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What are Keywords and How Do I Use Them? Strategies for Quilting and Crafting Business Owners

Tori McElwain


If you’re in the quilting industry - teaching classes, designing patterns, longarm quilting for hire, or selling quilting supplies - you probably know that visibility is important. But visibility online doesn’t happen by chance. One of the foundational building blocks is keywords: the words and phrases people type (or speak) when they search for what you offer.


Even as online search changes, keywords remain a core signal that helps search engines, social media platforms, and AI chatbots find you and your business and understand what your content is about.


In 2025, SEO experts point out that it’s not about stuffing exact keywords, but about matching user intent and using topic clusters (related terms, synonyms, context) to help engines understand who you are, what you offer, and what you're talking about. Marketing Aid+4WordStream+4Hive Digital+4


Also, as social media platforms become more like search engines (Pinterest, YouTube, Instagram), the keywords you use in your captions, in your profile, in your Pinterest boards, and video titles all contribute to you being found. Outfy+3Metricool+3Single Grain+3


So, getting keywords right is not optional - it’s essential for being discovered by potential students, pattern buyers, and clients. However, it's not complicated! You'll notice that throughout this blog post there will be areas where you are already using keywords. Pat yourself on the back and keep an eye out for where you could include this practice in more places.



What Are Keywords (and Why They Matter)


What is a keyword (or keyphrase)?

  • A term (often multiple words) that a person enters in a search bar (Google, YouTube, Pinterest, etc.).

  • It signals what the user is looking for (search intent).

  • In your content, it signals what your content is about to search engines and platforms.


Why they matter (5 reasons):

  1. Relevance signal - Keywords help search engines match what people are searching for with content that addresses that topic. Surfer SEO+2Backlinko+2


  2. Discoverability in social & platform search - On Pinterest, Instagram, YouTube, using the right words in titles, board names, descriptions, etc. helps your content appear in searches. Metricool+2Single Grain+2


  3. User intent alignment - Good keywords match what your ideal audience actually types; that means your content is more likely to satisfy and retain interest. Hive Digital+2WordStream+2


  4. Topic authority/clustering - Using related keywords in a cluster or content theme helps search engines see your site (or profile) as authoritative on that topic. Surfer SEO+2Keywords Everywhere+2


  5. Support for GEO or generative/AI search - As AI-powered search evolves, your content’s keywords and structure will also help chatbots or generative engines find your content. (This is sometimes referred to as GEO - generative engine optimization.) Wikipedia+2Wikipedia+2


Important note: In 2025, keyword density (how many times you repeat a word) is less important (and overuse can be penalized). Instead, context, semantic relationships, and clarity matter more. If you focus in writing for ideal customer and then reviewing for keywords, your content will be more favorable for all platforms and search engines.


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How to Find Keywords - Without Using AI

Here are several “manual” or platform-based ways to discover what people are searching for. Set an hour aside to run the activities below and then keep a list for reference when you're writing online.


Make it a game and see what keeps coming up - write down the top 5-7 words or phrases and tally mark them to keep track. I'd love to hear what wins (comment on this blog post below!).

Method

How to Use It

What You Gain

Tip for Quilters

Autocomplete/Search suggestions (Google, YouTube, Pinterest, Instagram)

Start typing a seed term (e.g. “quilting tutorial”, “modern quilt block”) and see what suggestions drop down.

Real user queries, long-tail ideas

Use those suggestions as part of your potential keyword list

“Related searches” / “People also ask” (Google)

At the bottom of the search results, see related queries.

More keyword ideas and insight into user phrasing

Look for questions like “how to quilt a lap quilt” or “longarm quilting service price”

Pinterest search suggestions

On Pinterest’s search bar, start typing and see what phrases auto-complete.

Keywords specific to the Pinterest audience

Also notice what Pins show up (their titles/descriptions) - reverse engineer their keywords Outfy

YouTube search suggestions

Similar idea: type in “quilt pattern tutorial …” and see what completes.

Video-specific phrases (e.g. “quilt binding tutorial video”)

Use those as video titles or incorporate into your video descriptions

Instagram / Reels/hashtag exploration

Tap on search in Instagram, enter “quilt”, then see what variants it suggests. Also click on hashtags and see what top posts use in captions.

Words and phrases your Instagram audience uses

Use those in your captions, in your profile, or even in board names

Peer content mining

Look at what quilting teachers, pattern designers, or quilt shops are writing or posting. See their blog titles, video names, and board names.

Inspiration and clues to working keywords

Don’t copy, especially trademarked names or phrases, but learn phrasing or analyze for gaps they may have missed

Soovle or free keyword aggregators

Tools like Soovle (which aggregates autocomplete from multiple engines) help you get cross-platform suggestions. Wikipedia

A faster way to get a batch of ideas

Especially useful if you don’t have a paid SEO tool

When you gather all those ideas, you’ll want to sort them by relevance (how well it fit your quilting niche) and searchability (how likely people are to type that phrase). Also look for long-tail phrases (3-4 words or more) which are lower competition but often more specific about what you offer (and better qualified). Hive Digital+1



Using Keywords Throughout Your Online Content - Where and How


To get the full benefit, you need to weave keywords (and their variations) into all places your content appears.


Here's my typical workflow:

  1. I write the caption or descriptions as if I were speaking to my favorite customer (let's call her Barb).

  2. I reread for clarity. Does this make sense? Any weird grammar mistakes?

  3. Is this "stop the scroll worthy in my first sentence?" Would this stop Barb?

  4. I double-check for keywords. Did I just say "fabric" or did I say "quilting cotton?". Did I just say "teaching students" or "teaching an applique class full of experienced quilters?" and I adjust as needed.


Once you know keywords, it can be a quick and easy addition to your writing workflow.


