How to Use Keywords in SEO: 14 Tips

In this article, you'll learn exactly how to research, select, and place keywords to improve your search engine rankings—and how to extend those same principles to AI search engines like ChatGPT, Perplexity, and Claude. You'll walk away with a step-by-step framework for keyword research, concrete placement strategies for titles, headings, and body content, and advanced tactics for monitoring performance across both traditional and AI-powered search.

Why Keywords Still Matter in 2026

Keywords remain the foundation of search visibility. They connect what people type into search engines with the content you publish. When someone searches "best project management software for startups," search engines scan billions of pages to find the most relevant match. Keywords are how they make that decision.

But here's what's changed: keywords now matter across two distinct channels.

Traditional search engines like Google use keywords to rank pages in their results. AI search engines like ChatGPT, Perplexity, and Claude use them to decide which sources to cite and which brands to mention in their responses.

The mechanics differ, but the principle is identical. If your content doesn't contain the terms people use to describe their problems, neither Google nor ChatGPT will surface it.

This means keyword strategy isn't just about ranking on page one anymore. It's about showing up in both search results and AI-generated answers. The brands that understand this will capture traffic from both channels. The brands that don't will watch competitors take their share.

What Are SEO Keywords?

SEO keywords are specific words and phrases you add to your content to help search engines understand what it's about. They fall into two categories:

Primary keywords are the main terms you want to rank for. They're usually shorter and more competitive. "Keyword research" is a primary keyword. So is "email marketing software."

Long-tail keywords are longer, more specific phrases. "How to do keyword research for a new website" is long-tail. So is "best email marketing software for small nonprofits." They have lower search volume but higher intent—people searching these phrases know exactly what they want.

Keyword difficulty measures how hard it is to rank for a specific term. A keyword with 90% difficulty means established sites dominate the results and a new page will struggle to compete. A keyword with 20% difficulty is more accessible.

A balanced keyword strategy targets both. Primary keywords bring volume. Long-tail keywords bring conversions. Most successful pages target one primary keyword supported by three to five secondary keywords that cover related topics.

How Keywords Impact Search Rankings

Search engines identify keywords through crawling. They scan your page's content, looking for repeated words, phrases, and semantically related terms. The more clearly your content signals relevance to a specific topic, the higher it ranks for related searches.

Keywords in specific locations carry more weight than keywords buried in your content:

Title tags tell search engines what the page is fundamentally about. A page titled "How to Use Keywords in SEO" will rank for keyword-related searches. A page titled "Marketing Tips for 2025" won't.

Headings signal the structure and subtopics of your content. When Google sees an H2 with "Keyword Research Tools," it understands that section covers that topic.

Meta descriptions don't directly impact rankings, but they do impact click-through rates. A compelling description with the target keyword gets more clicks, and more clicks signal relevance to search engines.

Body content provides the context search engines need to understand your expertise. Thin content with keywords stuffed in won't rank. Deep content that naturally uses keywords throughout will.

How Keywords Impact AI Search Visibility

AI search engines work differently, but keywords still determine whether your brand gets mentioned.

When someone asks ChatGPT "What's the best CRM for small businesses?", the AI draws from its training data and, in newer versions, from real-time web searches. It cites sources that clearly answer the question. If your page ranks well for "best CRM for small businesses" and provides a direct, comprehensive answer, AI engines are more likely to mention you.

Our analysis of 83,670 AI citations found that AI engines heavily favor content that directly addresses specific prompts. Claude cited blog content 43.8% of the time. ChatGPT favored product pages at 60.1%. But across all engines, content that clearly matched the language of user queries got cited most often.

The implication is clear: the keywords you target for Google also influence your visibility in AI search. Optimize for one, and you're partially optimizing for both.

How to Conduct Effective Keyword Research

Keyword research is where your entire SEO strategy starts. Get this wrong, and you'll spend months creating content that nobody searches for. Get it right, and you'll build a steady stream of traffic that compounds over time.

Here's the step-by-step process:

Step 1: List Your Topic Buckets

Start by identifying the main categories relevant to your business. These become your topic buckets.

