Types of SEO Content: Webpage Types & Purposes
October 9, 2025
Want your website to show up on Google’s first page? It all starts with choosing the right keywords. Whether you’re a business owner, content marketer, or SEO strategist, finding the best keywords for SEO can make or break your visibility online. But with countless keyword suggestions and endless search terms to sort through, the process can feel overwhelming.
This guide simplifies the keyword research process—walking you through how to generate keyword ideas, use keyword research tools like Google Keyword Planner, and identify high-value search terms your audience is actually typing into search engines. We’ll also show you how to turn keyword data into a strong search engine optimization strategy that drives traffic and ranks.
Keywords are the words or phrases people type into search engines when they want to find something. If someone wants to learn how to start a business, they might search “how to start a business” or “business ideas.” These are keywords. Search engines use them to match content with what users are looking for. When you include the right keywords in your content, you have a better chance of appearing in search results. A strong SEO strategy includes short keywords, long tail keywords, and related phrases. This helps your website reach more people searching for what you offer.
Finding the right keywords isn’t just about traffic—it’s about attracting the right visitors. Whether you’re targeting buyers, clients, or readers, your keyword choices shape who finds your site. In this section, we’ll show you how to research, filter, and choose keywords that bring real business value.
Seed keywords are short, broad terms that describe what your business does. They’re the starting point of every successful SEO and PPC campaign. These terms help you categorise your services, understand your market, and identify genuine search opportunities.
Begin by looking at your main products or services. What do you offer, and who are you offering it to? If you’re a mortgage broker, terms like “mortgage,” “home loans,” or “interest rates” are likely at the core of your business. These are your seed keywords.
What would someone type into Google when they need your service? Use simple words your audience would use, not technical jargon. Seed keywords should be easy to understand and tied to what people are searching for.
Seed keywords don’t need to cover everything in one go. Break them down by service type, customer intent, or product focus. This helps keep your keyword research organised and makes it easier to build related content later.
Run a few competitor URLs through a keyword analysis tool. Look at the common terms that show up across their pages. This can help you validate or expand your list of seed keywords.
Here’s a simple breakdown of seed keywords and how they can branch out into long-tail keyword opportunities:
| Seed Keyword | Description | Potential Long-Tail Expansions |
|---|---|---|
Mortgage |
Broad term related to home loans |
“Mortgage rates today”, “Best mortgage lenders” |
Home Loans |
General term for loans to purchase property |
“Home loans for first-time buyers”, “Low-interest home loans” |
Refinancing |
Referring to the process of revising a payment schedule |
“Best refinancing rates”, “Refinancing home loans calculator” |
Property Investment |
Investment in real estate properties |
“Property investment strategies”, “Best areas for property investment” |
Loan Approval |
Process of getting a loan approved |
“Fast loan approval”, “Home loan approval process” |
Interest Rates |
Rates charged on borrowed capital |
“Lowest home loan interest rates”, “Fixed vs variable interest rates” |
First-Time Buyer |
Individuals buying a home for the first time |
“First-time home buyer grants”, “Tips for first-time home buyers” |
Mortgage Calculator |
Tool to estimate monthly mortgage payments |
“Mortgage payment calculator”, “How to use mortgage calculator.” |
Seed keywords help shape the structure of your SEO strategy. Once you’ve mapped them out, you can use them to generate keyword ideas, filter keyword data, and discover valuable content opportunities across your site.
Once you’ve mapped out your seed keywords and generated related keyword ideas using keyword tools, it’s time to evaluate which ones are worth focusing on.
Choosing the right keywords starts with knowing what people really want when they search. This is called search intent, and it plays a big role in how relevant a keyword is to your business.
People with informational intent are looking to learn something. They’re not ready to buy yet—they’re just researching. These searches often start with words like “how,” “what,” or “why.”
Examples:
These keywords are great for blog posts or FAQ pages. While they may not lead to immediate sales, they build trust and can bring users into your funnel early.
This is when someone already knows what they’re looking for—they’re just trying to find the right page or brand. They might already know your name or be comparing a few providers.
Examples:
Use navigational keywords in your homepage or service pages to help searchers find you fast.
These are high-value keywords. Searchers with transactional intent want to take action—book a service, sign up, or make a purchase.
Examples:
You’ll want these keywords on your core service pages, product pages, and landing pages. They often drive conversions and should be prioritised in your SEO strategy.
