Quick answer
A keyword is a word or phrase a user types into a search engine. Keywords drive SEO and paid search.
What it is
A keyword is a search query, often a phrase like 'best running shoes for flat feet'. Keywords have volume (how often people search them), difficulty (how hard it is to rank) and intent (what the searcher wants).
Why it matters
Choosing the right keywords is the first decision in any SEO or paid program. It decides who you reach and what you write about.
How to use it
- Group keywords by intent (informational, commercial, transactional).
- Map each page to one primary keyword and 5 to 10 supporting terms.
- Write the page to satisfy the intent behind the keyword, not just match the words.
Examples
- An informational keyword like 'what is SEO' deserves an explainer with schema.
- A transactional keyword like 'buy running shoes online' deserves a category or product page.