SEO 101: What It Is, Why It Matters, and How to Find the Right Keywords
SEO can feel like one of those mysterious marketing buzzwords people throw around without ever fully explaining. But the truth is, SEO is pretty straightforward — at least the basics are. And once you get the hang of it, it becomes a powerful tool for helping the right people discover your business, blog, or brand without paying for ads.
Let’s break it down.
What is SEO?
SEO stands for search engine optimization, which is just a fancy way of saying: making your site easier to find on Google (or other search engines, but let’s be real— we mostly mean Google).
At the core of SEO is understanding what your audience is searching for and then making sure your website speaks that same language. When someone types in “best home cleaning service near me” or “how to design a brand strategy,” Google scans its vast library of indexed websites to find the most relevant, helpful answers. If your site has what they’re looking for, and you’ve structured it in a way that Google can easily understand, you’ve got a shot at showing up on that coveted first page.
Why Keywords Matter
Keywords are the words and phrases people type into search engines. They’re the bridge between what people are searching for and the content you’re creating.
If you’re not using the right keywords — or if you’re using the wrong ones — your ideal audience might never find you. But when you choose keywords thoughtfully and use them with intention, you can start attracting the kind of traffic that converts into clients, customers, or community members.
Let’s talk about how to find those keywords.
How to Find Keywords (With and Without Paid Tools)
There are two main approaches to keyword research: free methods (great for beginners or anyone on a tight budget) and paid SEO tools like Semrush or Ahrefs (ideal if you’re ready for more data and in-depth insights). Here's how both work.
Free Keyword Research Methods
You don’t need fancy tools to start finding great keywords. These methods are simple, free, and surprisingly effective.
1. Google
Start typing a topic into the Google search bar and watch what it autofills. These suggestions are based on real user searches — and they’re often gold.
Example: Type “how to design a brand…” and Google might finish it with “strategy,” “identity,” “logo,” or “website.” Those are all potential keywords.
2. People Also Ask + Related Searches
After you Google something, scroll through the results page. You’ll usually see a “People also ask” box and a list of related searches at the bottom. These are all real queries people are typing in, and they give you insight into how your audience thinks and talks.
3. Reddit, Quora, and Forums
Visit subreddits or niche forums related to your topic. Look at the way people ask questions, the words they use, and the problems they’re trying to solve. Those patterns can spark keyword ideas that are incredibly aligned with your audience’s needs.
4. AnswerThePublic
AnswerThePublic visualizes the questions people ask around a topic. You’ll get a wheel of “who,” “what,” “why,” and “how” style questions. It’s limited on the free plan, but even one or two searches can give you a ton of ideas.
Using Semrush or Ahrefs for Keyword Research
If you’ve got access to tools like Semrush or Ahrefs, you can go deeper. These platforms are powerful, especially if SEO is a regular part of your marketing strategy.
Here’s how to get started:
Keyword Overview: Type in a topic to see its search volume, keyword difficulty (KD), and variations.
Keyword Magic Tool (Semrush) or Keyword Explorer (Ahrefs): Both tools generate long-tail keyword ideas — phrases that are more specific and often easier to rank for.
Competitor Analysis: Plug in a competitor’s website to see which keywords they rank for. You might find content gaps or opportunities to improve on what they’re doing.
Content Gap Tool: See what keywords your competitors are ranking for that you’re not. Great for spotting missed opportunities.
Quick Keyword Tips
Think like your audience. Use the words they’d use — not industry jargon.
Prioritize keywords that strike a balance between decent search volume and lower competition. It’s better to rank #1 for a smaller keyword than sit on page 5 for a massive one.
Don’t forget your location if you’re a local business. “Interior designer in Santa Fe” will serve you way better than just “interior designer.”
Whether you're writing blog posts, launching a product page, or building out your service offerings, taking the time to find and use the right keywords is the foundation of solid SEO.
Where to Use Keywords (and What Else Search Engines Pay Attention To)
So — you’ve found some solid keywords. Now what?