If you sell project management software, your buckets might include: project management best practices, team collaboration, task management, remote work productivity, and project planning.

If you run a marketing agency, your buckets might be: SEO, content marketing, paid advertising, social media, and marketing analytics.

Write down five to ten topic buckets. These will guide your keyword research and help you build content clusters that establish topical authority.

Step 2: Generate Keyword Ideas Within Each Bucket

For each topic bucket, brainstorm the specific questions and phrases your target audience uses. Think about:

• What problems do they describe?

• What solutions do they search for?

• What comparisons do they make?

• What questions do they ask before buying?

For a project management software company, the "project planning" bucket might generate keywords like: "how to create a project plan," "project planning template," "project timeline software," "best tools for project planning," and "project planning for small teams."

Don't filter at this stage. Write down everything. You'll prioritize later.

Step 3: Use Keyword Research Tools to Validate and Expand

Keyword research tools transform your brainstormed list into actionable data. They show you search volume, difficulty, and related terms you might have missed.

Google Keyword Planner is free and directly connected to Google's data. Enter a seed keyword and get hundreds of related suggestions with search volume ranges.

Ahrefs Keywords Explorer provides detailed difficulty scores, click-through rate estimates, and shows who currently ranks for each term. The "Also rank for" feature reveals keywords your competitors target with the same pages.

SEMrush Keyword Magic Tool offers one of the largest keyword databases. Its "Questions" filter is particularly useful for finding long-tail keywords phrased as questions.

Google Trends shows how keyword popularity changes over time. This helps you identify seasonal trends and growing topics before they become competitive.

Google Autocomplete provides real-time suggestions based on what people actually search. Start typing your keyword and note the suggestions that appear.

For each keyword, collect: monthly search volume, keyword difficulty, current SERP features (featured snippets, people also ask), and top-ranking pages.

Step 4: Analyze User Intent

Every keyword has an intent behind it. Understanding that intent determines whether your content will satisfy searchers or bounce them back to Google.

Informational intent: The searcher wants to learn something. "What is keyword research" signals someone learning the basics.

Navigational intent: The searcher wants to find a specific page. "Ahrefs login" or "HubSpot pricing" are navigational.

Commercial investigation: The searcher is comparing options before buying. "Best keyword research tools" or "Ahrefs vs SEMrush" indicate someone evaluating choices.

Transactional intent: The searcher is ready to take action. "Buy Ahrefs subscription" or "keyword research tool free trial" signal purchase intent.

To verify intent, search your target keyword and examine the results. If Google shows blog posts and guides, the intent is informational. If it shows product pages and comparisons, the intent is commercial. Your content format should match what's already ranking.

Step 5: Identify Long-Tail Keywords

Long-tail keywords are your path to rankings when you're competing against established sites. They're also often higher-converting because they indicate specific intent.

Find long-tail variations using:

• "People Also Ask" boxes on Google. These show related questions people search.

• Related searches at the bottom of Google results.

• Keyword tool filters for phrases with 4+ words.

• Customer questions from support tickets, sales calls, and reviews.

A primary keyword like "keyword research" might have long-tail variations like "how to do keyword research for local SEO," "keyword research for ecommerce product pages," or "free keyword research without tools."

Step 6: Prioritize Based on Opportunity

You now have a list of keywords. The question is: which ones should you target first?

Prioritize keywords that have:

• Sufficient search volume: Enough people searching to justify the effort.

• Achievable difficulty: Your site can realistically rank within six months.

• Clear business relevance: The keyword connects to your product or service.

• Obvious content format: You know what type of content to create.

Create a simple scoring system. Rate each keyword 1-5 on volume, difficulty, and relevance. Add the scores. Target the highest-scoring keywords first.

How to Research Prompts for AI Search Visibility

Keyword research for AI search follows similar logic but requires different tools and tactics. You're not just optimizing for what people type into Google. You're optimizing for what people ask AI assistants.

