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What are Keywords?

What are Keywords?

Keywords are ideas and topics that define what your content is about. In terms of SEO, they’re the words and phrases that searchers enter into search engines, also called “search queries.” If you boil everything on your page — all the images, video, copy, etc. — down to simple words and phrases, those are your primary keywords.

As a website owner and content creator, you want the keywords on your page to be relevant to what people are searching for so they have a better chance of finding your content among the results.

Why are keywords important?

Keywords are important because they are the linchpin between what people are searching for and the content you are providing to fill that need. Your goal in ranking on search engines is to drive organic traffic to your site from the search engine result pages (SERPs), and the keywords you choose to target (meaning, among other things, the ones you choose to include in your content) will determine what kind of traffic you get. If you own a golf shop, for example, you might want to rank for “new clubs” — but if you’re not careful, you might end up attracting traffic that’s interested in finding a new place to dance after dark.

Keywords are as much about your audience as they are about your content, because you might describe what you offer in a slightly different way than some people ask for it. To create content that ranks well organically and drives visitors to your site, you need to understand the needs of those visitors — the language they use and the type of content they seek. You can do this by talking to your customers, frequenting forums and community groups, and doing your own keyword research with a tool like Keyword Explorer.

Types of Keywords
Are you considering the deeper intent behind each of your target keywords?

Implementing an intent-based strategy for your SEO and content efforts could be the change you need to set your website apart from the competition.

To build your strategy around intent, you’ll need to start with keyword research that takes into account the different types of keywords.

So, what are the different types of keywords?

Most SEOs commonly agree that there are four main types of keywords to classify intent:

  • Informational keywords
  • — searchers looking for an answer to a specific question or general information.

  • Navigational keywords
  • — searchers intending to find a specific site or page.

  • Commercial keywords
  • — searchers looking to investigate brands or services.

  • Transactional keywords
  • — searchers intending to complete an action or purchase.

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