You can achieve it either with placeholder attribute or with p:watermark if using Primefaces and JSF 2.0+ or, when JSF 2.2 available, you can use pt:placeholder attribute.
Primefaces
<p:inputText id="search_input_id" value="#{watermarkBean.keyword}" 
    required="true" label="Keyword" placeholder="fill me" />  
Legacy browser support (Adds JS solution):
<p:inputText id="search_input_id" value="#{watermarkBean.keyword}" 
    required="true" label="Keyword" />  
<p:watermark for="search_input_id" value="fill me" />
JSF 2.2 (without PF)
<html xmlns="http://www.w3.org/1999/xhtml"
    xmlns:h="http://xmlns.jcp.org/jsf/html"
    xmlns:pt="http://xmlns.jcp.org/jsf/passthrough">
    <h:head>
    </h:head>
    <h:body>
        <h:inputText value="#{bean.value}" pt:placeholder="fill me"/>
    </h:body>
</html>
Which basically generates an HTML 5 
<input placeholder="fill me" />
Check out this answer.