When it comes to getting your website found online, keywords are at the heart of SEO (Search Engine Optimization). They’re the bridge between what people are searching for and the content you’re offering. Understanding how to choose and use the right keywords can make a huge difference in your search rankings — and help more customers find your business.
What Are Keywords?
Keywords are the words and phrases people type into Google (or other search engines) when looking for something online.
For example, if someone searches for “web design in Michigan” or “affordable logo design near me,” those phrases are keywords.
By including the right keywords throughout your website — in your text, titles, and meta descriptions — you make it easier for search engines to understand what your site is about and show it to the right audience.
Why Keywords Matter for SEO
Search engines like Google want to give users the most relevant results possible.
When your website content uses the same words your potential customers are searching for, it tells Google that your page is a good match — and that can improve your ranking in search results.
The better your ranking, the more people will see and visit your site.
In short, the right keywords attract the right visitors.
Types of Keywords
Not all keywords are created equal. Here are a few important types to understand:
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Short-Tail Keywords – One or two words, like “plumber” or “website design.” These are broad but very competitive.
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Long-Tail Keywords – Longer phrases, like “small business website design in Michigan.” These are more specific and often easier to rank for.
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Local Keywords – Include a location, such as “Crystal Falls web design” or “SEO services in the Upper Peninsula.” These help local businesses get found by nearby customers.
For most small businesses, a mix of long-tail and local keywords is the sweet spot.
How to Find the Right Keywords
Choosing the best keywords starts with understanding your customers. Ask yourself:
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What would they type into Google to find your services?
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What problems are they trying to solve?
You can also use keyword tools like Google Keyword Planner, Ubersuggest, or Ahrefs to see how often certain phrases are searched and how competitive they are.
A simple trick: look at Google’s “related searches” at the bottom of the search results page. Those phrases can give you great keyword ideas!
Using Keywords the Right Way
Once you have your keywords, it’s important to use them naturally.
Here’s where to include them:
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Page titles and headings
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The first paragraph of your content
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Image alt text and file names
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Meta descriptions
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URLs (example:
/web-design-michigan/)
Avoid keyword stuffing — repeating the same phrase too many times. Google can recognize this and may lower your ranking. Focus on writing helpful, readable content for humans first, and use keywords to support your message.
Keep Your Keywords Fresh
Search trends change over time. A keyword that works well today might not be as effective a year from now.
Regularly review your website analytics to see what keywords are bringing in traffic, and update your content as your business grows or expands into new services.
Final Thoughts
Understanding and using keywords effectively is one of the most powerful ways to improve your search rankings. When your website speaks the same language as your audience, search engines take notice — and your business becomes easier to find online.
At North Country Website Design, we specialize in creating websites that not only look great but also perform well in search results. If you’re ready to get your business noticed online, contact us today to learn more about our SEO-friendly web design and marketing services.