What is a keyword
Also known as: search term, search query, keywords
A keyword is the term or phrase people type into a search engine that a company chooses to target: in site content, to appear in organic results, and in ads, to compete in the auction. Choosing well means understanding not just how many people search a term, but what they want when they search: to learn, to compare or to buy.
A language school wanted to rank for English course, a term with high volume and fierce competition, attracting everyone from kids to companies. Cost per enrollment from ads was high.
It shifted to more specific terms, such as online English course for adults with evening classes. Each gets fewer searches, but searchers already know what they want. Total visits dip slightly, and enrollments rise.
Search intent
| Example | Content that answers | |
|---|---|---|
| Informational | how to learn English on your own | Guide, article, video |
| Comparative | best online English course | Comparison, review, cases |
| Transactional | online English course price | Offer page with price and contact |
| Navigational | a specific school's name | The brand's own page |
How to research
- Google Ads Keyword Planner suggests related terms and estimates monthly searches for each.
- Search Console shows the searches the site already appears for, with impressions and clicks.
- Google autocomplete and the People Also Ask box reveal how the audience phrases things.
- Questions that reach sales and support are the most valuable source, and the most overlooked.
- The terms competitors rank for show where the competition is.
Keywords in ads
In Google Ads, the keyword defines which searches the ad can show for, depending on the match type. With broad match, the ad may show on related searches, even without the keyword's direct meaning. With phrase match, on searches that include the keyword's meaning. With exact match, on searches with the same meaning or intent, which gives more control and less reach.
Negative keywords do the opposite: they keep the ad from showing on irrelevant searches, such as free or jobs, when the company sells a paid service.
Keywords in today's SEO
Google understands the meaning of searches, not just exact words. Writing for people and answering the intent well is worth more than repeating the term many times. Filling a page with out of context keywords is, under Google's policies, a form of spam.
Common mistakes
- Choosing by search volume alone, ignoring intent.
- Fighting for the most competitive terms without the authority to win them.
- Creating several near identical pages for variations of the same term.
- Forgetting negative keywords in campaigns.
- Never reviewing the real search terms that triggered the ads.
Frequently asked questions
What is a keyword?
The term or phrase people type into a search engine that a company chooses to target in site content and ads.
How do I choose keywords?
By combining search volume, searcher intent and competition. More specific terms with clear intent usually convert better.
What is search intent?
What the person wants when searching: to learn something, compare options, buy or reach a specific site.
What are the match types in Google Ads?
Broad, phrase and exact. Broad reaches more related searches; exact gives more control and reaches fewer.
Does repeating a keyword many times help SEO?
No. Google understands the meaning of searches, and stuffing a page with out of context keywords is treated as spam.
Related terms
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- Organic trafficOrganic traffic is the visits that reach a website without paid ads. In its most common sense, it means...
- Paid trafficPaid traffic is the visits that reach a website, page or profile through ads: on Google, YouTube, Instagram...
- Featured snippetA featured snippet is the box where Google reverses the format of a result: it shows the answer first, taken...
- TOFU, MOFU and BOFUTOFU, MOFU and BOFU stand for top, middle and bottom of the funnel, the three stages the buying journey is...
- Quality ScoreQuality Score is a 1 to 10 rating Google Ads shows for each keyword, comparing the quality of your ads with...
Rodrigo Fávaro
Founder of ROO3, a marketing and technology agency in São José do Rio Preto, Brazil. Builds AI products running in production (Tobia, gerar.app, Pense Mercado) and maintains the AI Benchmark, a public ranking of AI models.
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