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If you’ve ever heard the advice to work keywords into your website copy but didn’t know where to start, you’re not alone. Search engine optimization (SEO) can be one of the most confusing parts of running a website. For many website owners, it’s clear that SEO matters—but the “how” feels like a mystery.
At the heart of SEO are search keywords: the words and phrases we type into search engines to find answers, products, or services. Identifying the right keywords for your website is an impactful step you can take to improve your site’s visibility and connect with the right audience.
Read on to understand what keywords are, where they fit into your website, and how to research and apply them effectively—without needing an expensive SEO subscription.
What are search keywords?
Search keywords are the terms people use to find information or content and products in search engines. When someone types "best yoga classes near me" or "handmade leather wallets" into search, those are keywords. These keywords act as a bridge, connecting users’ searches to websites that provide relevant information or services.
Understanding and targeting the right keywords for your website ensures it appears in search results when people look for content, products, or services like yours.
For example, a bakery might target keywords like "custom wedding cakes" or "best bakery in Des Moines." Or a photographer might focus on "family photography packages" or "wedding photographer near me."
Where do keywords go in website copy?
You’ve probably heard that keywords should fit into your web copy, but what does that actually mean? Here are the most common places keywords appear.
Page titles and headings: These are critical for SEO because search engines use them to understand what your page is about and display them to searchers.
Meta descriptions: This is the short text under your page title in search results. Including keywords here helps attract clicks and connects your page to the right search topics.
Body text: Naturally integrating keywords into your website’s main content improves relevance and searchability.
Product descriptions: Keywords describing your product help customers find exactly what they’re looking for in shopping searches.
Blog posts: Writing articles that address common questions or interests in your field is a great way to target informational keywords, which can lead visitors to explore your site more deeply.
Image alt text: Keywords in image descriptions improve your site’s accessibility and help images show up in searches.
URLs: Including keywords in your page URLs helps both users and search engines understand the content of your pages.
Each of these areas help search engines understand your content. Including keywords improves the chances of your website appearing in the right searches.
For example, you might write “I’m an interior designer specializing in historic homes in the Boston area” on your bio page to target “interior designer Boston” and “historic homes interior design.” That same page might feature an image of you with the alt text “[Your name], Boston interior designer”.
How to do keyword research
Researching keywords is ultimately about understanding what matters to the people you want to reach. Put yourself in their shoes: What questions might someone have before they even know about you? What are they hoping to get out of a specific search?
1. Start with what you know
Begin by brainstorming keywords on your own that describe your business, products, or services. Ask yourself the following questions:
What would I search to find my website or one like mine?
What problems do my content, products, or services solve?
What words or phrases do customers use when they talk about my business?
It’s a good bet that your own search behavior is pretty typical. You and your customers probably find information online in similar ways. If you’re unsure, ask friends, family, or customers what they’d search for. You might uncover valuable keywords you hadn’t thought of.
2. Identify competitors
Check out your competitors’ websites and evaluate what search terms they’re using for SEO purposes. Take a look at:
Their page titles and headings
The language used in their product descriptions and blogs
Any repeating phrases that might signal target keywords
Search terms where they rank high in the results
You don’t need to reinvent the wheel—competitors can provide great insight into keywords that are already working in your industry or niche.
3. Find and evaluate keyword gaps
A keyword gap is an opportunity to target terms your competitors aren’t focusing on or aren’t doing well with. For example, if competitors rank for "handmade pottery" but not for "artisan ceramic dinnerware," the latter might be an opportunity for you.
This can be especially helpful if big brands make up most of the search results for some of your target keywords, or if you’re having trouble breaking into the first pages of search.
4. Consider search intent
Every search has a purpose, or intent. Understanding this helps you create content that matches what your audience is looking for.
Informational intent: The user wants to learn something, like "how to bake sourdough bread."
Navigational intent: The user is looking for a specific website or brand, for example, "Squarespace templates."
Transactional intent: The user is ready to buy or take action, like "handmade leather wallet."
Squarespace Analytics can help you identify keywords your site is already ranking for, which can help you develop a theory of what search intent is leading people to your site.
Target keywords that align with your audience’s intent to increase your chances of attracting the right visitors. This foundation will prepare you to dive deeper into evaluating keywords, finding opportunities, and applying them effectively to your website.
Evaluating keywords
Once you’ve brainstormed potential keywords, you’ll need to evaluate them to ensure they’re worth targeting. Not all keywords will be equally helpful for you. Understanding their potential impact is important for effective SEO.
Ranking difficulty
Ranking difficulty refers to how hard it will be to appear on the first page of search results for a given keyword. Commonly searched keywords like “best yoga classes” are often very competitive, especially in larger markets. On the other hand, more specific keywords, known as long-tail keywords, like “yoga classes for beginners in Austin,” are less competitive and easier to rank for.
