The ability to connect with audiences relies on being easily discoverable among a users many options.

Keywords are key elements of online visibility and engagement. Understanding how to use keywords can significantly impact a brand's online success. 

What are keywords?

Keywords are precise terms or phrases individuals input into search engines to find products, services, information, or solutions on the internet. 

Businesses use search engine optimization (SEO) keywords in their content to enhance their website's visibility on search engine results pages (SERPs). These keywords are selected based on their relevance to the website's content and their popularity, as well as their competitiveness in attracting organic (unpaid) search traffic.

SEO keywords reflect the topics, themes, and questions users frequently search for. They may include primary keywords, which are directly related to the page's main topic, and secondary keywords, which provide additional context or variations of the primary topic. 

Keywords can also target specific audience segments and improve ad relevance. By incorporating keywords into ad copy and targeting parameters, advertisers can ensure their ads are shown to users most likely interested in their offerings. 

For instance, with Reddit Ads, you can target contextually relevant keywords that place your ads at the forefront of relevant conversations. This targeting option allows you to select keywords that align with your brand or campaign and ensure they appear alongside discussions directly related to your offerings. 

Types of keywords

There are five types of keywords in SEO: 

  • Short-tail keywords: Short-tail keywords are brief and general terms consisting of one to three words. They have a high search volume and are highly competitive. These keywords are often used by individuals in the early stages of their search process and looking for broad information. 
  • Long-tail keywords: Long-tail keywords are more specific and detailed phrases. While they have lower search volume, they often increase conversion rates because they target users with particular intents. 
  • Branded keywords: Branded keywords include the name or variations of a particular brand. They're directly associated with a specific company's products or services and capture users already familiar with the brand. 
  • Transactional keywords: Transactional keywords indicate an intent to complete a specific action, such as making a purchase. They include terms like "buy," "order," or "download" and target users ready to take action and convert. 
  • Informational keywords: Informational keywords are used to find information, answers, or solutions. They might include terms like "how to," "tips," or "best practices." These keywords are essential for content marketing strategies that provide value and educational content to users. 

The importance of keywords in SEO

Keywords play a crucial role in SEO by enhancing visibility in search results. Without them, websites risk being overlooked in the vast digital landscape. 

Here's why keywords are so important: 


Keywords ensure that your content aligns with what users are searching for, increasing the likelihood of appearing in relevant search results.


Targeting the right keywords enhances your website's visibility in search engine results pages, allowing you to reach a broader audience.

Content optimization

Incorporating keywords strategically throughout your content helps search engines understand the context of your pages, optimizing them for higher rankings.

User experience

Relevant keywords contribute to a positive user experience by guiding visitors to content that meets their needs and interests.

Competitive advantage

Effective keyword targeting can give you a competitive edge by ensuring your website ranks higher than competitors for relevant search queries.

Keyword research can also help you discover keywords your competitors are overlooking so you can capitalize on opportunities and fill gaps in the market. 

Long-term traffic

By targeting evergreen keywords and creating high-quality, optimized content, you can attract sustainable, long-term traffic to your website, driving consistent engagement and conversions over time.

Choosing the right keywords

Here are some steps to help you choose the right keywords: 

  1. Understand your audience

Get to know your audience and what they're searching for online.

  1. Brainstorm potential keywords

Consider the words and phrases your audience might use to find your products or services.

  1. Use keyword research tools

Utilize keyword research tools like SEMrush or Ahrefs to discover relevant keywords, phrases, variations, and their search volumes.

  1. Analyze competitor keywords

See what keywords your competitors are targeting and identify gaps or opportunities.

Leverage Reddit's keyword targeting to analyze competitor keywords. Organize keywords into branded, product/service, and competitor lists and test different terms with up to 500 keywords per ad group.

  1. Focus on relevance and intent

Choose keywords that match your content and the intent behind users' searches.

  1. Consider search volume 

Look for keywords with a large enough search volume to ensure they're worth targeting.

  1. Evaluate keyword difficulty

Assess the competition level for each keyword to determine if it's realistic to rank for.

  1. Prioritize long-tail keywords

Long-tail keywords are more specific and potentially less competitive, making them ideal for targeting niche audiences.

  1. Optimize for local searches

If your business serves a specific geographic area, include location-based keywords to attract local customers.

Unlock your website's potential with SEO keywords

Integrating relevant keywords into your website's content improves visibility and enhances user experience. With optimization, keywords can increase traffic, engagement, and conversions. 

Use the power of keywords with Reddit Ads. With Reddit's contextual keyword targeting, you can precisely align your ads with relevant conversations and communities, ensuring maximum impact.