Here are the key areas for keywords in quilting-related content from different online platforms:

  • Headlines/Titles (blog posts, video titles, Pins): Use your main keyword (or variation) near the start, if you can. Make sure it still reads naturally.

  • Introduction/first paragraph: Put your core phrase early so search engines & readers see it quickly.

  • Section headings/subheads (H2s, H3s): Use related keywords in your headings in blogs, videos, on your website, etc. (for clarity, usability, and SEO benefit).

  • Body/content: Sprinkle natural variations (synonyms, related terms) so you cover semantic ground - for example, “quilt binding,” “binding a quilt edge,” “quilting edge finishing,” etc.

  • Alt text/image captions: Especially for quilting, where visuals matter, name your images with descriptive, keyword-rich alt text (“modern quilt block layout”, “free-motion quilting detail”) — this also helps with image search.

  • Meta title/meta description or SEO snippet (if your website allows it): Use your primary phrase, and a supporting phrase or two, in the meta description to help search engines & users decide to click.

  • Permalinks/URLs: Short, descriptive, and keyword-containing (if possible).

  • Profile, bio, “About Me”: Use your niche keywords so people and platforms know what you do. E.g., “Longarm quilter, Quilt pattern designer, Quilting teacher.”

  • Social media captions/Pin descriptions/video descriptions: Always include relevant keywords or phrases (again, naturally) so internal platform search and SEO can pick them up. For example: “Learn how to bind a quilt: step-by-step tutorial for modern quilt binding” in a video caption.

  • Hashtags (where appropriate)Use 1-3 keyword-based hashtags in platforms that support them (e.g. Instagram, Pinterest). Don’t overdo it.

  • Interlinking/internal linking: If you have a blog or multiple content pages, link “modern quilt design” content from one page to another. Use descriptive anchor text.

  • Content updates/refreshes: As time goes on, revisit older content and see if you can insert new relevant keyword phrases, update links, refresh visuals, etc.


While reviewing this list - I bet you've already been using keywords in these places! Take note of where you hadn't thought of using them and add it to your list of keywords to double-check after you've written your descriptions/captions.


(Alternative) Using AI Chatbot (like ChatGPT) to Help with Keyword-Infused Content

AI chatbots can speed up your content creation while helping you keep keyword integrity. Here’s a simple process you can use:


Process (with AI assistance)

  1. Start with your seed keyword/topic e.g. “Modern quilt block tutorial” or “Longarm quilting pricing”


  2. Ask the AI for keyword variations/long-tail ideas: Prompt: “Give me 10 keyword phrase ideas around ‘modern quilt block tutorial” (Then pick 2-3 you like).


  3. Write, Review, & tweak - Make sure the phrasing feels natural (don’t force keywords in where they don't naturally fit) - Add or swap in your own local or niche words (“my local area name” or “your brand name”). Add images, alt text, internal links, etc.


  4. Generate social media captions/video titles/Pin descriptions: Prompt: “Write 5 social media captions (for Instagram or Pinterest) to promote this article or this offer [insert description of the article or offer]. Each should include the keyword [insert keyword or key phrase such as ‘modern quilt block tutorial’] (or variation) naturally.”


Remember: Writing online should be human-centered first, then tweak your descriptions with keywords to help with SEO.


Keyword Ideas for Quilters: A Starter List

Here’s a list of keyword ideas (and variations) you can adapt and expand. Use them in your research, content, captions, etc. (These are seeds - don’t rely only on these, but they may help you get started.)

Core Phrase

Variations / Long-Tail Ideas

quilt pattern

modern quilt pattern, small quilt pattern, quilt pattern download

quilt block tutorial

how to sew quilt block, beginner quilt block tutorial, quilt block design ideas

quilting class

online quilting class, local quilting class near me, beginner quilting lessons

longarm quilting

longarm quilting service, longarm quilting cost, longarm quilting tips

quilt binding tutorial

how to bind a quilt, quilt binding methods, binding quilt edges

quilt top layout

quilt layout ideas, quilt block arrangement, quilt design layout

quilt backing ideas

backing fabric ideas, quilt back selection tips

modern quilting

modern quilting techniques, modern quilt ideas, modern quilt inspiration

quilt finishing

quilt finishing techniques, how to finish a quilt, quilt care instructions

quilting tools

quilting supplies, essential quilting tools, best quilting notions

custom quilting service

custom quilt quilting, quilt quilting for hire, professional quilting service

quilt class online

virtual quilting course, quilt instruction video, quilt workshop online

You can also combine location or niche words: e.g., “modern quilt class Michigan”, “longarm quilting Chicago”, “beginner quilt pattern for small baby quilt,” etc.



Keywords are not a magic wand, but they are powerful levers. When you intentionally incorporate them across your blog, profile, social media posts, videos, and design content - and evolve them over time - your quilting business has a better chance to be found by students, pattern buyers, and clients.


Want to make sure your keywords and content are working together?

Download my Website & Landing Page Checklist (SEO + GEO Friendly Edition) to learn how to structure your site for visibility, avoid common pitfalls, and build trust every time someone finds you - whether through Google, ChatGPT, or Gemini.



This article was written and updated with 2025 SEO and GEO insights by Tori McElwain, author of Workshops Unleashed: How to Design Engaging and Successful Workshops for Quilters and Crafters and founder of Hey Tori LLC. Tori helps quilters, teachers, and creative entrepreneurs design workshops, grow their audiences, and market their businesses online through programs like Digital Marketing Magic Coaching and The Self-Publishing Incubator.


Sources & Further Reading

If you’d like to explore more about keyword research and how search is evolving in 2025, here are a few trusted articles and guides I recommend:

Keyword & SEO Fundamentals

Social Media SEO & Discoverability

AI & GEO (Generative Engine Optimization)

Practical Tools & Free Platforms


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