Understanding Prompt Patterns

AI users ask questions differently than search users. Google searchers type "best CRM software." ChatGPT users ask "What's the best CRM software for a 10-person sales team that needs email integration?"

AI prompts tend to be:

• Longer and more conversational

• More specific about context and constraints

• Often framed as questions seeking recommendations

• Sometimes asking for comparisons or evaluations

To capture AI visibility, you need to understand these prompt patterns and ensure your content answers them directly.

Finding Relevant Prompts to Track

Start by examining how people might ask AI about your product category:

1. Think like your customer: What questions would they ask ChatGPT about solutions like yours?

2. Review actual conversations: If you have access to customer support logs, note how people phrase their questions naturally.

3. Test AI engines directly: Ask ChatGPT, Perplexity, and Claude questions about your industry. See what they mention and cite.

Analyze AI's prompt suggestion feature helps automate this process. Based on your tracked competitors and industry, it suggests prompts that matter for your visibility.

Once you identify prompts, track them consistently to see where you appear (and where you don't).

Mapping Traditional Keywords to AI Prompts

There's significant overlap between traditional keywords and AI prompts. Someone who searches "best project management software for startups" on Google might ask ChatGPT "What project management tool should a startup use?"

Map your target keywords to their conversational equivalents:

By targeting both, you capture visibility across channels.

Strategic Keyword Placement

Knowing which keywords to target is only half the battle. Where you place them determines how effectively search engines understand your content.

Using Keywords in Title Tags

Your title tag is the single most important place for your primary keyword. It appears in search results, browser tabs, and social shares. Search engines heavily weight it when determining rankings.

Best practices for title tags:

• Include your primary keyword as close to the beginning as possible

• Keep titles under 60 characters to avoid truncation

• Make the title compelling enough to earn clicks

• Include your brand name at the end for recognition

Example:

• Weak: "Tips for Better Marketing"

• Strong: "How to Use Keywords in SEO: 14 Proven Tips | [Brand Name]"

Writin Keyword-Rich Meta Descriptions

Meta descriptions don't directly impact rankings, but they significantly impact click-through rates. A well-written description with your keyword tells searchers your page has what they need.

Best practices for meta descriptions:

• Include your primary keyword naturally (it will be bolded in results)

• Keep descriptions between 150-160 characters

• Include a clear value proposition

• End with a call to action when appropriate

Example: "Learn how to use keywords in SEO with 14 actionable tips. From research to placement, this guide covers everything you need to improve your rankings."

Placing Keywords in Headings and Subheadings

Headings (H1, H2, H3) structure your content and signal its key themes to search engines. Strategic keyword placement in headings helps both rankings and readability.

Best practices for headings:

• Use only one H1 per page, including your primary keyword

• Include primary or secondary keywords in H2 headings naturally

• Use H3 headings for subtopics within sections

• Write headings that describe what the section contains

Your H1 should closely match your title tag and include your primary keyword. For this article, that's "How to Use Keywords in SEO: 14 Tips."

Your H2s should cover your main sections and include variations of your target keywords. "How to Conduct Effective Keyword Research" and "Strategic Keyword Placement" include relevant terms naturally.

Optimizing URLs with Keywords

URLs provide another signal about your page's topic. Clean, keyword-rich URLs perform better than random strings.

Best practices for URLs:

• Include your primary keyword in the URL

• Keep URLs short and readable

• Use hyphens to separate words

• Avoid unnecessary words and parameters

Example:

• Weak: yoursite.com/blog/post-id-12345

• Strong: yoursite.com/blog/how-to-use-keywords-seo

Optimizing Content with Keywords

Strategic placement matters, but how you use keywords throughout your content determines whether the page feels natural or spammy.

Using Keywords in the First 200 Words

Search engines pay special attention to the beginning of your content. Including your primary keyword early signals immediate relevance.

Place your primary keyword within the first 100 words of your body content. Add one secondary keyword in the first 200 words, but not in the opening sentence—that can feel forced.

