Don’t worry. You’re not alone, and you’re certainly not doomed to live on page 57 of Google forever. This blog post will help explain SEO keywords – what they are, why they matter, and how to find the ones that make search engines (and potential clients) do a happy dance when they find you.
What Are SEO Keywords, Anyway?
SEO keywords are the words and phrases that people type into search engines when they’re looking for something. It might be “dog walker near me” or “how to start a small business.”
They’re the magical breadcrumbs that guide Google to your website. And if you use the right ones, you’re going to increase your chances of Google finding your website and including it search results. If you’re not using the right ones, your website may not show up high enough for people to notice.
Why Keywords Are a Big Deal
Search engines (Google, Bing, DuckDuckGo, etc.) use keywords to figure out what your content is about and who it’s for. If your website includes the words people are searching for, Google goes, “Ah, this page might help. Let’s bump it up the list.”
But it’s not just about any keywords. It’s about the right ones. Think of it like matchmaking. You don’t want just anyone finding your site – you want your dream clients. The ones who need exactly what you offer, in the place where you offer it.
Types of Keywords You Need to Know
Before you start stuffing your site with keywords, let’s break down the kind you actually want:
Short-Tail Keywords
These are one- or two-word phrases like:
- “dog walker”
- “SEO”
- “web design”
They get lots of searches, but they’re super competitive. Ranking for “dog walker” is like trying to win a frisbee-catching contest against a border collie. Sure, it’s possible, but seriously . . . how likely is it?
Long-Tail Keywords
These are longer, more specific phrases:
- “dog walker in Fishers, Indiana who walks senior dogs”
- “affordable web design for small businesses”
They have less competition and a higher conversion rate because they match what real people are actually looking for. Long-tail generally means less competition and higher payoff.
Local Keywords
If your business serves a local area (like most pet sitters, dog walkers, or lawn services), you need local keywords:
- “pet sitter in Noblesville, Indiana”
- “best cat boarding near Austin, TX”
These are golden for getting found in your area, and way easier to rank for than broad national terms. Besides, if you’re a small business that serves a specific geographic area, you don’t need to show up for the whole world – just the people who are most likely to hire you.
Branded Keywords
These include your business name:
- “Happy Pets Pet Sitting & Dog Walking”
- “Fluffy Paws Grooming Indianapolis”
You want to show up for these because sometimes people are already looking for you!
How to Find Your Keywords
Now let’s get to the fun part: finding the exact words that will help you get noticed.
Put Yourself in Your Customer’s Shoes
Ask yourself:
- What would you type into Google if you needed your own service?
- How specific would you be?
- Would you include your town or city?
Make a list of phrases that come to mind. Think like a beginner, not an insider.
Example: If you’re a dog trainer, you might say “positive reinforcement training,” but your customer might search “dog trainer who doesn’t yell.”
Use a Free Keyword Tool
Here are a few tools that help you find real keywords people are using:
- Ubersuggest
- Answer the Public
- Keyword Sheeter
- Google’s “People Also Ask” and “Related Searches” sections
Plug in a few ideas and see what suggestions pop up. These tools will show you search volume (how often something is searched) and competition (how hard it is to rank).
Look at Your Competitors
Type in the services you offer and your location. Who shows up on the first page? Peek at their websites. What words do they use in:
- Page titles
- Headers
- Service descriptions
- Meta descriptions (the blurb under the link in search results)
Don’t copy them, but let their language inspire you.
Choose 5-10 Strong Keywords to Start
Don’t go keyword-wild. Focus on a manageable set. Choose a mix of:
- A few long-tail phrases
- A few local terms
- Maybe one or two broader industry terms
Example for a dog trainer in Indiana:
- “dog trainer in Pendleton Indiana”
- “basic obedience training for puppies”
- “affordable dog training near me”
- “positive reinforcement trainer Indiana”
Where to Put Your Keywords (Without Being Spammy)
Once you’ve picked your keywords, the goal is to work them into your website naturally. No robotic keyword stuffing allowed. And no long list of keywords at the bottom of the page. That may have worked in 2003 but not in 2025!
Here’s where to use them:
Page Titles
This is the clickable blue text in search results.
Example:
Instead of “Home,” try:
“Professional Dog Walking Services in Noblesville | Happy Pets Dog Walking”
Header Tags (H1, H2, etc.)
Use your keywords in headings where it makes sense. This helps readers and Google alike.
Meta Descriptions
That 150-character summary that shows up under your link in search results? Use a few of your keyword in there, too. Don’t overdo it though, make it sound natural.
Main Body Text
Include keywords into your paragraphs where it makes sense. At the risk of sounding repetetive – make it sound natural. Don’t just list a bunch of keywords (aka keyword stuffing). That was once a fairly common practice but search engines have come a long way since then and consider that spam. Use your keywords as you genuinely explain and describe your services.
Image File Names and Alt Text
Don’t upload “IMG_9383.jpg.” Instead, name it something like “dog-walker-noblesville.jpg” and write descriptive alt text for accessibility and SEO.
A Quick Note on Keyword Frequency
Use a keyword too often, and it becomes obvious (spammy and annoying). Use it too little, and Google won’t notice. Make your content sound natural, and like something you would actually say. (You get the point by now!) If you wouldn’t say it out loud to a client, don’t write it that way.
SEO Mistakes to Avoid
- Using only industry jargon. Your clients may not know what “clicker training methodology” means, but they do know “how to train a dog to listen.”
- Keyword stuffing. If your page reads like “dog walking dog walker walk dogs in Noblesville dog walking,” you’re not winning any fans (or rankings).
- Ignoring mobile users. Google cares about mobile. If your keyword-rich content is unreadable on a phone, you’re sunk.
- Skipping your location. If you don’t mention your city or service area, you’re basically telling Google, “Nah, I’m fine being invisible.” Big tip– when it comes to mentioning your service area, make it stand out at that top of your home page. This way you’re letting people (and search engines) know immediately where your business operates.
Final Thoughts
Keywords aren’t just technical mumbo jumbo, they’re your bridge to the exact people looking for what you do.
When you learn how to find and use the right ones, your website can stop being a digital ghost town and start attracting real visitors – and real clients!