Understanding Keywords: SEO For Beginners

If you’re a small business owner trying to grow your presence online, you’ve likely heard about the importance of SEO—search engine optimization. But before diving into backlinks, technical audits, and content strategies, it all starts with one fundamental concept: keywords.

At A Marketing Space, we empower small businesses like yours by breaking down complex marketing strategies into actionable steps. In this article, we’ll help you understand what keywords are, why they matter, and how to use them effectively to boost your visibility online.

What Are Keywords?

Keywords are the words or phrases that people type into search engines like Google when looking for information, products, or services. If someone types in “best bakery near me,” that phrase is a keyword. If your website content aligns with that keyword, search engines might show your site in the results.

Think of keywords as the bridge between what people are searching for and the content you’re offering. If used strategically, they can connect your business with potential customers at the exact moment they’re looking for what you provide.

Why Keywords Matter for SEO

Search engines like Google use complex algorithms to deliver the most relevant content to users. Keywords help these algorithms understand what your website is about. Including the right keywords in your content tells Google, “Hey, this page is about X,” making it more likely that your page will show up when someone searches for X.

In short, the right keywords:

Improve your rankings on search engines
Drive targeted traffic to your site
Increase your chances of converting visitors into customers

Types of Keywords

Not all keywords are created equal. Here are a few different types you should be aware of:

1. Short-Tail Keywords

These are broad, one- or two-word phrases like “shoes” or “marketing.” They have high search volume but are extremely competitive and not very specific.

2. Long-Tail Keywords

These are longer, more specific phrases like “comfortable running shoes for flat feet” or “affordable social media marketing for startups.” While they have lower search volume, they attract highly targeted traffic—and often lead to better conversion rates.

3. Branded Keywords

These include your business name or branded terms, such as “A Marketing Space SEO services.” These keywords help people who already know about you find you more easily.

4. Local Keywords

If you’re targeting a specific geographic area, keywords like “coffee shop in Austin” or “plumber near me” help you appear in local search results.

SEO keywords like rank, index, content, and link, in wooden blocks aligned top to bottom.

How to Find the Right Keywords

Finding the right keywords for your business doesn’t require an expensive tool—though they can help. Here are some beginner-friendly ways to start your keyword research:

1. Think Like Your Customers

Put yourself in your customers’ shoes. What would you type into Google if you were trying to find your own product or service?

2. Use Free Tools

Tools like Google Keyword Planner, Ubersuggest, and Answer the Public can give you insights into what people are searching for.

3. Check Out the Competition

Look at the websites of your competitors. What words are they targeting? You can use browser plugins like Keywords Everywhere to analyze their pages and see what keywords they’re ranking for.

4. Explore Google Itself

Start typing a phrase into Google and see what autocomplete suggests. These are real searches people are making. Also, check the “People Also Ask” and “Related Searches” sections.

Where to Use Keywords

Once you’ve chosen your keywords, it’s important to use them naturally and strategically throughout your website. Here’s where to focus:

Page titles
Meta descriptions
Headings (H1, H2, etc.)
URL slugs
Image alt text
Body content

Remember: Keyword stuffing—cramming too many keywords into your content—can hurt more than help. Google is smart enough to detect unnatural usage and may penalize your site.

Measuring Keyword Success

Once you’ve implemented keywords into your site, monitor how they’re performing. You can track this using tools like:

Google Analytics: Understand where your traffic is coming from.
Google Search Console: See which keywords your pages are ranking for.
Rank tracking tools like Moz, SEMrush, or Ahrefs (many offer free trials or limited versions).

If a keyword isn’t performing well, tweak your content or explore alternative keywords. SEO is an ongoing process—it’s about testing, learning, and adjusting.

Final Tips for Small Business Owners

At A Marketing Space, we know that managing your own marketing can be overwhelming. Here are a few quick reminders:

Start small: Focus on 5–10 core keywords to begin with. As you get more comfortable, expand.
Focus on intent: Choose keywords that reflect what your ideal customer is actually searching for—not just what you want to say.
Stay consistent: Update and optimize your site regularly to stay relevant.
Don’t go it alone: When in doubt, consult professionals. You don’t have to do everything yourself.

Ready to Get Found Online?

Understanding and using keywords effectively is the first step to SEO success. Whether you’re just getting started or looking to fine-tune your current strategy A Marketing Space is here to help. Our team of marketing and IT experts is dedicated to empowering small business owners like you with the tools, knowledge, and support needed to grow online.

Let us help you turn your keywords into customers. Contact us today to get started.