If your site can't be found on Google, the reason often isn't technical: the site simply doesn't use the words customers search for. You write "web solutions", while the customer searches for "order a website". Keywords are the phrases people type into search, and all the rest of SEO work is built on them.
Search intent: not the word, but the goal
Searches on the same topic carry different goals:
- Informational — "what is hosting", "how does SSL work": the person wants to learn, so a blog post fits;
- Comparison — "best hosting", "WordPress or a custom site": the person is choosing, so a comparison page fits;
- Commercial — "order a website Baku", "hosting price": the person is ready, so a service and pricing page fits.
Match each page to one intent. Commercial keywords bring the most customers, even when they're searched less often.
Where do you find keywords?
- From your customers. Note the words they use on calls and in messages — the most accurate source of all.
- Google itself. The autocomplete suggestions as you type and "Related searches" at the bottom of the page are real queries.
- Google Search Console. The searches your site already appears for — sometimes you find unexpected but valuable words.
- Google Ads Keyword Planner. Even if you don't advertise, it shows the approximate search volume for words.
- Competitors. Look at their page titles and service names.
Which words should you choose?
- Prefer longer phrases. "website" is too general and competitive; "website development for a clinic" is searched less, but the person searching is exactly your customer.
- Add a location. Words like "Baku", "Sumgait" and "Ganja" bring local customers.
- Allow for everyday language. People sometimes type without Azerbaijani letters ("sayt hazirlanmasi"), and some search in Russian. Both forms can appear naturally in your text.
How should you use keywords on your site?
- One page, one main keyword. When two pages "compete" for the same word, Google doesn't know which to show and both get weaker.
- Title and H1. Put the main keyword in the page title and the main heading — as a natural phrase.
- Meta description. The text under the title in Google's results: include the keyword and a reason to click.
- The text itself. Don't "stuff" the keyword with repetition — text that answers the question thoroughly ranks well.
- The address (URL). Short and readable: /services/korporativ-sayt.
When does SEO deliver results?
A new page usually takes weeks to settle into its position, and months for competitive keywords. So check results monthly in Search Console: which words you appear for and how many clicks you get. The technical side matters too — speed (Core Web Vitals) and, for local search, your Google Business Profile.
If you'd like us to handle keyword research and page optimisation, see our SEO packages.
