Keywords 101: How to Choose and Use SEO Keywords for Your Website and Blog

If the word “keyword” makes your brain short-circuit a little – you’re not alone.

SEO (search engine optimization) often feels like one of those techy, jargon-filled marketing things that’s made just confusing enough to keep small business owners second-guessing themselves.

But here's the truth: Keywords are simply the words and phrases your ideal clients are typing into Google.

That’s it. And when you use the right ones – intentionally and ethically – you help your content get found by the people who are already looking for what you do.

The gist: SEO keywords are the words and phrases people type into search engines to find what you offer. Choose one specific, long-tail keyword for each page or post, then place it naturally in your title, URL, meta description, first 100 words, and a subheading. Results tend to build steadily over 6–24 months.

You don’t have to be an SEO expert to make your content more discoverable.
You just need a simple system – and the confidence to start.

What “Better SEO” Actually Means

Let’s be real – when people hear “SEO,” their minds often jump to complicated tech tactics, shady growth hacks, or the pressure to rank #1 on Google.

But that’s not the goal here. Not for us.

For values-aligned, service-based entrepreneurs, better SEO isn’t about gaming the algorithm – it’s about creating clarity and connection.

So, what is “better” SEO?

Better SEO means:

• Your dream clients can find you when they need you
  
• Your content shows up in relevant search results
  
• You’re getting traffic that’s aligned with your message and offers
  
• You’re building trust before someone ever fills out your contact form
  

It’s not about chasing clicks. It’s about helping people discover content that genuinely supports them – through the lens of your values, voice, and expertise.

But will SEO actually work for me?

If you're thinking:

“I’m a small business. I don’t have a team. Can I really rank for anything?”

The answer is YES – especially when you focus on long-tail keywords (specific phrases like “ADHD-friendly content planner” instead of generic ones like “marketing”).

You’re not trying to compete with huge corporations or ad agencies. You’re trying to reach your people. And when you build intentional, keyword-informed content around the questions they’re actually asking? That’s how you get found.

SEO is a Long Game (And That’s a Good Thing)

Unlike social media, which moves fast and disappears quickly, SEO is slow and sustainable.

Here’s what that looks like:

• 6-12 months to start seeing consistent traffic from a post
  
• Results improve over time (as your content ages, gains backlinks, or gets updated)
  
• SEO content works while you sleep – no constant posting required
  

It’s not a quick fix. But it is a powerful, ethical way to grow your visibility without burning out.

How to Choose a Primary Keyword for Each Page or Post

Choosing the right keyword isn’t about guessing what sounds good or using marketing buzzwords – it’s about getting intentional with the language your audience is already using.

Every page or blog post on your site should have one clear focus keyword – the phrase that captures what that content is really about and helps your ideal client find it through search.

Here’s how to choose the right one, step by step:

Step 1: Start With Your Audience

Before you start keyword research, ground yourself in who you’re trying to reach.

Ask:

• What questions are my audience asking right now?
  
• What problems are they trying to solve?
  
• What would they type into Google if they needed help with this?
  

Example:
If you’re a coach who helps neurodivergent entrepreneurs with business systems, your audience might be searching:

• “systems for ADHD entrepreneurs”
  
• “how to organize a creative business”
  
• “simple business planner for neurodivergent people”
  

Those exact phrases are gold.

Step 2: Connect It to Your Content Pillars + Offers

Your keyword should reflect the topic of the post or page – but it should also connect back to your overall strategy.

Ask:

• Which content pillar does this page belong to?
  
• Is this content building toward or supporting one of my core offers?
  

Example:
Writing a blog post about batching content?
Primary keyword = “content batching for small businesses”
That ties into your “Content Marketing” pillar and supports a service you offer.

