Keywords are terms and phrases that users type into search engines when looking for information, products, or services — and their proper selection is the foundation of every successful SEO strategy because it determines which pages will appear in search results. That's exactly why keyword research is the first step of every professional SEO optimization.
In this guide, you'll learn how to find phrases your ideal clients actually search for, how to understand their intent, and how to properly implement them on your website.
In brief:
- Short-tail vs Long-tail keywords — longer phrases are easier to rank for and deliver better conversions
- User intent — informational, navigational, and transactional searches require different approaches
- Free tools — Google Keyword Planner, Ubersuggest; paid — Ahrefs, SEMrush for details
- Competitor analysis — check which keywords the leading pages in your niche use
- One primary per page — focus on one main keyword and 2-3 secondary ones
What Are Keywords and Why Are They Important?
Keywords are expressions users enter into Google to find information, products, or services — and their importance lies in the fact that they're the only bridge between what you offer and what potential clients are actively searching for.
Example: If a user is looking for website development, they'll type something like:
- "website development Montenegro"
- "web page development price"
- "how much does a website cost"
How Do Keywords Affect SEO Rankings?
Google uses keywords to understand what your content is about, how it's structured, and for which queries it should rank you. Here are the direct effects:
When you properly optimize keywords, the direct results are:
- increased visibility on Google search for relevant terms
- more relevant audience — users who actually need your service
- higher conversions — a greater percentage of visitors become clients or customers
For an introduction to SEO, also read: > What Is SEO Optimization and Why Is It Crucial for Your Website?
What Are the Best Tools for Keyword Research?
The best tools for keyword research are Google Keyword Planner and Ubersuggest (free) for basic search volume data, and Ahrefs and SEMrush (paid) for detailed competitor analysis, Keyword Difficulty, and Traffic Potential. The tool choice depends on your budget and the level of detail you need. Here's an overview by budget:
Free Tools
- Google Keyword Planner — basic insight into search volume and CPC prices
- Ubersuggest — simple overview of ideas, trend data, and competitor analysis
These tools are excellent for beginners and small businesses just starting with SEO.
Paid Tools
- Ahrefs — detailed keyword analysis, backlinks, and competitive positioning
- SEMrush — complete package for SEO, PPC, and marketing analytics with AI suggestions
Paid tools provide more precise data on Keyword Difficulty, Search Volume, and Traffic Potential, especially for competitive niches and better ROI.
What Types of Keywords Exist and How to Differentiate Them?
There are three main categories of keywords that differ in length, competition, and conversion potential.
Short-tail Keywords (Short Phrases)
- Characteristics: 1-2 words, high search volume, very high competition
- Example: "website development," "SEO"
- Suitable for: Large brands and agencies with budgets
Long-tail Keywords (Long Phrases)
- Characteristics: 3+ words, lower volume, lower competition, higher conversion
- Example: "professional website development in Montenegro," "SEO optimization for apartments"
- Suitable for: Small and medium businesses — they bring users with clear intent
Strategy: Most businesses use a combination — 1-2 short-tail for visibility, majority long-tail for conversions.
How to Understand User Intent (Search Intent)?
User intent is the reason why a user enters a specific search — and matching your content to that intent is crucial for ranking. There are three main types:
| Intent Type | Search Example | Ideal Content | CTA |
|---|---|---|---|
| Informational | "what is SEO," "how does it work" | Blog, guide, education | Lead magnet |
| Navigational | "Google Analytics login," "Ubersuggest" | Technical articles | Tutorial |
| Transactional | "buy domain," "SEO service" | Sales pages | "Request a quote" |
Rule: Matching content to intent increases CTR and conversions by 40-60%.
For a more detailed overview of marketing strategy, check out our guide to creating quality content.
Where on the Website Should I Place Keywords?
Keywords should be strategically distributed across several critical locations where Google and readers expect relevant information.
Optimal placement locations:
| Location | Example | Importance |
|---|---|---|
| H1 heading | "How to choose keywords for SEO" | Critical — highest weight |
| Meta title | "How to choose keywords — SEO guide 2026" | Critical — displayed in results |
| Meta description | "A guide to keyword research..." | Important — CTR factor |
| URL structure | /blog/how-to-choose-keywords | Important — semantic relevance |
| H2/H3 subheadings | "What types of keywords exist?" | Important — content structure |
| First paragraph | Keywords should be in the first 100 words | Important — context |
| Image alt tags | alt="Keyword analysis with Google Planner" | Useful — visibility in image search |
Example of a good URL: /usluge/seo-optimizacija (clear, keyword, readable)
Optimal Density — 1-2% Is Enough
A keyword density of 1-2% means your main keyword appears 1-2 times per 100 words — which is enough for Google without penalization for "keyword stuffing."
Example: If you write a 2000-word text about "SEO optimization," you need 20-40 repetitions of the main phrase distributed naturally throughout the text.
Better practice: Google now ranks topics and related concepts, not just exact phrases — use synonyms and LSI keywords (semantically related phrases) such as "search engine optimization," "SEO strategy," "ranking on Google."
How to Choose the Right Keywords for Your Niche and Competition?
