Keywords: how to find them and map them to pages of your website

🗝️ What a keyword is and why it matters

A keyword is a phrase people type into a search engine. When a site speaks the same language as the customer, Google understands more easily what a page is about. But guessing by feel often misses. One person searches "website development", another "how much does a website cost", another "who builds websites in Belgrade". Those are three different intents.

🎯 Search intent

• Informational: "how to speed up a website". Here we write guides.
• Commercial: "website development price". Here go service and price pages.
• Transactional: "website development Belgrade quote". Here is the call to action.
• Navigational: the company name.

A page must match the intent. A guide will not rank for "buy" phrases, and a service page will not rank for "how".

🛠️ How to find them

1. Write down what you offer in your words, then in your customers' words.
2. Look at Google suggestions as you type, and "Related searches" at the bottom of results.
3. Look at the questions in "People also ask".
4. Check competitors: which pages they have and what they cover.
5. Use Google Search Console once the site is live: there you see what people actually find you for.
6. Try keyword tools, but treat the numbers as a guide, not truth.

🧩 Long tail

Phrases of three to five words have fewer searches but are more precise and have less competition. "Website for a dental practice" is easier to win than "website development". For a small business, that is the biggest chance.

🗺️ How to map them

Make a table: one page, one main keyword, a few related ones. The main phrase goes in the title, H1, first paragraph, URL and description. Related ones appear naturally in the text. Two pages must not target the same phrase because they compete.

❌ Common mistakes

• Choosing only the words with the most searches.
• Ignoring search intent.
• A keyword in every sentence.
• Forgetting local phrases ("Novi Sad", "Belgrade").

How these words become text is in how to write SEO content.