What is a Keyword?
A keyword is a word or phrase that people enter into search engines when they want to find something online, whether it’s information, a product, or a service. In SEO, keywords help search engines understand the content and purpose of a webpage so it can appear in relevant search results.
For example, if someone searches for “best running shoes for beginners,” that entire phrase is considered a keyword.
Why Keywords Matter
Keywords are essential to how search engines work. By identifying and targeting the right keywords, businesses can connect with people actively looking for what they offer. The better a page matches a user’s search intent, the more likely it is to rank well and attract useful traffic.
Effective keyword use helps your site appear for relevant queries, bringing in visitors who are more likely to take action, whether that’s reading more, signing up, or making a purchase.
Example in Use
Imagine you run an online store selling eco-friendly home goods. A useful keyword might be “reusable kitchen towels.” Including this phrase naturally in your product pages and content helps search engines understand what your page is about and show it to people searching for that item.
There are also different types of keywords that serve different purposes:
- Short-tail keywords: very broad, e.g. “marketing”
- Long-tail keywords: more specific, e.g. “email marketing for small business”
- Transactional keywords: indicate buying intent, e.g. “buy ergonomic office chair”
- Informational keywords: show research intent, e.g. “how to optimise a website”
Understanding the different keyword types helps shape content that aligns with what your audience is really looking for.