These searchers are comparing their options. They’re almost ready to convert but want to make the best choice.
Examples:
These are perfect for comparison content, reviews, and “best of” guides. They help move people from consideration to decision.
By mapping your keywords to these search intents, you can create more targeted content and improve your chances of ranking for terms that actually support your business goals.
Search volume shows how many people are typing a specific keyword into Google each month. It’s a good way to measure demand and can help you estimate potential traffic.
A high search volume might seem like the best target, but it’s not always the smartest choice. Broad keywords like “home loan” or “SEO” might get thousands of monthly searches, but they’re also highly competitive and often too general to bring in qualified leads.
Instead, look for a mix. Include some high-volume keywords that match your core services, but also go after more specific phrases with lower search volume. These often have clearer intent and are easier to rank for. For example, “home loan options for low income earners” might have fewer searches, but it speaks to a very specific need.
You can find keyword search volume using tools like Google Keyword Planner, Semrush, or Ubersuggest. These tools also show related keywords and trends over time, helping you spot opportunities early.
The goal isn’t just to get more clicks. It’s to target the terms that bring the right visitors to your website.
Not all keywords are easy to rank for. Some are dominated by large websites with strong authority, years of content, and high-quality backlinks. If your site is new or still growing, targeting these high-competition keywords too early can lead to wasted effort.
Instead, focus on low to medium competition with a reasonable search volume. These are often called “low-hanging fruit.” They’re easier to rank for and can start bringing in traffic while your site builds credibility.
You can check keyword competition using tools like Google Keyword Planner, Semrush, or Ahrefs. These tools assign a difficulty score that gives you an idea of how hard it will be to break into the search results.
A smart SEO strategy means balancing short-term wins with long-term goals. Start with keywords that you can realistically rank for now. As your content grows and your domain authority improves, you’ll be in a stronger position to go after the high-competition keywords in your niche.
After you’ve mapped out your seed keywords and prioritised them based on relevance, search volume, and competition, the next step is to expand your list. Keyword research tools help you find more keyword ideas, spot gaps, and uncover terms your audience is already searching for.
Google Keyword Planner is a free keyword research tool that gives you keyword suggestions, average monthly searches, and competition data. If you have a Google Ads account, you can access even more insights. It’s a good starting point, especially for businesses testing paid search alongside SEO.
For deeper analysis, tools like Semrush, Ahrefs, Moz, and Ubersuggest provide features like keyword difficulty scores, competitor keyword data, and SERP breakdowns. These tools help you discover long tail keywords, compare keyword opportunities, and identify what your competitors rank for. You can also use the Keyword Magic Tool from Semrush for fast, filtered keyword generation across themes and categories.
Other tools like Google Autocomplete, Search Console, and even Google Analytics give useful clues on how users are finding your site. They can surface valuable data on actual queries, helping you refine your content strategy.
Long tail keywords are longer, more specific phrases that reflect what people actually type into search engines when they’re closer to making a decision. While these keywords usually have lower search volume, they also tend to have less competition and a higher conversion rate—making them valuable for small to mid-sized websites.
Think of long tail keywords as an opportunity to reach users with clear intent. Someone searching for “inbound marketing” could be after anything—definitions, services, or general information. But a person searching for “inbound marketing services for small businesses” knows exactly what they want. That’s where your content can match their needs directly.
These keywords work well for blog articles, product pages, landing pages, and FAQs. Look for patterns in your customer questions and related keywords to build out your list.
Here’s a simple comparison:
| Keyword Type | Example | Search | Competition | Target Audience |
|---|---|---|---|---|
Short-Tail Keyword |
“Inbound Marketing” |
High |
High |
Broad, General Audience |
Long Tail Keyword |
“Inbound marketing services for small businesses” |
Lower |
Lower |
Specific, Niche Audience |
After building your keyword list, the next step is to organise those keywords into content clusters. A content cluster groups related topics under one central theme, helping search engines connect your pages and improving your site’s structure. It also makes your content more helpful and easier to navigate for users.
Start with a pillar page. This is a comprehensive piece of content that targets a broad keyword with solid search volume. Around that, create supporting content targeting related long tail keywords, search intent variations, and frequently asked questions.
For example, if your business offers mortgage services, your pillar topic could be “Home Loan Services”. Here’s how a cluster might look:
Each supporting page targets specific keywords for SEO, answers focused search queries, and links back to the main service page. This signals to search engines that your site is a trusted source on the topic and improves your search engine rankings.
