Keywords are words or phrases that are important to search engines. These keywords help searchers find the right website for a particular product.

To find the best keywords for your site, you should perform a thorough keyword research. This will determine the type of content that you should produce to draw the audience you desire. You also need to consider the competition and your own skills and resources.

A good keyword should be relevant, have high conversion value, have good search volume, and have reasonable competition. By using the appropriate keywords in your content, you can improve your site’s SEO and gain traffic.

For example, if you are a flower shop owner, you want to target the word “bridal bouquet” in your location. However, not everyone in your area is interested in buying flowers. Therefore, you should use a long tail keyword that will have less competition, but a higher conversion rate.

Another factor to consider when choosing a keyword is the difficulty of ranking for that particular term. The higher the difficulty, the more difficult it will be to break into the top results.

Finally, you should consider the search intent of your keywords. While a specific product search may have a large amount of traffic, the searchers are often not ready to make a purchase. That means you will need to invest in E-A-T, or expertise, to be effective.

You should also include variants of your keyword in your content. Variants can include questions and plurals. But these should not replace the main keyword.