You don’t want to just sprinkle them around like SEO fairy dust. You want to place them intentionally, in spots that matter both to your audience and to search engines.
The High-Impact Keyword Zones
These are the places that carry the most weight when it comes to SEO:
1. Page Title (Meta Title)
This is the blue, clickable headline you see in search results. It should include your primary keyword, ideally near the beginning.
Example:
✅ Vegan Snack Recipes for Busy Weekdays
🚫 Delicious and Easy Ideas for Snacking When You’re Vegan and in a Rush (cute, but too vague and buried)
2. Meta Description
This is the short blurb under your title in Google’s search results. It doesn’t directly impact rankings, but it affects click-through rate. Make it clear, keyword-relevant, and compelling.
Tip: Don’t keyword stuff — just use natural phrasing that aligns with your page.
3. H1 Heading (Your Main Page Heading)
This is the big title on the actual page. Usually, there should be only one H1, and it should match or closely echo your meta title. Google sees this as the main topic of the page.
4. Subheadings (H2, H3, etc.)
Use these to organize your content and include variations of your keyword when it makes sense. It helps both readers and search engines understand your structure.
5. First sentence of Content
Don’t bury the lede. Try to naturally mention your primary keyword within the first few lines of the page or post. It signals relevance right away.
6. Image Alt Text
Every image on your site should have alt text — partly for accessibility, partly for SEO. Use this space to describe the image in plain language. If a keyword fits naturally, use it. If not, skip it.
Bonus: Alt text also helps you show up in Google Image Search.
7. URL (Slug)
Short, clear URLs with keywords perform better. Ditch the auto-generated numbers and question marks.
Example:
✅ yourwebsite.com/brand-strategy-basics
🚫 yourwebsite.com/page-id=4837?section=whatwedo
8. Internal Links
Linking to other pages on your own site helps search engines crawl and understand your content. When linking, use anchor text that includes your keywords or describes the destination clearly.
Other Ranking Factors to Know (That Aren’t Just Keywords)
While keywords are foundational, they’re only one part of the SEO equation. Google considers hundreds of factors when deciding how to rank a page. Here are some of the most important:
1. Content Quality and Relevance
Your content needs to be useful. Not stuffed with keywords, not written for bots — written for humans. It should answer the question someone’s searching for, clearly and thoroughly.
2. Backlinks
When other reputable sites link to your content, it signals trust and authority to search engines. These are harder to earn, but super valuable. Guest posting, PR, and link-worthy content (like original research or guides) can help.
3. Mobile-Friendliness
If your site isn’t mobile-friendly, you’re going to struggle. Google uses mobile-first indexing, which means it looks at your mobile site before your desktop one.
4. Site Speed
Slow-loading pages frustrate users and hurt your rankings. Compress images, avoid bloated plugins, and use performance tools like Google PageSpeed Insights to optimize.
5. Site Structure and Navigation
Clear menus, logical page hierarchy, and intuitive navigation help both people and search engines make sense of your site. A flat site structure (where most pages are only a few clicks from the homepage) tends to perform better.
6. No Broken Links or Errors
404 errors, broken links, and messy redirects? Google hates ‘em. Regularly audit your site for issues and keep things tidy.
Quick SEO Wins for Small Businesses and Creatives
If you’re short on time (aren’t we all), here’s where to focus first:
Optimize your homepage title, meta description, and H1.
Add keywords to your top 3–5 service or product pages.
Update your About and Contact pages with location-specific or niche-specific terms (if relevant).
Write one strong, keyword-rich blog post per month (even better if it answers a question your audience is already asking).
Share your content on social or in a newsletter to drive traffic — that helps SEO, too.
SEO doesn’t have to be a black box — or a full-time job. At its core, it’s about understanding what your people are searching for, creating content that genuinely helps them, and making it easy for search engines to understand and serve up that content.
You don’t need to do everything at once. A little strategy goes a long way — especially when you stay consistent.
