Are keywords and SEO the same thing? Small Business Edition
If you’re running a small business and trying to figure out how to show up better on Google, you’ve probably come across both “keywords” and “SEO”. Here at South Point Digital, we often find that many business owners think that these refer to the same thing. They’re linked, yes, but they’re not the same.
Here’s a way to think about it: keywords are the terms people type into Google. SEO is the process of helping your website appear when they do. Sounds simple, but there’s more to it.
Let’s break it down.
Are keywords and SEO the same thing? Not quite.
what are keywords?
Keywords are just words or phrases people use when they search online.
Examples of common searches are something like “plumber near me” or “how to fix a gutter”.
Those are keywords.
If you run a business and want to get found, you need to know which of these terms your customers are actually using. If you don’t, your site might not show up at all, even if your service is top notch.
This is why keyword research matters. And you shouldn’t be guessing. You should find out what real people are typing into Google when they’re looking for something like what you offer. And, if you’ve been in business for a while, using the common words and phrases your customers use during conversations with you.
How keywords work behind the scenes
Search engines like Google look at your site and try to figure out what it’s about.
They scan your content, headings, page titles, even your image descriptions. If your content includes relevant keywords, that helps it understand when to show your site in search results.
For example, if you run a cleaning service and your page talks about “office cleaning in Montague Gardens”, you’re more likely to show up when someone nearby searches that.
Just don’t go overboard. Adding the keyword too many times makes your content hard to read since it looks unnatural. This is known as keyword stuffing and your page will be penalised for it.
Where to use keywords on your website
Start with the basics.
Place your keywords in your page titles, content headings, and your meta descriptions.
There’s a bit more to it, but that’s a good place to start. Focus on your homepage and top service pages first. Then look at blog posts or FAQs.
What is SEO?
SEO (Search Engine Optimisation) is the full strategy that helps your website easier to find, use, and understand, for both humans and search engines.
SEO also covers:
- Page speed
- Mobile-friendliness
- Site structure
- Link-building
- Content quality
So while keywords tell search engines what your page is about, SEO tells them your page is worth ranking. You can have the right keywords, but if your site takes too long to load or doesn’t work on mobile, that’s a problem.
Examples of SEO in action
Here’s what SEO might look like for different small businesses:
- A landscaper writing a blog post called “Affordable Garden Makeovers in Durbanville” with real photos and tips.
- A tutor in Durban creating separate pages for maths, science, and language help so each one ranks for its own topic.
- A personal trainer making sure their site loads fast and works on phones, with a few training videos, because that’s where most people will look them up.
Understanding search intent
Keywords are at the core for searches. They help connect your content to what people are actually looking for.
But you also need to understand search intent.
Let’s say someone searches “how to clean a pool pump”. If you’re in the pool business, and your page has the right keywords, step-by-step instructions with images and maybe even video, your page meets that search intent. It has a higher chance of showing up in the search results.
On the other hand, if your page does not have the relevant keywords, has no instructions and just talks about the different types of tools to use while cleaning, it’s not a good match for the search intent. It’s not likely to show up in search results for “how to clean a pool pump”.
So keep the search intent in mind when doing your keyword research.
Are keywords always one word?
No. The word “keyword” often gives the impression that it’s meant to be just one word. In fact, they’re often full phrases. These are called long-tail keywords.
Short-tail keywords like “plumber” or “lawyer” are super competitive. You’re up against national companies with large advertising budgets, big online directories like Yellow Pages, and lots of other websites who have a higher domain ranking than yours.
But something like “after-hours electrician in Plumstead” is more specific. It has less competition and there’s a higher chance you’ll show up for it.
These kinds of longer searches are usually done by people who are ready to take action. So if your site is targeting those terms, you’re attracting the right crowd.
Avoid using keywords on multiple pages
Using the same keyword on a bunch of different pages is called keyword cannibalisation.
We see this often. Small business sites using the same keywords across a bunch of pages, thinking that more mentions will boost their rankings.
It doesn’t work like that.
What actually happens is those pages end up fighting each other for attention. So instead of one strong page climbing the results, you’ve got a few weaker ones competing against each other. It waters everything down. If you’re a small business with a handful of important pages, this can really hold you back.
Instead of trying to compete with yourself, it’s better to give each page a clear focus. Pick one main page for each keyword. If you’ve already got overlaps, you can combine the content or tweak the focus of each page so they’re targeting different searches. That way, each page can do its job without stepping on the others.
How to find keywords that actually work
Guessing doesn’t cut it.
There are tools that help you see what people are searching for, how often they search it, and how hard it is to rank for those terms.
Google Keyword Planner
Google Keyword Planner is free and basic. Great for getting started.
Ubersuggest
Ubersuggest is a great if you’re on a budget, with some free options to help with keyword research.
Semrush
Semrush is one of our favourite tools. It’s more advanced, but has a generous free plan to get you started.
Need a little help? Grab your free SEO audit and find out what needs to be improved.
Are keywords and SEO the same thing? the answer
No. Keywords are part of SEO. A big part, but still just one part of the puzzle. SEO is the bigger puzzle.
If you just focus on keywords, you’re missing out. To rank well, your website also needs to be fast, easy to use, and full of helpful content. You also need to keep it up to date. This isn’t a once-off job.
Need a little help? Get our free SEO audit. It’ll show you what needs attention and where your site could improve.
