How do keywords work in SEO?

Keywords are the bridge between what people search for and the content you create.

Instead of only focusing on exact matches, modern SEO emphasizes search intent — understanding why the user is searching.

For example, “buy Nike running shoes online” has commercial intent, while “best running shoes for beginners” has informational intent.

Using a mix of short-tail keywords (broad terms with high volume) and long-tail keywords (specific, lower-volume terms that often convert better) helps capture different stages of the customer journey.