What Is a Keyword?
When someone types "children's glasses in Bursa" into Google, that entire phrase is a keyword. Google looks at those words to decide which websites to show. You prepare your site and content based on which words you want to appear for. In short: a keyword is the bridge between you and your potential customer.
Search Intent: What Does the Person Actually Want?
Every search carries an intent. Someone typing "what is a dental implant" wants information; "dental implant price in Bursa" signals comparison shopping; "Bursa city centre implant appointment" signals they're ready to act. Three different intents mean three different content strategies. If you misread the intent, you'll get traffic but no sales.
- Informational intent — "what is X, how to do X" type queries
- Research intent — "best X, X vs Y" comparisons
- Transactional intent — phrases like "buy X, X price, order X"
- Navigational intent — searching for a specific brand or site (e.g. "Adorb contact")
Long-Tail Keywords: Less Competition, More Precision
Single-word terms like "shoes" get millions of monthly searches — but so do the competitors. A longer phrase like "women's leather boots size 40 Istanbul order" is searched far less, but it's highly targeted, and whoever types it is likely ready to buy. For small businesses, long-tail keywords mean faster rankings, lower ad costs, and higher conversion rates.
Search distribution — Google Search Central
Google Search CentralHow to Find the Right Keywords
- Think in your customer's language — Target the everyday words your customers use, not industry jargon. A doctor says "rhinoplasty"; a patient searches "nose job."
- Use Google's autocomplete — Start typing your product or service in the search box; Google's suggestions are real user searches.
- Check the "People also ask" box — This section in the middle of search results is full of potential content headlines.
- See what keywords your competitors rank for — Study competitor pages to understand their focus areas; Google Search Console shows your own data for free.
Common Mistakes to Avoid When Choosing Keywords
- Focusing only on volume — Ranking on page one for a keyword with 50,000 monthly searches is far harder than ranking first for one with 500. And conversion rates are often inversely proportional.
- Ignoring search intent — Showing a sales page to someone who wants information sends the user away and damages Google's trust in your site.
- Keyword stuffing — Google doesn't count how many times you repeat a keyword; it looks at how well you explain the topic. Write naturally.