- “how to change a bike tire”
- “plumber near me”
From an SEO perspective, keywords help you understand:
- Demand: what people are searching for
- Language: the exact terms they use
- Intent: what they’re trying to accomplish
Keyword vs. Topic: What’s the Difference?
A keyword is a specific query (“how to start a vegetable garden”). A topic is broader (“vegetable gardening”). Modern SEO works best when you build content around topics, then support them with multiple related keywords (also called keyword clusters).
Why Google Keywords Matter for SEO and PPC
Keywords influence visibility in two major channels:
- SEO (organic search): You create content that answers a query well enough to earn rankings.
- Google Ads (PPC): You bid on keywords to show ads for specific searches.
When you choose keywords strategically, you can:
- Attract more qualified visitors (not just more visitors)
- Create content that matches user intent
- Increase conversions by targeting high-intent searches
- Prioritize what to write (or advertise) next
Types of Google Keywords (and When to Use Them)
Not all keywords are equal. Understanding the main types helps you build a balanced strategy.
Short-Tail vs. Long-Tail Keywords
- Short-tail (broad): “coffee maker” — high volume, high competition, vague intent.
- Long-tail (specific): “best drip coffee maker under $100” — lower volume, clearer intent, often easier to rank for.
For many sites, long-tail keywords are the fastest route to early wins because they’re specific and less competitive.
Branded vs. Non-Branded Keywords
- Branded: includes a brand name (“Nike trail running shoes”).
- Non-branded: generic (“trail running shoes”).
Non-branded terms help you reach new audiences; branded terms help you protect and capture demand you already generated.
Local Keywords
Local keywords include location modifiers like “near me,” city names, or neighborhoods (e.g., “dentist in Austin” or “emergency locksmith near me”). These are essential for local SEO and Google Business Profile visibility.
Informational, Navigational, Commercial, and Transactional Keywords
- Informational: “how to…” “what is…”
- Navigational: “login” “pricing” “brand name + feature”
- Commercial: “best” “top” “review” “comparison”
- Transactional: “buy” “coupon” “book” “order”
A strong content plan usually includes all four, mapped to different stages of the customer journey.
Search Intent: The Key to Choosing the Right Keywords
Search intent is the “why” behind the query. Google is highly intent-driven—meaning pages rank best when they satisfy what the searcher wants.
How to Identify Intent Quickly
Open an incognito window and search your keyword. Then review:
- Top-ranking page types (blog posts, product pages, category pages, tools, videos)
- SERP features (Featured Snippet, People Also Ask, local map pack, shopping results)
- Common angles (budget, beginner-friendly, comparison, step-by-step)
If the first page is full of guides, Google likely wants informational content. If it’s product listings and shopping ads, it’s probably transactional.
How to Find Google Keywords (Practical Methods)
Keyword research doesn’t have to be complicated. Here are reliable ways to build a strong list.
1) Use Google Autocomplete
Start typing a phrase into Google and note the suggestions. These come from real searches and are excellent for long-tail ideas. Try:
- “how to train a puppy…”
- “best CRM for…”
- “SEO checklist…”
2) Mine “People Also Ask” and Related Searches
On many results pages, Google shows:
- People Also Ask: questions you can turn into headings (H2/H3) or standalone articles.
- Related searches: variations and adjacent topics at the bottom of the page.
3) Use Google Keyword Planner (Free)
Google Keyword Planner is designed for Google Ads, but it’s also useful for SEO research. You can discover keyword ideas, see approximate search volume ranges, and identify seasonal patterns.
Tip: Even if you’re focused on SEO, the commercial intent insights from Keyword Planner can help you prioritize keywords that are more likely to convert.
4) Check Google Search Console (Your Best “Hidden” Keyword Source)
If your site is already getting impressions, Google Search Console shows the queries you’re appearing for. This is a goldmine for:
- Finding “almost ranking” keywords (positions 8–20) to optimize for quick gains
- Discovering unexpected terms people use to find you
- Prioritizing updates to existing pages instead of always creating new ones
5) Analyze Competitors
Look at competitor pages that rank for your target topic and ask:
- What subtopics do they cover?
- What questions do they answer?
- How do they structure the content?
You can do this manually in Google or with SEO tools that reveal competitor keywords and top pages.
How to Choose the Best Keywords (A Simple Prioritization Framework)
After brainstorming, you’ll likely have dozens (or hundreds) of ideas. Use these filters to narrow them down.
Relevance
Ask: does this keyword match your business, audience, and the content you can create? Ranking for irrelevant traffic wastes effort and won’t convert.
Intent Match
Make sure you can create the type of page Google is rewarding. For example, trying to rank a product page for an informational query often struggles, and vice versa.
Difficulty vs. Opportunity
Broad, high-volume keywords often have intense competition. Balance them with long-tail terms and niche topics where you can stand out with depth and clarity.
Business Value
Not every keyword is equally valuable. “How to clean leather boots” might be great for a boot retailer, while “history of leather” may be less likely to drive revenue.
Topical Coverage (Clusters)
Instead of targeting one keyword per page, plan clusters. Example for “email marketing”:
- Main guide: Email marketing for beginners
- Supporting pages: subject line tips, segmentation, automation workflows, deliverability, best tools
How to Use Google Keywords in Your Content (Without Stuffing)
Keyword usage should feel natural and helpful. The goal is clarity, not repetition.
On-Page SEO Placement Checklist
- Title tag: include the primary keyword naturally.
- H1: usually similar to the title, focused on the main topic.
- H2/H3 headings: add related terms and questions.
- Intro paragraph: confirm the page is about the query.
- Body content: use synonyms and related phrases (semantic SEO).
- Image alt text: describe the image; include keywords only when accurate.
- URL slug: short, readable, and relevant.
- Internal links: link to related pages using descriptive anchor text.
Write for Humans First
Google’s systems reward content that demonstrates helpfulness and satisfies intent. A good rule of thumb: if a sentence feels awkward because you’re forcing a keyword in, rewrite it.
Tracking and Improving Keyword Performance
Keyword research is not a one-time task. Search behavior changes, competitors publish new pages, and Google updates results frequently.
What to Monitor
- Impressions: are you showing up more often?
- Clicks: are searchers choosing your result?
- Average position: are you moving up?
- CTR: can you improve titles and meta descriptions?
- Conversions: are the visits turning into leads/sales?
Quick Optimization Wins
- Refresh older posts with updated examples, screenshots, and FAQs.
- Add missing sections that competitors cover (and do it better).
- Improve internal linking to important pages.
- Test more compelling title tags and meta descriptions to lift CTR.
Common Google Keyword Mistakes to Avoid
- Chasing only high-volume terms: they’re often too competitive and vague.
- Ignoring intent: the wrong page type won’t rank consistently.
- Keyword stuffing: it hurts readability and can reduce trust.
- Creating multiple pages for the same keyword: this can cause keyword cannibalization.
- Skipping measurement: without Search Console and analytics, you’re guessing.
Conclusion
Google keywords are the bridge between what people search for and what you publish or promote. By focusing on intent, choosing achievable opportunities, and building content clusters that thoroughly answer real questions, you can earn more visibility, attract the right audience, and turn search traffic into meaningful results.
