Keyword

A keyword is a word or phrase that users type into a search engine and around which page content is optimised so it best answers their query. It is the foundation of SEO and paid campaigns: it defines which queries a site should be visible for. Well-chosen keywords connect what an audience is searching for with what a page actually offers.

How keyword selection works

Keywords are grouped by length and intent, which shapes how they are used:

• Short tail terms — short, broad, high-traffic and highly competitive.
• Long tail terms — longer, precise, lower in volume but higher in conversion.
• Intent — informational, navigational, commercial or transactional; it indicates which type of content satisfies the query.

The key is matching content to search intent — a sales page will not answer an informational query, and vice versa.

Keywords in practice

Keyword research kicks off almost every SEO and content marketing project. It underpins a topic map, informs site structure, assigns terms to specific pages and drives content that answers real queries. Keywords are used in titles, headings and body text — always naturally, without stuffing. Tools such as a keyword planner support the selection, while ongoing rank tracking lets you expand the strategy with new, valuable queries.