Updated August 2026: this article replaces an obsolete Flash tutorial with current, accessible guidance.
Keywords are the words and phrases people use when searching. They remain useful research evidence, but modern content planning should also consider the topic, the person’s intent and the task they need to complete.
Research the language customers use
Search Console shows queries that already generate impressions and clicks. Customer tickets, sales questions and site-search terms reveal different wording and unmet needs. Group related phrases by intent instead of creating a near-duplicate page for every variation.
Choose one clear purpose for each page
A visitor comparing hosting plans needs a different page from somebody troubleshooting an email setting. Decide whether the page should explain, compare, guide or enable a transaction. Use the primary phrase naturally in the title and introduction when it accurately describes the page.
Write naturally and completely
Include relevant terms because they help explain the subject, not to reach a target density. Repetition and hidden lists make content worse. Clear headings, examples, definitions and internal links are more useful to readers and provide stronger context.
Review query and page data after publication. If a page earns impressions for a related question but does not answer it, improve the page or create a genuinely distinct resource. If two pages compete for the same purpose, consolidation may be better than adding another variation.
Further reading: Google’s SEO Starter Guide.