Understanding how to use keywords is one of the first steps toward making your website visible on search engines like Google. Whether you run a local coffee shop in Toronto or manage an online store in Vancouver, keywords can help the right audience find your business. This blog post breaks down what keywords are, why they matter, and how to use them effectively on your website—without needing to be an SEO expert.
What Are Keywords?
Keywords are the words or phrases people type into search engines when they’re looking for something. If someone searches “best plumber in Calgary,” that’s a keyword. Your goal as a business owner is to understand what your ideal customer might be searching for—and then use those words strategically on your website.
Keywords are how search engines connect people’s questions with your content. The better your keyword strategy, the more likely you are to appear in front of potential customers.
Why Are Keywords Important for SEO?
Search engines like Google use keywords to figure out what your website is about. If your site uses the same words that someone is searching for, there’s a better chance your page will appear in the search results.
For example, if your website talks about “custom furniture in Montreal,” and someone searches that phrase, Google will know that your website could be a match.
Using the right keywords helps:
- Increase your website traffic
- Reach the right audience
- Improve your ranking in search results
- Grow your business online
Types of Keywords You Should Know
Not all keywords are the same. Here are a few types you should understand:
Short-Tail Keywords
These are broad and often one or two words, like “shoes” or “lawyer.” They get a lot of traffic but are very competitive.
Long-Tail Keywords
These are longer and more specific, like “affordable divorce lawyer in Ottawa.” They may get less traffic, but people searching for them are more likely to take action.
Local Keywords
These include geographic terms, such as “pizza delivery Toronto” or “pet grooming in Edmonton.” Great for local businesses targeting nearby customers.
Informational Keywords
These are used when people are looking for answers. Example: “how to register a business in Canada.” They’re ideal for blog content.
How to Find the Right Keywords for Your Website
Before you use keywords on your site, you need to find the right ones. Here’s how:
1. Think Like Your Customer
What would someone search if they were looking for your service? Make a list of words and phrases they might use.
2. Use Keyword Tools
Free tools like Google Keyword Planner, Ubersuggest, and Answer the Public can help you discover keywords related to your business.
3. Check Out the Competition
Look at your competitors’ websites. What keywords do they use on their homepage, blog posts, and product pages?
4. Use Google Search Suggestions
When you start typing into Google, it auto-suggests popular searches. These are great clues to what real users are searching.
Where to Use Keywords on Your Website
Once you’ve found your target keywords, it’s time to use them in the right places. But remember—don’t stuff your pages with keywords. Focus on quality and natural flow.
1. Page Titles (Title Tags)
This is what shows up as the blue link in Google. Include your main keyword at the beginning if possible.
Example:
Good: “Affordable SEO Services for Small Businesses in Canada”
Not great: “Welcome to Our Website”
2. Meta Descriptions
This short summary appears below your page title in search results. Add a keyword naturally here to encourage clicks.
3. Headings (H1, H2, H3)
Use your main keyword in the H1 tag (main page title). Subheadings (H2, H3) can include related keywords.
4. Website Content
Use keywords naturally within the text on your pages. Aim for clear, helpful writing rather than repeating the keyword too often.
5. Image File Names and Alt Text
Name your image files with relevant keywords and include alt text that describes what the image is.
6. URLs
Keep your URLs short and include keywords.
How Often Should You Use Keywords?
A good rule of thumb is to use your primary keyword once in the title, once in the first paragraph, and a few times throughout the page. Also use related terms (called LSI or semantic keywords), which help Google understand your topic more deeply.
Overusing keywords—known as keyword stuffing—can actually hurt your rankings. Always write for humans first, not just for search engines.
Keep It Natural and Helpful
The best keyword strategy is simple: write content that answers your customer’s questions and make it easy to read. Use keywords where they fit naturally. If you wouldn’t say it out loud, don’t write it.
Let’s say you own a flower shop in Vancouver. Instead of writing:
“We are a flower shop Vancouver that sells flowers Vancouver and bouquets Vancouver.”
Try:
“Looking for a trusted flower shop in Vancouver? We offer fresh, hand-tied bouquets for every occasion.”
Keep Your Website Updated
Google loves fresh content. Add a blog to your site where you answer common questions from customers using keywords they’re searching for.
Examples:
- “What flowers are best for weddings in Vancouver?”
- “How to take care of roses in winter”
This approach helps you show up for more searches and build trust with your audience.
Read Also : Scaling Semantic Excellence: Advanced Topic Cluster Strategies for Large Canadian Websites
Final Thoughts
Keywords are the bridge between your website and your customer’s search. When you understand what your audience is looking for and use those terms naturally on your site, you improve your chances of being found online.
You don’t need to be an SEO pro to start. Begin with a few core keywords, use them wisely, and keep learning as you go. Over time, the right keywords can help your website climb the ranks—and bring more Canadian customers to your door.
About the Author
Sanket R
SEO Specialist at ImmortalSEO with expertise in technical SEO and content optimization.
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