What is Keyword?
Definition
A keyword is a word or phrase that describes page content and matches search queries, serving as the connection between user searches and relevant content.
Why keyword matters
Keywords matter because they're the bridge between what people search for and the content you create. Understanding the words your audience uses helps you create content they can actually find.
Keyword research reveals demand—showing what topics have search volume, how competitive they are, and what variations exist. This data informs content strategy and prioritization.
Beyond discovery, keywords signal intent. The specific words people use reveal whether they're researching, comparing, or ready to act, helping you create content that matches their needs at each stage.
Key concepts and types
- •Short-tail keywords
Brief, general terms with high volume and competition. - •Long-tail keywords
Longer, specific phrases with lower volume but clearer intent and less competition. - •Keyword intent
The purpose behind a search—informational, navigational, commercial, or transactional. - •Keyword difficulty
A measure of how hard it would be to rank for a specific term. - •Search volume
The number of times a keyword is searched in a given period.
Common misconceptions
- ✕Keywords should be repeated as often as possible
- ✕Long-tail keywords aren't worth targeting
- ✕You should target one keyword per page only
- ✕Keyword research is a one-time activity
- ✕High volume keywords are always the best targets
Related terms
FAQs
How many keywords should you target per page?
Focus on one primary keyword and several related secondary keywords. Modern SEO emphasizes topics over individual keywords, so naturally covering related terms is more effective than targeting a long list.
How do you find good keywords to target?
Use keyword research tools to find terms with relevant volume, assess competition levels, analyze search intent, and identify opportunities where you can provide superior content.
Should you target keywords with low search volume?
Yes, if they have clear intent and align with your audience. Low-volume keywords often convert better, are easier to rank for, and collectively add up to significant traffic.