Keyword
SEO and AI visibility
SEO and AI visibility
A keyword is the word or phrase someone types into a search engine — in other words, how a question gets phrased.
In practice a keyword is rarely one word. 'Marketing agency Eindhoven', 'what does a webshop cost' and 'shopify or woocommerce' are all keywords; the longer and more specific, the clearer the intent usually is.
In SEO keywords define what a page is about: one page, one clear question. In advertising a keyword is also something you bid on, with match types deciding how loosely the engine may match.
The intent behind the word matters more than the word. Someone searching 'examples' wants to look, 'cost' wants to compare, 'quote' wants to talk.
Tip
Let the topic of your page come through in the whole text, not from repeating one keyword. Search engines read it that way regardless, and your page stays pleasant to read.
Related terms
- Keyword researchKeyword research maps the words and questions your audience searches with, including how often that happens and how strong the competition is.
- Search volumeSearch volume is the estimated number of monthly searches for a keyword, usually a twelve-month average per country or language.
- Search intentSearch intent is what someone actually wants from a query: to learn something, compare options, navigate somewhere or buy.
- Long tailLong-tail keywords are longer, more specific queries with little volume each, but together often the bulk of your traffic.