Well-known brands and websites tend to rank higher for high-difficulty keywords because they’re more recognizable and search engines trust their authority. If your website is newer or you’re just starting on your SEO journey, we recommend targeting keywords with lower ranking difficulty.
Search volume
Search volume measures how often a keyword is searched in a given timeframe, usually monthly. While high-volume keywords have the potential to bring more traffic, they’re often harder to rank for. Balancing search volume with competition is key. Focus on low-to-medium competition keywords that still have enough search volume to attract visitors. Long-tail keywords are ideal for targeting a niche audience with high intent.
Local keyword considerations
For businesses targeting a specific location, incorporate local keywords. This reduces competition and connects you with your local audience. For example, instead of targeting "wedding photographer," try "wedding photographer in Portland." Even though this keyword probably has a lower search volume, it’s more specific to the target website visitor and is likely easier to rank for. The people who find your site through a local search keyword are more likely to click through and engage with your site because your site matches their search intent.
Seasonality of keywords
Some keywords are more popular during specific times of the year. For example, “Halloween costumes” peaks in October and “Beach vacations” in the summer. This is especially helpful to keep in mind if you sell something that follows a seasonal trend or could benefit from seasonal attention. For example, if you run youth soccer camps, you might try targeting “summer youth soccer camps” leading up to sign-ups for that season.
You can also use seasonal keywords as inspiration for your content creation. For example, if you have a blog on your website and run a nutrition consulting business, you could create posts about seasonal produce and its benefits.
Tools for keyword research
Finding the right tools for keyword research can simplify the process and help you make informed decisions. Here’s a breakdown of free and paid options, with an emphasis on accessible tools for beginners.
Free tools and workarounds
Google autocomplete: Start typing a keyword idea in Google to see suggestions based on popular searches.
Google Trends: Compare the popularity of keywords over time and explore regional trends.
Ask your audience: Speak with customers, friends, or family to learn how they’d search for your products or services.
Brainstorming on your own can get you started with SEO, but for more robust keyword suggestions you have several options.
Squarespace Analytics: For Squarespace users, Search Keywords in Analytics provides valuable data on the terms bringing traffic to your site. These can be a starting point for expanding your keyword list.
SEOSpace extension: SEOSpace is a plugin that simplifies keyword research and optimization for Squarespace sites. It helps you identify relevant keywords, track rankings, and optimize your content.
Paid tools: For those ready to dive deeper, tools like Ahrefs or SEMRush provide in-depth insights into search volume, ranking difficulty, and competitor analysis. These tools are powerful but can be costly and may not be necessary for beginners.
How to apply keywords to your website copy
Once you’ve identified the right keywords, it’s time to strategically incorporate them into your website. Proper placement is critical for effective SEO, but it’s equally important to ensure your written content remains natural and user-friendly.
Where to use keywords
Page titles: Include your primary keyword to make it clear what the page is about. For example, “Affordable Wedding Photography in Denver.”
Headings and subheadings: Use keywords in page headings, like “Our Philosophy for Wedding Photography” to target “wedding photography.” These are also a good place for long-tail keywords like “How much does wedding photography cost?”
Body content: Naturally integrate keywords throughout your text. Avoid keyword stuffing—adding so many keywords that it makes the copy awkward to read—which makes for a bad user experience and can harm SEO rankings.
Meta descriptions: Summarize your page content in a way that includes a keyword, to help with rankings and so searchers know what they’ll get after clicking through.
Image alt text: Describe images using relevant keywords to improve accessibility and help with image search rankings.
URLs: Include keywords in your page URLs for better clarity and search engine understanding.
Ask Squarespace’s AI writer to draft keyword-optimized copy
Best practices for keyword usage
Prioritize user experience. Keywords should flow naturally. Content that feels forced or overly optimized can turn off visitors and lead to penalties from search engines.
Focus on one primary keyword per page. Supporting keywords can be included, but avoid diluting focus by targeting too many terms at once.
Don’t force the wording. Avoid creating awkward sentences or phrasing to work in a keyword. It makes for a bad reading experience, and search engine algorithms can make the connection even if you don’t match a keyword phrase exactly.
Track performance and adjust
Now that you’ve evaluated your keywords, applied them to your website, and leveraged tools to enhance your strategy, the next step is tracking performance. Remember that SEO results take time. Keep an eye on monthly changes and try a new approach if you haven’t seen any improvement in three to six months.
By understanding what search keywords are, where to use them, and how to find the right ones for your website, you can take the first steps toward improving your site’s visibility and attracting the right audience.