Example opening:

"Keywords are the foundation of any successful SEO strategy. Understanding how to use keywords in SEO determines whether your content reaches its intended audience or disappears into obscurity. This guide walks you through the complete process, from research to implementation."

The primary keyword appears naturally in the second sentence, establishing relevance without awkwardness.

Distributing Keywords Naturally Throughout Content

Keyword stuffing—cramming keywords into every sentence—hurts rankings and drives readers away. The goal is natural distribution that maintains readability.

Guidelines for natural keyword usage:

• Aim for your primary keyword once per 100-150 words

• Use variations and synonyms to avoid repetition

• Let keywords flow with the content, not against it

• Read your content aloud—if it sounds forced, revise it

Search engines understand synonyms. "Keyword research," "researching keywords," and "finding keywords" all signal the same topic. Use this flexibility to write content that's both optimized and enjoyable to read.

Including Keywords in Image Alt Text

Images need context for search engines to understand them. Alt text provides that context and offers another opportunity for keyword placement.

Best practices for image alt text:

• Describe what the image shows

• Include your keyword when it's relevant to the image

• Keep alt text under 125 characters

• Don't stuff keywords—write for users who can't see the image

Example:

• Weak alt text: "keywords keywords SEO keywords research"

• Strong alt text: "Screenshot of keyword research results in Ahrefs showing search volume and difficulty"

How to Optimize Content for AI Citations

Traditional keyword optimization improves your Google rankings. But getting cited by AI engines requires understanding how they select sources.

Structure Content for Clear Answers

AI engines pull from content that directly answers user questions. When someone asks ChatGPT for recommendations, it looks for sources that provide clear, structured answers.

Tactics that improve AI citability:

• Answer questions directly in the first sentence of each section

• Use clear headers that match how users phrase questions

• Structure comparisons in tables or lists that AI can easily parse

• Include specific details like pricing, features, and use cases

Compare these two approaches:

Weak for AI citations: "There are many factors to consider when choosing a CRM. Different businesses have different needs, and what works for one company might not work for another."

Strong for AI citations: "The best CRM for small businesses is HubSpot for companies needing free basics, Salesforce for teams requiring enterprise features, and Pipedrive for sales-focused organizations. Here's how they compare:"

The second version gives AI engines something concrete to cite.

Mention Your Brand in Relevant Contexts

AI engines mention brands they've encountered in credible contexts. If your brand never appears alongside relevant topics, AI won't know to recommend you.

Ensure your content:

• Positions your brand as a solution to specific problems

• Appears on third-party sites discussing your category

• Includes clear product information AI can surface

• Associates your brand with the keywords people use in prompts

Our research found that 82.9% of AI citations come from third-party sources rather than brand websites. This means coverage in review sites, industry publications, and comparison articles significantly impacts AI visibility.

Monitor Which Sources AI Engines Cite

Understanding which sources AI engines trust helps you prioritize outreach and content partnerships.

Analyze AI's citation analytics shows exactly which domains get cited for your tracked prompts. If a specific review site consistently gets cited when people ask about your category, getting featured there becomes a priority.

Track citations over time to identify patterns. Some domains consistently get cited. Others appear once and disappear. Focus your efforts on the consistent winners.

Advanced Keyword Strategies

Once you've mastered the basics, these advanced tactics can push your results further.

Leveraging Synonymous Keywords and LSI Terms

Latent Semantic Indexing (LSI) keywords are terms related to your primary keyword. Search engines use them to understand topic depth.

For a page targeting "email marketing," LSI terms might include: subscriber list, open rates, email automation, campaign analytics, drip sequences, and email deliverability.

Using these terms naturally throughout your content signals comprehensive coverage. You're not just mentioning email marketing—you're demonstrating expertise in the full topic.

How to find LSI keywords:

• Check "Related searches" at the bottom of Google results

• Use LSI Graph or similar tools

• Analyze the content of top-ranking pages for your keyword

• Look for terms that appear consistently across competitors

Using Keywords in Anchor Text for Internal Links

Internal links help search engines understand your site structure and distribute ranking power. The anchor text—the clickable words—provides context about the linked page.