Using content clusters helps you build topical authority, improve on-page SEO, and provide a better user experience. It also makes content planning easier because every piece you create has a defined purpose within your overall SEO strategy.
Now that you’ve built your keyword list, it’s time to use it across your website. On-page keyword optimisation helps search engines understand what each page is about.
Search engines don’t just scan for words—they scan for context. Strategic placement helps Google understand your content, while also making your message clearer to visitors.
Search engines don’t just scan for words—they scan for context. Strategic placement helps Google understand your content, while also making your message clearer to visitors.
While it doesn’t directly affect rankings, a good meta description helps increase click-through rates. Include your target keyword naturally in the first sentence if possible.
This is the main heading of your page. It should clearly describe the topic and include your focus keyword once.
A clean URL with your keyword helps with relevance and readability. Use hyphens instead of underscores and avoid unnecessary words.
Search engines pay attention to the opening paragraph. Use your keyword early to reinforce the topic, but keep it natural.
Break your content into sections using subheadings. Include keywords where appropriate to help structure your page for both users and search engines.
Describe images with relevant keywords. This helps with accessibility and image search visibility.
Consistent, natural keyword placement makes your content easier to understand—for both people and search engines.
Good on-page SEO means writing content that answers the searcher’s intent while staying clear, useful, and easy to read.
Every keyword reflects a question or goal. Someone searching “best home loans for first-time buyers” isn’t just looking for a definition—they want help choosing the right option. Your content should speak to that need directly. Don’t just include the keyword—explain what matters, compare options, and make it easy to take the next step.
Avoid forcing keywords into sentences. If it doesn’t sound natural when you read it aloud, revise it. Search engines are smart enough to understand related different keywords and synonyms, so you don’t need to repeat the exact phrase too often.
Use clear headings, short paragraphs, and bullet points where needed. These help break down information and make content easier to scan, which improves both user experience and SEO performance.
The goal is balance—optimise your page without sacrificing clarity. Content that’s helpful, well-structured, and written with real users in mind is more likely to rank and convert.
Adding popular keywords to your page is important—but overdoing it can backfire. Keyword stuffing is when a page uses the same phrase repeatedly in an unnatural way, making the content hard to read and spammy to search engines.
Google is quick to penalise pages that try to game the system with keyword overload. You might rank for a short time, but long-term visibility and trust will drop fast. Even worse, users will bounce if your content feels robotic or forced.
Instead, use your primary keyword naturally a few times in key areas—title tag, meta description, H1, first paragraph, and maybe one or two subheadings. Then support it with related keywords or synonyms to help reinforce the topic.
For example, instead of repeating “first-time home buyer loans” in every paragraph, mix it up with phrases like “loans for new buyers,” “buying your first home,” or “home loan options.”
Aim for a natural flow. If it reads well to a human, you’re usually on the right track. Write to answer questions, not to chase rankings. When you focus on quality content, your keywords will work harder without overloading the page.
Internal links connect one page on your site to another. They guide users, help search engines crawl your site more efficiently, and reinforce the relevance of your content.
When used strategically, internal links also support keyword optimisation. By linking relevant pages using keyword-rich anchor text, you show Google how your content fits together. For example, if you have a blog post about “fixed vs variable interest rates,” you can link it to your “home loan services” page using an anchor like compare home loan options.
The goal isn’t to force in as many links as possible. It’s to connect related content in a way that feels natural and helpful. Keep the anchor text descriptive. Avoid vague phrases like “click here” or “read more.” Instead, use terms that reflect what the linked page is about.
Good internal linking also spreads authority across your site. Pages with more internal links tend to be crawled more often and may rank higher. Make sure your most important pages are well-linked from other relevant content.
As you build content clusters, internal linking becomes even more powerful. It shows the connection between your pillar content and supporting pages, helping Google understand your site structure.
Tracking keyword rankings helps you understand what’s working—and where you need to improve. Whether you’re optimising blog posts or service pages, monitoring performance lets you see if your efforts are paying off in the search results.
Here are a few effective ways to keep an eye on your rankings:
Your Google Search Console account is one of the best free tools available. It shows how your pages appear in Google search results, along with impressions, clicks, and average position per keyword. After verifying your website, head to Performance and filter by queries to see which keywords are driving traffic—and how they’re ranking.