You choose the right keywords for your niche by analyzing the competition, assessing Keyword Difficulty, matching phrases with user intent, and combining 1-2 short-tail for visibility with 3-5 long-tail phrases for conversions. Focus on phrases your ideal clients actually search for, not the most general terms. Here's a systematic approach:
Approach by business goal:
| Goal | Strategy | Example |
|---|---|---|
| Increase conversions | Focus on transactional phrases with clear intent | "SEO agency Montenegro" |
| Educational audience | Informational phrases for branding and authority | "How does SEO work" |
| Local market | Geo-specific phrases + local key terms | "SEO optimization Podgorica" |
| Competitive market | Long-tail variants with lower competition | "Simplest tools for keyword research" |
Practical example — from difficult to easy:
- Very hard (millions of results): "SEO optimization" — Big competitors only
- Easier (competitive): "SEO optimization Montenegro" — Realistic for small agencies
- Best for new businesses: "SEO agency for apartments in Podgorica" — Niche specific, high intent
Recommendation: Combine 1 short-tail for visibility (e.g., "SEO agency Montenegro") with 3-5 long-tail phrases for conversions.
Practical Examples — Quick Comparison
| Phrase Type | Search Volume | Competition | Conversion |
|---|---|---|---|
| Short-tail | High | High | Low |
| Long-tail | Lower | Lower | High |
| Local phrase | Medium | Low | Highest |
How to Measure Keyword Success and Track Progress?
Measuring SEO success goes beyond search volume — you need to track real results: rankings, traffic, and conversions.
Basic KPIs for Tracking
| Metric | Where to Track | Why It Matters |
|---|---|---|
| Keyword position | Google Search Console, Ahrefs | Shows how we're ranking |
| Organic traffic (sessions) | Google Analytics 4 | Actual number of visitors |
| CTR (Click-Through Rate) | Google Search Console | % who see the page vs. who click |
| Conversions | Google Analytics 4 | Real value of organic traffic |
Advanced Metrics (with Ahrefs/SEMrush)
- Keyword Difficulty — how hard it is to rank (0-100 scale)
- Traffic Potential — estimated monthly organic traffic if you rank at position #1
- Search Volume — how many times the keyword is searched per month
- Competitor analysis — which pages dominate for a given keyword
Recommendation: Track these metrics monthly and compare with previous months — the trend is more important than the absolute number.
Frequently Asked Questions About Keywords
How Many Keywords Should I Use Per Page?
The recommendation is one primary keyword per page plus 2-3 secondary or related keywords. The primary one should be in the H1 heading, meta title, and first paragraph. Overcomplicating with too many keywords (keyword stuffing) can lead to Google penalization. For more detailed advice on page structure, check out our SEO guide.
What Are Long-Tail Keywords and Why Are They Important for Small Businesses?
Long-tail keywords are 3+ word phrases with lower competition but higher conversion. Example: instead of "website development," use "e-commerce website development for small businesses." They're important because:
- It's easier to rank (lower competition)
- Users with long-tail queries have clearer intent
- Higher conversion rate (up to 3-5x more)
The ideal strategy for small businesses is to focus on 80% long-tail phrases.
What Are the Best Free Tools for Keyword Research?
The three best free tools are:
- Google Keyword Planner — basic searches, search volume (requires a Google Ads account)
- Ubersuggest — overview of ideas, trend data, competition (has a free version)
- Google Search Console — shows keywords you're already ranking for
For more detailed analysis, you need paid tools like Ahrefs or SEMrush.
How Do I Check Keyword Difficulty and Ranking Potential?
Keyword Difficulty is measured on a 0-100 scale, where:
- 0-20 = Easy to rank (new websites can)
- 20-40 = Moderate (you need good content)
- 40-60 = Hard (you need authority and backlinks)
- 60+ = Very hard (only large websites)
Check with Ahrefs (free version available) or SEMrush for more precise data.
Should I Use the Same Keywords on Multiple Pages?
No — you should avoid "cannibalization" where multiple pages compete for the same keyword. Instead:
- Each page has its own primary keyword
- Use related keywords (longer/more specific variants) on other pages
- Internal linking connects pages thematically
Example: If you have a page about "SEO optimization," don't create another page with the same keyword — instead, create "SEO optimization for e-commerce" or "SEO optimization for local businesses."
How Often Should I Update My Keyword Strategy?
The recommendation is to update your keyword strategy at least every three months, or depending on:
- Industry changes and trends
- Shifts in your rankings (declining or rising competition)
- New products or services you offer
- Seasonal trends (tourism, real estate have seasonal peaks)
Check Google Search Console and Google Analytics 4 regularly to see how your keywords are ranking over time. For continuous updates, request an SEO consultation — the Leovac Digital team can guide you through monitoring.
Conclusion
Properly selected keywords are the foundation of every successful SEO plan — they directly connect what you offer with what your ideal clients are actively searching for.
Key takeaways:
- Keywords determine visibility — without them, even the best content won't be found
- Long-tail drives conversions — short, competitive keywords challenge small businesses that can compete
- Continuous tracking is essential — keywords need regular analysis and optimization
- Combine strategies — use 1-2 short-tail for visibility and 3-5 long-tail for real results
Now you're ready to start. I recommend selecting 3-5 long-tail keywords for your main page, then creating detailed content around each one.
Related Resources
Here's an article you should read for a complete SEO approach:
- What Is SEO Optimization and Why Is It Crucial for Your Website? — SEO basics
- How to Write a Blog Post That Brings Clients — applying keywords in content
- How Much Does SEO Optimization Cost in Montenegro? — SEO investment and ROI
- On-Page SEO Optimization — Complete Checklist — technical implementation
If you need help choosing keywords or optimizing your content, request a free consultation — our SEO team is here to guide you.