Best practices for keyword-rich anchor text:

• Use descriptive anchor text that includes relevant keywords

• Vary your anchor text to avoid over-optimization

• Link to relevant pages that provide additional value

• Don't force links—they should feel natural

Example: Instead of "click here to learn more about keyword research," write "our guide to keyword research covers the complete process."

Monitoring and Adjusting Your Keyword Strategy

SEO isn't set-and-forget. Keywords that work today might become more competitive tomorrow. Regular monitoring helps you adapt.

Track these metrics monthly:

• Rankings for target keywords

• Organic traffic from keyword-focused pages

• Click-through rates from search results

• Conversion rates from organic traffic

Use Google Search Console to see which keywords actually drive traffic. You'll often find your pages rank for terms you didn't explicitly target—these are opportunities to optimize further.

When rankings drop, investigate. Did competitors publish better content? Did search intent shift? Did a new SERP feature push organic results down? The answer determines your response.

Tracking Keyword Performance Across Traditional and AI Search

Comprehensive measurement requires tracking both channels. You need to know how your keywords perform on Google and how your brand appears in AI responses.

Measuring Traditional Search Performance

Google Search Console remains the foundation. It shows exactly which keywords drive impressions and clicks, plus your average position for each.

Key metrics to track:

• Impressions: How often your pages appear in results

• Clicks: How often people visit from search

• CTR: The percentage of impressions that become clicks

• Average position: Where you rank for each keyword

Supplement with rank tracking tools like Ahrefs, SEMrush, or AccuRanker. These show daily ranking changes and competitor movements.

Measuring AI Search Visibility

AI search visibility requires different tools. You can't just check rankings—you need to know whether AI engines mention your brand and in what context.

Analyze AI tracks your brand's visibility across ChatGPT, Claude, and Perplexity. For each prompt you track, it shows:

• Visibility percentage: How often your brand appears in responses

• Sentiment score: Whether mentions are positive, neutral, or negative

• Position: Where your brand ranks among mentions

• Competitors: Which brands appear alongside yours

Tracking AI Referral Traffic

Beyond visibility, you need to know whether AI mentions actually drive traffic. Analyze AI's GA4 integration attributes sessions to specific AI engines.

This shows you:

• Total sessions from AI referrals

• Which AI engines drive the most traffic

• Which landing pages receive AI traffic

• Conversion rates from AI visitors

When you can tie AI visibility to actual traffic and conversions, you can justify investment in AI search optimization.

Identifying Opportunities in Both Channels

Keyword research reveals opportunities, but you need to continuously identify new ones as your market evolves.

Finding Keyword Gaps in Traditional Search

Keyword gap analysis shows terms your competitors rank for that you don't. These represent immediate opportunities.

How to find keyword gaps:

1. Enter your domain and two to three competitors into Ahrefs or SEMrush

2. Filter for keywords where competitors rank but you don't

3. Prioritize keywords with reasonable difficulty and clear intent

4. Create or improve content targeting these terms

Finding Visibility Gaps in AI Search

AI search presents different gaps. You might have strong traditional rankings but poor AI visibility—or vice versa.

Analyze AI's opportunities feature shows prompts where competitors get mentioned but your brand doesn't. These are specific conversations where you're losing potential customers.

For each opportunity, analyze:

• What content does the competitor have that you don't?

• What sources do AI engines cite when mentioning them?

• Can you create or improve content to capture this prompt?

The competitor overview shows exactly who you're up against across your tracked prompts.

Avoiding Common Keyword Mistakes

Even experienced marketers make keyword mistakes. Here's how to avoid the most damaging ones.

Understanding Keyword Density

Keyword density is the percentage of words on your page that are your target keyword. There's no perfect number, but 1-2% is generally safe.

Calculate keyword density: (Keyword occurrences / Total words) × 100

A 2,000-word article with your keyword appearing 20-40 times hits the 1-2% range.

More important than hitting a specific percentage is writing naturally. If your keyword appears 50 times and the content flows well, that's fine. If it appears 10 times but feels forced, that's a problem.

