A keyword is the word or phrase someone types into Google when they are looking for something. In SEO, keywords are the bridge between what your potential customers search for and the content on your website.
If you run a WordPress maintenance service in the Netherlands, a keyword might be “WordPress maintenance Netherlands” or “WordPress onderhoud”. These are the terms you want your site to appear for when someone searches them.
Keywords are about intent, not just words
The most important thing about a keyword is not the word itself — it is what the searcher wants when they use it. Someone searching “what is WordPress” wants information. Someone searching “WordPress maintenance service” is looking to hire someone. These require completely different pages.
Matching your content to the intent behind a keyword is what actually drives results. Writing content that uses the right words but does not answer what the searcher needs will not rank well, regardless of how optimised it is technically.
Types of keywords worth knowing
- Short-tail keywords — Broad, high-volume terms like “WordPress” or “web hosting”. Hard to rank for, less targeted
- Long-tail keywords — More specific phrases like “managed WordPress hosting Netherlands”. Lower volume but higher intent and much easier to rank for
- Local keywords — Location-specific searches like “WordPress specialist Limburg”. High relevance for local businesses and often less competitive
For most Dutch SME businesses, long-tail and local keywords are where the real opportunity is. Read more in our local SEO guide and SEO setup guide. Explore the SEO & Marketing knowledge base.