Are Keywords And SEO The Same Thing?

Let’s get this out of the way up front: is keywords and SEO the same thing? Not quite. While they’re closely connected, they’re not interchangeable.

If you’re new to online marketing, it’s easy to confuse the two. Keywords and SEO pop up in the same conversations, tools, and blog posts—but that doesn’t mean they mean the same thing. Think of keywords as the words people use to search, and SEO as the strategy that helps your website show up when they do.

Understanding that difference can seriously improve the way your site performs in search engines—and that’s exactly what we’re going to break down in this post.

What Are Keywords?

Keywords are specific words or phrases people type into search engines when they’re looking for something. Whether it’s “best brunch in Hamilton” or “DIY home gym setup,” those terms are considered keywords—and they tell search engines what people want.

You’ve probably seen or heard a few examples of keywords for SEO before. These could include:

• “local marketing agency”
• “how to start a blog”
• “affordable website design in Ontario”

These are all real-world searches that your customers might use. If you’re not using the terms they’re searching, your content might never reach them. That’s why keyword research is a core part of any marketing strategy. The right words = the right traffic.

How Do Keywords Actually Work?

Keywords help search engines understand what your content is about. When Google crawls your site, it looks for patterns—specific phrases, repetition, headings, and related terms—to figure out if your page matches what someone is searching for.

That’s why a big part of SEO success comes down to adding keywords to your website strategically. You don’t want to overdo it (Google hates keyword stuffing), but you also don’t want to leave them out. It’s about balance.

Once you’ve got a solid list of relevant terms, you’ll want to place them naturally in your page title, headings, meta descriptions, intro paragraphs, and image alt text.

If you’re still figuring out where to put SEO keywords, a great place to start is your homepage, your top product or service pages, and your blog titles.

SEO: The Bigger Picture

Now that we’ve talked about keywords, let’s zoom out. SEO (Search Engine Optimization) is the broader practice of making your website easier to find, load, use, and understand—for both people and search engines.

It includes everything from:

• Creating helpful content
• Using keywords with purpose
• Optimizing for mobile users
• Fixing technical errors
• Increasing page speed
• Building backlinks

So while keywords tell search engines what your page is about, SEO tells them your page is worth ranking.

If you’re looking for search engine optimization examples, think of things like:

• A bakery writing a blog post titled “Best Wedding Cakes in Hamilton” and including photos, reviews, and local keywords
• A cleaning service optimizing its service pages to target different neighborhoods and suburbs
• An HVAC company updating its site speed and structure to reduce bounce rate and increase leads

These are the kinds of real, organic strategies that SEO is built on.

Why Keywords Matter In SEO

One of the most common questions we hear is: how important are keywords in SEO? The answer: they’re essential—but only when they’re used in context.

Google isn’t just matching words anymore. It’s evaluating relevance, authority, and user intent. So your content has to do more than just include the right keywords—it needs to provide value.

Let’s say someone searches “best dog groomer near me.” You could technically rank for that by using the phrase, but if your page doesn’t offer good info, fast load times, or mobile usability, you’re not getting to the top.

Keywords still play a big role in helping search engines make that initial connection. But it’s the rest of your SEO—content, structure, links, and user experience—that seals the deal.

Not sure how your site’s doing? Our website audit tool can show you what’s working, what’s not, and what’s slowing you down. It’s made specifically for small businesses and packed with actionable insights.

SEO Keywords Examples You Should Know

Let’s go over some real-life SEO keywords examples you might actually use. Depending on your business, you’ll want to focus on different search terms. For example:

• A wellness brand might target “plant-based protein powder reviews”
• A home reno company could aim for “bathroom remodel costs Ontario”
• A digital marketing agency (hey, that’s us) might use “local SEO Hamilton” or “best Google Ads help near me”

Using a mix of keyword types helps cover a broader audience. If you’re not sure which type of keyword works best for you, check out our blog on how to choose the right keyword match types.

Can SEO Keywords Be Phrases?

Yes, and they often are. This is where long-tail keywords come in. These are more specific, low-competition terms that match what real people actually type.

So if you’ve ever wondered, can SEO keywords be phrases, the answer is 100% yes. In fact, these are the kinds of terms we use most when we optimize client websites.

Shorter keywords like “marketing agency” might have thousands of searches—but good luck ranking for that in a competitive market. Something more specific like “email marketing agency for Shopify brands” will get you in front of a more targeted, ready-to-buy audience.

We go deeper into this in our blog on long tail vs short tail keywords.

Tools That Help You Choose The Right Keywords

Let’s be honest—just guessing what your customers are searching for doesn’t cut it. If you want to choose the right terms and track how they perform, you’re going to need a few tools.

There are some seriously helpful platforms out there that make it easier to find keywords, measure their search volume, and understand how competitive they are. Whether you’re just starting out or tightening up an existing strategy, these tools can save you time and give you real data to work with.

SEMrush

SEMrush is one of our go-to platforms. It helps you see how many people are searching for a term each month, how competitive it is, and what your competitors are ranking for. It even suggests related keywords you might not have thought of.

Google Keyword Planner

Google Keyword Planner is a solid (and free) option if you’re running Google Ads or just want to get a sense of keyword volume and trends.

Ubersuggest

Ubersuggest is great if you’re on a budget but still want some insights into keyword ideas, competition scores, and basic SEO checks.

Want something more straightforward and designed for small businesses? Yep, we built our own. Our website audit tool will give you keyword-related insights and show you what’s dragging down your rankings, all with easy-to-follow recommendations and no fluff.

The bottom line: Don’t guess your way through keyword research. The right tools will help you target terms that people are actually searching for—and avoid wasting time on keywords that won’t move the needle.

So, Is Keywords And SEO The Same Thing?

Let’s revisit the big question: is keywords and SEO the same thing?

They’re not. Keywords are a part of SEO. A big part, sure—but just one piece of a much larger puzzle. SEO includes everything that helps your website show up on Google, from technical performance to content structure to user experience.

If you want to rank well, you need to use keywords—but you also need a strategy. That means optimizing your content, fixing your site issues, improving speed and navigation, and staying consistent.

At HeyTony, we help small businesses make sense of this stuff without the fluff. If you’re ready to start growing your site’s visibility, check out what we offer and let’s chat.

FAQs About Keywords in SEO

Is keywords and SEO the same thing?

No. Keywords are individual search terms or phrases, while SEO is the broader strategy that includes using those keywords (along with technical fixes, content optimization, and more) to improve your site’s visibility.

What are good examples of keywords for SEO?

Think in terms of what your customer might type. Examples include “emergency dentist Hamilton,” “affordable web design,” or “how to start a dropshipping store.”

How do I know where to put SEO keywords?

Use them in your page titles, meta descriptions, first paragraphs, image alt text, and naturally throughout your content. Avoid stuffing. Just write like a human.

How important are keywords in SEO today?

They’re still very important but need to be paired with great content, technical health, and a solid user experience. Keywords get people to your site; SEO keeps them there.

What if I’m using too many of the same keywords?

You might be running into keyword cannibalization, where multiple pages on your site compete for the same keyword. That can hurt your rankings. Learn how to fix it in our guide on keyword cannibalization.