Step 3: Use Free Keyword Tools to Validate Your Ideas

You don’t need fancy software to do basic keyword research. These free tools will help you find out what people are actually searching:

• Google autocomplete – start typing a phrase and see what Google suggests
  
• Ubersuggest (free version) – shows search volume, competition, and ideas
  
• AnswerThePublic – great for finding question-based keywords
  
• Keywords Everywhere (browser extension) – adds keyword data to Google searches
  

Look for long-tail keywords (3–5+ word phrases) that are:

• Specific
  
• Low to medium competition
  
• Closely tied to your audience’s real-life language
  

Example:
Instead of “content marketing,” try “content strategy for ADHD entrepreneurs.”

Step 4: Choose ONE Primary Keyword Per Page

You might find several good options – but resist the urge to use them all at once.

Focus on ONE primary keyword per page or post. This keeps your content focused and avoids confusing search engines.

You can still include related keywords or variations (called semantic keywords), but keep one main phrase at the center.

Pro Tip: Don’t use the same primary keyword across multiple posts – this can lead to keyword cannibalization, where your own pages compete with each other in search results.

Where to Put Your SEO Keywords (Without Sounding Like a Robot)

Once you’ve selected your primary keyword, the next step is to place it where it matters most – strategically and naturally.

You don’t need to stuff your keyword into every sentence. (Please don’t. That’s a fast track to unreadable content and poor rankings.)

Instead, focus on these high-impact places where keywords help both search engines understand your content and humans know they’re in the right place.

Here’s your checklist:

1. Page/Post Title (H1)

Use your primary keyword right in the title of the blog post or page – preferably near the beginning. This should be formatted as a H1 heading tag (it’s hard coded on most blogs to be this way). 

Example:
This blog post is “Keywords 101: How to Choose and Use SEO Keywords for Your Website and Blog”
And the keyword is SEO Keywords.
I could improve the placement if I moved ‘SEO Keywords’ earlier in the title. However, these are guidelines not rules.

2. URL Slug

This is the tail end of your website’s URL (after the slash). Keep it short, readable, and keyword-focused.

Example:
yourwebsite.com/whatever-your-keyword-is
And this blog post is MegBrunson.com/SEO-keywords
Since ‘SEO keywords’ is my keyword.

3. Meta Description

The meta description is the short snippet (under 150-160 characters) that appears in search results. I recommend writing meta descriptions that are clear and compelling so that the reader will want to click through and see the full content of your post when they see it on social media or in search results – and you definitely want to include your keyword here.

Example:
“Learn how to choose and use SEO keywords to get found by ideal clients, and build sustainable visibility – without the overwhelm.”

4. First 100 Words

Include your keyword near the beginning of your post, ideally in the first paragraph. Google pays extra attention to this area when determining relevance.

Tip: Make sure it flows naturally – don’t force it in just for SEO.

5. Subheadings (H2 or H3)

Use your keyword in at least one subheading. This makes your content easier to skim and reinforces your topic for search engines.

Example:
This section’s H2 subheading is “Where to Put Your SEO Keywords (Without Sounding Like a Robot)”
Not all of my H2/H3 subheadings have the keyword – I want to optimize but not overoptimize.

This is one area where I really like to use the Yoast plugin on WordPress because it’s programmed to help optimize your blog content for SEO and it will guide you through the process of optimizing without overoptimizing. In longer posts you will want to use your keyword in more than one H2 or H3 subheadline – but you don’t want (or need) to have the keyword in every H2 or H3 subheading, and Yoast helps you find the sweet spot.

6. Image File Names

This is probably the most overlooked way to optimize your SEO keywords. Before you even upload your image to WordPress or your site builder, rename the file to include your keyword (using hyphens between words).

Example:
OK: SEO-keywords.png
OK: SEO-keywords-where-to-put.jpg
NOT: IMG_93847_FINALv2.jpg

This is how your content can be found in image searches, and this small step improves image SEO and helps Google understand your page’s topic.

7. Image Alt Text

Use a brief, accurate description of the image that includes your keyword if it fits naturally. Alt text supports both accessibility and search, however accessibility should always be prioritized.

