What are keywords?

Keywords are the words or phrases that people type into search engines like Google when they're looking for something. They could be short and general, like “running shoes,” or longer and more specific, like “best trail running shoes for women.”

For website owners, keywords help connect what people are searching for with the content or products you offer. By using the right keywords in the right places, you increase the chances of showing up in search results especially critical for eCommerce platforms like NetSuite SuiteCommerce, where visibility directly impacts conversion.

Why are keywords so important?

Whether you’re managing a blog, a local business site, or a complex eCommerce system like SuiteCommerce, understanding and applying keywords is essential to help the right users find you.

Keywords are at the heart of Search Engine Optimization (SEO). They tell search engines what your content is about and help match your pages with users' search queries.

When you use relevant keywords properly:

• You make it easier for people to find your site.

• You attract the right kind of visitors, people actually looking for what you offer.

• You improve your chances of ranking higher in Google and other search engines.

There are several types of keywords to consider:

1. Content keywords

These are keywords used naturally in your page’s visible content, like headings, paragraphs, image alt text, and URLs. They are the most important type, as search engines rely on them to understand your page’s topic.

Example: In a blog post about eco-friendly backpacks, your content keywords might include “sustainable backpacks,” “vegan leather,” or “recycled materials.”

2. Meta keywords

These appear in your site’s HTML, inside the <meta name="keywords"> tag. However, most search engines (including Google) no longer use these to rank pages due to past abuse. They are largely outdated, but some platforms still allow you to include them.

3. Meta descriptions

This is the short text that appears below your link in search results. It doesn’t directly affect your ranking, but a well-written meta description can increase click-through rates by clearly explaining what your page offers.

Tips for writing effective meta descriptions

Meta descriptions should be short, clear, and engaging. Here’s how to make them work for you:

1. Stick to 150–160 characters to avoid being cut off in search results.

2. Include your main keyword naturally, without stuffing.

3. Be persuasive: Summarize what the page offers and highlight benefits.

4. Add a call to action: Phrases like “Shop now,” “Learn more,” or “Explore our range” encourage clicks.

5. Write unique descriptions for each page—duplicates hurt SEO.

How to choose the right keywords

Choosing the right keywords is about understanding your audience and their intent. Here are some steps to help guide your keyword research:

1. Think like your customer: What would they search to find your product or content?

2. Use keyword research tools: Platforms like Google Keyword Planner, SEMrush, or Keyword Surfer can help you find terms with high search volume and low competition.

3. Focus on long-tail keywords: These are more specific phrases that may have lower traffic but higher conversion potential.

4. Check your competition: Look at which keywords similar sites are ranking for, it can uncover new opportunities.

5. Prioritize relevance and intent: Make sure the keywords match what your page is actually about.

Best practices for keyword optimization

If you’re running a SuiteCommerce store, it’s even more important to structure your site and product pages around high-performing keywords. At BrokenRubik, we help SuiteCommerce merchants align SEO strategy with NetSuite’s architecture to drive real traffic and conversions.

Once you’ve chosen your keywords, here’s how to use them effectively:

• Include keywords in key places:

  • Page title (H1)

  • Subheadings (H2, H3)

  • First paragraph

  • Image alt text

  • Meta description

  • URL (if possible)

• Avoid keyword stuffing: It’s more important to write naturally and for humans. Google penalizes pages that overuse keywords unnaturally.

• Create dedicated pages for important keywords, especially if they refer to specific products, services, or questions.

• Update content regularly to ensure accuracy and maintain your rankings.

Whether you're running a blog, an eCommerce store, or a service-based website, understanding how to choose and use the right keywords can make a major difference in your traffic and visibility.

Start by identifying what your audience is searching for, and make sure your content answers that need, with the right keywords, placed in the right spots. 🚀

Looking to optimize your SuiteCommerce store’s visibility? BrokenRubik specializes in helping NetSuite merchants get found by the right customers. Let’s talk.