SEO keywords: what your customers really search for

Keywords are simply the phrases people type (or say) when searching for what you offer. It sounds obvious — but there's a catch: they're often not the words you'd use yourself.

What they actually are

A keyword isn't necessarily a single word: most of the time it's a phrase. "Shoes" is a keyword, but so is "waterproof hiking boots size 10" — and that one is much more specific. Every search people make is a keyword, and behind each one there's an intent.

The "internal language" trap

People who work in a sector use technical terms. Their customers don't. A wine shop thinks "premium wine sales"; the customer searches "good red wine for dinner". A lawyer thinks "family law"; the person searches "what to do about a separation".

If your site only uses your own words and not your customers', you risk never meeting them — even if you offer exactly what they're looking for.

Intent: why two similar searches are different

"Best agriturismo Tuscany" and "agriturismo Tuscany with pool prices" look similar, but the people writing them want different things: the first is browsing, the second is almost ready to book. Understanding the intent behind a search tells you not just which words to use, but which customers you're attracting.

"Long" keywords are often the best ones

Short, generic searches ("hotel Rome") get enormous volume but fierce competition — everyone is trying. Longer, more specific searches ("hotel Rome near Termini with parking") have lower volume but less competition and more decisive customers. For an SMB, they're often the best ground to be found on.

The full picture

The right keywords + a site that Google can read + content that's clear for Google and for AI assistants: put together, these things are the heart of SEO. The practical next step is seeing how your customers find you today — and where they're searching for you without finding you.