Example:
The image at the beginning of this section has the following alt text:
“Gradient background with SEO-themed 3D icons. Title: ‘Where to Put Your SEO Keywords’ includes: Page/Post Title, URL Slug, Meta Description, First 100 Words, Subheadings, Image File Names, Image Alt Text, and Internal Link Anchor Text. Just Marketing logo.”

8. Internal Link Anchor Text

When linking to other pages on your site, use descriptive anchor text (instead of “click here”) that reflects the keyword or topic.

Example:
“Check out my guide to [identifying the best SEO Keywords] for more ideas.”
(not a real guide – just an example)

BONUS: My Favorite SEO Keywords Tool – The Yoast SEO Plugin (for WordPress Users)

If you're using WordPress, the free version of the Yoast SEO plugin can help you:

• Track where you’ve placed your keywords
  
• Write effective meta descriptions
  
• Improve readability
  
• Avoid over-optimization
  

It gives you a color-coded checklist for each post to make sure your SEO basics are covered – without needing to be an expert. It’s one of my favorite tools – and I use the FREE version – check out Yoast for WordPress.

When Will You See Results? (And What to Expect)

SEO doesn’t give you the dopamine hit that comes from a viral Reel or a rush of new followers.

It’s not flashy.
Or instant.
And it’s definitely not a “quick win” strategy.

But it’s one of the most sustainable, long-term marketing strategies you can invest in – and while the best time to start was 12 months ago, the second best time to start is now.

The Real Timeline

Here’s what to expect when you commit to using keywords and optimizing your website content consistently:

• 6–12 months: You may start to see a slow but steady increase in search traffic to key pages or blog posts. You might notice certain content beginning to rank for long-tail keywords.
  
• 12–24 months: Your SEO efforts begin to compound. You’ll likely have several pieces of content ranking on page 1 of Google for relevant searches, consistently bringing qualified traffic to your site – without ongoing effort or ad spend.

We Often Prioritize Quick Wins (And That’s Okay – But Not Enough)

When you’re in a season of needing new clients now, it makes sense to focus on fast-acting strategies:

• Personal outreach
  
• Collaborations or referrals
  
• Paid ads
  
• Social selling
  

And those strategies can be really effective – but they’re also high-effort and short-lived. As soon as you stop showing up, the leads slow down.

That’s why you want to layer in SEO as your long-game strategy.

It’s not about choosing either fast or sustainable.
It’s about doing what you need to do today while also building momentum for the future.

Why It’s Worth It (From Someone Who’s Been There)

When I met Rachel Lindteigen of Etched Marketing way back in 2017. I had just left Facebook and was launching the very first version of this business. I knew social media – but Rachel knew SEO.

She told me something that stuck:
“It’s going to take 12 to 24 months to see real results.”

So, I installed the Yoast plugin, kept Rachel’s notes close, and started optimizing every new piece of content I created.

And you know what?
Two years later, it really did feel like magic (or… science, I guess).

My content was getting discovered by ideal clients. Blog posts I had written months – or even years – ago were still driving traffic to my site. I wasn’t constantly churning out new posts or relying on social media to stay visible. My website was finally doing some of the heavy lifting for me.

At the time, I was hosting a podcast with weekly guests, and something unexpected happened:
Guests started reaching out asking me for SEO advice.
They’d search for their name or business – and my site would come up before theirs. They wanted to know how to make their own content show up in Google, too.

And I’ll tell you what Rachel told me:
“It’s going to take 12 to 24 months to see real results.”

And believe me, if you start now, you’ll thank yourself a year from now.

SEO Keyword Mistakes to Avoid

When you're just getting started with SEO, it’s easy to fall into a few common traps. Most of these mistakes come from trying to do too much, too fast – or from outdated advice that prioritizes algorithms over people.

Here’s what to watch for (and how to stay aligned with your values while optimizing your content):

Mistake 1: Keyword Stuffing

Trying to cram your keyword into every other sentence.

