Choosing the right keywords is a core part of any SEO strategy. But just as there are good keywords that boost your visibility, there are also bad ones that can hurt your rankings, waste your time, or even damage your reputation.
Let’s look at what makes a keyword “bad” in SEO—and how to avoid falling into common traps.
1. Keywords With No Search Volume
It might seem obvious, but many people target keywords that no one actually searches for. These often sound technical or overly specific. If a keyword has zero or very low monthly search volume, it won’t bring traffic—even if you rank first.
Before using a keyword, check it with a tool like Google Keyword Planner or Ubersuggest. Look for at least some consistent volume.
2. Keywords That Are Too Broad
Terms like “marketing,” “fitness,” or “shoes” are incredibly competitive and vague. They don’t tell you what the user wants, and you’re likely competing with massive brands.
These keywords bring in traffic, sure—but not targeted traffic. Focus on long-tail keywords that match user intent, like “best running shoes for flat feet” instead of just “shoes.”
3. Irrelevant Keywords
Sometimes, people try to rank for trending topics that have nothing to do with their site just to get clicks. That might bring in views, but not engagement. Users bounce quickly when they don’t find what they’re looking for.
Google notices high bounce rates and poor engagement. That can hurt your site’s authority and rankings over time.
4. Overused or Spammy Keywords
If a keyword has been abused by spammers—like “cheap Viagra” or “make money fast”—it could trigger algorithm penalties or simply get ignored. These terms also tend to appear on low-quality sites, which hurts your SEO credibility.
Stick with natural, specific, and trustworthy phrasing. Avoid anything that sounds like a scam or clickbait.
5. Keywords With Poor Intent Match
Not all traffic is good traffic. If you’re a local business, ranking for general terms with national or global intent won’t help much.
For example, a small dental clinic in Miami shouldn’t try to rank for “best dentist in the U.S.” It makes more sense to focus on “Miami dental clinic” or “teeth cleaning near downtown Miami.”
6. Duplicate Keywords Across Pages
If multiple pages on your site target the same keyword, you risk keyword cannibalization. That means your pages compete with each other in search results, weakening your overall SEO performance.
Use keyword mapping to assign different, relevant keywords to each page.
7. Keywords Based on Assumptions, Not Data
Choosing keywords based on what you think people search for can backfire. Real users might phrase things differently or use unexpected language.
Always do research. Use tools, analyze competitors, and check Google’s autocomplete suggestions to find what people actually search for.
Final Thoughts
In SEO, not all keywords are created equal. Bad keyword choices can waste time, confuse users, and drag down your rankings.
Focus on keywords that:
- Have decent search volume
- Match user intent
- Are relevant to your content
- Avoid spammy or overly broad language
Good SEO starts with good keywords. Do your research, stay strategic, and let data—not guesswork—guide your choices.
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