If you’re managing a smaller site or just a few keywords, a spreadsheet can be a simple way to start. Create a Google Sheet and list all your target keywords. You can manually check rankings in an incognito browser or use browser extensions to speed up the process. Record your position regularly to track progress over time.
Tools like Semrush Position Tracking, Ahrefs Rank Tracker, or SE Ranking offer more advanced insights. These tools automate daily or weekly rank checks across multiple search engines. You’ll see keyword position changes, competitors’ performance, and visibility trends in one dashboard.
Tracking rankings isn’t about obsessing over daily shifts—it’s about spotting patterns, measuring the impact of your SEO strategy, and making smart adjustments.
To get your content ranking, you need to show Google that your page is relevant, useful, and trustworthy. Here are three key ways to improve your chances of ranking for your target keywords:
Backlinks remain one of the strongest ranking factors in Google’s algorithm. When other trusted websites link to yours, it signals authority and credibility. Focus on earning links through guest blogging, business directory submissions, and sharing content on social media. You can also reach out to relevant sites in your niche for partnerships or content collaborations.
Aim for quality over quantity—one strong backlink from a reputable site is worth more than dozens of low-quality ones.
Your title tag (what appears in the browser tab and Google search) should include your primary keyword and clearly describe the page topic. It should be under 60 characters.
Your meta description should also include your target keyword and be around 150–160 characters. While it doesn’t directly affect rankings, a clear, engaging meta description can boost click-through rates—which in turn supports SEO performance.
Search engines favour pages with helpful, well-written content. Whether it’s a service page or blog post, your SEO content should be relevant to the keyword, answer the user’s intent, and offer value.
When creating content, use clear headings, strong internal linking, and refresh outdated content regularly. The better your content, the better your chance of moving up the rankings.
Brainstorm topics related to your business or content to find relevant keyword ideas. Consider the terms your audience might use to search for your products or services. Use keyword research tools like Google Keyword Planner, Moz Keyword Explorer, or SEMrush to generate a list of related keywords and assess their search volumes and competition levels. Look at the ‘People Also Ask’ and ‘Related Searches’ sections on Google’s search results pages for more ideas. Analysing competitors’ websites and your site analytics can also provide insights into effective keywords. Lastly, consider long-tail SEO keywords, which are more specific and often easier to rank for.
Choosing SEO keywords with high monthly search volume is only sometimes the best strategy. While these keywords can potentially bring more traffic, they are often highly competitive. This means ranking for them could be more challenging, especially for newer or smaller websites. Instead, it’s advisable to balance high-volume keywords with lower competition. Focusing on long-tail, low competition SEO keywords, which are more specific and generally less competitive, can be a more effective approach. These keywords might have lower search volumes, but they often attract more targeted traffic and can lead to higher conversion rates. Always tailor your keyword strategy to align with your SEO goals, resources, and the competitive landscape of your niche.
To find trending keywords relevant to your business, use tools like Google Trends to see what topics are currently popular in your industry. This tool tracks keyword popularity over time and identifies seasonal trends or emerging topics. Social media platforms, such as Twitter and LinkedIn, can also provide insights into current trends based on what your target audience is discussing. SEO tools like SEMrush or Ahrefs also offer features to discover trending keywords in your specific niche. Regularly monitoring industry news and competitor websites can help you stay updated on relevant and trending keywords in your business domain.
Primary and secondary keywords are two types of keywords used in SEO to optimise content and improve search rankings. Primary keywords are the main focus of your content. They are highly relevant to your business or topic and are what you primarily want to rank for in search engine results. These are often more competitive and have higher search volumes. On the other hand, secondary keywords are related to the primary keywords but are usually more specific and less competitive. They support the primary keywords and help to bring more depth to your content, targeting various aspects or angles related to your main topic. Using primary and secondary keywords, you can create well-rounded and SEO-friendly content that covers a broader range of search queries related to your business or topic.
You don’t need to chase every keyword or rely on guesswork. Start with a clear goal, understand your audience’s intent, and focus on creating useful content that answers real questions. The best keyword strategies don’t come from chasing trends. They come from consistency. Choose a direction, publish with purpose, and track what matters. Over time, the rankings follow the effort. So don’t overthink perfection. Just start.
Ready to rank higher on Google? Evolving Digital SEO Agency helps businesses turn keyword research into real results. Let’s build an SEO strategy that drives traffic, leads, and growth—without the guesswork.
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