What Are Keywords?

Keywords are exactly what they sound like - “key” words or phrases used within text on a landing page, in the URL of a page, and in meta details of a page. These key phrases and words are linked to what users might be searching in Google, what your page is talking about, and what you want to rank for in Google searches.

They are signals to Google that match your page to real user Google searches.

We class keywords into three different groups:

1. Hero keyword - main keyword you want to target on a landing page. We avoid keyword stuffing and promote white-hat SEO practices; therefore, we suggest using one target keyword you want to rank for as your main objective.
   1. For example, if you want a page to perform well for “Renewable Energy Recruitment,” this would be the hero you use in your page title (or H1), in the  URL of your page, and sprinkled in the text in a nonobvious way.
2. Supporting keywords - additional keywords that are either variations of your hero keyword or ones related to your hero keyword that appear in your text. You should aim for 3-5 supporting keywords and
   1. For example, if “Renewable Energy Recruitment” is your hero, supporting keywords may be “renewable energy jobs”, anything related to solar, wind, hydro, or any other sub-specialism in renewable energy, and so on.
3. Info Query Keywords / Long-Tail Keywords - usually longer phrases like “how to find a renewable energy recruitment agency” or “what is renewable energy recruitment.” These include your target keyword (e.g. renewable energy recruitment) within a question or lengthy search term usually used for informational queries during a user's research phase. We recommend using these keywords to drive your blog content strategies!