This not only makes your content awkward and hard to read – it can actually hurt your SEO rankings. Search engines (and humans!) are smart enough to recognize when something feels unnatural.

Do this instead:
Use your keyword where it makes sense (title, headings, first 100 words, etc.), and let related terms and variations show up organically throughout the post.

Mistake 2: Ignoring User Intent

Choosing keywords based only on volume, without thinking about what the searcher actually wants.

If someone searches “content calendar template,” they’re probably looking for a downloadable tool – not a 1,000-word essay on the history of content planning.

Do this instead:
Choose keywords that match the content you’re actually creating – and make sure your content delivers what the searcher is looking for.

Mistake 3: Targeting Keywords That Are Way Too Competitive

Trying to rank for high-competition keywords like “marketing” or “SEO” with a brand-new site.

These broad keywords are dominated by huge websites with tons of authority – and going head-to-head with them can be discouraging.

Do this instead:
Start with long-tail keywords which are actually multi-word phrases (like “ethical marketing tips for ADHD entrepreneurs”) that are specific and more achievable. These may have lower search volume, but they often bring in higher-quality traffic.

Mistake 4: Using the Same Primary Keyword on Multiple Pages

This is known as keyword cannibalization – and it can confuse search engines about which page to rank.

If your “Services” page and a blog post both target the exact same keyword, they might compete with each other and dilute your SEO efforts.

Do this instead:
Assign one unique keyword per page or post. You can absolutely use related topics across multiple pages – just make sure each one has its own focus. 

Using long-tail keywords is a great way to stay focused without overlapping. They allow you to cover a broader topic (like “content repurposing”) across multiple pages while keeping each one distinct.

Here’s how that might look in action:

• Main Services Page: Content Repurposing for Entrepreneurs
  Keyword: content repurposing
  Focus: Overview of your offer and how you help clients repurpose content.
  
• Blog Post #1: How to repurpose blog content for Instagram
  Keyword: repurpose blog content
  Focus: Step-by-step guide for turning blog posts into Instagram content.
  
• Blog Post #2: Repurposing Live Videos into Blog Posts
  Keyword: repurposing live videos
  Focus: Teaching how to turn webinars or Facebook Lives into written content.
  
• Blog Post #3: Content Batching and Repurposing Strategy
  Keyword: content batching and repurposing
  Focus: How batching supports a repurposing workflow.
  

Each page targets a different variation of the core theme – content repurposing  and they can all link back to your main service page to build SEO authority.

This approach not only avoids keyword cannibalization – it actually helps search engines see you as a trusted expert on the broader topic, because you’ve covered it from multiple, intentional angles.

Mistake 5: Forgetting to Optimize Existing Content

Only applying SEO to new content, while your older posts sit untouched.

Some of your best-performing blog posts might just need a few keyword tweaks, an updated meta description, or an image alt text refresh to start working harder for you.

Do this instead:
Create a habit of revisiting your old content once a quarter or during annual planning. Use tools like Google Search Console or Yoast SEO to identify what’s already ranking – and what could use a refresh.

Next Steps: SEO Keywords

Keywords aren’t about chasing clicks – they’re about creating clarity.

Clarity for:
Search engines…
Your audience…
And, clarity for you as you create content that aligns with your mission.

When you take the time to choose a clear, specific keyword for each page or post – and place it intentionally – you’re setting your website up to become a powerful tool for long-term visibility and growth.

Not overnight.
Not with a single post.
But with consistent, values-aligned action.

I know it can feel hard to prioritize strategies that won’t bring immediate conversions when you’re trying to keep your business afloat – but future-you will be so glad you started building your SEO foundation now.

Want personalized help building your SEO strategy?

In my Marketing Foundations Intensive, we map out your content pillars, identify aligned keywords, and build a sustainable, values-first marketing strategy that actually works for you. Let’s make your visibility feel doable – and effective.

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