SEO Keywords: How to Choose and Use Them

Keywords are the foundation of all organic search. They are the terms your potential customers type into Google when they’re looking for what you offer. If your site doesn’t address those queries with the right words, Google won’t know to show it — regardless of how good your product or service actually is.

What a Keyword Really Is

A keyword isn’t necessarily a single word. It’s a search query: it can be 2, 3, 5 words or more.

• Short-tail keyword: “digital agency” — high volume, high competition
• Long-tail keyword: “affordable digital agency in Tetouan” — lower volume, but clear buying intent and far less competition

For a local Moroccan business, long-tail keywords that include a city name are often the most profitable to target first.

The 3 Types of Keywords You Need to Understand

1. Informational keywords The user wants to learn: “how to create a website”, “what is SEO” → These are ideal for blog articles that drive traffic and build your authority over time.

2. Transactional keywords The user is ready to act: “SEO agency Tetouan”, “create e-commerce site Morocco” → These belong on your service pages and homepage, not in blog posts.

3. Navigational keywords The user is looking for a specific brand or site: “AjialSkills contact” → Less useful for acquiring new customers, but critical for your brand reputation.

How to Find the Right Keywords

1. Think like your customer

Before opening any tool, ask yourself: what would someone type if they’re looking for exactly what I offer? Write down 10–15 natural phrases in the language your customers actually use (Darija transliterated, French, or standard Arabic).

2. Free tools that work

• Google Suggest: start typing in the search bar — Google autocompletes with real queries people are making
• “Related searches”: at the bottom of every results page, Google shows relevant variants worth targeting
• Google Search Console: if your site is already live, it shows which queries are generating impressions
• Ubersuggest (free tier): search volume, competition level, and keyword idea variations

3. Analyze your competitors

Go to a competitor that ranks well. Look at their page titles, H1s, and H2s. The words that repeat are probably the keywords they’re targeting — and the ones you should target too.

How to Evaluate a Keyword

Two metrics matter most:

Metric	What it tells you
Search volume	How many people search this term per month
Keyword difficulty (KD)	How hard it is to rank for it

For a small local business, aim for moderate volume + low difficulty. It’s better to rank #1 for “communication agency Martil” than #12 for “marketing agency Morocco.”

Where to Place Keywords in Your Content

In order of importance:

1. Title tag (the headline Google shows in search results) — the most impactful placement
2. Meta description — doesn’t affect rankings directly, but it does influence click-through rate
3. H1 — the main visible heading on your page
4. H2/H3 subheadings — structure your content around secondary keywords
5. First 100 words of body text
6. Image alt attributes
7. URL slug

The golden rule: write naturally first

Google abandoned keyword stuffing long ago. A text that repeats the same phrase 20 times will be penalized. Write for your readers first, and integrate keywords where they fit naturally.

Common Mistakes to Avoid

Targeting keywords that are too generic “Website”, “marketing” — thousands of large companies compete for these terms. You have almost no chance of ranking in the short term.

Ignoring local keywords “Website creation Tetouan” has far less competition than “website creation Morocco” and converts better because the intent is local and specific.

Putting all your keywords on one page Each page should target one primary keyword and a few close variants. Avoid competing with your own pages (keyword cannibalization).

Ignoring Arabic keywords A significant portion of your Moroccan audience searches in Arabic or transliterated Darija. If you ignore those queries, you’re leaving traffic for your competitors.

A Simple Strategy to Get Started

1. List your 5 main services or products
2. For each, identify 3 keywords: 1 short-tail, 1 city-specific, 1 long-tail question
3. Assign 1 page or article to each keyword
4. Optimize the title tag, H1, and opening paragraphs
5. Track your progress in Google Search Console every month

That’s the foundation. No paid tools required to start.