Avoiding Keyword Stuffing

Keyword stuffing is the practice of cramming keywords into content unnaturally. It was effective in the early 2000s. Today, it triggers penalties.

Signs of keyword stuffing:

• The same phrase repeated in every sentence

• Keywords inserted where they don't make grammatical sense

• Hidden text filled with keywords

• Keyword density above 3-4%

Google's algorithms detect stuffing and can demote or remove stuffed pages from results entirely.

Example of stuffing: "Looking for keyword research? Our keyword research guide covers keyword research tools for keyword research. Learn keyword research today with our keyword research methods."

Example of natural usage: "Effective keyword research requires the right tools and methodology. This guide covers the process from initial brainstorming through competitive analysis, with recommendations for both free and paid research tools."

Avoiding Keyword Cannibalization

Keyword cannibalization happens when multiple pages on your site target the same keyword. Instead of one strong page, you have several weak ones competing against each other.

Signs of cannibalization:

• Multiple pages ranking for the same term on different positions

• Rankings that fluctuate as Google switches between pages

• Neither page achieving the rankings you'd expect

How to fix cannibalization:

• Consolidate similar pages into one comprehensive resource

• Differentiate pages by targeting distinct long-tail variations

• Use canonical tags to signal your preferred page

• Redirect weaker pages to your strongest asset

Summary

Keywords remain fundamental to search visibility—both traditional and AI-powered. The process hasn't changed: research what your audience searches for, create content that addresses their needs, and place keywords strategically so search engines understand your relevance.

What has changed is where you need to be visible. Google still drives the majority of search traffic, but AI engines are growing fast. Brands that optimize for both channels will capture more total demand than those who focus on only one.

The key principles:

• Conduct thorough keyword research before creating content

• Match your content format to user intent

• Place keywords in titles, headings, and early body content

• Distribute keywords naturally throughout your content

• Use synonyms and LSI terms to signal topic depth

• Avoid stuffing and cannibalization

• Track performance across both traditional and AI search

• Continuously identify and pursue new opportunities

SEO isn't dead. It's expanding. Keywords work across channels. The brands that recognize this evolution—and measure both traditional rankings and AI visibility—will compound their organic growth while others wonder where their traffic went.

Frequently Asked Questions

What are SEO keywords and why are they important?

SEO keywords are specific terms and phrases you include in your content to help search engines understand its topic. They're important because they determine whether your content appears when people search for information related to your business. Without keyword optimization, even great content can remain invisible.

How many keywords should I target per page?

Target one primary keyword and three to five secondary keywords per page. The primary keyword should appear in your title, H1, and URL. Secondary keywords can appear in H2 headings and throughout the body content. This approach provides focus while capturing related searches.

How do I know if a keyword is too competitive?

Check the keyword difficulty score in tools like Ahrefs or SEMrush. If the score is above 70-80 and your site is relatively new, you'll likely struggle to rank. Also examine the current results—if the first page is dominated by major publications and established brands, consider targeting a more specific long-tail variation.

How often should I update my keyword strategy?

Review your keyword strategy quarterly. Check which keywords are driving traffic, which have become more competitive, and whether new opportunities have emerged. Annual comprehensive audits help identify bigger shifts in your market and search landscape.

Do keywords matter for AI search engines like ChatGPT?

Yes. AI engines draw from content that matches the language users use in their prompts. If your content contains the terms and phrases people ask about, AI engines are more likely to cite you. The keywords you target for Google often overlap with the prompts people use with AI assistants.

What's the ideal keyword density?

Aim for 1-2% keyword density, but don't obsess over exact percentages. Write naturally and ensure your keyword appears where it makes sense: title, headings, introduction, and throughout the body. If the content reads well and covers the topic comprehensively, density takes care of itself.

Should I use the exact keyword or variations?

Use both. Include your exact target keyword in the title, H1, and a few times in the body. Use variations, synonyms, and related terms throughout the rest of the content. Search engines understand semantic relationships, so natural variation actually helps rather than hurts.